activists are donors!

Submitted by Ghazal on Mon Feb 1, 2010

OK, maybe not all activists are donors, but new research shows that activists are seven times more likely to give money than other supporters on your list.

No matter where I turn people are talking about connecting activism to fundraising.  So it was of no surprise this past Tuesday that our friends at Care2, experts at helping non-profits grow their online communities, hosted a webinar on this topic.  I listened in and here are some of the findings I think will help nonprofits to make the activism / fundraising connection.

According to M&R, there is an abundance of data that tells us activists only take action once (61%).  Apart from underlining how important is to retain the interest and commitment of supporters, it also underlines how important it is to make the most of the opportunities to convert supporters into donors while they are engaged in the issue.  Here are some of the key points from the webinar: 

• Timing is key to a successful campaign:  Don’t worry about making sure that absolutely everything is perfect:  it’s better to have actions ‘on time’ even if they’re not perfect, versus perfect and late.
• People that take action are the most inclined to give:  Link your action to a fundraising appeal and of course a ‘tell a friend page’.  Always think about how you can get the most energy and commitment out of an issue focused campaign:  online activity, donations, and list growth.
• Segment your database: Segmenting leads to targeted messaging and more personalized communication, which leads to high levels of engagement.
• Show relevance by linking your campaign to whatever is current and connected:  What is being said on the issue in the news?   Then frame your issue around the ‘background noise’.
• Make the ‘donation connection’:  Help supporters to understand the tangible outcomes of making a donation.

» Ghazal's blog