How to Attract Donors to Your Nonprofit Organization
With more than 1.5 million registered nonprofits in the United States, many organizations struggle to attract donors. Whether you run a public charity, private foundation or any other nonprofit, donations keep your organization afloat. Without them, you may have to close your doors and abandon your mission. So, how can you attract donors to your nonprofit?
Create a Strong Mission Statement
You can’t expect people to donate to your nonprofit unless they know how the money will be used. This is where a strong mission statement comes into play. You don’t have to create a long mission statement, as shorter single-sentence statements often work best.
Take a look at the American Kidney Fund’s website, for instance. Upon visiting the site, you’ll notice its mission clearly displayed on the homepage: “We help people fight kidney disease and live healthier lives.” In just a single sentence, it tells you what the American Kidney Fund is about.
With the unique ability to reach roughly 90% of Internet users worldwide, Google AdWords is a powerful advertising platform that nonprofits can use to attract new donors. It’s a pay-per-click (PPC) online advertising platform in which you create ads that display on Google when someone searches for your target keywords. If your nonprofit focuses
Before buying ads through AdWords, though, you should check out the search engine giant’s Ad Grant program…
Google Ad Grant
Google’s Ad Grant program offers eligible nonprofits up to $10,000 in free monthly AdWords advertising. As long as you meet the necessary requirements, Google will give you $10,000 in free advertising credit each month. For many nonprofits, that’s a substantial amount of credit that can make a huge difference in their ability to attract donors.
There are some requirements to using Google Ad Grant, such as the following:
- Agree to Google Grant’s certifications.
- Have a website for your nonprofit with “substantial content.”
- Your website cannot display AdSense or affiliate ads.
- Link your ads to a single website domain.
- Commercial advertising is prohibited.
- Target keywords that align with your nonprofit’s services.
- Only text-based ads are allowed (no images or videos).
- You can bid no higher than $2 per keyword.
- Government organizations, hospitals, and medical institutions are not eligible for Ad Grant.
Because of these requirements, you should consider hiring a professional digital marketing firm to manage your AdWords campaigns.
Nurture Existing Donors
Rather than focusing strictly on attracting new donors, you should also nurture your nonprofit’s existing donors. According to Nolo, it costs 80% less to generate donations from an existing donor than a new donor. Assuming you have a list of your donors’ email addresses, send them news about your nonprofit’s work while also asking for new donations.
Host a Raffle or Giveaway
Consider hosting a raffle or giveaway to attract new donors. You can host a raffle, for instance, by selling tickets for a chance to win a prize. Alternatively, you can host a giveaway simply by collecting individuals’ name and contact information, and rewarding a random entry with a prize.
Both raffles and giveaways are highly effective strategies used by nonprofits. They increase exposure for your nonprofit, which often leads to more donations.
Of course, you can use social media to attract new donors as well. Statistics show that more than 75% of the United States adult population has a Facebook profile. The nonprofit World Wildlife Fund maintains an active presence on Facebook, using its Page to attract donors. Along with relevant and engaging content, the WWF’s Facebook Page also includes a “Donate” button at the top.
These are just a few effective strategies to attract donors. To learn more about donor acquisition for nonprofits, contact us today.