3 Ways to Open Doors to New Donors for Your Nonprofit

When you look at your annual report, do you see the same donors’ names year after year? Are new names especially rare in top giving circles?

This isn’t uncommon. Many organizations find themselves relying on a small number of core supporters. But engaging new donors is essential to fuel growth and build a strong future.

New Donor Support: Is There an On-Ramp?

People discover organizations that become their top priorities in many ways. You’ve probably asked board members and volunteers how they got involved with your group. Maybe they were excited about the cause or wanted to give back. Perhaps they learned about the organization from a friend.

New Donors Usually Start Small

When people discover a group to support on their own, they tend to start small:

• Maybe they want to help disaster victims and identify a likely group through an online search. They give $25 or $100 and follow the organization on social media.
• If they hear about the impact of their gift and are thanked, they might give again, possibly attend an event, and gradually the organization becomes a priority.

But this organic growth can take years — is there a faster way? Fortunately, there are several routes you can take to accelerate the process.

3 Ways to Get into the Fast Lane with New Donors

Let’s go back to those conversations about how your board members discovered your organization. How many were introduced by a friend?

It’s likely that several had this experience. Now they have the chance to connect others. From experience, they know that a friend can ease a newcomer’s path and establish trust.

But how do you ask your board members and volunteers to open doors within their networks? You can start with small requests that build confidence.

1. Try the “Just Two People” Approach

Do you host public events or volunteer activities? These are great, low-pressure ways for your supporters to start engaging their networks.

Consider asking each board member or donor to invite just two people or couples to your next event. “Just two” isn’t intimidating, but if you ask ten volunteers to participate, that’s 20 new faces. This approach also sets the stage for your supporters to participate in follow up and relationship building.

2. Tap a Supporter Who’s Happy to Host

Most likely, someone in your organization’s circle loves to entertain. As you complement them on their last dinner party, consider asking if they would help introduce people to your group. Keep it small and simple to start — maybe coffee or cocktails.

If the host is nervous about filling the room, ask other volunteers who live in their area to extend invitations as well.

3. Reach Out to Donors through a Thank-a-thon

What about those donors on the edges of your group? A simple phone call can establish a human connection. Calling a stranger — even just to say “thank you” — can be intimidating. But an old-fashioned thank-a-thon is fun.

Consider closing your board or fundraising committee meeting by asking each participant to call just one or two donors (have names and phone numbers ready) before they depart. They will often end up leaving a voicemail, but the donors will be touched, and the volunteers will gain confidence.

Hesitant Supporters? Don’t Hit the Breaks

Supporters might be hesitant to open doors for several reasons. Perhaps their minds race ahead and they see themselves in the hotseat, asking their friends for money. Maybe they even fear setting off a barrage of robocalls or unwanted emails.

Here’s how you can allay these donor concerns.

1. Ask your volunteers to reflect on their own experiences. Have their lives been enriched because their friends connected them with a new cause or group?
2. Remind your supporters that you’ve been respectful and responsive to them. If they have found your organization’s communications appropriate and have been able to opt-in or -out, their friends will, too.
3. Finally, assure them that the path from introduction to being asked for the gift of a lifetime has many steps. Consider sharing a cultivation plan to demonstrate that your organization and campaign are about building relationships — not making sales calls.

Not every volunteer is a natural networker, and that’s ok.

That said, many people — including self-proclaimed introverts — have a larger reach than they realize and are especially compelling when they speak about a cause or group dear to them.

Not every introduction will result in a gift or new advocate. But each success will build volunteer confidence and expand your organization’s base. Imagine how good it will feel to see the number of new names grow with each annual report!