Stepping into the mind of an exasperated donor
“I wonder whether charities realise that, by contacting me to tell me I need to donate more, it actually makes me want to donate less…”
So came the Facebook update of one of my more social-media-active and entertaining friends this week. She quickly qualified her rant with: “By the way, I appreciate that this isn’t very charitable of me, and it’s not really in the spirit of giving, but I do find it incredibly annoying.”
“Letter or phonecall?” I asked. “Email” she replied “phonecalls are the worst tho”.
I saw my chance to step up in the defence of fundraisers the world over.
“The aim, the goal, the DREAM of every fundraiser is to turn a one-off donation into a regular gift, into an occasional large gift and ultimately a legacy in your will. They do this in order to fund the work that will create the kind of world we all wished we lived in. Some are good at it, some do it well, others do it badly. Why don’t u tell them what kind of relationship you want with them – if it’s one-off, ask them to remove you from their list. If just major disaster appeals for example, again ask them. Ultimately though, find a cause u believe in and build a relationship with them, be it local, international, injustice-busting or just life affirming. It will be rewarding.and will help build the kind of world u want your kids to inherit!”
I pressed home my point: “Bottom line is u don’t have to feel guilty about not giving to a charity any more than not buying a particular brand. If a fundraiser is doing their job well they should be inspiring and exciting u enough that u WANT to give. That’s our job as fundraisers. If you’re not moved, compelled or excited to give, then don’t feel guilty. Did u see David Tennant on comic relief? Wow – THAT was emotive fundraising.” (see it here by the way – 1m47s in if you want to get to the point, but worth a full watch).
Then the bomb shell: “Haha. Sean, it already is a regular donation. It just annoys me that they’ve had 3 donations so far and then sent me this email saying that it’s all very well but it’s not enough. I know it’s not enough and if I win the lottery of course I would give them a lot of it. But asking me to double my donation 3 months in is taking the mick a bit.”
I asked her to name and shame. She did – a large, well known children’s charity. “I KNOW they do a very good job, and need as much support as possible. Of course they need more money. But I’m giving what I can, and I don’t particularly appreciate being made to feel guilty so soon after starting to donate. Or at all, actually. Thanks Sean, think I will phone them and tell them not to bother hassling me if they want to keep my donations.”
Of course, I don’t know what was said in the email to my friend – whether she misread their appeal, or whether it was indeed insensitive and guilt-inducing. Clearly it didn’t hit the mark this time.
My favourite fundraising blogger, Janet Levine, this week makes an important point on Too Busy to Fundraise:
“Anyone who has ever done any fundraising knows that the least effective ask is the one you do without cultivation. Donors who feel that you only contact them when you are asking for money will not remain donors for long.”
This is an important lesson for us all, and one that Janet bangs on about again and again. Just a week earlier she’d offered good advice on donor retention:
“We all know the dismal stats on donor retention. More first time donors don’t hang around for a second gift than those that do. And fully a third of those that do, leave each and every year. Making a bit of an effort to show those donors how much they are appreciated isn’t just the right thing to do; it’s the smart thing.
Acknowledge each gift within 48 hours of receiving it. And then have a Board member, a client, your CEO, thank them for helping your organization and your clients. A few months later, send another thank you—this one showing and/or telling how their support is making a difference.
Donors who feel that their support matters, don’t leave. They continue to support you and, often, start supporting you at ever higher levels.”
How good are we at thanking donors and supporters? What stories do you have about when this has worked well, or perhaps not worked. It’s easy to focus on where the next donation or grant will come from, and forget where the last one came from.
