On The Importance of Being Earnest
Tis the season to gaze into our crystal balls and start to make some predictions about #donorlove in the year ahead.
Here are a few of mine:
– Have more of an emotive range in your communications and fundraising (STOP reporting!!!)
– Add more human faces to the names and signatures at the bottom of letters, on the pages of your websites, in your emails – let your donor know who is talking with them
– Create regular opportunities for your donors to talk TO YOU! Include spaces on your reply devices, add a few back mechanism with your newsletter or an insert in your direct mail pack
– Just SAY NO to passive fundraising – ASK with purpose!
– PLEASE stop being so damn worried about how professional your look, sound, act, talk, move, etc – you seem more robotic and less human all the time – and who wants to give to an uncaring robot?
– Keep thanking your donor until it feels like you are going WAY overboard (BTW – when was the last time you felt like you were thanked too much?)
– Fire your marketing grads, English majors, corporate sector CEO’s and bored Board members – replace them with loving, feeling and PASSIONATE human’s
– Get back to having conversations with humans in EVERY channel – not selling to them. The focus on sales has DESTROYED face to face, telemarketing, direct mail, Facebook, twitter, email and even tinder. Time to start over.
– Tell BETTER stories with BETTER and UNEXPECTED voices.
– Say “thanks” faster
– STOP getting in the way of donors who WANT TO HELP you WIN!
What would you add to these #donorlove trends for 2016?
About the author
Agent John is a long time marketer, designer and ranter. Agent Jen calls him "authentic". Others may not be so kind. The truth is, John wears his heart on his sleeve and when provoked will wave his hands and raise his voice an octave as he voices his frustration and opinions. And a blog post may even come of it.
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Well said truths…not always easy to hear (if you’re not doing them all), but doesn’t make them any less valid.
These predictions if implemented today will help our missions be achieved in ways we never thought possible.
#Donorlove done well = opportunities for people to change the world.
Thanks for commenting and sharing Tania! And I agree – forget about the big fancy stuff – these are the sorts of things that WILL transform your organization… I guarantee it!
Do unto others as you would have them do unto you.
This is good stuff! Here’s a tidbit to add:
Renowned donor retention strategist and researcher, Penelope Burk, coined the phrase: “Treat every donor like a major donor.” This doesn’t literally mean put every $10 contributor on a track for ‘moves management.’ It means you never know what any person who walks through your door (physically or virtually) might bring to you.
This reminds me of the old adage: “Be nice to people on the way up; you may meet them on the way down.” Playing nice applies to staff and volunteers as well as supporters.
Invest in creating an organization-wide culture of philanthropy.
It takes a village to raise funds successfully. Lose the “it’s not my job” culture. Develop a plan to get everyone on board this year.
I love these additions! Thank you Claire for commenting!
Very Good Blog! Thanks for commenting and sharing Tania! I also agree – forget about the big fancy stuff – these are the sorts of things that WILL transform your organization… we guarantee it!