4 Survey Strategies for Soliciting Donors’ Feedback

Guest post by Mogli

Donating to a nonprofit or school is a highly personal experience. It’s not just about giving some money and walking away. Donors want to make an impact with their funding, but they also want to be a part of your community. By donating, they’re saying “I want to take an active part in furthering your cause.” But if you don’t invest in finding out how they want to take part, you risk losing their involvement and future donations.

That’s why asking donors for feedback is so important. Whether you want to engage parents in school fundraising or learn more about your nonprofit’s new donors, sending out a survey is the perfect answer. We’ll cover four strategies you can use to craft effective, engaging surveys for your donors:

1. Write questions based on your goals

2. Use a variety of survey formats

3. Leverage automation tools

4. Segment donors to ensure surveys are relevant

As we explore these strategies, we’ll also discuss technologies like your donor database and SMS marketing apps that can help you make the most of them. Let’s get started!

1. Write questions based on your goals

The first step in creating surveys that resonate with donors and provide actionable feedback is to set clear goals. Before you start designing a survey, think about what you want it to accomplish for your organization. Common survey goals include:

• Boosting donor retention. Double the Donation’s donor retention guide explains that asking donors for feedback shows that you value their opinions and helps you build lasting relationships. If your goal is to retain donors, ask them if they enjoyed recent fundraising events, how you could better meet their needs, or what types of programs or campaigns they’d like to see in the future.

• Learning donor preferences. Surveys are an easy and efficient way to collect data about your supporters’ personal interests and preferences. Ask how they’d prefer to be contacted, what their charitable interests are, and why they joined your community in the first place. This information helps you segment donors and tailor your fundraising appeals to their interests.

• Improving your fundraisers or programs. If you want to host better fundraisers or launch more impactful programs, who better to gather ideas from than the donors who participate? To improve your school fundraisers, for example, you might ask what type of event parents want to attend or if they’d prefer selling products (like cookie dough) with their children to raise money. Or, ask recurring donors for feedback on your monthly giving program to improve its appeal.

These goals aren’t mutually exclusive—you may be able to accomplish all three with one great survey. However, determining your top priority upfront will help you narrow down your questions and ensure you get the answers that are most important to your goals.

2. Use a variety of survey formats

Remember when you used to fill out surveys on paper? Now, you can send donors virtual surveys via email, social media, and even text message. Different survey formats have distinct benefits and drawbacks, so it’s best to use a variety to make the most of all of them. Plus, this will differentiate your surveys enough to keep donors engaged even if they complete multiple surveys within a short period of time.

For instance, throughout the year you might use a mix of:

• Text surveys: According to Mogli’s text marketing guide, text surveys engage recipients while providing immediate feedback for your organization or school. With the right tools, you can create interactive surveys that take place entirely within donors’ messaging apps. These surveys are quick and easy for donors to complete.

• Email surveys: Your donors are likely used to filling out surveys from businesses via email, so receiving a survey from your organization in their inbox will feel natural. You can use free online tools like SurveyMonkey or Google Forms to create basic surveys and distribute them to donors’ emails. 

• In-person interviews: Surveying individual donors in person takes more time and effort, but it’s one of the best ways to get authentic feedback and strengthen your organization’s relationships. While conducting interviews, be sure to record video or audio or take extensive notes on the donor’s responses. 

Along with varying the format of your surveys, it’s also crucial to vary the type of questions you ask. Include a mix of open-ended, multiple-choice, and short-answer questions so that donors stay engaged throughout the survey and have the opportunity to share more extensive thoughts.

3. Leverage automation tools

There are plenty of technologies out there that you can use to streamline survey creation and management, but one of the most impactful features is automation. Automation tools can save your team time, seamlessly collect and organize answers, and simplify the process for donors. 

You can leverage standalone survey automation tools or automation features within comprehensive text or email marketing software. For example, if you use text marketing software with automated survey capabilities, you can:

• Create simple and complex surveys. With the right tools, you can design surveys that branch off in different directions based on donors’ answers. For example, after asking if a donor enjoyed participating in your school’s latest fundraiser, you could set up different lines of questions for those who say yes and those who say no. This type of automation enhances your surveys’ personalization and can inspire better responses. 

