Wondering what donors want?
Well, what do you want – when you make a gift to a friend, a wedding couple, a grandchild, or a community organization?
The first thing I want is just a “thank you.” Often that’s enough. And if I want anything more, it’s to know that my gift made a difference was welcomed and put to use.
Penelope Burk is famous in fundraising circles for researching what donors want. As Guidestar reported last summer in its newsletter, Burk found that organizations where board members call key donors to say “thanks” see an increase in donations of 39% —without anyone doing any asking at all.
Saying thank you—quickly!—is the proven “donor retention strategy” that seems to fall off the edge of the desk a little too often. When coupled with a brief message about the difference donations make to the success of the organization, it’s about the best thing a nonprofit can do to keep the flow of donations coming.
Not every organization can use this exact technique. But every organization can think about what donors want, which is probably the more direct route to getting what the organization needs – more donations.
Have you tried having board members call your supporters? What works for you?