Let's be honest: fundraising feels harder than ever. You're pouring time and resources into growing your social media following, but that effort rarely translates into donations. It’s frustrating when a large audience remains anonymous, a sea of likes and shares that don’t help you fund your mission. The truth is, the old playbook is broken. Donor retention is down, and traditional channels just aren't producing like they used to. This guide offers a new path forward. We’ll walk through proven nonprofit supporter acquisition strategies designed to bridge the gap between your online community and your fundraising goals, turning passive followers into passionate, active donors.
Key Takeaways
- Move the conversation from the public feed to the DMs: Build genuine, one-on-one relationships through direct messaging to turn passive followers into dedicated supporters who feel personally connected to your mission.
- Turn your supporters into your best fundraisers: Empower your community through peer-to-peer campaigns and Facebook Challenges to reach new audiences through their trusted personal networks.
- Let data guide your acquisition strategy: Track key metrics like donor acquisition cost and retention rates to understand which channels and messages deliver the best results, ensuring you invest your resources wisely.
What is Supporter Acquisition?
Think of supporter acquisition as the way your nonprofit finds new people and inspires them to join your cause. It’s the entire process of turning someone who is simply aware of your mission into an active, engaged supporter. This isn't just about a single donation; it's about building a relationship that can lead to long-term advocacy, volunteering, and recurring gifts. Getting this right is fundamental to growing your impact and ensuring your mission thrives for years to come.
Why New Supporters Matter
While keeping your current donors happy is crucial, a steady stream of new supporters is the lifeblood of any growing nonprofit. People’s circumstances change, and some supporters will naturally move on over time. A strong acquisition strategy ensures you’re not just replacing those who leave but are actively expanding your community. This growth brings fresh energy, new perspectives, and a broader base of financial support for your work. For newer organizations, in particular, acquiring that initial base of supporters is the most critical step toward building momentum and establishing a sustainable future.
How People Support Causes Today
The days of relying solely on direct mail or in-person events are behind us. Today, people discover and connect with causes online. Many potential supporters start their journey on Google, which is why programs like the Google Ad Grant—offering free ad spend to nonprofits—are so valuable. Beyond search engines, people are finding and vetting organizations on social media, reading stories, and watching videos that resonate with them. To connect with these potential supporters, you have to show up in the digital spaces where they already spend their time, ready to share your story and make a compelling case for your mission.
The Shift Away from Traditional Fundraising
Let’s be honest: traditional fundraising is getting harder. We’re seeing declines in individual giving through older channels, and the need for nonprofits to adapt is more urgent than ever. According to the Association of Fundraising Professionals, donor acquisition remains a key challenge across the sector. This isn't a reason to panic—it's a reason to innovate. This shift pushes us to move beyond what’s always been done and embrace strategies that meet modern supporters where they are. It’s an opportunity to build more direct, personal, and authentic relationships through channels like social media and direct messaging.
How Today's Supporters Engage
To bring new supporters into your community, you first need to understand where they are and how they like to connect. The fundraising landscape has changed, and people now discover, research, and support causes in ways that are deeply integrated into their daily lives. Hint: it’s not just about opening their mail or email anymore. Supporters expect to interact with nonprofits on the same platforms where they connect with friends and family. By meeting them where they are, you can build authentic relationships that lead to long-term support for your mission.
Where Supporters Spend Their Time Online
Your potential supporters are already gathered and active—you just need to join their conversation. People spend a significant amount of their free time on social media platforms like Facebook, Instagram, and TikTok. This is where they discover news, share life updates, and connect with communities that share their interests and values. More nonprofits are finding that using Facebook fundraising is one of the most effective ways to raise money online. Instead of trying to pull people away from their favorite apps, the most successful acquisition strategies focus on engaging them right where they’re most comfortable and ready to act.
