Mark Phillips at UK’s Bluefrog has nailed it with this post, called Why giving to charity can be like buying a Polaris submarine.

Boy can I identify with drooling over those comic book offers when I was a kid.

I never tried to order the seven foot Polaris sub big enough for 2 kids (after all, who wouldn’t want to take along their best mate?!), but I did send away for the fishing kit that came with 500 ‘guaranteed to catch the big ones’ lures (or was it 50?). The kit never did arrive, but it has only been in recent years and after much psychotherapy that I came to blame my mother for not sending the money … as opposed to the vendor I wrongly assumed as a kid had stolen my money.

What does this have to do with fundraising?

Mark realizes now (I’m not sure when he came to his realization) that the Polaris sub was made out of cardboard and would have turned into a “pile of sodden pulp” after a mild drizzle.

He would have been terribly disappointed. And so he says:

“I’m a little older now, but I still have dreams. And, like many other people, I try and make those dreams come true by supporting charities. A cure for cancer, the end of poverty and prevention of animal cruelty are all on my list, but just like buying a submarine, the result of giving often leaves me feeling a little flat.”

He’s talking about the mediocre, uninspiring response most of us get when we contribute to charities. He continues:

“Fundraising isn’t just about asking. If it was that simple, charities would be awash with money. It’s about giving something to your donors that they need and value.

That doesn’t mean simply telling donors what your charity does (yet again) in a welcome pack.

It’s about grabbing the one chance when you are virtually guaranteed that a donor will open your communication and read it. You can then give them just what they want…

• Recognition for what they’ve done.
• The opportunity to demonstrate that fact to others.
• Authentic, personal treatment.
• A reason to smile (or cry).

If we do that, we’ll find people will actually want to open our appeals. And though they might not get as excited as I did about the thought of my own personal submarine, it will go a long way to encourage a one-off donor to become a long-term supporter.”

Well said, Mark!

Sit down and take a look at your org’s welcome or acknowledgement package … does it meet Mark’s test. Would it rekindle the excitement your donor enjoyed in giving their gift? Or is it a pro forma ho hum toss-away?

Tom

P.S. Keep those responses to our 2012 Agitator reader survey coming in. Takes only five minutes. The better we know you, the more relevant we can make our content.