1. Know Your Audience

Who are you talking to? Who are you trying to influence, inspire or engage? What motivates them? What do they want to know about you? Where do they look for that info? Consumer behaviorists are interested in buyer personas. Fundraisers need to know their donor personas.

2. Value Proposition

Sales teams communicate product benefits. Nonprofits must convey the benefits of having their mission embraced and their programs supported. Customers demand value for their spend. Donors expect results from their contribution of time and dollars. Testimonials and case studies show tangible impacts whether you’re selling or serving.

3. Relationship Building

The sale is only the beginning. Same is true for the first donation. What’s the lifetime value of a supporter? What are you doing to make your donors feel special, appreciated, seen and heard? Every organization has a brand and needs fans and followers.

4. Storytelling

People need stories. Tell them one they’ll remember. Make a visceral connection they're compelled to pass along. You must be authentic. Your storytellers must remember whose story they’re telling

5. Prospecting and Lead Generation

Sometimes it’s a numbers game. You need to cultivate, convert and keep leads. How do you spur awareness and bring people into your orbit?

6. Customer Journey

Sales funnels guide customers through a series of decisions from awareness to purchase. Map out your donor’s journey? What’s the roadmap you want someone to follow from first time learning about you to making a gift, joining as a member, buying tickets, or awarding a grant? How are you engaging, educating and converting the connections you make?

7. Call to Action

Eventually you have to ask for it. What do you want them to do? Click, sign-up, spread the word, cut the check, make the intro? Be clear on your strategy. Make the ask specific and easy to act on right away.

8. Referrals and Word of Mouth

It’s always the crucial question. Will you recommend us to your friends?  Will you tell them about us AND put in a good word? Will you vouch for us? It’s the most pivotal thing. Always. What are they saying about you?

9. Analytics and Measurement

Leads, conversion rates, satisfaction scores, survey results, evaluations, impact studies: how do you know if what you’re doing is working? Data and analytics are where the small learnings add up, the trends get tracked and the needle gets moved. How do you track donor retention, campaign reach, and mission impact?

Takeaway

Adopting sales best practices helps nonprofits engage and retain donors, grow fundraising and expand reach. The key is to understand behavior, tailor communication, and build long-term connections.