The Role of Social Media in Giving
Social media is more than just a broadcast channel; it’s a place to build real relationships. These platforms give you a powerful way to share compelling stories about your work, introduce your team, and show the direct impact of a supporter’s donation. By creating a loyal following, you can foster consistent engagement that isn’t dependent on unpredictable algorithms. Think of your social channels as a digital community hub. It’s a space where you can share wins, answer questions, and make your supporters feel like valued partners in your cause, which is one of the key nonprofit fundraising trends today.
Connecting with Different Generations
While social media is a dominant force, it’s important to remember that different generations have unique communication preferences. For example, while Gen Z might respond best to a TikTok video or an Instagram DM, some studies show that millennials still respond well to direct mail. This doesn’t mean you should abandon traditional methods entirely. Instead, think about how you can create an integrated strategy. You can use social media to capture initial interest and then follow up with more personalized communication, creating a journey that feels natural and respectful to each supporter, no matter their age.
Preferred Ways to Communicate
Today’s supporters expect communication that is timely, personal, and convenient. A one-size-fits-all approach just doesn’t work anymore. The best strategy uses a mix of channels—social media, email, video, and even mail—to reach people in the ways they prefer. The common thread is authenticity. People want to feel seen and heard, not just like another name on a list. This is why direct messaging has become so effective. It allows you to start one-on-one conversations at scale, providing the personal touch that builds trust and turns a passive follower into a dedicated supporter.
Proven Strategies to Acquire New Supporters
Acquiring new supporters doesn't have to feel like shouting into the void. While traditional fundraising channels are becoming less effective, your future donors are already gathered and active on social media. The challenge isn't finding them; it's connecting with them in a way that feels personal and inspiring. The key is to move beyond passive posting and start building genuine relationships. These strategies are designed to help you turn anonymous followers into engaged, long-term supporters by creating meaningful interactions and making it easy for them to join your cause. From one-on-one conversations in DMs to empowering your community to fundraise on your behalf, these proven tactics will help you grow your base and your impact without adding more to your team's plate.
Start Conversations with Direct Messaging
Your social media followers are more than just a number—they're potential donors, volunteers, and advocates waiting to connect. The best way to start that relationship is by moving the conversation to a more personal space: their DMs. By using direct messaging for nonprofits, you can thank new followers, answer questions, and share stories one-on-one. This approach helps you build real relationships that aren't dependent on a fickle algorithm. You’re not just collecting likes; you’re building a loyal community that feels seen and valued, making them far more likely to support your mission when you ask.
Run Facebook Challenges and Events
Facebook Challenges are a powerful way to acquire new supporters by tapping into the power of community and shared goals. These time-bound events invite participants to complete an activity—like walking 100 miles or practicing mindfulness for 30 days—while fundraising from their friends and family. It’s a dynamic form of crowdfunding that brings new people into your orbit through trusted recommendations. Because the ask comes from a friend, it feels personal and authentic. Successful Facebook Challenges create a sense of camaraderie and urgency, motivating both participants and their networks to give to your cause.
Encourage Peer-to-Peer Fundraising
Think of peer-to-peer fundraising as your ultimate word-of-mouth marketing tool. This strategy empowers your most passionate supporters to become fundraisers for your cause. By creating their own fundraising pages, they can reach out to their personal networks of friends, family, and colleagues—people you might never have reached on your own. This method is incredibly effective because it leverages social proof and personal connection. An appeal from a trusted friend is always more compelling than a generic ad. It’s one of the most authentic forms of online fundraising and a fantastic way to bring new, highly-motivated donors into your community.
Tell Your Story with Video
Facts and figures can inform, but stories are what inspire action. Video is one of the most effective mediums for telling compelling stories that create an emotional connection with your audience. Share short, impactful videos that highlight the people you serve, introduce your dedicated staff, or feature a volunteer’s experience. These personal narratives make your mission tangible and relatable. When potential supporters can see the faces and hear the voices behind your work, they feel a much stronger bond. You can see how other nonprofits have used customer stories to showcase their impact and inspire new people to get involved.
