Author: Rinku Ramchandani

Nonprofit fundraisers spend significant time and resources crafting messaging to appeal to donors and encourage their support. However, the language we use in these communications often focuses too much on “us”—the organization—rather than “you”—the donor. To truly engage donors and inspire them to give generously, we must adopt an outward focus in our writing.

When writing for donors, avoid starting sentences with “I,” “we,” or “our.” Instead, address the donor directly using “you.” For example, rather than saying “We awarded 10 new scholarships this year thanks to your support,” try “You made it possible for 10 deserving students to receive scholarships this year.” This subtle shift places the donor at the center of the impact and helps them feel personally connected to your mission.

Ask open-ended questions to engage the reader

Such as “How can we work together to help even more students access higher education?” However, be sure to provide context for your questions. Donors want to understand the challenges and opportunities, not guess at them. Follow up your questions with compelling stories and data that inspire them to act.

Show how donors are part of the solution, not just funders of your organization.

Highlight the change they are making possible in people’s lives. For example, say “You gave John hope for a brighter future” rather than “Your gift supported our youth programs.” Capture the human impact and emotions to forge a deeper connection between the donor and your cause.

Conversational, authentic language also helps to focus outward.

Use an active voice, contractions, and vary your sentence structure. Write the way you would talk to a friend. While a formal tone may seem respectful, it creates distance rather than fostering intimacy with the donor.

An outward focus requires empathy, listening to understand what motivates your donors to give and framing communications around their interests and impact. When donors recognize how they can transform lives through your organization, they will become loyal champions of your mission. So, keep “you” at the heart of your messages—it’s the key to donor participation.

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Nonprofits often struggle with creating and managing content across channels with limited resources. According to nonprofit marketing expert Julia Campbell, effective content creation and curation should be one of the four pillars of a nonprofit’s social media strategy.

To start, nonprofits need to create original content to share their mission and stories. This could include blog posts, videos, photos, or podcasts highlighting program successes and the people they serve. Nonprofits should tap into their annual reports, grant materials, and other resources they already have to repurpose content. They don’t need to create content from scratch for every social media post or communication.

However, nonprofits also need to curate content from other sources to demonstrate their expertise and share industry news. Nonprofits can follow reputable news outlets, thought leaders, influencers and curate content from them to re-share with their audiences. When curating, add context or opinions to make the content more relevant for your followers.

With limited resources, nonprofits will need to prioritize and focus their efforts.

Campbell suggests using the “four pillars” as a guide, choosing one area to focus on for just 20 minutes a day.

For example, spend Mondays focused on community engagement by responding to comments and messages. Tuesdays on content creation, writing one blog post. Wednesdays on research and curation, finding and re-sharing two industry articles. And Thursdays on measurement, analyzing Google Analytics and social media insights.

No matter the content, nonprofits must have a plan and schedule to organize their efforts. Using a project management tool like Asana or Basecamp, map out content plans for the next month or quarter. Log types of content, topics, and a content calendar for social media and email newsletters. Share access with marketing and program teams so everyone can see the schedule, add to it, and help achieve your goals.

With a strategic approach, limited resources don’t have to limit a nonprofit’s ability to create and manage effective content. By focusing their efforts and working together, nonprofits can build a sustainable content creation plan to engage audiences and further their mission.

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Gaming and gamification are popular new tools that nonprofits are leveraging for fundraising and engagement. But for these strategies to be successful, building an active community is essential. According to fundraising experts Diego Sherefker and Dan Long, community is the “meat on the bones” that allows nonprofits to connect gaming partnerships and sponsorships to real impact.

Sherefker, former corporate development officer for the USO, and Long, community manager for the St. Baldwin Foundation, shared insights from their experience building the USO’s gaming program and the Foundation’s partnership with content creators. They emphasized that buy-in from leadership is important but means little without community support.

“Cash is king, but you can really leverage in-kind support to help build that community,” said Sherefker. In-kind donations of gaming equipment or experiences can motivate community members to fundraise or participate in events.

Long also highlighted the importance of a dedicated community manager to cultivate relationships. “Have a community manager that is gonna engage in a very professional and positive but yet intimate way with the community,” he advised. For the St. Baldwin Foundation, Long monitors their Discord server daily, organizes casual community meetups, and designs an ambassador program to strengthen ties with key influencers.

