This donor journey article is the 2nd of a 5-part series. After potential donors have become aware of your nonprofit, the next phase is “evaluation.” At this stage, people who took notice of your organization are now deciding if your mission aligns with their values and if they feel confident in supporting it.
Building Interest and Connection with Potential Donors Who Are Beginning to Take Notice
At the evaluation stage, potential donors may be following your social media accounts, subscribing to your emails, or attending your events. Your goal now is to sustain their interest and build an authentic connection. Here’s how:
Stay Active and Consistent: Donors in the evaluation stage want reassurance that your organization is consistent and committed. Regularly posting on social media, sending updates, and sharing relevant stories helps them see you as a steady presence.
Start Two-Way Conversations: Responding to comments, answering questions, and inviting feedback on your posts can turn passive followers into active participants. It shows them that you value engagement and are open to dialogue.
This stage is all about showing potential donors that they’re part of a community they can trust.
Creating Compelling Content that Speaks to Your Mission
Storytelling is a powerful tool for building personal connections with potential donors on an emotional level, especially for arts and LGBTQ+ nonprofits, where identity and culture are often at the heart of the mission. The stories you share will be remembered up to 22 times more than facts alone. Here are some types of content to focus on:
Personal Stories: Share the experiences of individuals who have benefited from your programs with their approval. Stories should be done ethically and with dignity. Perhaps a young LGBTQ+ person benefitted from your transitional housing program and found their voice through your organization or a community that’s felt empowered by your work. Personal stories foster empathy and inspire people to get involved.
Behind-the-Scenes Insights: Invite your audience behind the curtain. Share photos or videos of rehearsals, planning sessions, or community events to showcase the effort that goes into making your mission a reality.
Testimonials from Donors and Volunteers: Highlight stories from current supporters. Quotes or videos of donors, board members, or volunteers explaining why they chose to support your mission can be incredibly persuasive for new potential donors. Testimonials give others the confidence that supporting you is a valuable decision.
By focusing on these types of content, you help potential donors connect with your work on a deeper, more personal level. Remember that 72% of donors report being "very likely" to donate to a nonprofit after watching a video about their work.
Keeping Donors Engaged with Nurturing Campaigns
Nurturing campaigns—carefully planned series of communications—can keep potential donors engaged and move them closer to engagement. Here’s how to craft an effective campaign:
Email Series: Send a welcome email when someone subscribes to your newsletter, followed by a series of messages that introduce them to your mission, highlight impact stories, and provide easy ways to get involved. Each email should build on the last, gradually increasing engagement.
Targeted Content: Tailor content to each audience. If someone attended a ceramics show you hosted, follow up with content on the importance those types of artists. For social media, use targeted ads that highlight the aspects of your work that align with each user’s interests.
Transparency with Financials: Many donors in the evaluation stage want reassurance that their contributions will be used wisely. Create a clear, accessible page on your website or share impact statistics to show where funds are directed.
These nurturing tactics create a structured approach to keeping potential donors interested without overwhelming them.
Building Trust Through an Authentic, Transparent Brand Identity
At the evaluation stage, potential donors are looking for authenticity and transparency. Here’s how to build a brand identity that reinforces trust:
Be Transparent About Challenges and Successes: Donors understand that nonprofits face challenges. Sharing obstacles—like budget constraints, policy changes, or operational hurdles—demonstrates your resilience and honesty.
Showcase Real People and Real Results: Potential donors are looking for organizations that create real impact. Share the stories, faces, and voices of those impacted by your programs rather than relying solely on numbers. This brings your work to life and emphasizes the people behind the mission.
Trust-building is crucial in the evaluation phase, and authenticity is at the heart of creating that trust.
Involving the Board and Key Stakeholders in Outreach Efforts
Your board members and key stakeholders can be invaluable champions in the evaluation stage. Here’s how to leverage their influence:
Ask Board Members to Share Personal Stories: When board members share their reasons for supporting your organization, it adds a layer of credibility and commitment that can strongly influence potential donors.
Involve Stakeholders in Campaigns: Invite key stakeholders, like longtime donors or program beneficiaries, to participate in campaigns or events. Having a familiar, trusted face advocating for your mission can strengthen your reputation in the eyes of potential supporters.
Utilize LinkedIn and Professional Networks: Encourage board members to share your organization’s work with their professional networks on LinkedIn and in industry groups. This can attract potential donors who value endorsements from respected professionals.
When board members and stakeholders are actively involved in outreach, it gives donors additional reassurance that your mission is worth supporting.
The Evaluation Phase as a Key Step in Building Donor Relationships
The evaluation stage is a pivotal point in the donor journey. It’s where you have the chance to turn interest into trust and lay the foundation for a strong, lasting relationship. By sharing meaningful stories, using nurturing campaigns, and building a transparent, authentic brand identity, you’ll make it easier for potential donors to feel confident about their decision to support your work.
Next in our series, we’ll cover the engagement stage — how to inspire and guide donors to make that important next step of action.
Let's talk if you're interested in learning more about your organization's donor journey.
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