Nonprofit Engagement Strategy: How to Build Deeper Relationships with Your Supporters

Summary: Every nonprofit should have an engagement strategy designed to build relationships with existing supporters, deepen their involvement, and make them feel valued. In this article, we discuss the definition and purpose of a nonprofit engagement strategy, the key components, and real-world example of an engagement strategy for new donors.

In a previous blog, we defined a nonprofit outreach strategy, discussed common outreach tactics, and laid out the keys to developing a strategy that delivers positive results. 

While the purpose of outreach is to reach new people who might be interested in getting involved with your nonprofit in some capacity, engagement focuses on building deeper relationships with people you already know. 

Both outreach and engagement strategies should be used together to attract new people in (outreach) and keep them involved (engagement).

Let’s discuss the definition of a nonprofit engagement strategy, key components of an engagement strategy, and an example of a real-world engagement strategy for new donors.

What Is a Nonprofit Engagement Strategy?

A nonprofit engagement strategy is a structured approach to nurturing and retaining existing supporters, including donors, volunteers, ambassadors, partners, sponsors, and members of the community. 

A nonprofit engagement strategy typically details how and when you connect with different segments of your supporters. This will provide a framework for consistent, intentional engagement rather than inconsistent, ad hoc communication.

Think of outreach as casting a net to expand your audience, while engagement keeps the people you’ve already reached involved and makes them feel valued.

A nonprofit engagement strategy will often include: 

• Sending “thank you” messages after a donation.
• Hosting volunteer appreciation events.
• Sharing stories of impact.
• Inviting recurring donors to provide feedback or attend insider events.

Through ongoing engagement, you can build trust and loyalty, deepen relationships, and create a closer bond between each supporter and your nonprofit!

7 Key Components of a Nonprofit Engagement Strategy

1. Audience Segmentation. Categorize supporters into groups, or segments (donors, volunteers, sponsors, etc.). You should also separate certain segments into smaller segments (new donors, recurring donors, lapsed donors, etc.).
2. Define Goals for Each Segment. What do you want to achieve with each segment as a result of your engagement strategy? For example, turn new donors into repeat donors, activate volunteers, secure higher gift amounts from recurring donors.
3. Touchpoints and Timing. Map out when and how you’ll engage donors. For example, this may include “thank you” emails or calls, program updates, volunteer spotlights, impact stories, birthday or anniversary messages, etc.
4. Channels. Which channels will you use to engage? This typically involves a mix of email, direct mail, phone calls, events, social media, and face-to-face interactions.
5. Messaging Strategy. Customize information and tone for each segment and touchpoint, always focusing on gratitude for the relationship and support and the impact of their involvement.
6. Automation and Tools. Use your donor management software to automate parts of your plan, such as simple reminders or your welcome series for new supporters.
7. Evaluation. Track metrics like email opens and clicks, giving history, contact form submissions, and volunteer hours to see what’s working. Consider A/B testing to increase performance.

Real-World Example: New Donor Engagement Strategy

Here is a simple, general framework of a sample engagement strategy for new donors. Keep in mind that you’ll want to include more details and context for each phase of this timeline.

• Week 1: Send a “thank you” email within 24 hours and a welcome message within the first week.
• Week 3: Share a story of impact that conveys how the donor’s gift can make a difference.
• Month 2: Invite the new donor to tour your offices and/or facilities or attend a webinar.
• Month 3: Ask the donor to complete a brief survey about what they care about most related to your mission. Be sure to say how much you value their feedback!
• Month 6: Ask for a second gift with the goal of converting the individual from new donor to recurring donor.

Have questions about how Eleo Donor Management Software can make your engagement strategy more efficient and effective? Contact us to schedule a free live demo and we’ll walk you through your options!