• Automatically send data to your CRM. If you use a text marketing app that integrates with your CRM (such as a Salesforce-native app if you use Salesforce for Nonprofits), donors’ survey responses will automatically flow into the correct profiles in your database. From here, you can easily use this data to guide future communication strategies and fundraising appeals.

• Add surveys to other automated journeys. Say that you set up a string of automated thank-you messages that gets triggered when a supporter donates. With the right tools, a survey can fit seamlessly into that cadence! For example, you might send an initial thank-you text immediately, then a survey about the donation experience the next day.

As you explore your options for survey automation tools, pay attention to features like branched logic surveys and CRM integrations. Look for a tool with an intuitive survey builder that easily allows you to design complex surveys without needing to be a tech expert.

4. Segment donors to ensure surveys are relevant

Finally, all of the strategies we discussed so far can be improved just by segmenting your donors. You know how important it is to send relevant, personalized donor communications to show donors you value them as individuals. 

The same is true for surveys. If a survey is relevant and appealing to the donor who receives it, they’re likely to ignore the request for feedback, or worse—opt out of future messages completely. 

To avoid this, create a variety of donor segments to send different surveys to. This might include sending a survey about volunteer opportunities to all donors who have volunteered in the past, or sending first-time donors a welcome survey designed to learn more about their interests. Use any existing segments in your donor database as a starting point, then don’t be afraid to create new groups as needed.

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These strategies can make a big impact on your relationships with donors, but sending the survey is just the beginning. After receiving responses, make sure to thank every donor who took the survey and act on the feedback you receive. If one donor gave you a particularly good idea for your next fundraiser, let them know with a personal thank-you email. Show donors that you take their feedback seriously, and they’re bound to feel closer to your organization.

The preceding post was provided by a guest author unaffiliated with DonationMatch. The views expressed within do not directly reflect the thoughts or opinions of DonationMatch.

Leveraging Technology For Meaningful Donor Acknowledgment

Guest post by eCardWidget

Amidst the hustle and bustle of nonprofit operations, a silent challenge looms and makes it difficult to achieve fundraising goals: a decline in donor retention. The 2022 M+R Benchmarks Study shows that a whopping 71% of one-time donors in 2021 didn’t make another donation in 2022. Could the way nonprofits acknowledge donors be the missing link?

The donor engagement landscape is constantly evolving, and in recent years, traditional acknowledgment methods have shifted to digital ones — for good reason! As you’ll discover in this guide, going digital means you can connect with your donors anytime, anywhere. You can ensure they know your nonprofit cares about their continued support.

From email to social media, leveraging technology to connect with donors is a must these days, but you need a careful strategy to cash in on the benefits of digital acknowledgment. To help, we’ll share key insights for getting started, including: 

• The Benefits of Technology in Donor Acknowledgment

• Innovative Methods for Digital Donor Recognition

• How to Level Up Your Digital Donor Acknowledgment

With a thoughtful approach, you’ll design an effective recognition plan. If you’re ready to make donors feel instrumental to your mission, let’s dive in!

The Benefits of Technology in Donor Acknowledgment

In the digital age, a simple thank-you note doesn’t cut it. Donors today expect and deserve instant, personalized acknowledgment. If you’re not meeting these expectations, technology can help.

Using technology to fuel your post-donation outreach means you’ll experience benefits such as:

• Lower overhead. Especially when fundraising on a budget, technology can reduce costs associated with traditional outreach methods. For example, you won’t need to pay printing or postage costs for digital thank-you letters.

• Personalization. Your CRM stores personal information and giving history for each supporter. You can easily pull these details to craft more personalized acknowledgments, making your outreach more meaningful to donors. This process becomes even simpler when your CRM integrates with your marketing tools.

