How can your nonprofit organization help donors adopt a powerful giving habit?
Repeat giving hinges on one thing: habit. You have probably heard the “21 Day” myth, which touts that it takes roughly 21 days to successfully form a new habit. Of course, most people happily accept this manageable time frame when wrestling with a new routine. In reality, however, it takes 2 months or longer to form a true habit. This means that it takes the average person 2 months of consciously engaging in an activity before the behavior becomes automatic. While this timeline can be shorter, it is often longer.
What does this mean for you and your nonprofit fundraising efforts? Helping your donors form a habit of giving will take time (and patience). So how do you go about it, exactly? Here are 4 real ways to help your donors form a real and powerful giving habit:
Be consistent
Consistency is the key to success for many endeavors, and especially for marketing and relationship-building. In order to help your donors form their own habit, you need to make strategic communication a habit for your organization. What does this mean? Consistent branding across all platforms (your website, social media profiles, blog, email newsletter templates). Additionally, develop brand message and content strategy documents to make sure that every member of your nonprofit stays “on message” no matter what they are doing. Next, stick to a publishing schedule so that content flows in a steady stream. Finally, apply the same consistency to your listening. Hear your audience, respond to their questions and concerns, and keep the conversation open in both directions.
Uplift your audience
The best way to encourage your donors to form a habit is to stay top-of-mind in a positive way, uplifting them and generally having a positive impact on their day. As a faith-based nonprofit, your cause is inherently uplifting. Let this shine through in everything that you do. Your content and communications should be a positive beacon for donors, never weighing them down or invoking negativity. People love positivity (this is a no brainer!), so give it to them. Your donors will want to be a part of your community if you provide inspirational content and create a powerful online forum for the greater good.
Remind donors why
We get so caught up in our daily routines that even the most dedicated fundraiser can forget why they are here. Likely, your donors’ memories will get foggy too. Remind them gently and persistently why they are a part of your community and why their giving matters. What is your cause? Where do their dollars go and who do their dollars help? Show them real pictures of their money at work. Use personal stories and case studies to shine a light on the good that you are doing. Connecting with your donors over your why will forge a strong relationship- one that will encourage donors to form a giving habit. As an added bonus, this practice will keep your why front and center for yourself and your employees!
Give thanks
Lastly, encourage repeat donations and a real habit of giving through positive reinforcement. When you take time to sincerely thank each donor, they can feel it. Your authenticity and gratitude spills over and is contagious! If you need help with ideas for giving thanks, read our blog post with 5 ways to say thank you to your donors. Giving thanks and showing your gratitude for donors should always be top of mind for your organization.
Additionally, we have put together a free kit just for you. Your kit includes a custom donor badge, a thank you letter template, and 10 inspirational quotes to use in your content (uplifting!). You can download your free “Giving Thanks” kit (at the top right of this page) to make giving thanks a breeze and encourage the habit of giving.
