In the nonprofit sector the process of soliciting donations is generally the practice of communicating a narrative that shares the organization’s mission, a few examples of impact, and sit back and wait for donors to come. This works in the beginning stages as you connect to a donor’s interest in the cause. However, what happens after getting that first donation and you know they are interested, should the communication tactics stay the same? Is it still all about the organization?
TPF recently did some marketing research, initially not focused on donor solicitation but rather on marketing strategies from a consumer point of view to use as we promote several training programs and services.
What we found is that there are some common factors that influence both consumer buying and donation decisions and it goes through a process that takes both donors and consumers through a buying/giving journey.
If we consider consumer buying habits and how donors give, there are indeed some similarities. Both processes are influenced by human behavior and decision-making. There are seven categories included in the process, and each can be detailed extensively. For the purposes of the blog, we’ll identify the top three as an introduction.
Emotional Triggers: Both consumer buying and donation decisions are influenced by emotions. While researching we came across the term ‘neuroeconomics’. This theory identifies the strong connection between emotions and buying decision-making. I think we all have heard of emotional eaters and the same emotional triggers apply when it comes to buying or donating. For consumers, emotions play a significant role in their purchasing choices, and the same is true for donors when deciding to give to a cause or charity. Emotional connections to a product, cause, or organization can drive people to take action. Therefore, when developing solicitation strategies, it now becomes about the donor and not the organization.
Social Influence: Currently the influence of social factors impacts both consumer behavior and donation decisions. People may buy products because they want to fit in with their social circle or are influenced by an ‘influencer’. With the rise of visibility on social media this category has become more prominent. Similarly, donors might be inspired to give by seeing others contributing to a cause or participating in a charitable campaign which is often called cause marketing.
Personal Values and Beliefs: Consumer choices and donation decisions often align with a person’s values and beliefs. Consumers may choose products or brands that reflect their values, just as donors may give to causes that resonate with their beliefs.
The Other Categories
- Brand Reputation and Trust
- Marketing and Communication
- Perceived Impact
- Timing and Urgency
Despite these similarities, it’s important to recognize motivations and decision-making processes can vary significantly. Consumers may prioritize their personal needs and desires when making purchases, while donors may be driven by altruism and a desire to make a positive difference in the world.
Focusing on Donors
With individual donors representing 71% of annual income for most nonprofit organizations they are one of your most important assets.
We invite you to come learn more about the donor journey, how to appeal to their needs and transition them through the stages?
Mark your calendar for The Ph
ilantrepreneur Foundation’s SuperDonor Challenge masterclass August 28 – Sept 1.
Learn how to merge and implement marketing and fundraising best practices that will effectively communicate, inspire and transition your everyday donor into SUPERDONORS!
Visit SUPERDONOR CHALLENGE page.