• Immediate recognition. With the ability to automate thank-you emails, you’ll provide instant gratification and timely recognition for donors. No need to wait on snail mail unless your donors prefer a handwritten letter!

• Eco-friendliness. Going digital means reducing paper use, vehicle carbon emissions, and waste from non-recyclable materials. In turn, you’ll resonate with contemporary values.

Digital acknowledgments are much more scalable than traditional methods due to their cost-efficiency and overall impact. Knowing how to thank donors digitally will help you leverage these benefits, enhance the donor experience, and inspire supporters to stick around.

Innovative Methods for Digital Donor Recognition

As you can imagine, technology adds a modern twist to traditional strategies. Bring your thank-you letters to the virtual space, send newsletters via email rather than direct mail, and send a newsletter instead of mailing postcards.

No matter your approach, digital acknowledgment is crucial. It doesn’t matter if you’re just starting your nonprofit or if your organization has operated for several decades. Donors and stakeholders alike will enjoy a more engaging and interactive experience. Let’s explore three easy ways to recognize supporters online.

1. Donor Recognition eCards

Also known as digital greeting cards, eCards are a wonderful, personalized way to recognize donors and provide a memorable keepsake. This idea combines timeliness with authenticity. As eCardWidget’s donor thank you letter guide explains, you can format thank you emails as eCards for more unique, visually engaging, and memorable acknowledgment.

Here’s how it works:

1. Design your eCards. You’ll need an online eCard design platform to design your thank-you cards. Add subtle moving elements like falling confetti or animated text for more eye-catching designs. Be sure to include your nonprofit’s colors and fonts. Any graphics, photos, and phrasing should align with your brand and mission, too. That way, you’ll reinforce your brand image with each eCard you send.

2. Choose the eCard you want to send. When someone donates, choose one of your thank-you cards. You’ll enter their email address and add a custom note of appreciation. 

3. Send your eCards. Immediately deliver the eCard to their inbox or schedule it to be sent at a more optimal time. Either way, make sure they receive the card within a couple of days. If your fundraising software automatically sends a tax receipt when someone donates, that buys you some extra time to follow up with a custom eCard, so the donor isn’t left wondering if you got their contribution.

It’s that simple! You’re not limited to generic thank-you cards either. Design eCards for holidays, donation anniversaries, and special recognition days. By infusing this approach into your regular communication methods, your nonprofit will become known for its personalized, thoughtful eCards.

2. Mentions in Marketing Outreach

Recognizing donors in marketing collateral not only serves as a form of donor recognition but also inspires others to contribute. A few channels your nonprofit can use to thank donors publicly include:

• Your newsletter. If your nonprofit sends out newsletters, that provides the perfect opportunity to fold donor recognition into your regular communications. Create a “Donor Spotlight” section where you can call out passionate supporters who are making a difference.

• Event collateral. When promoting an event, mention major donors and corporate donors who contributed significantly to the campaign. You can acknowledge monetary and in-kind donations alike, calling out specific ways they’ve helped.

• Social media. Create dedicated posts acknowledging committed donors who go above and beyond. Supporters can easily share them with their followers, making this a smart marketing tool. You can even shout out corporate sponsors. After all, many companies launch CSR initiatives for positive publicity. Whether they contributed an in-kind or monetary gift, tell your followers how the company helped your nonprofit.

As with any form of public recognition, always seek permission, especially if sharing detailed stories. Some donors appreciate public acknowledgment while others prefer to remain anonymous. By balancing gratitude and discretion, your nonprofit can foster trust and encourage ongoing contributions.

3. Personalized Video Messages

Due to the work that goes into video production, tailored thank-you videos are best reserved for acknowledging major donors and corporate sponsors.

The simplest way to leverage this idea is to record your organization’s leaders sharing a heartfelt thank you. Re:Charity’s donor gifts guide explains that you can involve your beneficiaries to make each video extra meaningful. The article shares an example of thanking a donor who endowed a scholarship. Your team could record the scholarship recipient personally thanking the donor for their generosity. Doing this would forge a deeper connection between the supporter and your cause, making them likely to stay involved.

