July 16, 2014
Asking questions to contributors can help nonprofit groups determine how to improve their fundraising efforts and streamline outreach tactics. Gathering background information about people who have decided to donate to a cause, as well as what motivated them to choose a specific charitable group, will help to inform future fundraising plans. Additionally, as NPEngage pointed out, adding a few questions about satisfaction post-giving can help a nonprofit determine where it's succeeding in creating an active community of donors while also highlighting areas that need improvement.
Nonprofits need to carefully organize these surveys, or else they will be viewed as a burden. Nonprofit Marketing Guide suggested staying away from questions asking for basic information that donors will assume an organization already has. In general, asking for a lot of information in a survey isn't always the best approach. Instead, charitable groups should use surveys to measure the effectiveness of their outreach efforts and collect information they don't already have in their databases.
NPEngage also suggested tying surveys around special events and other such occasions to encourage more responses. Having a survey accompany an invitation to a fundraiser is one approach that can improve response rates – especially if completing the survey is tied to registration. Polling donors is a great way to gather popular opinion and adjust strategies without having to do in-depth research into the nonprofit market. As long as organizations can figure out the best time to ask the right questions to their contributors, they will become more efficient.
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