I’m teasing out the first month of the year for all it’s worth in terms of recommendations for my 2015 ‘To do’ list. Frankly, I’m doing a lot of stealing from the advice I see others giving, massaged against what I deem most important to fundraising success.

Here’s an example: Recommendation #4 on my 2015 ‘To do’ list: Become unforgettable to your donors.

This recommendation is inspired by Jose Van Herpt’s recent post on the Good Works blog. She in turn was apparently inspired by Nat King Cole. Excellent taste.

Here’s Jose’s observation:

“If you’re unforgettable, donors know you, they recognize your brand and feel like they’re part of your ‘cause family’.  They’re proud to be a member of your tribe.  They have ‘experiences’ with you.  They care.  They give regularly.  They call or write.  They give more if they’re able and if they’re asked appropriately.  They participate and attend.  They tell you things and will invest the time and energy to have a conversation.  That ‘conversation’ might be responding to a survey, calling to share their thoughts about something you’ve done (some would view this as a complaint), asking a question or anything that takes your relationship from simple transaction to engagement.”

And in her experience, here’s how your organization can become unforgettable:

1. Arm yourself with knowledge – read and learn about retention methods and analysis, and put that information to work;
2. Collect your organization’s ‘unforgettable’ stories of caring, commitment, concern, generosity and experiences – share them with staff, board members, donors and the community;
3. Treat donors with respect – all donors, all the time – thank them quickly and appropriately, be accountable in stewarding their gifts, provide top notch donor service and communications;
4. Ask well – be specific about where the money goes and who it will help, take donors ‘there’ (whether your ‘there’ is a poverty stricken village in Africa or a hospital operating room down the street) to maximize the donor’s ‘making a difference’ experience;
5. Be passionate – fundraisers and charities are the conduit between donors and the cause – donors will be inspired if you’re passionate about your work.

That’s a great list, to which I would add:

Forget about being ‘average’ — or as Roger would put it … sailing in the ‘Sea of Sameness’. By definition, to be unforgettable you must be several cuts above and beyond the norm. That might be in terms of:

1. Distinctive creative and design;
2. Sharply defined ‘personality’ — language, tone/attitude, vibe (see yesterday’s Agitator post);
3. Supportable claims of outstanding accomplishment/service;
4. Use of donor information so as to establish an individual sense of familiarity, recognition and belonging;
5. Occasional ‘surprise and delight’;
6. Impeccable customer service;
7. Creative approaches to donor engagement;
8. And I would re-emphasize Jose’s #2 above — compiling and recounting unforgettable stories.

Jose gives the example of an organization whose donors sounded out when they didn’t get the year-end appeal they normally received! When have you had a donor complain about NOT hearing from you?!

Now that’s a donor relationship. That’s unforgettable.

What — if anything — makes your organization that unforgettable to your donors?

Tom

P.S. Miss-spelling their name doesn’t count!