If you have an army of donors and supporters, can you enrich that connection by taking one step ahead? To do this, converting your one-time donors into regular donors can be a low hanging fruit. Sure, it will not be easy but is certainly an opportunity- it has been found that most people do not give regularly because they were never asked. So, this conversion from one-time to regular must be added to your acquisition strategy. This group is already a member of your community, is aware of your work, and is also warm and primed to give. How to convert them:
- Identify and segment the donor pool- Identify which groups or subsets tend to have more affinity to your cause. Develop a customized strategy for the groups that you wish to focus on. Find ways of connecting with them to understand their motivations, share more about your work and what you need, how they can make big things possible if they come on board as a regular/ monthly donor. Also, understand their capacities to give and pitch accordingly.
- Run a few pilots to assess your strategy- Do this for a selected segment/ group. Take their feedback and study the numbers/ results data. Make a judgment for a wider strategy by using this quantitative and qualitative input.
- Test, test, and test- Constantly monitor the data and insights around what is working to motivate people, why some of them agree while others do not. Accordingly, run tests and inform your strategy and future course of action.
- Develop your communication/ marketing strategy as a result of testing. Study patterns and focus your comms and marketing to the periods when people give more, target those who are more likely to give and engage the donors depending on these robust insights and data-backed approaches.
