Five Strategies to Engage Donors Now - Part 1

Would You Ever Turn Down a Major Gift?

Most of us probably can’t think of too many times we’d say no to a significant investment in our mission. But it’s an important question to think about as we look at how to best engage donors.

I’ve watched nonprofits chase the shiny next “new” thing that ultimately becomes a costly distraction from their true calling. I’ve seen organizations accept sizable gifts that came with strings...restricted to a new facility, staff member, or program that wasn’t part of the primary mission. I’ve also observed the tail wagging the dog: nonprofits that lean far too heavily on one donor family to provide the bulk of financial resources, which resulted in undue influence on the mission.

Key Strategy #1: Have a Firm Handle on Your Mission and Vision

In this blog series, we’ll explore five strategies for engaging donors. The first, and arguably the most critical, is having a firm handle and focus on your mission and vision. This does two things:

1. It prevents costly distractions or misalignment, as you and your staff will view donors and donations through the lens of your mission.
2. It creates a clear message for your staff and volunteers to carry across the entire organization.

The Power of a Clear Mission Statement

Do you have a succinct mission or vision statement? Can everyone on your staff articulate it, no matter their role? A mission-driven team is an incredible asset for donor engagement.

As Donald Miller of Storybrand explains, your mission can be clarified through three essential questions:

1. Who are you trying to help?
2. What do you do that makes the world a better place?
3. What do you want me to do to get involved?

Donors who have a clear concept of your organization’s goals and mission are excited to support it and tell others about it. This affirmation of purpose fuels donor passion and confidence that their investment is well stewarded.

Engage Donors by Involving Them in Your Work

Some charitable organizations host town hall meetings or small group opportunities to talk about the coming year’s programs and goals. Here are some ideas for engagement:

• Town Hall Meetings: Create opportunities to discuss future projects and gather feedback.
• Small Group Sessions: Engage board members, donors, or friends by asking what draws them to your cause and what might attract others.
• Interactive Exercises: Use sticky notes or brainstorming sessions to see how your closest advocates translate your mission into action.

This type of engagement is particularly important when you’re exploring or launching a capital campaign.

Why a Strong Mission Focus Matters

A mission focus gives you permission to say “thank you, but not now” when gifts or opportunities that are not aligned threaten to sidetrack you. Nonprofits that do this well ignite donor passions and cultivate long-term supporters.

Next Up: We’ll cover four more strategies for engaging donors, including how to ask appropriately and how to best communicate with your donors in good times and bad.

Timothy L. Smith