While big names may attract sponsorship, a loyal community base is key to fundraising success. “We’ve gotten some outside help…But it didn’t translate to community members that interact regularly,” Long noted. In contrast, smaller influencers with a genuine connection to the cause tend to motivate their audiences to donate more. For the USO, military veteran streamers sharing personal stories raised significantly more than prominent influencers.

In the end, gaming partnerships and events are a means to an end: strengthening community. By focusing on community building, nonprofits can develop a fundraising strategy with real longevity and impact. Community members that interact regularly become the best ambassadors to spread your mission to new audiences in an authentic way.

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Live streaming and platforms like Discord are powerful ways for nonprofits to engage their communities in real time. By broadcasting live gameplay or hosting discussions on Discord, you can connect directly with your supporters and raise funds through an interactive experience.

Discord is a free chat app that allows you to create different text and voice channels for your community. Nonprofits like Make-A-Wish International use Discord to bring their supporters together, answer questions, and share updates.

You can set up moderators, security groups, and automated bots to keep the conversation productive. Discord works on both desktop and mobile, so your community can connect from anywhere.

Streaming live video on Twitch, YouTube, and other platforms is an exciting way to engage donors and raise money. Streamers play games while their viewers comment, vote on incentives, and make donations. Viewers feel personally invested in the experience and motivated to give generously to meet fundraising goals or unlock rewards and challenges.

Before you get started, spend time learning the gaming culture and platforms. Watch other charity streams to see creative ideas in action. Then pick a live streaming tool like Open Broadcaster Software (OBS) or Streamlabs to manage your webcam, overlays, transitions and more. You’ll want to register your nonprofit for tools like Tiltify and DonorDrive, which offer extensions and integrations to help streamers fundraise for you.

An example helps illustrate this concept.

The charity Child’s Play held an auction where viewers could bid on incentives for the streamer, like changing games or switching levels. Bidding took place live while viewers watched and chatted on the charity’s Discord channel. This fun, social experience led to over $42,000 raised in one year.

With the right tools and strategy, Discord and live streaming can be game-changing for your fundraising. Connecting directly with donors in real time leads to meaningful interactions, inspires more giving, and helps build a loyal community of supporters. Give these platforms a try and see how engaging your community through an exciting live experience can benefit your mission.

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The video game industry generates over $200 billion in revenue annually and engages billions of players worldwide. Now nonprofits are tapping into the passions and communities of gamers to raise funds and awareness for important causes.

April Stallings, who leads gaming and esports fundraising at Make-A-Wish International, says “gaming philanthropy” is an ideal channel for nonprofits to build community and mobilize donors. In 2020 alone, more than $83 million was donated through Twitch, a major game streaming platform. The good news is any nonprofit can participate, regardless of size or budget. “This space is highly scalable,” notes Stallings.

The first step is getting buy-in from leadership and developing a long-term plan. Stallings advises creating a dedicated multi-year strategy and assigning staff to build relationships with gamers, also known as “content creators.” Do research to find streamers and YouTubers aligned with your mission. When recruiting, be authentic and understand gaming culture.

Content creators are passionate, creative entrepreneurs who spend years building their online communities. “When someone is charity streaming for you, they’re literally giving up money that they could have taken in their pocket,” says Stallings. “They’re giving up the subs that could have happened…They are basically letting you take their income for the day.” Nonprofits should actively support streamers during charity campaigns by participating in livestreams, engaging with audiences in chat, and promoting events across social media.

Other keys to success include choosing fundraising software tailored to gaming like Tiltify, DonorDrive or Streamlabs Charity, and creating toolkits with graphics, videos, logos and more for streamers. Build a Discord community to stay connected with creators and their audiences. Attending gaming conferences is also valuable for networking and education.

While gaming philanthropy requires an investment of time and resources, it allows nonprofits to tap into a highly engaged community and raises funds through an activity people are passionate about. By understanding gaming culture and building authentic relationships, nonprofits can level up their fundraising in a whole new way. The opportunity to impact millions of donors and achieve significant ROI makes this strategy well worth exploring.

