Back to UpdatesPreparing Your Donor Base for Digital Impact Reporting
Transitioning to a platform like Ovrture can revolutionize how you engage with your donors. However, preparing your donor base and introducing any new technology requires a thoughtful, strategic approach. Here’s a guide to help you seamlessly introduce Ovrture to the donors who have come to expect things a certain way.
That said, if you’re using Ovrture for gift cultivation or other purposes that aren’t already ingrained for your donors, there’s no need to prepare them. Ovrture is designed to give them an intuitive, fully branded experience on any device without needing any extra direction. The rest of this guide focuses on instances like endowed fund reports, where there’s often a long tradition that’s being updated with the adoption of Ovrture. Some of these ideas still apply in those cases as well, like addressing security concerns, sending from a recognizable name, and following up on what has been opened and unopened.
Start Early and Set the Stage
The key to a successful rollout is early communication. Begin informing and preparing your donors about the upcoming change at least 6-8 weeks in advance. Use a multi-channel approach – send letters, postcards, and emails to ensure you reach everyone. In your message, highlight the benefits of the new digital platform, such as real-time updates, enhanced security, and environmental sustainability. This early notification sets the stage for a smooth transition and gives donors time to adjust to the idea and to provide you their email addresses if they choose.
Address Security Concerns and Emphasize Accessibility
Rightly so, security is a top concern for many. Take the time to clearly explain Ovrture’s security features, addressing any potential concerns about digital information, with anyone who asks. Additionally, emphasize the platform’s accessibility – let donors know they can access their information from any device, be it a computer, tablet, or smartphone. This information can help alleviate concerns and increase adoption rates.
Prepare and Equip Your Team
Your internal team plays a crucial role in this transition. Create simple guides or video tutorials on how to use Ovrture for team members who may field questions from donors. Designate specific contact points for support requests, ensuring your team is well-prepared to assist donors throughout the transition.
Consider a Phased Approach
If needed, offer a transition period where donors can receive both digital and print reports. This approach can help ease the transition for donors who may be hesitant about going fully digital. Allow donors to opt-in to print by request, giving them control over their preferred communication method.
Personalize Your Outreach
For major donors, consider a more personalized approach. Have gift officers reach out individually to share the new sites/reports and offer one-on-one guidance if needed. This personal touch can significantly enhance the adoption of the new platform among your most significant supporters–as we have heard from several clients in healthcare and higher ed.
Follow Up and Gather Feedback
After sending the first digital report, follow up with donors to ensure they could access it and address any issues. Encourage donors to share their thoughts on the new platform and use this feedback to make improvements. This follow-up demonstrates your commitment to their experience and helps you refine your approach to reporting, and additionally gives you grist for cultivating that relationship further.
Implement a Strategic Rollout Plan
Consider adopting a structured rollout plan to help prepare your donor base. For instance, in my prior role managing stewardship reporting for over 1,000 unique funds and recipients, we used a 7-step plan:
- Initial email notification to all stewardees with email on file
- Postcard to stewardees without email, requesting their email address
- Email delivery of digital reports
- Print reports mailed to those without email
- First email follow-up on unopened digital reports after two weeks
- Second email follow-up on remaining unopened reports
- Third email follow-up (Yes, three nudges can be effective!)
Remember, the specifics of your rollout strategy will depend on your team’s capabilities and your donor base’s characteristics. Be prepared to adjust your approach based on feedback and results. For instance, consider how much team energy to invest team into reporting to someone who ignored 3 physical mailings and never reached out after 3 years; or for those who do not open their report year after year, as seen in the Ovrture analytics.
Introducing Ovrture to your donors is an opportunity to enhance your stewardship efforts and provide a more engaging donor experience. With careful planning, clear communication, and a willingness to support your donors through the transition, you can prepare your donors to ensure a successful rollout that benefits both your organization and your supporters.
SARAH McALPINE
Account Executive, Client Engagement
SARAH McALPINE
Account Executive, Client Engagement
Sarah provides comprehensive engagement and support to clients to help achieve their Ovrture goals in a spirit of productive fun. She thrives on empowering others to maximize their potential through organized processes and open communication. With a decade of experience in higher education and donor relations (including several years as a former Ovrture client) she knows first-hand the challenge and ultimate payoff of delivering bespoke reports and sites to the donors who fuel an organization’s mission.
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