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Posts Tagged ‘constituent’

How (Often) Do You Thank Your Donors?

Wednesday, January 16th, 2013

Sally* made a donation using her son’s name to test her organization’s acknowledgment policy.  The results were disappointing.  The letter took three weeks, his name was misspelled, and the gift was posted to the wrong fund.

“Although it bothered me that we had so many mistakes in one gift, I suppose it was a blessing in disguise,” Sally said.  “This allowed us to find several problem areas all at once – and work to fix them.”  If it hadn’t happened this way, she admits, it likely would have taken much longer to convince all required parties that such sweeping changes were necessary.

Thanking donors is the last, most crucial point of contact, because it is this part of the communication cycle that will likely make or break the chance that the donor will contribute again in the future.  Acknowledging the gift in a timely fashion is important, but more essential than timing is making the donor feel appreciated – and letting them know that their gift matters.

Recent research shows that providing a thank you gift, for example, may lead to lower (or no) future gifts, because donors take this as a sign that organizations are wasting the funds they receive, rather than making the best use of them.

The best way to show donors that their gift matters is to tell a story, or show it working in action, such as giving a tour or testimony of the recipients/beneficiaries.  Of course, not every donor can come to a single location, but with the web and video, your nonprofit can now provide online testimony and include links with thank you letters and emails.

Depending on how many donors you have, a follow up phone call from staff, board or volunteers, thanking them, can speak volumes as well.

Six months later, Sally asked her father-in-law to make a gift and share what he received and when.  Of course, she had given him specific instructions about making a detailed type of gift, to see if her team got it right, and was pleased to learn that they had!

“I don’t think it’s a coincidence that our donations and retention has increased since we improved our overall system of acknowledgment,” Sally said.  “Better customer service and record keeping has led to fewer people falling through the cracks.  Everyone wants to know that they are appreciated.  We always did appreciate them – we just didn’t demonstrate it very well before putting a thorough system in place.”

What can you do to make your donors feel more appreciated and a part of your organization . . . instead of just receiving statements from you every few months?

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Keep the base of the pyramid strong

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Wednesday, December 19th, 2012

Imagine for a moment that your annual office holiday party was in the same restaurant each year.  In exchange for this promotion, patronage, signage & acknowledgment during the event, food was free and there was a cash bar.

Now, after many years of having this relationship, suppose that, as the restaurant owner, I have decided to change the terms of the agreement.  This year, I’ve decided I want instead:

•     All attendees at the party to wear my restaurant logo t-shirt
•     All attendees to make their own creative “Why I love the restaurant” slogan design on their t-shirt, prior to the party
•   A contest for the best designed t-shirt.  Participants need to post photos of their t-shirts on Facebook, Twitter, Flickr, Pinterest, etc, with my restaurant name during the three weeks prior to the party.
•     A three drink minimum for guests at the party
•     The chance to go through each guest’s wallet or purse as they enter
•   I’ll announce the t-shirt winners at the party and pay for their meals.  I’m no longer paying for everyone’s food – just the top five t-shirt designers.

If you were in charge of arranging the office holiday party, what would your reaction be?  Would you capitulate . . . or find another sponsor?  This seems like a lot of extra hoops to jump through – for a lot less in return, doesn’t it?

Yet, I speak to so many nonprofit development officers on a regular basis who have signed up for similar deals.  The chance to have a chance at something!  Does it have to do with the mission of the organization?  Nothing whatsoever.  Does it ask your constituents to engage in repetitive – and meaningless – activity?  Absolutely.  And who comes out ahead?  The so-called “sponsor.”

The reason I mention “going through the wallet or purse” in my analogy is to emphasize that you’re not just wasting your supporters’ time (and spending social capital on frivolity), but all of these social media campaigns obtain permission online to get followers’ personal and private data.  This doesn’t just include such things as DOB, gender, etc., but most often pulls all of their friends’ information, too.  It is essentially going through their wallet.  Many are unaware of how much data they’re handing over when they click [I agree], but not all.

What’s more damaging beyond using your supporters to further the agenda of some unrelated corporate mission, however, is that with every one of these campaigns that nonprofits engage in, we are essentially telling corporations – encouraging them – to continue doing business with us this way in the future.

The more we fight like dozens of dogs in a pit over the same, single piece of meat, the less likely corporations will be in the future to stick to the previous model of sponsoring a single event – either as the lead sponsor, or one of several, for a nonprofit.  Why should they bother?

Consider the future of sponsorship overall – both local, regional and national – when you contemplat engaging in one of these contests.  The more you validate them, the more likely they are to become the single representation of what corporate sponsorship means in the future . . . and wouldn’t that be sad indeed?

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Keep the base of the pyramid strong

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This is a Test, This is Only a Test

Wednesday, October 24th, 2012

Network For Good has dubbed today the first Be Your Donor Day.  It’s a fabulous idea, designed to get nonprofits to test their online giving forms to see how easy – or cumbersome – their process is.  Why stop there, though?

What other aspects of donor interaction could be improved, if only we could get a look at it through our donor’s eyes?

Vanna* is a development officer who wanted to test this theory, so she made an online donation to her organization . . . using her husband’s credit card, during last year’s holiday season.  She wanted to test the data processing department’s speed and accuracy in entering and acknowledging the gift when things were very busy.

“My husband’s last name is different than mine,” Vanna explained, “And, although I entered myself as the joint donor, I thought that this gift might be lost in the shuffle along with many, many others.”

More time went by than Vanna thought should have, and “her husband” still hadn’t received an acknowledgment, so she decided to check in the database, wondering if it had even been entered.  She was surprised to still find nothing under her husband’s name.

“Then, I thought: ‘Perhaps someone did notice my name and gave me some sort of special treatment after all?’” Vanna recounted.  “I checked under my name, and not only was the gift there, but had been for days!  The problem was that it was credited not to my husband, but some other man entirely . . . living in a different state!  Talk about your data entry mistakes!”

It turned out that Vanna’s “false husband” had an ID number close to that of her real husband, and the transaction opened up dialogue for better verification procedures in the processing department, particularly during peak times.

Wyatt* did something similar, but instead of using a spouse’s or child’s name, opted to submit his dead grandfather’s name for mail, email and phonathon lists.  The name was entirely different, and he maintained a separate email account, where he could receive messages for “him.”  It was his way of not only monitoring what his nonprofit was doing, but other nonprofits as well, since he subscribed “grandpa” to multiple lists.

Wyatt was pleasantly surprised when his new mailing went out to discover that his new mail vendor had done a diligent job of running his list through the NCOA database prior to sending it out.  It was obviously a cut above what his previous vendors had done, because “grandpa’s” mail had been returned, marked as nobody living at that address with that name!

“I can’t tell you how many, many pieces ‘grandpa’ has gotten at my address, from dozens of nonprofits!” Wyatt said.  He plans on staying with this new mail vendor.

Checking your website for mobile-friendliness is advisable, too.  Have you tried to make an online donation using your handheld?  Does that ramp up the level of difficulty?  What about other transactions on your site?  How much interaction do you ask of your constituents online?  Registering for events?  Purchasing items?  Signing petitions?

Whenever you are telling constituents to “Go to our website and [take this action]!” try to take that action with your mobile – and encourage the person responsible for that department to do it as well.

The more departments that engage in this activity, the more buy-in you’ll have as an organization to convert your website to a mobile-friendly one!

What other donor/constituent engagement areas can you think of to test that staff rarely uses?

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Keep the base of the pyramid strong

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