“Our direct mail is dead.”
“No one really opens our emails.”
“Our donors don’t care about monthly giving.”
“My last appeal was horrible. No one gave.”
“We stopped sending them information on that – donors hated it.”
Have you ever thought, maybe, what is wrong with your donors is… well… you? I see and hear a lot of blame put squarely on their shoulders.
“They just don’t seem to care.”
We have a saying around here, which we stole from someone (probably Tom Ahern), that goes, “Your donors don’t stop caring. You just stop giving them reasons to care.”
It’s not them. It’s you!
If I had a dime for every time I look into the big, scary, envelope, folder, box, that my blessed mother-in-law shares with me and see pack after pack that is all about you. You talk about you, you ask for 15 things on your teeny 8.5 x 3.5 coupon, your thank you even talks about you and on and on and on…
I don’t even care if you believe me.
How do you delight your donor? What did you do last week to make them feel warm and fuzzy? How did your last annual gratitude report remind them that when they gave to you, you confirmed, they made absolutely the right decision? How do you show them the many ways they make a difference? When was the last time you spoke to one? In person? On the phone? When was the last time your hand hurt from signing your letters and adding a personal note to your appeal? When was the last time you shared something inspirational or let your donors solve a conflict?
I ask you – take a look in the mirror. Do you see you or do you see your donor?