Back to UpdatesPreparing Your Donor Base for Digital Impact Reporting
Transitioning to a platform like Ovrture can revolutionize your donor communications how you engage with your key champions. 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, an impact reporting platform, to the donors who have come to expect things a certain way.
That said, if you’re using Ovrture for gift cultivation or other advancement communications 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. Make sure to explain Ovrture’s security features clearly. Address any concerns about digital information for 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. Make simple guides or video tutorials on how to use Ovrture. This will help team members answer 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 greatly improve how your key supporters adopt the new platform and really showcase donor impact. We have heard this feedback from many clients in healthcare and higher education.
Follow Up and Gather Feedback
After sending the first digital report, check in with donors. Make sure they can access it and fix any problems that they notice. Encourage donors to share their thoughts on the new platform and use this feedback to make improvements.
This follow-up shows that you care about their experience. It also helps you improve your reporting. Plus, it gives you ideas to build that relationship even more and likely improve donor retention.
Implement a Strategic Rollout Plan
Consider adopting a structured communication strategy to help prepare your donor base. In my previous job, I managed stewardship reporting for over 1,000 funds and recipients. We followed 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!)
Keep in mind that your rollout strategy will depend on your team’s skills and the traits of your donors. Be prepared to adjust your approach based on feedback and results.
For example, think about how much team energy to spend on reporting to someone who ignored three mailings. This person has not reached out in three years. This also applies to those who do not open their reports year after year, as shown in the Ovrture analytics.
Introducing Ovrture to share impact reports for donors can improve your stewardship efforts. It also offers a more engaging experience for them. With careful planning and clear communication, you can help your donors during the transition. This support will lead to a successful rollout that benefits both your organization and your supporters.
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