Opening the Door to Advocacy
Asking donors for referrals is not about getting more donations. Not fully, anyway. Seeking referrals is about opening new conversations around advocacy. Inviting your supporters to move from the act of giving financially into also using their voice and sphere of influence is a powerful way for them to become fully engaged in your mission. This is the real value of asking for referrals.
So how can you open these conversations with your givers?
Here are 7 ways to be thoughtful and intentional in how you ask for donor referrals.
Ask Creative Questions:
Remember, you are opening the door to a conversation about advocacy. You’re not just making point-blank requests to get additional funds from new donors. Ask next-level questions, like these, that encourage them to dive deeper into your mission:
Who else in your life needs to know about the mission?
What would it look like to not only use finances to support our mission, but what would it look like to open your network and invite them into advocacy with you?
What could it look like to be a host and open your home, inviting others to see the mission?
Does anyone else you know share a heartbeat for similar causes?
Would you mind introducing me to your pastor so I can start a conversation with them about our cause?
Could you introduce me to your employer so I can have a conversation around gift-matching?
Who to Ask:
Think about whether it’s beneficial to ask all your donors for referrals or a select group. According to donorbox.org, monthly recurring donors give 42% more than one-time donors. If you have a segment of regular givers, these are people believing in and dedicated to your mission. Often this is a good sign you’ve built a strong relationship with these donors and they may be the ones most open to conversations about sharing the cause.
Timing Is Important:
Choose the right moment to ask for referrals. (Have you answered these 3 questions to see if your timing is right?) Maybe you’ve just finished a critical fundraising campaign so to avoid bombarding your donors with more requests, you plan your ask for next month. Or perhaps you recently held a successful, engaging event that energized your donors! They left feeling excited to advocate more for your mission. Look for opportune moments when your donors are particularly engaged and encourage them to invite those in their network to learn about your cause. Be intentional in your approach, but don’t overthink it!
Make It Simple:
Simplify the referral process. Make it easy for them to share more about your organization by offering clear instructions and resources. Consider using a QR code on printed mailings. Did you know that around 47% of Gen Z and Millennial donors use QR codes on direct mailing to support their favorite charities? Offer pre-written email templates or language for social media that they can quickly add their own touch to. Go ahead, get creative! (Or reach out to us for a free call to see how Compel You can help.)
Acknowledge and Reward:
Regardless of whether referrals lead to new contributions, acknowledging a donor’s effort shows your sincere gratitude and reinforces their importance to your organization. If their referral resulted in a new connection or relationship, let them know! Did their referral lead to a partnership? Give credit where it’s due. Acknowledgment furthers a person’s feeling of belonging in your mission.
Respect Privacy:
When asking for referrals, respect the privacy and confidentiality of your donors and their contacts. Assure donors that their information will be handled with care and you will only reach out to referrals with their consent. Respecting boundaries is crucial for keeping hard-earned trust and integrity in your relationships. Give them a chance to reach out to their contacts first if they’d like. This shows you truly care about their relationships, and you’re not just asking for a quick, free donation.
Follow Up, Stay Connected:
If a donor shares some referrals, follow up promptly with the referred individual or organization to introduce them to your cause. At the same time, keep your donor informed about the progress of referrals and any resulting engagements or donations. This shows your appreciation for them stepping into advocacy. Don’t go radio silent. Your communication truly matters here! Even if a donor doesn’t reply, there’s a high likelihood he or she is still reading your messages. Regular communication demonstrates your commitment to transparency and accountability.
Asking for referrals is a valuable strategy for expanding your support base and amplifying your impact. But even more so, you’re inviting supporters to move beyond using just their dollars; you’re inviting them to put both hands in rather than one. Thoughtfully approach how you ask for referrals and you can build a strong community of advocates who are truly passionate about advancing your mission for Christ!