What Do Donors Want?

June 25, 2015      Tom Belford

That’s the question Rory Green at recently asked (and answered) in an email calling attention to a forthcoming #donorlove webinar called Stop Charity Entitlement — and Create Genuine Gratitude, Accountability and Transparency for Donors.

So, what do donors want?

Rory suggests:

  1. To be thanked promptly and personally;
  2. To know that their donation has been used in the manner in which it was intended;
  3. To learn of measurable results about the outcome or impact of their gift before they are asked for another one.

As I see it, while at an operational level each of these implies certain communications tactics, more importantly and fundamentally, satisfying each of these ‘wants’ boil down to reassurance … meeting an emotional need.

Am I appreciated? Can I trust them. Am I making a difference?

If the answer to each of these questions is ‘Yes’, the donor is going to feel really good … feel enabled, empowered and recognized for what they care about … and that’s the basis of a relationship to build upon.

But Rory adds:

“Yet, many charities are failing at delivering these simple actions and are losing donors. Not only are charities failing at these activities, they are ‘missing the boat’ on basic customer service processes and courtesies that yield the type of customer retention that is a part of strong business practices in the for-profit world.”

Unfortunately, I have to say ‘Amen’ to that.

We’re not ‘entitled’ to donors. And certainly not to their loyalty or commitment. That we have to earn by helping them achieve their aspirations for a better world, whatever it is they care about … whether that means conquering a disease, saving the planet, or nurturing the arts.

Tom

P.S. What else does a donor want?

8 responses to “What Do Donors Want?”

  1. Claire Axelrad (@CharityClairity) says:
    June 25, 2015 at 3:36 am

    Donors want to feel good about what they just did.

    IMHO, the 3 basics Rory speaks of (and which Penelope Burk reported in her groundbreaking “Donor-centered Fundraising” book) are the bare minimum. Being personal and prompt is just polite. It triggers trust, since folks know you got their gift and intend to put it to work the way they had hoped. Reporting on impact triggers satisfaction by assuring folks you deliver on your promises and adhere to high performance standards.

    So demonstrating gratitude in the right way, at the right time, is super important. But it’s not all it takes to keep your donors feeling good.

    Because there’s a body of research showing that the effect of gratitude fades. For it to last, it’s got to be repeated. Over and over.

    So one of the ways we help our donors is to help them to continue feeling good. And while we’re doing this, it’s smart to key into the other key drivers of donor commitment and loyalty (reported by Dr. Adrian Sargeant and Roger Craver): a personal link to you; multiple engagements; choice and quality of communications; shared beliefs, and a tangible link to the beneficiaries of their philanthropy.

    Lots and lots of heartfelt and creative gratitude that leaves donors feeling they matter more than they even thought they did!

  2. John Whitehead says:
    June 25, 2015 at 6:08 am

    I’m sorry, but Claire’s is a ‘textbook’ answer. Although I have sympathy with some of the points that she makes, for many charities, getting Rory’s three critical points right is challenge enough!

  3. Gary L.Bukowski CFRE says:
    June 25, 2015 at 6:45 am

    Tom,
    Your post today is right on target.While these three “touch points” may see simple,from my discussions with professional in our field these basics are not being carried out and even worse some CEO’s seem more interested in the dollars than making their donors feel appreciated and engaged.

    It is amazing what can happen when donors feel appreciated!

  4. Rebekah Basinger says:
    June 25, 2015 at 6:57 am

    A fourth bullet for the list could read: To not be presumed upon for another gift at the same level or greater.

    We (meaning fundraisers) can be faithful in thanking promptly, using the gift as intended, and providing feedback about impact and they (meaning donors) may feel even more deeply connected to the mission and programs we promote. But life circumstances change and sometimes donors need to step back from their giving for a bit. To presume continued support at a particular level (or greater) puts the donor in an embarrassing and uncomfortable spot.

  5. Simone Joyaux says:
    June 25, 2015 at 7:50 am

    As John Whitehead says, “Getting Rory’s three critical points right is challenge enough.” True.

    But what I tell fundraisers and bosses and boards and NGOs over and over is: You wouldn’t do your program / services / mission in a “half-ass” manner… So don’t do your fundraising and governance and finance in such a poor manner either. And if you cannot do more than Rory’s three critical points … then shut down.

    The arrogance and sense of entitlement of the NGO sector is rather disturbing. “We do good work so you should send us money.” I wrote about that in the first edition (1997) of my book Strategic Fund Development. And I still see this happening.

    Yes, as Claire noted, there is lots of research and lots of best practice and body of knowledge. Equally important is the philosophy – the deep belief – in treating donors well. Not as a means to your mission. But as valuable hearts in and of themselves.

    And, of course, beliefs aren’t good enough. Attitudes aren’t good enough. Behavior is what matters.

  6. Tamara McLellan says:
    June 25, 2015 at 10:44 am

    I could not agree more with this article. I think it lies within what Clarie said here – “Lots and lots of heartfelt and creative gratitude….” That’s what really gets donors. Ultimately, we want to give (as donors) to feel good.

    I explore the relationship between non-profits and donors in our series Voice of the Donor – http://www.voiceofthedonor.ca. If anyone reading this would want to be interviewed as a donor, I would love to have you! Please reach out tamara@finelinesolutions.com. This is exactly why we are running the campaign – to try to humanize donors and give them a voice.

    Thanks for all that you do over here on the Agitator!

  7. Mike Cowart says:
    June 25, 2015 at 11:17 am

    According to Jerry Panas’ webinar this past Monday, donors also want us to know it’s not about the money. It’s about changing and saving lives. They don’t want go give money away, They give to organizations that bring about transformation.

    A pearl of wisdom from Jerry: Successful fundraising occurs when the right person asks the right probable donor for the right amount in the right way with the right follow through!

  8. Jay Love says:
    June 25, 2015 at 5:44 pm

    So simple, yet so powerful…

    I wonder how many board members are even aware if these basic promises are kept for their organization’s donors?

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