How can nonprofits make sure that there are actually informed donors out there when only 30% of donors actually research about the organization they support?
Bob Ottenhoff, president and CEO of GuideStar, and Greg Ulrich, director at Hope Consulting, suggest three ways that will better promote informed giving:
1) Focus on common sectors that donors generally tend to research about.
2) Engage donors. Donors want the full picture, in particularly the impact of an organization. Simple ratings are not enough.
3) Get information to the donor. Donors don’t “shop” for nonprofits. Materials must be captivating as well as easily accessible.
Once a nonprofit promotes its impact and effectiveness to the public, donors feel more connected and better informed about the cause; thus, leading to further understanding and emotional connections.
How do you inform your donors?