Supporting the foundation’s communication with donors
The time of intensive tax settlements begins, bringing opportunities for foundations. All thanks to the opportunity to raise funds under the “1%” – as long as the information about the existence of a given initiative and its needs reaches the appropriate group of recipients.
The non-profit organizations we work with have different ways of communicating with current and potential donors. Usually, however, they decide to intensify their activities in the first quarter of each year. It is both about reminding about their existence (some donors limit themselves only to the activity accompanying filling in PIT declarations), as well as expressing gratitude for the past year of support. This is not about huge campaigns in the mass media that the largest foundations can afford, but about effectively reaching people related thematically or geographically, while maintaining relatively low costs of these activities. Well-developed communication mechanisms can contribute to the transformation of occasional, “one percent” donors into people closely related to the foundation’s activities. Both financially and personally. In the non-profit area, we can clearly see (better than in the case of commercial brands) the importance of individual elements that are common (although with some differences in the order and environment) in the models of effective communication: getting noticed, interested, engaged. However, before the content of the message sees the light of day, it is crucial to decide – to whom and how it will be spoken.
Benefits of implementing IT tools
If we care about the adequate selection of recipients and effective reaching them, IT tools are helpful. They allow for the analysis of the current donor base in terms of specific features, frequency and quality of involvement, place of residence, verification of non-financial activity. Obtaining information, in turn, allows for the creation of personalized communication, containing an element of human attention, care and appreciation. These elements are very important from the point of view of recipients who do not want to be treated like “another number in Excel”, but with much more attention and care. The use of appropriate tools to support communication allows not only its automation, but also personalization. Each of our implementations of the Salesforce platform with the NPSP (Nonprofit Success Pack) extension proved how important it is for the foundation to build relationships with donors.
Campaign management tools allow you to select optimal recipient groups for each of the planned communication activities. In this way, it becomes possible to better reach both donors focused on specific payments and those who want to support the general activities of the foundation. The system allows you to track the effects of your actions on an ongoing basis, as well as correct assumptions and tactics. Advanced analytical tools (including those using the capabilities of AI) allow you to draw conclusions and increase the effectiveness of subsequent campaigns, as well as to better define the parameters of recipient groups for individual activities.
Foundations and other non-profit organizations are often afraid of using advanced solutions because of their costs. In the case of Salesforce, however, this is an unjustified fear – the producer of the platform has developed a special offer addressed only to non-commercial institutions (foundations, other non-profit organizations, institutions promoting culture and education).
Communication is only one of the areas of the foundation’s activity that can be supported using the Salesforce platform. If you know a foundation that is looking for a way to communicate effectively with donors, let’s talk. I am happy to share my knowledge and experience.
