Do you know why your donors give to your organization? Most likely they feel a connection to your cause. Most of us are good people and we want to help others.
I’m very upset about the results of the recent U.S. presidential election, which prompted me to donate to organizations that will help people/communities who will be left behind in the next administration.
There’s no question that nonprofit organizations do good work, but as a donor, I feel that many aren’t good at communicating this or making a personal connection with me.
You hear a lot about how important it is to be donor-centered, but organizations need to practice this. You need to think from your donors’ perspective. This is what’s important to us.
Why should I give to your organization?
Why is it important to give to your organization now? It doesn’t matter to me that it’s your annual appeal, #GivingTuesday, or the end of your fiscal year. I want to hear how you’re helping people or the community.
I don’t want a bunch of boring statistics either. Tell me a story. Show me how I can help make a difference for someone or in the community.
I also don’t need to hear about how great your organization is. If I’m a current donor, I wouldn’t have supported you if I hadn’t thought highly of you.
Do you really know me?
I’m barraged with fundraising appeals, especially at the end of the year. Some of them are from organizations I support and others aren’t. There’s not much difference between them. Most are generic with no regard for who I am. I guess I expect that from organizations I don’t support.
But it bothers me when organizations I’ve supported for many years never acknowledge that. It’s not that hard to segment your letters or add a handwritten note.
I’m always thankful for the few organizations who take the time to be more personal.
Let me know that you appreciate my gift
The generic automatically generated thank you email doesn’t cut it. I need something better. Let me know how much you appreciate my gift.
If I’m a new donor, welcome me. If I’ve given before, thank me for my continued support. Surprise me with a phone call, handwritten note, or at the very least, a heartfelt letter. Say Thank You Like You Mean It
I made a number of first-time donations this year, many of them monthly gifts. I’m curious to see how many of these organizations welcome me and do anything special for monthly donors.
Use language I understand
I don’t use words like at-risk and underserved and neither should you. Your jargon is boring and makes me gloss over your letter. Instead of using the term food insecurity, tell me families have to choose between buying groceries or paying the heating bill. Use plain language to help me understand your messages. 10 plain English principles for writing better web content
This feels like a transaction
Many fundraising appeals focus more on the transaction than the relationship. Yes, you’re trying to raise money, but you should also try to build a relationship with me.
I make a majority of my donations on #GivingTuesday. I almost dread opening my email inbox because there’s a relentless stream of Donate Now messages.
As a donor, I like the idea of #GivingTuesday and I’m always happy if there’s an opportunity for a matching gift, but it’s very transactional, and that includes the thank you experience or lack there of.
Whether you participate in #GivingTuesday or not, please keep your relationship with me front and center.
Don’t ignore me
After I give a donation, I want you to stay in touch, and that doesn’t mean blasting me with appeals. Send me updates on how my gift is making a difference.
Very few organizations do that and do it well. I’m always grateful when I get an endearing update like the one in this post. Knock it Out of the Park
Remember, your donors give to your organization because they care about what you do. Show them that you care about them, as well.