Why donors will give – or not give – in 09

Many donors speak of an “intense, palpable connection” to their cause. They are giving because of this deep emotional experience of connection and making a difference.

If you can help your donors connect deeply with your cause – which we hope is their own favorite cause, then they will give as best they can.

You have to help your donors have this meaningful experience. We all talk about it, but NOW MORE THAN EVER – you need to give your wonderful donors this experience – right in front of their faces.

Walk the talk and SHOW your donors how they are having a meaningful impact and achieving something of major importance.

If it is important enough to them, then your donors will give.

Also remember that people give out of emotion. They then justify it with their head. Touching donors’ hearts is the way to make them happy, satisfied with their giving, and willing to give even more

On the flip side,  we all know that many donors stop giving because they feel over-solicited. Do you blame them?  And they also stop giving because we are not communicating enough.  They lose their connection to the cause.

Clearly then, our failure with our donors is a failure to communicate. What are we telling them? Is the only time they hear from the board chair or the CEO when the annual appeal comes around?

We need to think of our donors as “customers” and give them the quality “customer service” that we expect from for-profit companies. It’s the great communication that they receive that will help connect your donors for the long haul.

If there is one strategy you take away from this blog – it is to over-communicate with your donors – now more than ever!