Build Your Email List
While social media is essential for engagement, email remains a critical channel that you completely own. Use your social platforms as a gateway to grow your email list. You can offer something valuable in exchange for an email address, like a helpful guide, an inspiring e-book, or exclusive updates on your work. For example, you could create a post about a recent success and invite followers to sign up for your newsletter to get the full story. By converting social followers into email subscribers, you create a more direct and reliable line of communication for nurturing relationships and making future fundraising asks. Check out these ebooks and guides for inspiration on what you could offer.
Make Giving Fun with Gamification
A little friendly competition can go a long way in motivating donors. Gamification involves adding game-like elements to your fundraising campaigns to make giving more interactive and enjoyable. You can do this by creating clear donation levels that show the specific impact of each gift (e.g., "$50 provides school supplies for one child"). Displaying a progress bar on your campaign page can also create a sense of shared achievement and urgency. These simple techniques make donors feel like they are part of a collective effort and can encourage them to give a little more to help the community reach its goal.
Turn Social Followers into Active Supporters
Your social media followers are more than just a number on your page—they're a community of people who have already raised their hands to say they care about your cause. The challenge is that they often remain anonymous, a sea of likes and shares without a clear path to deeper engagement. How do you turn that passive interest into active support? The answer isn't about spending more on ads to reach new people; it's about building real relationships with the ones you already have.
This means shifting your strategy from broadcasting one-to-many messages on your feed to starting personal, one-to-one conversations in their direct messages. It’s in the inbox where you can cut through the noise and make a genuine connection. This is where a follower starts to feel seen, heard, and valued as an individual, not just another face in the crowd. By meeting them where they are and engaging them directly, you create a powerful channel for turning passive observers into active donors, fundraisers, and lifelong advocates for your mission. It’s a more human approach to fundraising, and it all starts with a simple conversation. Let's walk through how to make that happen.
Plan Your Direct Message Campaigns
Before you send a single message, it’s important to have a plan. Think about what you want to achieve. Are you trying to acquire new donors, recruit volunteers for an event, or simply thank your followers for their support? A clear goal will shape your entire campaign. Map out a sequence of messages that feels like a natural conversation, not a one-off demand. GoodUnited helps you tap into the thousands already following you on social media, turning passive followers into active donors. By planning your outreach, you create a guided path for your supporters to follow, making it easier for them to take the next step and get more involved with your work.
Personalize Your Communication
Generic, one-size-fits-all messages rarely get a response. People want to feel seen and valued. Personalization is about more than just using someone’s first name; it’s about making the conversation relevant to them. You can reference a comment they left, acknowledge their past support, or tailor the message based on their interests. While this sounds time-consuming, you can start personalized conversations at scale with the right tools. This approach shows you’re paying attention and helps build a genuine connection, which is essential for turning a follower into a dedicated supporter. A little personalization goes a long way in making your outreach feel human and sincere.
Create Content People Value
Your direct messages shouldn't always be about asking for something. Focus on providing value and building a relationship first. Share content that makes your followers feel like insiders. This could be a behind-the-scenes look at your work, an inspiring story of impact, or an update on a project they care about. Show them how even small contributions make a difference. When you consistently share meaningful content, you build goodwill and trust. Then, when you do make an ask, your audience will be much more receptive because they already feel connected to your mission. Check out these nonprofit customer stories for inspiration on how to share your impact effectively.
Build Trust Through Transparency
Trust is the foundation of any strong donor relationship. Your supporters want to know that their contributions are making a real impact, so be open about how you use their donations. Share stories, data, and progress reports that clearly illustrate what their money achieves. You don’t need to wait for an annual report to do this—send a quick DM with a photo and a short story about a recent success. Make your financial information easy to find and understand. When you’re transparent about your operations and your impact, you show respect for your supporters and give them the confidence to invest in your cause. This openness is key to building long-term loyalty.
