The Profit In Listening To Donors

June 16, 2015      Admin

Yesterday Roger offered the example, from the Swedish blood donation service, of a brilliant approach to thanking donors (donating blood, donating money … is there a difference?!).

Today we have another modest case study … this one on the value of listening to donors.

In this case, the charity, National Parkinson Foundation (NPF) was concerned that its new donors were not upgrading to major donors. And NPF though they might be delivering the wrong message in their appeals. Their appeals were emphasizing care for those afflicted by the disease, as opposed to breakthrough research.

NPF turned to Analytical Ones, author of the case report I’m citing, to assess the situation. Their inquiry indicated that donors indeed wanted to hear about breakthrough research that might save lives.

That insight was message-tested on the NPF website, where redesigned pages drove a 750% increase in visits to the donation page, with revenue per visitor to the donate page doubling.

As Analytical Ones concluded (with remarkable understatement, in my opinion): “While it may not always be what you want to hear, it is important to listen to your donors in order to leverage your fundraising and grow your organization.”

I’ll say. Listening pays!

Tom

One response to “The Profit In Listening To Donors”

  1. Simone Joyaux says:
    June 16, 2015 at 5:48 am

    Ah yes… listening to donors. We talk so much about storytelling. And yes, we should. Research tells us that storytelling is how people learn and understand the best.

    But sometimes, we seem to forget about story LISTENING. We’re so busy as NGOs telling stories that we don’t pay sufficient attention to listening to the stories of our donors. Yes. I know. We listen to the stories of our clients, those we serve. But listening to our donors… Well, not so much, it seems.

    So story listening is really important. And listening without judgment is part of listening well. Sometimes when I tell my stories – as a donor – I watch the faces of the audience. And they’re frowning. Or they tell me later that my personal stories are “distracting.” That man or woman – those men and women – don’t want to hear my stories as a donor to the planned parenthood movement and marriage equality and women’s rights and the rights of people of color.

    You and I have to listen to donor stories… with respect, honoring the donor; without judgment, honoring the donor.

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