But one of the best ways to grow your donor pool is to have current donors do it for you. That means cultivating a level of loyalty that motivates your donors to spread your message. Put another way, turn them into fans—your fans!
The American Marketing Association (AMA) has an extensive post on the topic, including a deep dive into understanding why donors become fans. It’s a useful read for anybody who helps craft donor-outreach strategy.
AMA also has a simple formula for turning donors into advocates. AMA’s “Three Cs” breakdown goes like this:
1. Know your CUSTOMER. Specifically, what makes them donate to your cause?
2. Develop a COMMUNITY around your mission. Connect with your donors, and help them connect with each other, whether it is digitally (think social media hashtags) or in person (think special events).
3. CELEBRATE your donors, not your organization. Everyone likes recognition. Instead of lauding your fundraising totals, pull out specific stories that help donors connect to the cause they are supporting, and always, always recognize donors (so long as they are OK with being name-checked!).
Take a deeper dive by reading the full AMA blog post here. (https://www.amatriangle.org/blog/how-to-turn-donors-into-raving-fans/).