Things fundraisers do to chase away their new donors

Any time a donor gives to an organization for the first time, you should see it as a trial: The donor trying the organization. Whether or not the donor is thinking of it that way, that’s what it is. It explains why the rate of subsequent giving is so low: Organizations don’t past the test.

From the Bloomerang blog, here are just a few ways things go wrong, at 4 Ways to Ensure a Donor Gives Only Once:

  1. Acknowledge the gift like a transaction, not a gift. (Thank like you really mean it!)
  2. Hey, we’ll be in touch … when you give again. (Make sure they hear how big a deal their gift is — to you and to the cause.)
  3. Only talk about you, don’t learn about them. (They know — or hope — you have awesome programs. But they may not know how they connect to the work. Make sure you tell them, and find out what they care about.)
  4. Don’t do what you say you’re going to do. (Make compelling promises about the relationship. And keep them.)

These things give donors reasons to walk away. Instead, give them reasons to give again.


Comments

2 responses to “Things fundraisers do to chase away their new donors”

  1. Just as it is in the business sector, Jeff. It’s about being customer-centric.

  2. Just as it is in the business sector, Jeff. It’s about being customer-centric.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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