I read a post from Seth Godin on Monday that got me thinking about how donors are treated and why they leave. Here’s the post:
What if a rift in the time-space continuum changed the universe and it was suddenly impossible to get new customers, new readers, new donors, or new viewers?
How would that change what you do all day and how you spend your money and what you measure?
What if you tried acting that way now?
So really, what might your organization do differently if you knew for certain the donors you have are the only ones you are ever going to have?
Here’s a list of things that make a difference in donor retention. These are tasks for both board and staff. What would you add to it?
1. Occasionally make a phone call to learn more about them or thank them.
2. Invite financial supporters in small groups to meet with your CEO in an intimate setting to see or participate in something special.
3. Listen. Learn more about them than they learn about you.
4. Involve them in ways they have mentioned that matter to them.
5. Send less email and spend more quality time in person.
6. Notice them and talk with them at events.
7. Personalize appeals so they know their gift matters.
8. Let them know about successes and concerns.
9. Treat them like insiders.
10. Ask for their advice and act on it.
The truth is it takes time to conduct your day so that it is this donor-focused.
The reward is you build a deeper relationship that lasts. And you’ll stand out from the crowd of organizations doing things the same old way allowing hundreds of donors to slip away each year.
What are you committed to? Keeping your supporters or losing them?
This post was included in Withism’s from Lori: Boldness, Clarity & Wisdom for Fundraising Professionals Making a Difference (Volume 1), now available in paperback, on Kindle, and Nook.
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