BOO!
Tomorrow is Halloween, so I’ve got some really scary stuff for you!
Don’t get too spooked. There are also a few treats.
Eight delicious goodies, in fact.
In the form of “to-do’s.”
But first… the bad news.
No bones about it, you’re scaring folks away if you’re committing any of these boo-boos!
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Let’s pretend you and your donor are not connecting meaningfully right now. You’re not sure why. Could it be they feel financially insecure… they’re worried for their kids… they’ve been let down by politicians… they’re just feeling cynical and/or hopeless? For whatever reason, things aren’t singing between you and them. They haven’t renewed. They haven’t upgraded. They haven’t responded to any of your outreach. They seem to have other priorities.
So, you decide to go to counseling to reinvigorate the relationship. The therapist makes a wise observation: Sometimes in life, one partner feels strong; the other less strong. In such times, the stronger partner has resources to support the weaker partner. Other times, neither partner feels they have coping resources. During these times, we have to depend more on ourselves, be patient, and accept that our partner is not currently in a strong position – even though we really need their support.
Are you being a support for your donor? Are you helping, not selling all the time? Are you being patient, yet persistently showing you care?
We’re in turbulent times.. Giving has surged overall during the pandemic, but there are fewer individual givers. Some industries, like education, are losing support. As are many smaller charities not involved in addressing hot-button topics. And prior to the pandemic studies showed giving to be sluggish. Donors are less loyal. Donors may be distracted by emergencies. Or so-called rage giving. Or simply uncertainty about what lies ahead. So they’re giving less consistently. As a result, donor centered fundraising has never been as important as it is now.
People are feeling a need to be nurtured. In other words: Ask not what your donors can do for you, but what you can do for your donors. Recognize they don’t serve you; you serve them. They don’t owe you; you owe them. Your job is to help them experience the joy of giving. It is through you they will achieve their most meaningful work.
Embrace the true meaning of philanthropy as love of humankind. Remember your donors are humankind; you must love them if you want to be a part of philanthropy. Otherwise, you’re just transacting business.
So… what can you do to embrace the love and thereby keep your donors close?
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I often say “If you want gifts, you must give them.”
I’ve written about this multiple times, suggesting little gifts of useful or inspirational content – things that cost you virtually nothing – you can ‘gift’ to your constituents.
What information do you have they might find helpful, thought-provoking, inspiring or fun?
Rather than guess, why not ask?
1. You can survey your constituents directly using a simple format like Survey Monkey, or
2. You can ask your staff who work with your clients and/or supporters on a regular basis. For example:
There’s a pandemic out there killing people.
What can your nonprofit organization do to offer a remedy?
Kill ‘ em with kindness.
I’m talking about your supporters, of course.
In order for people to do good they have to feel good.
Seriously, philanthropy takes energy. It takes the ability to step out of one’s day-to-day grind and think about someone, or something, else. And it’s more difficult than usual for folks to find this generous space right now.
You can help.
Make this the giving season.
I often say “If you want gifts you must give them.”
Maya Angelou says “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Let’s talk about what you can give – as nonprofit staff and board — to create happier supporters.
Notice a lot of folks saying “2020 is a bad year?” People can use a bit of cheer. They’re tired of doom and gloom.
Remember when “random acts of kindness” was a thing? People would buy a coffee for the person behind them in line. Or they’d pay the bridge toll for the next car. Their reward was simply imagining the unexpected delight their gift would give to someone that day. Ever have it happen to you? Ever try it?
Now’s your chance!
I’d like to suggest practicing some creative planned (not random) acts of kindness.
Something to bring your donors and volunteers a bit of good cheer. It can be as simple as letting them know what they did to change someone’s life for the better. Or it can be a modest, human gesture showing them how grateful you are for their support. This is something you can have fun with. And the rewards will be huge, both for you and your donors.
During a crisis is no time to be passive. Build a list of audiences, prioritize contacts among those lists, and develop a step-by-step written PLAN to reach out. With updates, engagement opportunities, little gifts of content folks can use, and opportunities to contribute and make a demonstrable difference.
Sharing is caring too. Do you have a plan in place to regularly share what you’re up to, and offer opportunities for donors to engage? Are you communicating with donors as if they’re a part of your family or favorite group of friends? If not so much, what are you waiting for?
Establish templates with talking points in advance of your communications; then let the reaching out begin. First determine your purpose.
Figure this out first, because the more you know where you’re going the more likely you are to get there! If you’re light on staff right now, ask your volunteers and influencers for help.
These communication templates can be used for phone (or other online) conversations and emails. Got that? Conversations! Merriam Webster describes a conversation as “oral exchange of sentiments, observations, opinions, or ideas.” In other words, you want to prompt two-way participation on some level. This is not about you delivering a monologue or formal dissertation. Think of your communication as you raising an issue for discussion. You want to pique your donor’s interest and ask open-ended questions that invite their engagement.
Start with your top priority donors who have the highest likelihood of making an additional gift to get you through this crisis. I suggest
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These days you’re likely communicating with constituents digitally more than ever before.
