Let’s be real—finding new donors can feel like trying to get someone to swipe right on your nonprofit. It’s nerve-wracking. Will they like us? Will they commit? Or will they ghost us after one gift?
But here’s the thing: new donors are the lifeblood of your nonprofit. Without them, your donor base shrinks, and so does your impact. So, how do you bring new folks into your circle and—more importantly—keep them around for the long haul? It starts with building relationships, not transactions.
Here’s how to make it happen:
1. Make Your Current Supporters Your Hype Team
Your most passionate supporters—your donors, volunteers, board members—already love you. So why not turn them into your recruitment squad? Ask them to invite friends, family, and coworkers to get involved. A personal invitation from someone they trust is worth way more than a slick email campaign.
And hey, a little incentive never hurts. Maybe a free tote bag, a shoutout on social media, or a “bring-a-friend” night at a volunteer event. People love to feel like insiders.
2. Build Your Email List (And Actually Use It Well)
Email is gold—when done right. Start collecting emails at every opportunity: at events, on your website, via social media.
But here’s the kicker: don’t just send boring newsletters. Welcome new subscribers with a killer email series that tells them who you are, why your work matters, and how they can be part of the magic. Make them feel like VIPs.
3. Your Website Shouldn’t Be a Maze
If someone lands on your website and has to dig through three menus to find the “donate” button, you’re losing them. Make it stupidly easy to give.
Pro tips:
✅ Mobile-friendly is non-negotiable.
✅ Keep your donation form short and sweet.
✅ Use pop-ups (sparingly!) to offer free resources in exchange for an email.
4. Use Social Media to Tell Stories, Not Just Ask for Money
If your social media posts are just “Donate now!” on repeat, you’re doing it wrong. Instead, tell stories. Show impact. Engage.
Find out where your audience hangs out (TikTok? LinkedIn? Facebook?) and focus your energy there. And for the love of all things good, don’t post and disappear. Reply to comments. Reshare posts from supporters. Treat it like a conversation, not a megaphone.
5. Do Your Homework: Prospect Research 101
Not all donors are created equal. Some might love your cause but only be able to give $10. Others could write a check that makes your jaw drop. How do you tell the difference? Research.
Look at who’s giving to similar organizations. Check public donor lists. But most importantly, start with your own donors. Who’s been consistently giving over time? Who’s engaged beyond just writing a check? Those are the folks you want to cultivate into major donors.
6. Partner with Businesses Who Actually Care
Corporate giving isn’t just for the mega-nonprofits. Small and mid-sized businesses in your community are often looking for ways to give back, and they’re much more approachable than, say, Apple.
Start small. Ask for in-kind donations, event sponsorships, or matching gifts. And don’t be shy about reminding them that good PR is part of the deal. Businesses love to be seen supporting local causes—help them help you.
7. Team Up with Other Nonprofits
No, the nonprofit next door isn’t your competition. They’re your potential collaborator. If your missions align, why not join forces for a fundraising event, a community initiative, or a social media campaign?
Example: An animal shelter and a local environmental group could team up to promote sustainable pet care. Cross-promotion = double the audience.
8. Don’t Forget About Your “One-and-Done” Donors
Ever had someone donate once and then disappear? Don’t assume they’re gone forever. They may just need a nudge.
Reach out with something meaningful:
- A quick story about how their past donation made a difference
- An invite to an event or volunteer opportunity
- A personal thank-you message that isn’t just a form letter
Show them that they weren’t just a dollar sign to you.
9. Host Events That Don’t Scream “Fundraiser”
New donors don’t want to feel like they’re walking into a high-pressure sales pitch. Instead, invite them to a “getting-to-know-you” event. Think open house, community panel, or even a low-key coffee chat. The goal? Let them see your work in action and connect with the people behind it.
Bonus tip: Follow up personally. A “thanks for coming” email is great, but a real conversation is better. Reference something they said at the event to show you were actually listening.
10. Treat Your Volunteers Like Future Donors
Did you know nearly half of all donors start out as volunteers? That’s because people give their time first, and when they see the impact firsthand, they’re more likely to give financially, too.
Make your volunteers feel valued. Tell them how their work is making a difference. Then, when the time is right, invite them to deepen their impact with a donation.
11. Your Board Members Should Be Door Openers
Your board isn’t just there to approve budgets—they’re your best networkers. They have connections to potential donors, corporate partners, and other big players in your community.
Give them tools to spread the word—talking points, success stories, even a simple email template they can send to their networks. Make it easy for them to champion your cause.
12. Get Your Nonprofit in the News
Local media loves a good story. Pitch a feel-good feature about your work to the newspaper, radio station, or even a local blogger. Highlight real people—your beneficiaries, your volunteers, your impact.
Don’t overthink it. “Nonprofit does good” is always a headline people want to read.
Final Thoughts
Finding new donors isn’t just about casting a wide net—it’s about making real, human connections. When people feel like they’re part of something bigger, they don’t just donate once. They stick around.
So, start with relationships. Build trust. Show impact. The money will follow.
And if all else fails? Remember: ask, ask again, and then ask one more time (nicely). Because your mission is worth it.
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