This is a huge month for nonprofits! Donations collected during year-end campaigns typically raise anywhere from 40 to 70 percent of your total annual donations. And much of this money comes from newly-acquired donors.
Saying a proper “thank you” to these folks should be Job One. Simultaneously, however, you need to be setting into motion a plan to convert these new one-time contributors into long-term, loyal donors.
The most effective way to accomplish this is through Moves Management, accompanied by a strong CRM. Cornell University’s David Dunlop, creator of the Moves Management concept, describes the idea as “changing people’s attitudes so they want to give.”
There’s not a “one right way” to employ Moves Management; the key is tailoring it to your organization, systems, and available data. Additionally, it should be:
- Donor centered – tailored to the donor (or donors)
- Strategic – focused on actions that increase engagement, understanding and involvement
- Documented – tracked and measured
Traditionally, Moves Management has been talked about only around major giving. However, online tools, like email, analytics, and donor databases enable you to treat all donors like major donors.
Find out how by attending our upcoming webinar Converting Year-End Donors into Long-term, Loyal Donors set for next Tuesday, December 16, from noon to 1 p.m. Central Time.