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For small nonprofits, especially those in start-up mode, focusing on scalability can be counterproductive. When resources and capacity are limited, organizations should do what works for them rather than trying to emulate larger institutions.

Ali Evans, Executive Director of Foodnet Meals on Wheels, advises not getting caught up in “shoulds” and prescribed best practices.

Instead, rely on instinct and do what feels right for your organization and supporters. For Foodnet, that meant sending emails and handwritten cards to donors outside of their usual schedule during the pandemic. These personal touches built trust and helped to retain donors despite canceling in-person events.

For recruiting, Foodnet skips job boards in favor of networking. According to Evans, “You’re going to get like-minded people” through connecting with local organizations and at community events. They also get creative by partnering with nearby colleges to provide work-study roles. These internships provide needed support at low cost while giving students valuable experience.

Investing in basic systems and infrastructure is still important for efficiency and retaining knowledge, especially with high turnover common in nonprofits. However, organizations don’t need “all the bells and whistles” and should choose tools that meet their current needs. For Foodnet, that’s a simple donor database to track gifts and communications. They also worked to formalize policies and procedures to ensure consistency even when staff members leave.

Partnerships can also help build capacity. Foodnet was able to establish a planned giving program by working with their local community foundation. The foundation acts as a fiscal sponsor, accepting and managing complex donations on Foodnet’s behalf.

Overall, the key is not to get caught up in unrealistic expectations of how a nonprofit “should” operate. Focus on building trust, meeting your supporters’ needs in authentic ways, and embracing creative solutions. What works for large organizations may not suit your unique situation. Forget scalability and do what is right for your organization.

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Heather Thompson has built fundraising programs from the ground up at multiple nonprofits. As the Chief Development Officer at Norwest Community Action Partnership, she shared her lessons learned for launching a successful development shop.

The key, Thompson says, is setting realistic expectations.

When she started at Norwest CAP, she created an ambitious five-year plan. Her CEO wisely advised her to scale it back to a one-year plan. Fundraising takes time to build, and grand plans can set you up for failure and disappointment. Focus on laying groundwork and incremental growth.

In that critical first year, Thompson focused on internal goals within her control, not just an arbitrary fundraising target. Her goals included retaining current donors, adding new donors, producing grant proposals, and building infrastructure like a CRM to track donors. Reporting on progress towards these goals built credibility and trust in her leadership.

Fundraisers often want to do everything, but you have to start somewhere. Thompson began with institutional fundraising since Norwest CAP had strong program outcomes and metrics to leverage. Small wins from initial grants gave her funding to build on. Each year, Thompson evaluates what’s working to build on successes and make changes where needed. An event in its second year grew after she dropped ticket prices in response to feedback.

Thompson also advocates for resources to support long-term success like a CRM, website, and communication. While the return on investment isn’t immediately clear, these tools build trust and awareness to enable future fundraising. Her tip: find board allies who understand fundraising to help make your case.

Overall, launching a successful development shop starts with a solid foundation, not flashy short-term gains. Set incremental goals, evaluate and adjust based on outcomes, and invest in infrastructure to enable sustainable long-term growth. With realistic expectations and by building strong relationships, Thompson created a flourishing development program to further Norwest CAP’s impact.

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Nonprofit organizations depend on the generosity of donors to fund their important work. While one-time donors are appreciated, regular givers provide a stable base of support. According to recent research, only 33% of Americans donate to the same charity on an ongoing basis. How can nonprofits encourage more occasional donors to become regular contributors?

Focus on participation, not just dollars.

Make donor retention and frequency a top priority metric, not just total funds raised. Regular givers are more valuable over the long run. Set specific goals around converting one-time donors to repeat donors.

Understand donors’ motivations.

Donors give for two main reasons: to support the organization’s mission (the “collective good” motive) or for internal reasons like reducing guilt or gaining social approval (the “input” motives). Tailor your appeals to match donors’ key motivations. For example, emphasize the impact of donors’ gifts for the collective good motive or highlight social approval for input motives.

Listen and build relationships.

