Recently, there was an article published about wealthy online donors. These donors were grouped into three categories: “All Business,” “Casual Connectors,” and “Relationship Seekers.” While these donors do give online, they are rarely impressed with charity websites and their email communication. These donors have many expectations and suggestions about how charities can improve their online presentation.
Wealthy online donors want these items from the charities they support:
- A year-end tax summary
- A report on the projects their donation supported
- A renewal option
- The ability to control the frequency of email communication
- The “Relationship Seekers” and the “Casual Connectors” want action alerts and success stories
Wealthy donors expect many things: their email address should not be taken from a commercial database; they should not receive requests from one charity on behalf of another charity; and, a special newsletter should be created for the wealthy donors. Finally, they want many options which allow them to uniquely interact with your charity. As one donor asked, “Why are my only choices either email me or don’t email me?”
Other suggestions from donors include:
- Make improvements to your online communications a priority.
- Divide your email list by donor preference. Emails to the “All Business” people should be infrequent and include an annual tax summary and reports of the activities their donations supported.
Emails to the “Casual Connectors” and “Relationship Seekers” should be more frequent (once a quarter), and should include gripping pictures and stories along with reports on how their money is being spent.
Invite the “Relationship Seekers” to become involved in your charity by blogging about you or by asking them for ideas and suggestions.
- Allow the donors to easily control the content and frequency of your emails.
- Hire a professional producer to make a video for your organization, and then test the video with a select group of donors.
- Listen. This is the most important aspect of developing great online communication with donors. Set up a donor advisory panel and survey its members monthly. Encourage comments and open-ended feedback in your monthly newsletters.
Wealthy online donors have many needs and expectations when it comes to online charity websites. Understanding and accommodating to these requirements will lead to satisfying relationships between your charity and its donors.
Information taken from: Joanne Fritz. "What 'Wealthy Wired Donors' Want from Nonprofits - Part II." About.com
--Ashley High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online.