Measure Your Conversion Success
How do you know if your outreach is working? You have to track your results. Pay attention to key metrics like message open rates, reply rates, and click-through rates on any links you share. Most importantly, track how many followers take the desired action, whether that’s signing up for a newsletter, registering for an event, or making a donation. Looking at these numbers helps you understand what messages resonate with your audience and which strategies are most effective. This data is invaluable for refining your approach over time, ensuring your efforts are leading to real growth and a stronger supporter base. A solid supporter acquisition strategy is always backed by clear data.
Use Technology to Grow Your Supporter Base
Technology is your biggest ally in growing your supporter base efficiently. The right tools help you connect with more people, build stronger relationships, and turn passive social media followers into active, engaged supporters for your cause. Think of it as a way to automate the tedious tasks so you can focus on what truly matters: your mission and the community you serve. From managing your social presence to personalizing your outreach, a smart tech stack is no longer a luxury—it's a fundamental part of a modern supporter acquisition strategy.
By integrating different platforms, you can create a seamless experience for your supporters and a streamlined workflow for your team. When your direct messaging, analytics, and CRM all talk to each other, you gain a complete picture of your community. This allows you to understand their motivations, track their journey with your organization, and communicate in a way that feels personal and genuine. The goal is to use technology to work smarter, not harder, and build a sustainable pipeline of support that will fuel your mission for years to come. This isn't about replacing human connection; it's about using technology to create more opportunities for it, freeing up your team to have high-quality conversations with your most dedicated supporters.
Social Media Management Tools
Your social media followers are more than just a number—they're a community of potential donors, volunteers, and advocates waiting to be engaged. Instead of spending your budget on cold ads, you can use technology to tap into the thousands of people who are already following you. The right tools help you turn passive followers into active donors by starting meaningful conversations. These platforms can help you schedule content and monitor mentions, but their real power lies in helping you identify and connect with the people who are most passionate about your cause. By focusing on the audience you already have, you can build authentic relationships that lead to long-term support.
Direct Messaging Solutions
If you want to cut through the noise of a crowded social media feed, direct messaging is the answer. It’s the most effective way to have personal, one-on-one conversations at scale. By building a loyal following on platforms like Facebook Messenger, nonprofits can beat the algorithm and foster consistent donor engagement. Direct messaging solutions allow you to send personalized updates, share impactful stories, and make it incredibly easy for people to donate without ever leaving the app. This direct line of communication makes your supporters feel seen and valued, which is the foundation of a strong, lasting relationship. It’s about meeting people where they are and making them feel like a part of your mission.
Analytics and Tracking Systems
You can’t improve what you don’t measure. Analytics and tracking systems give you the data you need to make informed decisions about your acquisition strategy. Setting a clear donor acquisition goal gives your team direction and helps you build a profitable fundraising plan. These tools show you which channels are driving the most engagement, which messages are resonating with your audience, and where your supporters are in their journey with your organization. By tracking key metrics, you can stop guessing and start investing your time and resources into the strategies that actually work. This data-driven approach ensures you’re always refining your efforts for the greatest possible impact.
CRM Integration
Many nonprofits struggle with outdated technology and supporter data that’s scattered across different platforms. A Customer Relationship Management (CRM) system acts as your central hub, bringing all that information together in one place. When you integrate your social media and direct messaging tools with your CRM, every interaction is captured, giving you a 360-degree view of each supporter. This is crucial because it allows you to personalize your communication based on their history with your organization. Seeing how nonprofits have successfully used integrated systems can provide a clear roadmap for your own organization. A unified system prevents supporters from falling through the cracks and helps you nurture relationships more effectively over time.
Marketing Automation
Automation helps you scale your communication without sacrificing the personal touch. Using generic messaging can lead to missed opportunities, but automation allows you to tailor your outreach based on specific actions or interests. You can set up automated workflows to welcome new followers, thank first-time donors, or share updates about a campaign they supported. This ensures that every supporter receives timely, relevant communication that makes them feel appreciated. The goal of marketing automation isn't to sound robotic; it's to create consistent, meaningful touchpoints that strengthen relationships and keep your cause top of mind, even when you have a small team.
