From the Heart - Tips from a (REAL) Donor
Jan 08, 2018
I see you.
Not in a creepy way - but in a great way - like:
I know you.
You're my people.
This is how a donor wants to feel when they get a thank you from you.
How do I know?
I asked a real donor - Kathleen - an amazing, generous woman who gives a lot to a lot of unique causes.
She told me what keeps her giving and what doesn't.
What works:
- Personal Stories - Kathleen's gifts are emotional and from the heart. She's motivated by individual, micro-level stories about a person (or an animal) who needs help.
- Heartfelt Thanks - Handwritten notes from staff with just a quick word about how and when her gift was or will be used makes all the difference to Kathleen. She believes even big organizations can do this well, if "they write something that feels like they know you - like they see you."
- A Real Difference - After she gives, Kathleen wants to feel confident that the organization will use her gift for the purpose they said they would. She doesn't get bogged down in the details or put tons of specific criteria on her gifts, but she does want to know that her gift was used, where it went and what kind of difference it made.
What doesn't work:
- Impersonal Calls - Frequent (like, twice a day!) calls from people who don't really know the details of Kathleen's last gift turn her off. A great reminder: before you call your next donor, be ready with the details of their last gift - how much, what it was for and what that gift did. The more specific, the better!
- Uncomfortable Transactions - Since giving is personal and emotional for Kathleen, she wants to feel (a little) appreciated when she's making a gift. She doesn't give to "name a bench or building." But, like most donors, she gives because it feels good to do something meaningful for someone. If the person who is accepting the gift is rude, dismissive or indifferent, it's tough to feel great about that gift. Lesson: every interaction with a donor matters. Make your own gift to your org and see what happens. How'd you feel? What would you change? Would you keep giving? Would Kathleen?
Your challenge: Ask one of your donors what keeps them giving and what doesn't.
Share tips in the comments below!
Get out there. Raise more money. Change the world!
-Jenna
