4 Tips to Engage Donors this Summer

As businesses across the nation start to re-open and summer begins, there is still a considerable amount of uncertainty in the fundraising world. What will FY22 look like? Will organizations have to change their plans with an already stringently allocated budget? Will donors be more engaged once fall arrives?

The surprising results of a recent study show that 62% of Americans who have been laid off or furloughed due to the COVID-19 crisis were among the most likely to donate.1 While the economic implications of this are disheartening, it is an equally endearing statistic.

As the summer sets in how can you nurture and encourage potential donors now to ensure the success of your fall direct mail and fundraising programs?

Here are 4 tips to engage donors this summer:

In an increasingly technology-based world, it can be easy for potential donors to get lost in the information shuffle. It is crucial to reach out in personal, one-on-one interactions2 and be as consistent as possible with your outreach.

  • Be flexible

With an almost constant influx of information, the prospect of developing a solid direct mail and fundraising plan3 for the year can be challenging. Being flexible and embracing changes as they come will be an important part of your 2022 campaigns.

  • Be empathetic

Many organizations have recognized the importance of marketing with empathy over the last few years. In fact, new research shows that brands that embrace innovation and agility with an aim on humanizing the customer’s experience outperform their peers, especially in a global pandemic.4

  • Be transparent

One thing that most experts agree on is the importance of transparency with donors. This is especially important from an organization-wide perspective, as constituents will want to know what precautions you continue to take, how you are protecting your staff and what your future plans entail.5 If you don’t have finalized plans yet, be transparent about that too.

Your summer projects don’t have to solely consistent of cleaning up your desktop and reorganizing processes. Now is an opportune time to check in with your donors and set yourself up for future successes.

If you like this post, check out our guest blog spot with the Greater Boston Chamber of Commerce on how direct mail can cut through the virtual noise in 2020.


1 = LendingTree

2 = St. Paul and Minnesota Foundation 

3 = 4 Ways to Use Direct Mail in the Current Climate 

4 = Forbes

5 = Press Ganey


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Christina SullivanChristina Sullivan is the former Marketing Manager at BCG Connect. She established informative content for fundraisers on the benefits of direct mail.