Avoid These Common Acquisition Pitfalls
Bringing new supporters into your community is exciting, but it’s easy to get tripped up by a few common hurdles. Even the most well-intentioned strategies can fall flat if they aren’t executed thoughtfully. The good news is that these pitfalls are entirely avoidable once you know what to look for. Think of this as your guide to sidestepping the mistakes that can slow down your growth and prevent you from building meaningful connections.
From the messages you send to the technology you use, every choice impacts a potential supporter's experience. A clunky donation process or a generic, impersonal ask can be the difference between gaining a lifelong advocate and getting lost in the noise. By focusing on personalization, clear communication, and a solid follow-up plan, you can create a supporter acquisition strategy that not only works but also builds a foundation of trust and loyalty. Let’s walk through some of the most common missteps and, more importantly, how you can steer clear of them.
Sending Generic Messages
A one-size-fits-all message rarely fits anyone. When you send the same generic appeal to every person on your list, you miss the chance to make a real connection. People support causes they feel personally invested in, and that investment starts with feeling seen and understood. Instead of broad statements, use direct messaging to share specific stories that show how even a small contribution can change a life. Personalize your outreach based on how a supporter has engaged with you in the past. Did they like a specific post or participate in an event? Use that information to start a relevant conversation that shows you’re paying attention.
Lacking a Follow-up System
Getting that first interaction or donation is just the beginning. The real magic happens in the follow-up, but so many nonprofits let these opportunities slip away. Without a system to nurture new relationships, you risk losing supporters who were initially excited about your mission. A simple, automated thank-you message can make a huge difference. When you show people the ongoing impact of their support and make them feel appreciated, they’re far more likely to stay engaged. This consistent communication turns a one-time donor into a dedicated advocate for your cause.
Failing to Show Your Impact
If potential supporters can’t easily understand what their contribution will accomplish, they’ll likely keep scrolling. Vague statements about "making a difference" aren't enough; you need to show them. Use compelling visuals, short videos, and real stories to illustrate the tangible outcomes of your work. Share updates on specific projects or feature testimonials from the people you’ve helped. When you make your impact clear and concrete, you remove the guesswork and give people a powerful reason to join your mission. Many of our most successful nonprofit partners excel at sharing these impact stories directly in their messaging.
Using Outdated Technology
Are your tools working for you or against you? Clunky, outdated technology can create a frustrating experience for both your team and your supporters. If your donation page is hard to use on a mobile device or your communication platforms are disconnected, you’re putting unnecessary barriers in front of people who want to help. Embracing modern tools designed for today’s social landscape can streamline your workflows, automate routine tasks, and make it incredibly simple for supporters to engage and give. This allows your team to focus on what really matters: building relationships.
Targeting the Wrong Audience
It’s tempting to try and reach everyone, but casting too wide a net often means you connect with no one. Focusing your acquisition efforts without first identifying your ideal supporter can lead to wasted time and resources. Take a look at your current community. Who are your most passionate advocates? What do they have in common? Use these insights to build a clear picture of who you want to reach. Running a Facebook Challenge, for example, is a great way to attract people who are already passionate about a specific activity related to your cause, ensuring you connect with a motivated and relevant audience.
Create a Sustainable Acquisition Strategy
Acquiring new supporters isn't a one-and-done campaign; it's about building a system that consistently brings new people into your community. A sustainable strategy is proactive, not reactive. It means you’re not just scrambling for donors at the end of the year but are thoughtfully building relationships all year long. This approach requires a clear plan that outlines your goals, how you’ll use your resources, and what success looks like. By focusing on sustainability, you create a reliable pipeline of supporters who are genuinely connected to your cause. This allows you to move beyond short-term wins and build long-term momentum for your mission. The following steps will help you create a framework that not only attracts new supporters but also keeps them engaged for years to come.
