Fundraising from the Donor’s Perspective
Want to become a great (or greater) development professional? GIVE! Not just to your organization – although you should, but to others. It gives you great perspective on the ways that other organizations treat their donors: the good, the bad, and the ugly.
Over the years, I have “borrowed” many ideas from other fundraising professionals once I see how they approach me as a donor. Some of the things that I’ve learned as a donor:
1. Most appeals don’t actually ask for money! Really! Read them. Most don’t say “Will you make a gift of $25 to support ….”. Instead, they talk around the ask, requesting “your support.” Don’t make your donors work for it; ask for what you want. They will adjust accordingly if they have another dollar amount in mind.
2. Most appeals do not provide a reason why I should give to the organization. As a donor, I want to know (1) what problem your organization solves; (2) how many people this impacts; and (3) how it impacts them. Few tell me. Again, read the letter. Just because the holidays have arrived does not serve as a good reason for me to make a gift to your organization. If I had a nickel for every appeal that told me their internal reasons they want me to give (“It’s giving day!” “It’s December!” “We have a goal of 25% alumni giving”), I’d have plenty of money to give to solve real needs – or at least well-articulated needs.
3. Few talk about people. Remember the number one axiom of fundraising: People give to people. I want to give to help real people solve real problems. Introduce me to a few of the people you help, will help, or have helped. The commercials with the sick puppies or hungry children work because they put a face on the need. Use the same type of approach in your appeals with pictures and stories.
4. Most write a boring thank you that reads something like “Thank you for your gift of $XX. We appreciate your generosity.” That does little to remind me of the reason I made the gift or the joy I felt when I wrote the check or clicked the link. I have received – and saved and copied – some of the better thank yous I have received, unfortunately a short pile. They all talk about the impact of my gift on the people served or tell me a story about how my gift makes a difference.
5. Most ignore me until they need money again. Reaching out with an update between appeals will create a lot of goodwill while providing updates on how the donor’s gift made a real difference for the people served. When you wrote the thank you, let’s face it, my money hadn’t really made an impact because you just deposited it! But now, 6 months later, it has – or could. Tell me that story. And remember, that story has people in it, not numbers. I don’t care that you hosted 5 meetings and reached 200 people or bought a new computer. I care about Suzie whose life my gift helped you change. With that story, you might just get another gift.
6. Everyone is busy. Don’t assume I’ll remember to give again or make a pledge payment. Ask. And if you don’t get a response, ask again! I may have decided to make a gift and set the envelope aside, forgetting to complete it. Or I may still need to decide who to support. If I don’t hear from you again, I’ll give to someone else. I see and talk to many organizations who send out one or two appeals a year and wonder why they do not raise more money. Ask more and you will get more.
7. Don’t assume. I also see the flipside: fundraisers who think they cannot ask again because someone gave last year. The reverse is true; by giving, the person showed you they have an interest in investing in your organization. Give them the same love and attention back and you might have a donor for life.
After reading a bunch of these letters from the donor’s perspective – and saving the best and the worst for demonstration purposes – you will start to see ways to make your letters more persuasive and your development process more relational – or you can crow about your great job!