Conducting in-depth interviews with donors, like the successful program at Georgetown University, can reveal their passions and values. Listen to understand their motivations better and to make them feel valued. Then, craft more targeted fundraising appeals that resonate with their interests. Over time, these relationships can turn occasional givers into regular supporters.

Test different strategies.

Try various techniques like matching funds, seed funding, and social pressure to see which are most effective with your donors. But evaluate the long-term impact, not just immediate results. For example, while matching campaigns may boost short-term giving, they could reduce future donations if they primarily trigger feelings of guilt. Test and iterate to find the right formula for your organization.

Make the next generation a priority.

Children often mimic their parents’ philanthropy but need help making giving a habit. Educate families about your mission and engage children through programs like “read to donate” campaigns. Building lifelong donors starts young.

With creativity and persistence, nonprofits can shift occasional donors to become regular supporters. A focus on participation, understanding motivations, cultivating relationships, experimenting thoughtfully, and engaging the next generation are proven strategies to turn more one-time givers into long-term philanthropic partners.

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Hiring a consultant can be invaluable for nonprofits, but it also introduces challenges like missed deadlines and scope creep that require navigation. Missed deadlines often happen despite the best of intentions from both parties. Life events emerge and priorities shift, and what seemed feasible in the planning stages may prove unrealistic.

The key is maintaining open communication.

Explain the situation truthfully but compassionately, revising deadlines collaboratively. Consultants aiming to build long-term relationships will show flexibility; work with them on realistic solutions. Internally, reset stakeholder expectations, emphasizing that quality work takes time. Build in margin for the unexpected in the future.

Scope creep refers to the natural tendency for projects to expand beyond initial parameters.

This frequently stems from enthusiasm, as new possibilities emerge. Again, ongoing communication is critical. Consultants should speak up if extra work strains their capacity or budget before resentment builds. Clients should avoid presenting new ideas as fait accompli.

Discuss any changes openly, including new deadlines, work, and fees.

Both parties must compromise to find the optimal balance of scope and feasibility. If significant changes are needed, it may make sense to end the current project and launch a new engagement with revised goals.

Navigating challenges with consultants requires empathy, honesty and a solutions-oriented mindset from all sides. While missed deadlines and scope creep can damage relationships and trust if left unaddressed, a willingness to be flexible, communicate openly, and focus on a mutually agreeable path forward can actually strengthen partnerships.

When challenges arise, follow the Golden Rule, treating your consultant—and client!—as you would like to be treated in their place. Approach the situation not as a conflict to win but an opportunity to forge an even more productive working relationship based on good faith and understanding. With this mindset, common challenges often become a chance to build rapport and demonstrate reliability, cultivating partnerships for the long-term.

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Legacy gifts, also known as planned gifts, make up a significant portion of contributions to nonprofits each year. According to Giving USA, legacy gifts accounted for $46.01 billion given to charities in 2020. These gifts are from donors who thoughtfully include charities in their estate plans to create a lasting impact.

The best time to start securing legacy gifts was years ago. The second best time is now.

Donors often make estate planning decisions years before they pass away, so consistent communication about your mission and impact is key. Provide sample bequest language on your website and in print materials so donors and their attorneys have the information readily available. Sending annual reminders about planned giving opportunities through mailings, e-newsletters, and social media also keeps your organization top of mind for donors thinking about their legacy.

While major gift donors are obvious planned giving prospects, mid-level donors, lifetime members, and devoted volunteers also have the potential to become legacy donors. Treat these most loyal constituents as planned giving prospects, inviting them to attend special donor events and recognizing their consistent support. For younger donors in their 50s and 60s, a planned gift of even 1 to 3 percent of their estate could have major impact down the line as their assets appreciate. Starting cultivation of younger donors today sets the stage for a meaningful planned gift years later.

The most successful nonprofits know that legacy donors are often their most dedicated supporters, continuing annual gifts even after providing for the charity in their estate plan. Take a donor-centered approach by listening for clues that a donor is working with an estate planner. Be ready to share helpful resources and sample bequest language to ensure you have a seat at the table.

With consistent messaging and stewardship, donors who start out making small annual gifts can become your greatest legacy donors. In the end, planned giving success is all about relationships and taking the long view. Start now, keep going, and your nonprofit will reap the rewards for generations to come.

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