In my inbox this morning – the latest from Mr Tom Ahern. His messaging is about the one size fits all of most crappy charity communications and fundraising. I hate to use the word crappy, but it’s true.
His message is perfect as always.
He ended his post with two thoughts:
Thought for today: Do young fundraisers need more training to talk profitably to average (i.e., older) donors?
I started to email him back (but I’ll just send him this post instead) with my thoughts – a few that keep circling around my brain.
First thought: Why do charities waste so much time trying to attract the donors they don’t have rather than loving the ones that they do? Seriously. Why are you doing face to face to find 10,000 new donors when the 20,000 you do have – you talk AT and not TO? Or not at all?
My other thought (and based on zero science) is it safe to say and maybe think that as we age, our propensity and ability to give -changes? Increases? If charities spend more time focusing on the needs of a 40 something, donor or not, and gave them what they need as emotional beings rather than trying to force them to give to a crappy direct mail piece – what a different world this would be. I’m sure Sean Triner or Jonathon Grapsas could shed some real light on this non-scientific belief.
Anyhow, thanks Tom as always for getting my brain ticking.