That’s terrific, but… I want you to remember one important thing, especially if you’re a small to medium-sized, local nonprofit.
Philanthropy, translated from the Greek, literally means ‘love of humanity.’
Whatever you do that gets in the way of your humanity?
Stop doing it!
I really mean it.
Why?
Sure, sometimes the ‘cause’ alone is enough to drive donations. But generally this holds true only for first-time gifts, emergency response gifts, and gifts to national and international charities with large name recognition. Even in these cases, repeat gifts and major gifts are driven by human interaction.
When it comes to your current supporter base, they tend to want to engage with real human beings.
Want to know what’s not a real human being?
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Connection is essential, especially during challenging times. When the going gets tough, we yearn to commune with people who will support us… teach us… commiserate with us… empathize with us… calm us… distract us… … entertain us… enable us to support them… and more.
Without connection, people can feel isolated. Yet today, as we prepare for the spread of coronavirus, we’re contemplating doing less of the things we normally do in person with others. And nonprofits are not immune.
What are you doing to reach out to your supporters when they need connection most?
Here are just a few messages received from local nonprofits in San Francisco within just the past two days:
Canceling a popular fundraiser that we depend on to cover the costs of keeping Public Glass open is not a decision we came to lightly, but it is critical that we do our part in helping to ensure that our Bay Area Community remains as safe as possible.
UNDER ADVISEMENT AND RESPECTING THE NEWLY ISSUED AGGRESSIVE RECOMMENDATIONS ANNOUNCED TODAY BY THE SAN FRANCISCO DEPARTMENT OF PUBLIC HEALTH TO REDUCE THE SPREAD OF CORONAVIRUS (COVID-19), THE MARCH 12, 2020 SFIC MONTHLY BREAKFAST IS CANCELLED.
We are very sorry to announce that, due to public health guidelines from the Mayor’s Office, our 2020 Benefit Art Auction, hosted in a city-owned building, must be cancelled. This event is a massive effort, involving over a hundred contributing artists, a dream-team of volunteers, and many beloved business partners. We were ready to create a wonderful celebration of creativity! We will continue to explore innovative ways to connect our community, but right now, this is the best way to take care of each other.
How about this haiku from my cousin, who is hosting his son’s wedding this week-end (at least as of this moment):
Last year seemed so bad
COVID-19 is now here
How I miss last year
While apt, missing last year and wringing your hands won’t help. As in-person gatherings are indefinitely postponed or canceled, as public spaces are closing, and as people are working from home, what can you do to make lemonade — and quench your supporters’ thirst?
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Do you have some major donor prospects you’re trying to woo?
Of course, you want to start with your overall donor love program. You know, the one where you plan to communicate regularly with all your supporters – 4 to 7 purely grateful, meaningful touches for every 1 inspiring ask. You do that, right?
Good!
However… just the basic stuff won’t do it with major donor prospects.
You need something extra.
Something to really grab folks’ attention.
Something unexpected.
Something personal.
Without a little something, you’re left with just a dumb thing… like automated group mailings. Or really big ‘moves’ you never quite get around to. Or stuff, let’s face it, which just isn’t particularly thoughtful.
If you’re not retaining as many donors as you’d like, you’ve no one to blame but yourself. And I’m here to tell you why.
You’re not thanking donors properly.
I’m serious. How you handle donor acknowledgements is that important.
Sadly, most nonprofits do an absolutely rotten job of showing donors how much they are appreciated.
Part of the problem is due to focusing on acquisition at the expense of retention. Most executive and development directors don’t even know their retention rates without looking them up. According to Jay Love, founder of Bloomerang, less than 45% of fundraising offices know this answer!
So, you’re not alone. But you can do better.
DUDES! Your retention rates should be on the tips of your tongues! If you don’t know how you’re doing, how can you improve?
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I love a good celebration.
And nothing is more worth celebrating than a holiday, and your donors!
With Groundhog Day in the rear view mirror, and Valentine’s Day on the horizon, it’s the perfect opportunity for a holiday/donor celebration mash-up!
You’ve still got time to send a little love your donors’ way!
Why might this be something for you to consider, amidst all the other “to-do’s” on your plate?
If you don’t do a lot more donor loving, you’re going to do a lot more donor losing.
I hope by now you know donor retention is the name of the game. It costs so much more to acquire a new donor than to keep an existing one. Yet too few nonprofits have serious, intentional donor stewardship programs in place. Because of that, on average, nonprofits lose nearly 8 out of 10 first-time donors and close to 6 out of 10 of all donors.
Don’t be one of those organizations!
If donors only hear from you when you want something from them, they’re not likely to give more. Or even give again.
Be generous! Show donors how much their support means to you.
Really, donor love should be like breathing for you. In and out. Out and in.
You’ll be amazed at how a little love can go a long way.
If you can’t send valentines to every donor, pick a segment or two.
Think about those donors for whom you’d like to show some special love, because they showed you some. Show them you noticed! They could be:
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- Major donors.
- Monthly donors.
- Donors who’ve given faithfully for five years or more.
- Donors who increased their giving this year.
- First-time donors of $100+.
- Donors who also volunteer.
- Board and committee members.