Once your video is finalized, publish it on social media or send it directly to the donor. You might film a generic video for low and mid-level donors to acknowledge your entire donor base’s impact. That way, smaller donors won’t miss out on this form of recognition.

How to Level Up Your Digital Donor Acknowledgment

You have ideas for your digital recognition. Now, you need to tailor them to your nonprofit’s supporters. Take a careful look at how your donors prefer to be engaged. Your goal should be to personalize digital interactions without making them feel generic or automated. With some help from your technology, you can customize each donor acknowledgment and ensure everyone feels appreciated in ways that resonate.

As you define your strategies, keep these tips in mind:

• Give donors the option for public or private acknowledgments. The idea of maintaining privacy can’t be overemphasized. Check with your donors to see which type of recognition they prefer. You don’t want to compromise their trust by posting about their recent donation on Instagram when they would have preferred a phone call!

• Choose technology that simplifies donor acknowledgment. Choose tools that offer customizable templates for acknowledgment emails and eCards. Some fundraising platforms can even automate acknowledgment. You’ll also want to select platforms that integrate, so you can easily pull supporters’ donation history and incorporate important details into your follow-up.

• Share relevant updates. For example, let’s say an individual donor or a company donates an item to your fundraising auction. Just about anyone would appreciate updates on the event! If they donated to a specific program, share updates on that.

With thoughtful strategies tailored to your donors, you can create memorable acknowledgments that touch donors. Soon enough, the word will get around that your nonprofit goes above and beyond to thank its supporters, which may inspire others to start contributing.

Wrapping Up: Redefining Donor Acknowledgment With Technology

Harnessing the power of technology isn't just for improving operations or marketing — it's fundamentally reshaping how we acknowledge and celebrate our donors. Your approach to donor recognition plays a critical role in improving retention, so continuously adapt to the latest trends and donors’ preferences.

From here, start experimenting with your recognition and see what resonates with donors. Your supporters will feel valued and know they’re vital to your mission in no time.

The preceding post was provided by a guest author unaffiliated with DonationMatch. The views expressed within do not directly reflect the thoughts or opinions of DonationMatch.

5 Tips to Build Community Around Your Monthly Giving Program

Guest post from Bloomerang

Some nonprofits that offer monthly giving programs take a “set it and forget it” mindset to monthly donor engagement. The idea is that monthly donors are already engaged in ongoing giving, so they may require less hands-on stewardship than donors who give with less regularity. 

But imagine how much more connected donors will feel to your nonprofit when you foster a sense of community around your monthly giving program. Instead of just observing your nonprofit’s activities, donors will be actively engaged in your work and see up close how their monthly gifts make a difference in your mission. 

With that in mind, let’s review five top tips for fostering community among monthly donors to improve your retention rate:  

1. Brand your program

2. Create a monthly donor newsletter.

3. Offer exclusive opportunities to monthly donors

4. Ask for donors’ input

5. Create personal connections through your appreciation efforts 

Throughout this post, we’ll pull tips and examples of successful programs from Bloomerang’s roundup of monthly giving best practices. Let’s start by reviewing top strategies for branding your monthly giving program to promote community. 

1. Brand your program

Creating a brand for your nonprofit’s monthly giving program helps donors feel like members of an exclusive group. Take the following steps to develop a cohesive brand for supporters to rally around: 

• Name your program. Giving your program an easily recognizable name helps foster brand awareness. For example, charity: water is a nonprofit focused on improving access to clean water for communities in need. The organization’s monthly donation program is called The Spring. This name is related to the organization’s mission and is short and snappy enough to be easily remembered. 

• Name your monthly donor group. Instead of giving your monthly giving program a name, you can also name your monthly donors themselves. For example, Doctors Without Borders’ monthly donors are called Field Partners, while CARE refers to its recurring supporters as Partners for Change. 

