Leadership giving online

For more than a decade now folks have been touting online giving as the "new" direct mail and predictions that direct mail was dying have come and gone and come and gone again.  Much has been made of the increased giving of online donors as compared to direct mail or phone program commitments.  This typically seems to be less an effect of folks giving more online than off and more and effect of the primary donors whom we see online - loyal, engaged donors.

So if we are seeing our most engaged donors making a transition from mail and phone toward comfort with making online gifts to our causes why don't we work hard to engage and further that relationship with our leadership donors?  The general responses that I have both heard and received in my work have been that we "feel" that online is still too impersonal or cutting edge for this use.  I would advocate that it is exactly the opposite on the personal/impersonal spectrum and that while it can be perceived as "cutting edge" by a portion of your population, it is most likely no longer viewed as anything other than another channel of communications.  In fact, the older, retired audience is likely quite active and capable online as they have the money and time to learn and wish to connect to their grandchildren so have motivation besides.

I advocate a four step strategy for moving leadership donors into web giving:

1. Give them an option to opt into online communications specific to leadership giving.  This assumes a general communication stream exists (think electronic newsletter.) Create a version of this communication that goes out to your leadership donors prior (need only be hours, just make it clear that they get it first) and that contains some additional communications - maybe a monthly update from an academic or campus leader.
2. Provide them with real time updates on crucial news items - add this group to the news feeds that your institution uses to push information to the media.  This automates much of the process and gives them the perception of really being on the "inside" because they learn the news from you today that will be on the news tomorrow.
3. Ask.  Don't be afraid to treat them as donors.  Ask them to take the actions you want them to take.  Do so with confidence and direct language, make it clear what you want them to do and why and when they take the action you seek thank them in line with that communication effort (online gifts should be getting online thank you and receipting.)
4.  Thank, thank, thank.  If they are tied to a development officer, make sure that officer knows the gift was made and ensure they follow up with an email NOW, not next week.  If they are not connected to a development officer of their own - here is your chance to step up and start to build a personal relationship.  Send them a personal thank you email from your account - take the 5 five minutes to actually type it out, not a mail merge or communication piece sent through an ESP or other tool but an actual email from your own account.  The difference will be noticed.

One of the real powers here is that you can observe and track actions of your prospects - have an alum who graduated from the business school but reads every article about the fine arts department or a parent who gives to the school their child goes to but consumes every piece of available information about campus life?  They are "telling" you where to follow up if you want to grow their gift, you have but to put the program in place to ensure that you are able to listen.