4 techniques for turning volunteers into donors
- Digital communications & marketing
- Fundraising ideas
- Nonprofits
- Mobilize
Whether your nonprofit organization is aiming to convince a governing body to sign a bill into law or educate decision-makers on your issue area, the key to achieving your advocacy goals lies in building a base of informed and engaged advocates to raise their voices with you.
It’s no secret that there’s strength in numbers, but how can you attract these passionate advocates to take action in support of your cause? We’ve reached out to a couple of our experienced partners to learn some of their tips and best practices. Here are their insights:
Joe Fuld is the president of The Campaign Workshop, an award-winning political consulting firm that specializes in targeted communications, from digital to mail to video, for advocacy and political campaigns. He offered these quick tips for optimizing your advocacy outreach:
Be clear and upfront with your advocates to align them with your goals and reasoning. The more they understand your overarching strategy, the more driven they’ll be to take the action you’d like them to take.
Lesley Molecke is the founder of Cornershop Creative, a web strategy agency dedicated to helping nonprofits make the most of their web presence. Here are her thoughts on attracting and inspiring advocates:
Be upfront about exactly what you need, be it a petition signature, volunteer hours, committee membership, or peer-to-peer fundraising. Tell folks exactly what you need so that they can determine immediately whether or not they’re up for the commitment.
For instance, if you’re in need of advocacy committee members, specify:
Similarly, for those interested in volunteering, be sure to provide details such as the time commitment, the work involved, and the benefits you offer in exchange for their participation.
Clara Campbell is the Senior Director of Advocacy & Campaigns at Media Cause, a full-service marketing and creative agency with diverse experiences, skillsets, passions, and perspectives dedicated to helping nonprofits accelerate their impact. When it comes to engaging advocates for your organization’s cause, she recommends prioritizing quality over quantity:
Find the people closest to the problem you’re trying to solve and focus your attention on those communities. These are the people who are naturally more invested in the outcome of your advocacy efforts. They’re also the ones who understand the situation and context best, have the ideas for effective solutions, and have the relationships you need to grow leadership within the movement.
Ashley Barrow is a seasoned development professional who has dedicated her career to nonprofit fundraising, with a particular passion for mobilizing grassroots donors. She has spent the last seven years focused on fundraising for pressing health and advocacy issues on the state and national levels. She shared three key ways to mobilize your nonprofit’s advocates:
There are plenty of people out there who care about your cause and want to make a difference, but may simply not know where to start. Offering advocacy training is a great way to equip new advocates with the information and tools they need to get involved and move the needle on your issue. Focus on providing digestible information about the legislative process or other relevant processes to empower your advocates to take action.
Make sure your training is accessible and inclusive to all. For instance, consider offering:
By training your nonprofit’s advocates, you’re investing in their long-term support, preparing them to take action on behalf of your organization for years to come.
To get your advocates excited and involved, you have to meet them where they are. Some of them will have the capacity to spend a full day volunteering at the Capitol, some might have time to call their local elected official or another decision-maker, and some may only be able to sign a petition. Each action can make a significant difference, regardless of how much time it takes.
Spreading compelling stories from constituents and community members can also be an impactful way to further your cause, so provide opportunities for your advocates to share their experiences with the people who are making decisions about and voting on their livelihoods.
Use your segmented lists to call your advocates to action in a timely manner. Cast a wide net with texts, emails, phone calls, and social posts. Be sure to give your advocates a clear ask and a deadline—for example: “The vote on our bill is happening at 7 p.m. Tell your legislator to vote ‘yes’ on this important piece of legislation!” Taking these steps will allow your organization to activate even more supporters around your cause.
As with any of your organization’s supporters, remember to follow up with your advocates after their contributions to explain the impact you’ve achieved with their help. This ensures that they feel appreciated for their efforts and motivated to continue supporting your nonprofit in your future advocacy goals.
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