Soapbox Engage Blog

In an ideal world, people donate to and support causes purely out of the goodness of their heart and don’t expect anything in return. After all, we’re talking about nonprofits, not businesses, right? But realistically, when we choose to invest in a cause we care about, we do expect something in return -- and we deserve it -- even if it just starts with a simple thank you note. And, depending on how much someone gives to a cause, it’s only natural that they receive a bigger return on investment.

That’s where membership value comes into play. Now, we’re not talking about going Oprah and giving out cars to major donors or sending every individual donor some cheesy swag just for the heck of it. But it is important to think strategically about what you are offering back to your supporters across various levels, from the $10 donor to the $10,000 donor. If someone values your mission and work enough to invest in it, shouldn’t you find a way to show much you value them? (Short answer: yes!)

We’ll outline a few ways that you can provide value to three key constituents as they move up that ladder of engagement, and keep them coming back for more.

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1. Grassroots Donors and Casual Supporters

Whether you have a few hundred small donors and a few thousand email subscribers and social media followers, or your numbers are double, triple, or bigger, all of your supporters deserve a piece of the reward pie. But wait -- don’t rush off to order those branded pens and notebooks just yet! Swag is great, but there are other ways you can give something back to this group of supporters/members to show them their value and potentially increase their levels of support. Here are a few options to consider for your grassroots donors and casual supporters:

• Offer exclusive content and opportunities: “Exclusive” isn’t just for your VIPs and major donors. Think about what your Facebook fans might enjoy -- a special Facebook Live behind the scenes look during an event or trip into the field? Or maybe you offer all of your $10 one-time donors a one-of-a-kind note from someone they have impacted. Sometimes the small stuff can be just as special, as long as it’s clear that it’s a unique reward.
• Show their stories: How are your Twitter followers and your small donors impacted by your org and how are they making impact? Highlight testimonials, tweets, and images from these folks to remind them that you’re listening to them, and that their involvement and engagement matters.
• Lead them up the ladder: While you’re showing members their value at their current step, make sure you point them to the next level, by clarifying how much more impact they can make, and what that means for them, whether it’s rewards, recognition, or results.

2. Recurring and Mid-Level Donors

If someone decides to take the next step and become a recurring donor to your cause, that means a few things: they are already satisfied with the work you’re doing, they have seen the impact of investing in your mission, and they are ready to do more. Whether it’s by recurring donations, or going up a level or two for a one-time gift of $100, $250, or $300, these donors are moving up the ladder of engagement with you, and that means you have to show them their value in return. A simple thank you email or note won’t cut it here. Here are a few ways to do this:

• Regular updates and information: If someone is giving to your cause monthly, or made a larger one-time gift, they deserve more frequent and detailed reports on the impact their gift is making. Consider creating a special storytelling or reporting series for this group of donors that digs a little deeper with each installment -- give them something to look forward to each month or quarter.
• Offer a reward: Think about other projects or milestones that people work toward over a long period of time, such as running a marathon or creating a piece of art. The reward is of course achieving the milestone, but there can often be other perks, too, like awards, payment, or other. How can you reward your recurring donors at the end of a giving cycle to make them feel like they have accomplished something with your organization?
• Show them the future: Wine, cheese, and antiques all become better, or more valuable, with age. So can your recurring and mid-level donors, who have graduated to the next step in the ladder of engagement. They may never give thousands at once, but over time, their investment can be immeasurable -- or is it? Your job is now to show them how their support can and will be measured over 5, 10, or 25 years, and what the future looks like thanks to them, and with them. Use data, use stories, use first-hand stories -- use whatever you need.

3. Major Donors & VIPs

When you get to the major league with high-level donors and VIPs like celebrities, board members, and other ambassadors, value takes on a whole new meaning. Sometimes, gifts from this group of stakeholders can make or break a campaign, or make or break a nonprofit. So how do you show these select individuals their value in a way that’s meaningful?

• Think outside the box. Sure, you can host a fancy gala or dinner. It’s the go-to for this kind of thing. But what other experience can you provide that doesn’t involve dressing up and eating an expensive dinner? For instance, if your org supports kids, what about a fantastic experience with your VIPs and some kids at a baseball game? If you help animals, picture an amazing Family and Fido day at a park, with dogs, games, and fun galore.
• Give an inside look at operations: The more people get invested in something, the more they want to know what’s going on behind the scenes. Consider bringing in a few major donors or VIPs to your office headquarters to meet staff and learn about the day-to-day workings of your nonprofit. If you go into the field to do your work, create experiences for these stakeholders to join you and see firsthand the work they are investing in.
• Ask them what they want: It may seem scary to straight up ask what a donor wants in return, but it doesn’t have to be if you manage expectations. (“No, we cannot give you a private Beyonce concert.”) You may be surprised at what they come back with -- and it may very likely be within your power to do it. At this level of support, these stakeholders deserve a little creativity, and a little extra oomph. Besides, just asking shows that you value their input and feedback.

Ready for more? Join us for our free webinar, Demonstrating Value to Donors and Members with Salesforce and Soapbox, on Thursday, July 19th at 3 pm ET. We'll walk through key ways you can use Salesforce and Soapbox to efficiently and effectively demonstrate tangible value to your donors and members - from exclusive events to free swag to access to special content to much more!