“Only 13 percent [of charitable donors] say the charity they supported went beyond their expectations,” reports The Chronicle of Philanthropy in a recent write up of The Great American Donor Survey.
Am I the only one who thinks that this percentage is too low? So, what can those of us in the nonprofit sector do to really wow our donors? Here’s how to start:
- Benchmark Against Your Peers
Compare your donor materials against those of similar organizations in your field. What is the norm among your peers? Whatever it is, that’s the bare minimum. Once you have a sense of what your colleagues are doing, you need to do more. Also, don’t be shy about comparing yourself against somewhat larger organizations. What nonprofits are leaders in your field? Check out their donor materials and see how you measure up.
- Ask Your Donors What They Want
It’s a shocking concept, I know. But try asking some of your donors how you’re doing with the frequency and quality of your interactions. This could be through a survey or focus group or by simply calling some donors and engaging them in discussion. Be sure to ask enough to get a decent sampling. You might be surprised at what you hear once you get a dialogue going, and your donors just might be flattered that you asked them.
- Diversify Your Messaging
I was impressed to learn that Goodwill of Greater Washington classified its donors and other people it wanted to reach into 25 distinct groups. They’ve had great results from this approach. The more you’re able to tailor your outreach, the more relevant your messages will be to your prospective donors.
- Personalize Your Outreach
Even with specialized donor outreach materials, you are still treating people as a group. When was the last time you called up a long-term contributor to thank them for their support and dedication? What about taking some of your best donors out to lunch without asking them for more funds? A handwritten note from your president or a card signed by your charity’s beneficiaries can go a long way in making that individual donor feel valued.
- Get Creative
When was the last time you examined your core assumptions about how you interact with donors? Get brainstorming with as many people as possible in your organization, including staff, board members, and volunteers. You never know how many fresh ideas are lying fallow. Follow up with a working group to investigate how to implement the best of the ideas you generate.