For nonprofits, building strong relationships with donors is key to fundraising success. According to James Barnard, Assistant Vice President of Development at the University of Cincinnati Foundation, the right technology can empower outreach efforts and help fundraisers make meaningful connections.
Barnard points to VanillaSoft, a sales engagement platform, as the “workhorse” behind their digital philanthropy center. The software provides a toolkit for student fundraisers and staff to personally engage with donors. It helps them map out “donor journeys” to facilitate personalized outreach at scale.
“If personalized outreach at scale is something you’re trying to do, then you really need a tool like this in your technology stack,” Barnard says.
Tools like VanillaSoft enable nonprofits to prioritize leads, automate follow-up, and gain key insights to build stronger relationships.
For Barnard, effective outreach starts with crafting a compelling message. “We have to keep working on our message, make sure that it’s relevant, and show that our donors understand what we stand for and they see the value of investing in our mission,” he says. Engagement software can help share that message with the right people at the right time.
The power of technology, combined with a focus on relationships and storytelling, has driven results for the UC Foundation. Barnard reports that student fundraisers using the engagement platform have increased contact rates, scheduled more appointments, and secured higher gift averages.
Overall, Barnard believes people give to people, not brands. While marketing and design serve a purpose, fundraising success depends on personal connections. For Barnard, the ability to facilitate those connections at scale through technology – and inspire donors with a passion for the mission – makes the challenging and rewarding work of nonprofit advancement worthwhile.
With the right tools and approach, all nonprofits can strengthen donor relationships and empower their fundraisers to make a bigger impact. Personal outreach may require an initial investment of time and resources, but the rewards of building a loyal donor base and supporting the mission are well worth the effort.
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