Do your donors know the impact of their contribution to your United Way? Do they know what you accomplished in 2012?
Our research with United Ways shows that donors will increase their contribution when they know the impact of their contribution. If you want your donors to not only give again in 2013, but to increase their gifts as well, it is important to communicate impact, and to do so year-round.
Donors want to know what is being accomplished with their contributions and the impact their gifts have in the community. They want to see results.
An example of a United Way that is communicating results to their donors is United Way of Lake County(Gurnee, IL). They tweeted out the top 10 things they accomplished in 2012 during the last few weeks of the year, as well as a few reminders that there was still time to donate in 2012, and posted a list of the top 10 things they accomplished on their Web site:
1. Using Statistics
United Way of Lake County is using statistics to demonstrate the impact they made in the community in 2012. They presented statistics in a way that stands out and grabs your attention. They kept readers interested by tweeting out a different statistic each day, as the year came to an end. It is important to provide your donors with statistics and information about the issues you are addressing and the results you are achieving in the community.
2. Using Multiple Methods of Communication
United Way of Lake County is using multiple methods of communication, in order to reach more people. They were smart to use Twitter and a flyer to promote their top 10 list, as each method reaches different demographics. In order to reach many people, it is essential to use more than one method of communication.
3. Asking Donors to Support United Way of Lake County
United Way of Lake County is asking donors to support their United Way, while promoting the results they have achieved in the community. They were very creative by providing a top 10 list for 2012 on Twitter and then including a few tweets telling donors that they still had time to give in 2012. This is a great way to ask donors for support, as donors are reading important statistics about results achieved in the community.
United Way of Lake County is doing a great job at communicating results to their donors, by using statistics and multiple methods of communication, while also asking donors to support their United Way. Creating a top 10 list is a great way to communicate results at the end of the year, and we encourage you to follow United Way of Lake County’s lead. Remember, it is not good enough to communicate results only once a year and one method of communication will not reach everyone. Make sure to communicate impact year-round and use multiple methods of communication.
If you want your donors to increase their gift in 2013, give them a reason by communicating impact. United Way of Lake County, you are Doing It Right!