I had the pleasure of interviewing Simone Joyeaux, one of the great fundraising gurus of all time, this morning for the Telesummit on Fall 09 Fundraising Strategies.
When I asked Simone to comment on the difficult giving environment for this fall, she said it was really a “wake-up call” to us. Fundraisers have been able to get away with poor fundraising practices in the past because of a booming economy and plenty of donors. But now, when donors are cutting back, our bad habits are coming home to roost.
Simone mentioned several bad habits and poor practices that are driving away donors. In fact, she noted that two out of three first-time donors DON’T make another gift! And that we are in a “donor retention crisis” right now with so many of our current donors slipping away because of bad fundraising habits.
Did you know that it costs up to 10 times more to secure a NEW DONOR than it does to retain a CURRENT donor? So where do you think we should be spending our time, energy and our focus?
Donors think we are treating them like “ATM machines,” says Simone. When we go to them for money, money, money, they resent it and reward us by dropping off.
Treat your donors like they are real people instead of wallets and you’ll be rewarded with donor loyalty and long term gifts.