By Sandy Rees, GetFullyFunded
Once someone gives, there are specific things they want from you before they’ll give again.
And when you know what these are, it’s easy to give donors what they want.
That makes fundraising much easier.
Today’s donors are more savvy. They know good fundraising when they see it. And they’re steering clear of the bad stuff.
They’re tired of being “hit up” for money.
They want to see a good return on their investment in your organization.
They want satisfaction from their giving experience.
Nonprofits that will be crazy-successful this year will be looking for ways to inspire their donors and they’ll focus on creating loyalty.
It just makes sense to cater to the source of your funding, doesn’t it?
Here’s my short list of what donors want from the nonprofits they support.
- They want to know your nonprofit is trustworthy. Show your donor that you’re worthy of their trust. Do what you say you’ll do and prove that you can handle money wisely. Otherwise, you’ll never hear from the donor again.
- They want clear, easily-understood requests. Donors are busy and they’re not willing to wade through long, vague appeals to figure out what you’re asking for. Get to the point quickly and don’t waste their time.
- They want to make a difference. Even if they can only give a small gift, they want to feel important and know that their gift matters.
- They want to know the outcome. People are curious and they want to know what happened with their donation. Did the person or animal in your story get a happy ending? Don’t leave your donors hanging, wondering what happened.
- They want to be appreciated. Donors like to be acknowledged, even when they insist they don’t. Show your appreciation and they’ll be very likely to give again. Not being thanked feels crappy and donors won’t tolerate it. They won’t tell you, they’ll just leave and you’ll be wondering what happened.
- Donors want to feel good about their experience. Donors want to know they made a good decision to give to you and that you’ll do great things with their money. No one wants to make a donation, then worry that their money won’t be used wisely.
- They don’t want to be hounded about more money. Donors who love your organization want to support you and see you be successful. But they don’t want you asking for more all the time. (Hint: if you do a good job of building trust and helping them feel good about their donation, they’ll be happy to give again.)
Most of these donor needs are pretty easy to meet and you can do it through prompt response, good communication, and attention to the relationship.
To win the donor’s heart and keep them giving, your job is to give them
- Heart-warming stories. Tell the story with a lot of emotion and use photos and video whenever possible so the donor can feel it.
- Clear explanation of the need. Learn to describe the need in simple language, without jargon, without acronyms, and without extra words.
- Excellent customer service. When the donor calls or emails with a question, be prompt, friendly, and courteous in getting it answered for them. Your donors pay the bill for your organization’s operations. Treat them accordingly.
- Sincere gratitude. Show your appreciation whenever possible. Be real and authentic and thank them warmly.
Now is a good time to evaluate the things you’re doing to build trust and show your appreciation. Improve on the things you’re doing to give your donors a good experience and you’ll find fundraising gets easier.
If you enjoyed this blog post, you'll definitely want to add one (or both) of Sandy's workshop sessions to your calendar for the DSAIA 2018 Leadership Conference in Denver February 22-25! Register for #DSAIA2018
Sandy Rees is the Chief Encouragement Officer at Get Fully Funded! Checkout more of her incredible information at www.GetFullyFunded.com.