You have to tug at the heartstrings to raise funds for your school or Nonprofit. But you know that, right? Yes, of course, you do. Still, how can you speak to your Donors and prospects empathically so you connect with them and also connect them to your cause? The short answer is that it’s a skill and something you can develop as a fundraiser. So, let’s explore the way you, yes YOU, can engage more of your donors and increase impact and understanding.

Why empathy matters in nonprofit fundraising

Everyone knows you have to have empathy for nonprofit Fundraising. But aside from the obvious—raising funds and making a larger social impact—why is it critically important for nonprofit fundraisers? The fact is that the planet, and not just your local community, is vying for the attention of your prospects and donors. While the average person doesn’t see 10,000 ads daily, their eyeballs are seeing plenty, and the other organizations want their attention.

That said, for nonprofit fundraising, there’s something more at play. As you know, when donors look to support your organization, they want to make a difference in other people’s lives. In other words, they’re coming to you from a place of empathy. And it’s your job as a fundraiser to bridge the distance between what they want to do to help others and your mission. So, when you know how to speak empathically, you’re creating fundraising magic.

Upping prospect and donor engagement

Now that you’ve got a better sense of why empathy is essential in nonprofit fundraising let’s look into how you can hit it out of the park with your marketing and fundraising messages to improve your brand.

1.     Storytelling that speaks to the heart.

Ummm….this point is a story as old as time. Good storytelling is a powerful tool to ignite interest in your nonprofit—but many organizations don’t know how to tell their stories well. What to do? Simple. Get good at it at telling it empathically. Get good at developing character, conflict, and change, which drive emotions. Read more about it in this piece on storytelling.

2.     Active listening and open communication.

What do you hear out there? We hear a lot of noise. Moreover, when people speak, they’re often talking over each other. There is an art to listening and having open communication. Your nonprofit donors want you to hear what they have to say, so pay attention. Be open to their feedback, answer questions, and take their input to heart.

3.     Personalized donor engagement.

Gotta love the digital age! One of the great things about it when it comes to marketing is that you no longer have to send the same message to everyone. In fact, some fantastic tools in the market allow you to customize your fundraising according to each person’s preferences and passions. In short, it reinforces the emotional connection to your organization.

4.     Create empathy-driven campaigns.

Now this point is going to seem a bit obvious, but you wouldn’t believe how many people miss it. Create fundraising campaigns highlighting the personal stories of those you serve and your team. Share photos, videos, and other interactive content to amp up the emotion. In sum, people have to see and experience your school or nonprofit to want to support it. So, go for it!

5.     Empower donors to be advocates.

Want a surefire way to get your donors more engaged? Get them involved. Think about ways to make your donors advocates for your school or nonprofit. When you empower them to empathetically spread the word about your organization (i.e., why they’re involved), it allows new prospects to hear first-hand why you matter—and why they should join you.

6.     Recognize and celebrate donor contributions.

Another great way to get your supporters to love you even more empathically, is to show them that you care about them. Make it a point to send personalized acknowledgments. But also take the time to feature your donors in your social media and marketing materials. When you do it, it shows gratitude and reinforces their emotional connection with your organization.

7.     Transparency and accountability.

Finally, be transparent. Open up your school or nonprofit in every way possible. So, let them see your 990s so they know where the money goes. But also let them know about your long-term goals and vision. The fact is that when you’re open about where you’re going, you’re inviting people to go on the journey with you. And that empathically builds confidence.

The fact is that connecting with your donors empathetically doesn’t have to be a challenge. It’s just something that has to happen with consistency. So, go ahead and create a positive vibe and environment filled with open communication, trust, sharing, and transparency. By doing so, you’ll see that you’re creating deep bonds with your donors to sustain you long-term.

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