如何把新捐赠者转化为经常捐赠者？ 【双语】
https://mmbiz.qpic.cn/mmbiz_jpg/euB7FskhZhWB9P2qctfQQCh6sr9IeTOb5K3JQbJgB7X8t73ickGSB8iaibM9ia6icb0PMuiaxk7emCjqOjfkMALUA1mw/640?wx_fmt=jpegAs we mentioned in our recent post, “3 Reasons Why Nonprofits Should Focus on the Donor Experience,” one of the best ways to find out what a good donor experience looks like is to talk with your current, loyal donors. By listening to what matters to them and what makes them feel connected to your organization, you’ll gain specific insights that will help you craft an experience that’s effective at converting new donors to recurring donors. Plus, you’ll improve your relationships with your loyal donors!
正如我们在先前的文章《非营利组织应当关注捐赠者体验的3个原因》中提到的，搞清楚怎样才是良好的捐赠者体验的最好方法之一，就是和你们现有的忠诚捐赠者沟通交流。通过倾听，了解对他们而言，什么是重要的事情，以及是什么让他们觉得自己与你们的组织联结在一起，这样你将获得一些具体的见解，用以帮助你去创造一种能够把新捐赠者有效地转化为经常捐赠者的捐赠者体验。此外，你也会因此改善与你们的忠诚捐赠者之间的关系！
Some questions to ask include:一些适于提出的问题包括：
What initially attracted them to your organization?最初是什么把他们吸引到你们的组织？
What gives them the confidence to continue supporting your work?是什么让他们有信心持续支持你们的工作？
What gets them excited about a particular program?是什么让他们对一个特定的项目感到兴奋？
What do they like your organization to share with them?他们希望你们组织与他们分享什么？
What aspects of your charitable programs would they like to see firsthand?他们希望能够亲眼看到你们工作中的哪些方面？
What experiences have made the biggest impact on them?什么样的体验对他们产生了最大的影响？
While the answers to these questions will give you important insights, there are several elements that are universal to every effective donor experience program. Here are the essentials you’ll want to work on yours.
这些问题的答案会带给你重要的见解，而与此同时，每一个行之有效的捐赠者体验计划都有几个共通的要素。下面是几个你需要将其付诸实践的要点。https://mmbiz.qpic.cn/mmbiz_jpg/euB7FskhZhWB9P2qctfQQCh6sr9IeTObctl86sgEMPIILhDpn6icH8vYgEoVJYU8zv2GG7OTib9ypLRk3LgaHnibg/640?wx_fmt=jpeg
Express your gratitude frequently:经常表达你们的感激之情：
No matter the size of the donation, everyone who gives to your organization should receive a sincere “thank you.” In this letter of appreciation, it’s a good idea to reiterate what their money will be used for. Use this opportunity to generate excitement about the program their gift will benefit. And don’t limit your appreciation to a one-time letter. By expressing your appreciation multiple times throughout the year, you’ll simultaneously remind the donor of your organization and the work you’re doing, which may result in another gift.
无论捐赠的数额是多是少，每一个捐赠你们组织的人都应该收到一份真诚的“谢谢”。在这封感谢信中，重申一遍他们的钱将被用在何处。利用这个机会，激发他们对所捐助项目的兴奋感。此外，不要把你们的感激局限于一封一次性的感谢信，而是应该在一年中多次表达你们的感激，并同时提醒捐赠者你们正在做的工作，这可能会带来另一份捐赠。
Get creative with your thank you communication:感谢要有创意：
To make an impact with your thank you letter, bring emotion into it. Get creative and use handwritten notes, photos of your team or project, or make individual phone calls. The more personalized the communication is, the more it will mean to the donor—and the more she or he will remember it.
要想让你们的感谢信发挥更大的影响力，需要在其中注入情感。要有创意，使用手写笔记，附上你们团队或项目的照片，或直接打一个个人化的电话。沟通越是个人化，对捐赠者的意义也就越大，进而她或他也就越是会记住它。
Keep donors informed about the programs they care about:让捐赠者知晓他们所关心项目的进展：
Your donors are passionate about one (or a few) of your programs. These are the ones they give to regularly. Keep them updated on the progress of projects, launches of new initiatives, and the results that you’re seeing with the programs they care about. By keeping donors informed, you’ll make them feel like a part of the team (which they are). And you’ll also motivate them to continue giving to support the program.
你们的捐赠者对你们的一个（或若干个）项目充满热情，而这些也是他们定期捐助的项目。向他们分享更新信息，让他们知晓这些项目的进展，知晓新启动的计划，以及他们关心的项目所取得的成果。通过维护捐赠者的知情权，你会让他们觉得自己是团队的一部分（事实上的确如此），也可以激励他们继续支持这个项目。
Make donors feel like true team members:使捐赠者感觉自己是真正的团队成员：
Going beyond keeping them informed, there are other ways to make donors feel a part of your team. Send them photos of your team in action, host meet-and-greet events with leaders, program managers, and those who have benefited from your services. Provide donors with opportunities to see your work firsthand. When you show donors that you couldn’t do your work without them, they’ll feel like a vital part of your community.
除了让捐赠者知晓他们所关心项目的进展，还有其他一些方法也能让捐赠者觉得自己是你们团队的一部分。给他们发送你们团队在行动中的照片，举办有你们组织领导者、项目主管，以及你们服务的受益者参与的见面会。为捐赠者提供能够亲眼看到你们工作的机会。一旦你向捐赠者表明：如果没有他们，你们就无法完成组织的工作，那么他们就会觉得自己是你们团队至关重要的一部分。
Share stories of success:分享成功故事：
Few things are more motivating than hearing a real story of how your organization has helped someone. Share success stories in thank you letters, on your website, in your newsletters, and on social media. Also showcase completed projects and any tangible results that can be seen, such as community projects. When donors put names and faces to the work that their money is going toward, they’re excited about being part of that success and seek to do more.
没有什么事情是能够比听到一个关于你们组织如何帮助别人的真实故事更能激励人心的。在感谢信、网站、时事通讯和社交媒体上分享你们的成功故事。还可以展示已经完成的项目和任何可以看到的具体成果，比如社区项目。当捐赠者能够把自己捐助的项目对上号时，他们会很高兴成为成功故事的一部分，并且会愿意做更多的事情。
Seek regular feedback from donors:寻求捐赠者的定期反馈：
We mentioned the importance of talking with donors at the beginning of this article, but we want to highlight it again. Getting feedback is helpful not only for providing you with insight, but it also makes donors feel valued. When you listen to a donor’s ideas, you’re validating that individual’s worth.
我们在本文的开头提到了与捐赠者沟通的重要性，但我想再次强调一下。获得反馈不仅有助于给你提供洞察力，而且还能让捐赠者感到自己有价值。当你倾听捐赠者的想法时，你就是在确认他们的个人价值。
★ 总结 ★Each of these elements will improve your donor experience by building strong relationships between your organization and your donors. As your relationships grow, your donors’ desire to further your organization’s work will also grow.
以上每一项要素都将通过在你们机构和你们的捐赠者之间建立起紧密的关系而提升捐赠者体验。随着你们之间关系的成长，你们的捐赠者想要进一步推动你们机构工作的意愿也会随之增长。
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