The best partner recruitment techniques for an NGO

Did you know that Spain is the world leader in regular donations? Among the results that show the profile of the donor 2020 of the AEFr, we discovered that 24% (9.7 million people) of the Spaniards who donated to an entity of the Third Sector, did so with regular contributions. These data show that in Spain there is a culture of being a "Partner" of a Non-Profit Entity. If your entity does not have a large social base, this year 2021 is the time to consider doing a campaign to attract members and in this way begin to diversify your income.

The basic pillar when planning the campaign to attract partners is to have identified who you are going to direct the action, what kind of people would be willing to commit to your cause. Winning a partner for your entity is the result of having earned their trust and for this you have to know them. To be able to determine it clearly, you must ask yourself previously:

• Who benefits the NGO?
• Who is aware of the cause?
• Who would be willing to donate monthly to the entity?
• Is it male or female? How old is he/she ? What income does he/she have?
• How can I reach this type of person?

Once you have defined the type of person you are addressing, you should work on the message. It is very important to use an appropriate message to publicize your cause, a message that differentiates you from other entities and that manages to connect with your potential partner. Appeal to the emotions, that the potential partner is aware of the positive impact that collaborating can achieve.

To reinforce your message and connect with your potential partner, tell a story about the tasks carried out by your NGO, giving prominence to the people who directly benefit from your projects.

Remember that your website is your NGO's business card to the world. Build a website that includes calls to action. In this example of the José Carreras Foundation website there is a clear call to action, reinforced with a distinctive message that is very characteristic of the foundation. With the message: “Yes, I want to be part of the UNSTOPPABLE team against leukemia”, he asks the potential collaborator to become a member or to make a donation.

In a partner recruitment campaign, you cannot miss an Email Marketing action. Send a message to your entire database asking them to become partners. Segmenting your database by type of user will help you to personalize the message, to gain the trust of the potential partner, in short, to connect with him.

The blog can be a great entry point for new partners and donors as it naturally attracts an audience with an interest in a certain topic. As an ENL you are an expert in some subject (childhood, exclusion, health, development cooperation ...), so make your blog become a benchmark in the sector. For this, it is important to optimize the articles at the SEO level using a keyword cloud so that Google detects them and positions them on the first page. Blogs that try to be rigorous should post on a fixed schedule of once a week. The results of a well-worked blog can be spectacular, but they take time to come to light and they will require a lot of patience and perseverance.

An indispensable channel in a campaign to attract members will be social networks. Being active in social networks will help you to publicize your cause, give yourself notoriety and disseminate the actions carried out by the entity. Bet on video to connect with your potential partner. Offer to become a protagonist of change. (https://www.instagram.com/p/CKvZXL7BgxS/).

Having a partner base is not only a guarantee of a fixed income, it is also a way to create a community around your cause, a way to involve people.

At migranodearena we have developed a tool focused on those entities that do not have a payment gateway implemented on their website, so that they can easily manage their partners through our platform. If this is the case of your entity, contact us and we will inform you of how to carry it out.