I am such a fan of Penelope Burk’s outstanding research on donor attitudes. If you are not yet familiar with her work, you really should pick up a copy of her seminal book Donor-Centered Fundraising.
Burk’s latest research focuses on donor attitudes within this terrible recession. As the Chronicle of Philanthropy reported in March, Burk surveyed over 17,000 people in January who had donated an average of $11,500 last year and asked them about their philanthropic plans for 2009.
Burk found that
- 29% of the donors surveyed said they were giving to fewer nonprofits, and that
- 29% of this group reported they were becoming more thoughtful about their giving.
Interestingly, they also said they would be focusing more on local charities in 2009.
So what does this mean to us? If donors are becoming more thoughtful about their giving, then what about our organizations, our causes, our appeals? Will they stand up to a donor’s thoughtful scrutiny?
We need to build trust with our donors. We need to over-communicate. Never under-communicate. We need to tell our stories in a warm, personal way that connects with our donors’ hearts, not their heads. We need to fully disclose our financials, and interpret them in a way that donors can understand. We need to assure our donors that their gifts are being spent in accordance with their intent.
