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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