Set Clear, Achievable Goals
Before you can grow your supporter base, you need to know what you’re aiming for. Vague goals like "get more donors" won't cut it. Instead, you need specific, measurable targets that guide your efforts. Setting a clear donor acquisition goal gives your team direction and helps you build a profitable fundraising plan. For example, you might aim to acquire 500 new supporters through your next Facebook Challenge with an average first-time donation of $25. This kind of clarity helps you focus your messaging, choose the right channels, and measure your progress along the way. When your goals are clear, every team member understands their role in achieving them.
Make Data-Driven Decisions
Your current supporters are a goldmine of information. By analyzing their behavior, you can learn how to attract more people just like them. Use data to understand your donors: Look at information about your current supporters to find out why they give, what they care about, and how they first connected with you. This information helps you create detailed supporter personas, which are essential for targeting your outreach. When you know who you’re talking to, you can personalize your messaging and focus your efforts on the channels where your ideal supporters are already active. This data-driven approach ensures you’re not just guessing but are making strategic choices based on real insights.
Allocate Your Resources Wisely
Every nonprofit has limited time, money, and people. A sustainable strategy depends on putting these resources where they’ll have the greatest impact. It’s easy to get excited about a new channel like social media, but it’s important to maintain a balanced approach. Investing heavily in one area while neglecting others can lead to missed opportunities. For example, a successful social media campaign needs to be supported by a strong follow-up system to nurture those new relationships. Take a hard look at your budget and your team’s capacity to create a realistic plan. Smart resource allocation ensures you can execute your strategy effectively without burning out your team.
Track Key Performance Metrics
How do you know if your acquisition strategy is actually working? By tracking the right numbers. Key Performance Indicators (KPIs) are the specific metrics that show you whether you’re on track to meet your goals. Metrics like donor acquisition cost and conversion rate help you see if your strategies are worth the money and effort. Don’t wait until a campaign is over to check your progress. Regularly monitoring your performance indicators allows you to make adjustments in real-time. If one channel isn’t performing well, you can shift your resources to another that is. This continuous feedback loop is what turns a good strategy into a great one.
Nurture Supporter Relationships
Getting a new supporter is just the beginning of the journey. The real goal is to turn that initial interest into a long-term commitment. This is where relationship-building comes in. A strong follow-up and stewardship plan is non-negotiable. When people see the ongoing impact of their support and feel appreciated, they’re much more likely to stick around and become lifelong advocates for your cause. Use automated direct messages to thank new supporters immediately, share stories of your impact, and make them feel like a valued part of your community. By focusing on nurturing relationships, you’ll improve retention and build a loyal base of support that grows over time.
Measure Your ROI and Impact
You can’t improve what you don’t measure. Tracking your return on investment (ROI) and overall impact is the only way to know if your supporter acquisition efforts are actually working. It’s not about getting bogged down in spreadsheets; it’s about gaining clarity on where your time, energy, and budget are making the biggest difference. When you understand which channels and messages resonate with your audience, you can double down on what’s effective and stop spending resources on strategies that fall flat. This data-driven approach transforms your acquisition plan from a series of guesses into a predictable engine for growth, ensuring every action you take moves you closer to your mission.
Key Performance Indicators to Watch
To get a clear picture of your performance, you need to focus on the right numbers. Start with the Cost to Acquire a Donor (CAD), which tells you exactly how much you’re spending to bring in each new supporter. Also, track your conversion rates—what percentage of people who see your appeal actually donate? Looking at these numbers helps you see if your strategies are worth the money and effort. Over time, you can also calculate the Lifetime Value (LTV) of a supporter to understand the long-term return of your initial investment. These KPIs are your guideposts, telling you what’s working and where you need to adjust.
