What do your high net worth donors want?
This is a question we fundraisers wrestle with constantly. How best to reach out to them? How to communicate? What will they respond to?
And, the real question is: What’s motivating our top donors today?
In part one of this series, we shared insights from the latest Bank of America Study of HNW Philanthropy in order to help you better understand your high-net-worth donors’ motivations.
Now, we’re showing you how to use these learnings about donor motivation for more effective connections with your major gift prospects and donors.
In the video above, our newest fundraising consultant Evan Northup and Gail Perry share their key findings from the study.
How important is your website to these top donor prospects?
One of the most interesting takeaways from the study: your website really matters. We were amazed to learn that 55% of high-net-worth donors surveyed made gifts through the nonprofit’s website.
What’s more, 67% said a website was very/somewhat important in shaping their charitable giving. They wanted to see an up to date looking site that conveyed credibility and professionalism.
Do you feel like your organization’s website is ready to receive and convert high-net-worth donors?
If not, then it’s time to get to work! There are always small changes you can add to your site that will make it more appealing to potential donors.
In the video, we also discuss the fact that many of these donors actually prefer an email to a phone call. (!) This is great news for fundraisers who are nervous about picking up that phone.
Bottom Line on High Net Worth Donors’ Motivations
Think carefully about what they are looking for, and how they want to communicate. Then you’ll be more successful.
To see the full study, click here. How will you change the way you reach out to high-net-worth donors based on this study?