3 Ways to Build Donor Loyalty With Your Nonprofit's Brand

Businesses often talk about “brand loyalty,” a deep appreciation of your organization that compels customers to repeatedly choose your services over competing similar options. While non-profits may not think necessarily in terms of “brands,” gaining client loyalty is definitely something you should consider. If there are several other organizations that focus on your mission in the area, you need to find a way to ensure donors are coming to you and not a different non-profit. Here are three ways to encourage your audience to come back to your organization consistently while building an image for your organization that will stand the test of time.

  1. Build emotional connections

    The reason most people donate money to a charitable organization is to get involved with a cause bigger than themselves. They want to forge connections with an organization that is making a significant difference in their mission, be it feeding the homeless, funding cancer research or cleaning the ocean. If your non-profit can forge a deep emotional connection with its donors, they will be more likely to stay loyal to your organization. To create this connection, share stories about the work you are doing and what your donors are funding. Let them meet and hear from clients that your non-profit is helping and get them into more hands-on volunteering. They will have a more intimate understanding of what you do and how they are helping, hopefully prompting them to continue giving to your organization.

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  3. Transparency

    Donors want to know what is going on at non-profit and, most importantly, what their money is going towards. They want to know where their investment is going and how it is furthering your organization’s mission. Transparent non-profits often generate more brand loyalty because they provide donors with enough information to prove their resources were wisely spent and are making a positive difference. Give frequent updates so they know where their money is going and how it will be spent in the future.

  4. Have interesting traditions

    Does your organization have any unique traditions or events, such as a certain 5K or holiday fundraiser? Do you host scavenger hunts, have an open house or another event people would look forward to each year? Memorable events and traditions often bring brand loyalty because it sets your non-profit apart from other similar organizations and makes donors feel like they are a part of something exclusive. They will feel more like a “part of the team” and be less inclined to leave it for another non-profit. Foster relationships through these traditions and watch as the same donors come back year after year.

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Topics: npTech, storytelling, Fundraising, General, content marketing, donation, nonprofits, technology, nonprofit technology, nonprofit, social media

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