Identify Cost-Effective Channels
Not all channels are created equal. Your goal is to find the ones that deliver the most value for the least amount of investment. While broad social media posts might build awareness, they often have a low conversion rate for donations. On the other hand, direct, personalized outreach helps improve donor response rates, but it can be difficult to manage at scale. This is where technology can bridge the gap. Social direct messaging, for example, allows you to have thousands of personalized conversations automatically, making it a highly cost-effective channel for turning followers into donors without overwhelming your team.
Analyze Engagement Metrics
Donations are the ultimate goal, but engagement is the path to get there. Look beyond likes and shares and focus on metrics that signal a real connection. How many people are opening your direct messages? Are they replying or clicking the links you send? These actions show genuine interest. Unlike public posts that get lost in the algorithm, direct messaging provides a way to connect with supporters on a one-to-one basis. Tracking these conversational metrics will give you a much clearer understanding of how well you’re building relationships with your community.
Understand Supporter Retention
Acquiring a new supporter is just the beginning; the real success lies in keeping them. Your supporter retention rate is one of the most important indicators of your organization's health. After all, it costs far more to find a new donor than to nurture an existing one. Research shows that once a first-time donor makes a second gift, the probability that they’ll continue to give increases dramatically. A high retention rate proves that you’re not just acquiring supporters—you’re building a loyal community that believes in your cause for the long haul.
Refine Your Strategy Over Time
The data you collect isn’t meant to sit in a report; it’s meant to inspire action. Use your insights to continuously refine your approach. If you notice one type of message gets a high response rate in DMs, create more content like it. If a particular channel is underperforming, reallocate those resources to one that’s thriving. A clear, data-informed plan helps nonprofits grow their donor base without wasting time on unfruitful efforts. Treat your strategy as a living document, and let your results guide your next steps toward sustainable growth.
Related Articles
- Strategic Approach to Supporter Acquisition for 2025
- Acquisition Tools to Grow Your Supporter Base | GoodUnited
- How to Retain Donors: Donor Retention Strategies That Work
Frequently Asked Questions
My nonprofit has a lot of social media followers, but they don't donate. What's the first step to fix this? This is a really common challenge, and the first step is to shift your mindset from broadcasting to conversing. Your followers are already interested in your cause, but they remain anonymous until you make a personal connection. Instead of just posting on your feed, start reaching out directly in their DMs. A simple, automated message thanking them for a follow or a comment can open the door to a real relationship, turning a passive follower into someone who feels seen and is ready to support your work.
Is it better to focus on acquiring new supporters or retaining the ones we have? It’s a classic question, but the two are more connected than you might think. A great acquisition strategy is your first step toward great retention. When you bring new supporters into your community through meaningful, one-on-one engagement rather than a generic ad, you start the relationship on a foundation of trust. This approach attracts people who are genuinely invested in your mission from day one, making them far more likely to stick around for the long haul.
How can our small team manage personal conversations with thousands of followers? It seems impossible. It would be impossible if you were typing every single message by hand! The key isn't to manually manage every conversation but to use technology to scale the personal touch. The right tools can help you automate initial outreach, like welcoming new followers or answering common questions. This handles the repetitive work and frees up your team to step in for the more meaningful, in-depth conversations that truly build community.
What's the difference between a Facebook Challenge and a typical peer-to-peer campaign? While both empower supporters to fundraise, a Facebook Challenge is a specific, time-bound event built around a shared activity, like walking 100 miles in a month. This creates a powerful sense of community and urgency that you don't always get with a general peer-to-peer campaign. Everyone is working toward the same goal at the same time, which is incredibly effective at attracting a large group of new people who are motivated by the activity itself.
Besides donations, what other metrics should we track to know if our acquisition strategy is working? While donations are the ultimate goal, you should also track the health of your relationships. Look at your engagement metrics within direct messages, like reply rates and click-through rates. Are people responding to your outreach? Are they taking the next step to learn more? Also, track how many social followers you convert into email subscribers. These are all strong indicators that you’re successfully turning passive observers into an active, engaged community.