• Brand the program uniformly. Your online donation page and monthly giving program marketing materials should incorporate uniform brand elements. NXUnite recommends creating a branding strategy guide with information about how to use your logo, color scheme, typography, and tagline to ensure cohesion

Brand consistency gives your monthly giving program greater legitimacy and authority. Donors will feel like members of a close-knit community united by a common cause. 

2. Create a monthly donor newsletter 

One of the most important aspects of building a strong monthly donor community is maintaining consistent communication. Most donors appreciate ongoing updates about your nonprofit’s progress and goals. A monthly email newsletter is an effective way to keep monthly donors in the loop. 

To speed up the process of crafting your newsletter each month, you can create a newsletter template that includes spots for the following types of content: 

• Updates on what donors’ gifts have allowed your nonprofit to accomplish. Include progress photos or written updates on how you use recurring donations to grow your programs or advance your projects. 

• Donor spotlights. Highlight long-time or particularly engaged donors using thank-you messages or donor interviews. 

• Upcoming events. Include information about upcoming donor appreciation events, fundraising campaigns or volunteer opportunities. 

Use your email marketing platform to track email metrics and determine which types of messages are most engaging for your audience. For example, you can track metrics such as your open rate and click-through rate. Taking a data-driven approach will allow you to tailor your outreach to meet donors’ needs, improving your engagement rates. 

3. Offer exclusive opportunities to monthly donors

In addition to highlighting your nonprofit’s general activities using your monthly newsletter, you can also invite monthly donors to engage in exclusive opportunities designed just for them. 

Use marketing platforms like email, text and social media to highlight opportunities like: 

• Exclusive events, such as networking opportunities or appreciation galas

• Early access to registration for your organization’s major events, such as your annual music festival or charity run

• Specialized volunteer opportunities where monthly donors can interact with one another and complete hands-on work to support your mission

Not only will donors feel special for getting invites to these exclusive opportunities, but they’ll also be able to meet and interact with their fellow monthly supporters. This can help foster camaraderie within your monthly giving program

4. Ask for donors’ input

Requesting feedback from donors is a central tenet of a powerful donor management strategy. Asking for donors’ input shows them that you consider them equal partners in working toward your nonprofit’s goals.

Monthly donors can be especially helpful when it comes to offering advice because they are typically among your most engaged and committed supporters. Send monthly donors occasional surveys that request feedback on things such as: 

• Suggestions to improve your upcoming fundraising drives and campaigns

• Feedback about your communication frequency or the content of your email newsletters

• Input about how you can improve your appreciation strategy 

Follow up with donors after compiling all responses to thank them for their input and highlight your plans to implement their feedback. 

5. Create personal connections through your appreciation efforts

Monthly donor appreciation should be an ongoing process rather than a one-time task. You can use your appreciation efforts to build personal relationships with donors that encourage them to continue giving for the long term.

Here are a few ideas to send more meaningful thank-you messages: 

• Personalize thank-you notes to each donor. Use the data stored in your donor management system to personalize thank-you messages with monthly donors’ names and giving amounts. 

• Send handwritten thank-you notes. Handwritten appreciation messages stand out and show donors you’ve taken the extra time to write something from the heart. Consider asking volunteers, board members or beneficiaries to write a few thank-you notes to make these messages even more meaningful. 

• Create appreciation videos. Ask a volunteer to film a quick thank-you video to send to monthly donors. Videos can be an impactful way to introduce donors to someone that they’ve supported through their gifts. 

• Offer gifts or prizes for long-time donors. Consider sending long-term monthly donors gifts like free merchandise or gift cards to local businesses or restaurants. Unexpected gifts can provide a special touch for donors who have been loyal to your organization for many months or years. 

Use your donor database to note the types of appreciation messages each donor responds best to, whether a gift, handwritten note, video, or another type of communication. You can then continue thanking each donor using their preferred method, further building a positive connection.

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These efforts will help make your monthly donors feel like true partners in your quest to achieve your organization’s mission. By building closer ties to your organization and their fellow supporters, monthly donors will be much more likely to stay involved in your program for the long haul.