The key to success lies not only in a compelling mission, but also in mobilizing a dedicated network of supporters who can help spread the word and propel the cause forward. While attracting donors is crucial, converting them into enthusiastic advocates can significantly enhance your nonprofit’s reach and impact.
Below, 18 Forbes Nonprofit Council members delve into the art of engaging your supporters effectively, exploring some simple yet powerful strategies that have proven to be particularly effective in encouraging supporters to become passionate advocates for your mission. By implementing these techniques, your organization can unlock the untapped potential of its supporter base and ignite a chain reaction of change.
1. Provide Strategies For Sharing On Social Media
Encourage supporters to use their social media channels on your behalf to build awareness. Make it easy for them by providing cut-and-paste content that includes copy, assets, handles and hashtags. Be specific on the timing of posts and leverage the power of coordinated third-party social endorsements. – Ann Marie Krautheim, GENYOUth
2. Understand The Needs Of Your Supporters
Understand your supporters’ “neighbor need.” This means considering the needs of your supporters and linking those needs with your organization’s mission. For university or college students, think about employability skills to complement their studies and provide experiences they can talk about in interviews. For retirees, it may be a connection to their community. Then determine how you can weave that need and empower them to be advocates. – Jonathan Prosser, Compassion UK
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3. Share Updates And Stories Regularly
I’ve always found the best way to encourage supporters to further our cause is to keep them informed about the real impact of their donations. We share updates and stories about how the funds have been used, the people who have benefited and more. This personal connection leaves supporters more inspired to spread the word, be evangelists for our mission and continue to support our efforts. – Dee Lawrence, Cool Effect
4. Have Conversations To Raise Awareness
A simple conversation can change the life of a child. Sharing our content on social media, forwarding an email or simply talking to a friend helps to raise awareness of the brand, the mission and the urgency of the cause. Every single time someone new learns about the work, it is an opportunity to elevate the conversation and impact the lives of thousands of children in need. – Rita Soronen, Dave Thomas Foundation for Adoption
5. Demonstrate Your Commitment With Daily Action
If you want people to further your mission, you have to talk about it regularly and demonstrate it with your actions daily. At Millersville University, in every remark that I make, I talk about our EPPIIC values, which stands for “exploration, professionalism, public Mission, integrity, inclusion and compassion. We reward those who exhibit these values with the “EPPIIC Awards” monthly and annually. – Daniel A Wubah, Millersville University
6. Encourage Supporters To Share Their Stories
The influence and credibility of a personal story is unmatched. Many supporters get involved in a nonprofit after it has touched the life of their family. When donors, board members, volunteers and others share their own impact story within their civic, social and professional networks, their authentic testimony builds bridges that are not possible without genuine trust and relationship equity. – Betsy Chapin Taylor, FAHP, Accordant
7. Use Your Passion As An Example
Passion is a fantastic motivator. Once they encounter leaders who model their commitment and enthusiasm through practicing their values, speaking straightforwardly and demonstrating results, supporters become vocal advocates for a nonprofit’s mission. – Patricia McIlreavy, Center for Disaster Philanthropy
8. Produce Shareable And Engaging Content
Harness the power of social media by creating shareable and engaging content. Encourage your supporters to share mission-related posts, stories and campaigns with their networks, as well as contribute their own connection to the mission. This leverages the viral nature of social media by exponentially increasing message visibility and reaching new audiences, effectively spreading the word about the mission. – Nick Lynch, Collidescope IO, Inc.
9. Create Easy-To-Digest Infographics
Providing easy-to-digest impact data works! There is a reason why infographics are so valuable—good infographics tell your story with “visual” “numbers.” In addition to being quick and easy to understand, with an added story or two, they also help supporters easily retell your work. Keeping donors connected through regular communications will keep your work at the top of their minds as well. – Deidre Lind
10. Go Beyond Newsletters And Event Communications
Get more mileage out of your electronic newsletters and event communications by encouraging your supporters to forward them to friends and colleagues who may be interested in becoming subscribers and future supporters. To make it even easier, provide some brief text to accompany the forwarded email that can be readily cut and pasted, personalized and sent! – Victoria Burkhart, The More Than Giving Company
11. Encourage Supporters To Share And Comment On Posts
One of the easiest ways to encourage your supporters to get involved is by asking them to spread the word on social media. By sharing and commenting on your posts, supporters raise awareness within their networks, amplifying your impact and increasing your reach. – Jean Accius, CHC: Creating Healthier Communities
12. Make Your Message Easy To Share
Make it easy. Supporters have a lot going on and many things they could advocate for. Give them the needed templates, links and graphics to make sharing simple. Create a recommended schedule and timing if using this for a campaign. If possible, give more than one template so the supporter can choose which to use, as this gives them more ownership and makes them more likely to participate. – Matthew Gayer, Spur Local
13. Pair Personal Stories With Relevant Statistics
The power of personal testimony, plus a relevant statistic, reflects the heart and purpose of the organization while giving donors an impactful story to share. For example, we’ve found the following testimonial to be effective: “Did you know that over 40% of child trafficking victims are first sold by a family member? Family and abuse were one for me as a child, but when I met the women at Safe House Project I felt loved and supported—something I had never known.” – Brittany Dunn, Safe House Project
14. Leverage Personal Connections And Storytelling
We recognize the value of personal connections and leverage the power of storytelling. Our supporters are encouraged to share their personal experiences and journeys related to our cause. This approach enables them to become authentic advocates as they inspire others through their narratives. By sharing their stories, supporters humanize the mission, making it relatable and emotionally impactful. – Christopher Dipnarine, 4MyCiTy Inc.
15. Encourage Supporters To Invite Others To Events
I ask members of the board to invite people they know to our “Real Goodwill” tours, which highlight the services we provide with revenues from our retail stores and commercial services manufacturing operations. Then we ask their friends to extend invitations to future tours. We’ve found that if people can see how their support impacts our mission, then they understand what we do and why. – Kimberly Lewis, Goodwill Industries of East Texas, Inc.
16. Make Sure Your Mission Is Clear
By making the mission of our organization clear, we show how it aligns with our supporters’ personal convictions and passions. Clarity can make or break your commitment levels. Supporters need to see the ROI on their emotional investment. – Jamee Rodgers, Urban Neighborhood Initiative
17. Collect The Testimonies Of Your Supporters
Peer-to-peer, professional-to-professional and business-to-business relationships are all great ways to help share a positive testimony as to why supporters are generously giving to your nonprofit. With more than four billion people on social media platforms, use the power of social media connection to help attract prospective donors through the testimony of current supporters. – Aaron Alejandro, Texas FFA Foundation
18. Ask Supporters How They Want To Help
Ask for it! The answer is always “no” if you don’t ask the question. Supporters want to know how they can help, particularly if there are ways other than writing a check. Ask them to become an advocate or champion, provide them with the tools to do it easily and cknowledge them when they do take the time. When you ask and acknowledge, those supporters can feel like true members of the team. – Patrick Riccards, Driving Force Institute
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