Gratitude. Thankfulness. Appreciation. The feels both you and a donor feel whenever someone contemplates, or gives, a gift to your organization. Acknowledgement. Recognition. These are the underlying secrets known by successful fundraisers worth their salt. At base, they’re about the obligation philanthropy facilitators carry to show supporters how much their support means. Sounds simple. And…
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BOO!
Halloween is creeping up on us, so I’ve got some really scary stuff for you!
Don’t get too spooked. There are also a few treats.
In fact, you’ll get eight delicious goodies — in the form of “to-do’s.”
But first… the bad news.
No bones about it, you’re frightening folks away if you’re committing any of these 8 boo-boo’s!
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In an issue of her Loyalty Letter, Lisa Sargent recently noted:
“I just wrapped up supporter survey season in my little copywriting studio. And every year, the most powerful answers come from one simple question:
“WHY DO YOU GIVE?”
The responses stop me in my tracks every time. I smile. I cry. I sigh. My coffee turns tepid in its insulated mug. And I remember why we’re here.”
It’s a really good idea to stop and pause, every now and then, to think about why people give to you.
In fact, you might want to do your own survey. Or you can ask people to answer this on your appeal remit piece or donation landing page. Because once you understand your donors’ motivations, you can tap into them when crafting supporter communications.
I’ve grouped some of the answers Lisa shared (in quotations). They jumped out at me because they’re emblematic of the pillar fundamentals of a successful fundraising program. People don’t just give because you ask them for money. Sure, they must be asked. But, that alone is insufficient to inspire philanthropy. There’s another, deeper reason people give.
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