Convert supporters to donors with Dataro’s First Donation Model

Acquiring donors is an expensive task, often costing non-profits 10-20 times more than renewing gifts from existing donors. While attracting new donors to your organisation is a necessary process, you can reduce the total amount you spend on new donors by focusing some of your efforts on converting supporters to donors. Whether they are volunteers, newsletter subscribers, or others in your non-profit’s circle, they have already shown an investment in your cause and awareness of your organisation – meaning they will likely be much easier to convert than people you are contacting for the very first time. To help with this process, we’re introducing a brand new AI-powered donor propensity model to help you understand when your supporters are ready for a monetary request.

Introducing: The first gift model

Like Dataro’s other fundraising AI models, the First Gift model is trained on the behaviour patterns of millions of non-profit donors and transactions and designed to help you target the right people with the right requests, 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 inform 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:

Personalise your outreach

Personalisation is a powerful tool in donor conversion. Addressing supporters by their names and referencing their past interactions with your organisation can make them feel valued and appreciated. Framing your request around the issue areas they are most motivated by, making the request in their preferred communication channel, and asking for the right type of gift are all personalisation 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 organisation.

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 optimise 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, handwritten note, or even a quick phone call.

By implementing these tactics, non-profits 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.