Convert supporters to donors with Dataro’s First Gift Model

Donor acquisition is an expensive undertaking, often costing nonprofits 10-20x more than renewing gifts from existing donors. While attracting new donors to your organization is a necessary process, you can lower the total amount that you spend on new donors by focusing some of your efforts on converting supporters to donors. Whether they are volunteers, newsletter subscribers, or other people in your nonprofit’s orbit, they have already demonstrated an investment in your cause, and awareness of your organization – meaning that they will likely be significantly easier to convert than people who you are contacting for the very first time. To help with this process, we’re releasing a brand new AI-powered donor propensity model to help you understand when your supporters are ready for a monetary ask.

Introducing: The First Gift model

Like Dataro’s other fundraising AI models, the First Gift model is trained on the behavior patterns of millions of nonprofit donors and transactions and designed to help you target the right people with the right asks, at the right time. The First Gift model evaluates the signals your donors send through non-monetary interactions, such as clicking through your emails, to notify you when they show signs of readiness to become a donor.

With this information, you can target supporters who are ready to make their first gift with specific outreach campaigns, while continuing to nurture the rest of your supporter audience.

Tactics For New Donor Conversion

Now that you know which supporters are likely to make a donation when asked, what should you do? Here are some effective tactics to convert these supporters into loyal donors:

Personalize Your Outreach

Personalization is a powerful tool in donor conversion. Addressing supporters by their names and referencing their past interactions with your organization can make them feel valued and appreciated. Framing your ask around the issue areas that they are most motivated by, making the ask in their preferred communication channel, and asking for the right type of gift are all personalization opportunities that can increase the effectiveness of your appeal.

Tell Compelling Stories

Storytelling is a potent way to connect with supporters on an emotional level and inspire them to donate. Share stories about the impact of your work, and the lives that will be touched by the impacts of the gift your donor makes to the organization.

Simplify the Donation Process

Ensure that the donation process is as simple and accessible as possible. Make your giving form easy to fill out, and optimize your donation page for mobile devices. Clear and compelling content on your donation page can also increase conversion rates. For example, making your donate buttons prominent and ensuring your page is accessible can significantly improve donor conversions.

Follow Up and Show Appreciation

Following up with potential donors and expressing gratitude for their support is vital. Send reminder emails to those who have shown interest but haven’t completed their donation, and always send thank-you emails after a donation is made. For an extra personal touch, consider a personal email, hand written note, or even a quick phone call.

By implementing these tactics, nonprofits can significantly improve their donor conversion rates, increase donations, and better support their mission. Remember, the key is to make each supporter feel valued, connected, and confident that their contribution makes a real difference.