Importance of Donor Experience in the Pandemic
Back in November we recommended to readers the event, Fundraising In The Tine Of Covid hosted by the UK’s Chartered Institute of Fundraising and prepared by their Supporter Experience Special Interest Group which aims to inspire and persuade organizations to improve their donors’ experience.
Apparently, the event was a rousing success. In fact, our friend Giles Pegram, CBE, a mastermind behind this event, writes to inform us that a video recording of the event and a booklet encapsulating the key principles and some case studies are now available.
Judging from participants’ enthusiastic feedback we thought Agitator readers who couldn’t attend may want to view the video and check out the booklet. Here’s a sampling of what the event’s speakers highlighted about their Covid-19 fundraising that garnered such enthusiasm:
- “We had our highest ever responses…”
- “We’ve seen the fastest growth in supporters the charity has seen in nearly a decade.”
- “We had one lady write us and say here’s the money I’m saving on petrol money and not going to garden centers.”
- “…we had thank you for the thank you, which in my 30 years of fundraising is a first.”
According to Giles, there “wasn’t a dull moment.” So, here’s the webinar:
Actions Fundraisers Can Take Tomorrow
Most of the webinar involved speakers reporting their own case studies. But the through line of the event was its focus on six principles of very specific actions–a veritable ‘how to’ guide on actions fundraisers can take in this pandemic.
Easy to read, full of the wisdom of experience you’ll want to check out this online booklet, then put some of its recommendations to work.
This is not the time to skimp on investing in improving donor experience. Despite the immediate financial pressures the wise fundraiser, CEO and board will look beyond the moment and realize the experiences offered donors today will determine their giving tomorrow and into the longer-term future.
Roger
Behavioral Science Q & A
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