Back in the day, when I was cutting my teeth on the tools of the trade, there was one thing I was taught that I never forgot.
Donor complaints were pure gold.
First, only the most passionate donors took the time to actually vocalize their frustrations or unhappiness – which was great since it meant you had some passionate donors in your file.
Second, it meant you were doing something right in your fundraising. You were obviously pushing emotional buttons.
Third, it was an opportunity for something you don’t always get – a conversation with a donor to hear them, acknowledge them and talk to them about how important they are to your organization.
I was thinking of these things the other day while reading Jeff Brook’s blog post called “Donor complaints are the “Quantum Physics” of fundraising”.
He writes: “The more effective the fundraising campaign, the more complaints it will generate.”
That can be true.
But may I offer you an alternative point of view?
The more #donorloving the fundraising program, the more joy your community of amazing donors will feel and share with you.
Anger. Disgust. Fear. Happiness. Sadness. Surprise.
A lot fundraising relies on the negative emotions. Anger. Disgust. Fear. Sadness.
But if you’ve been a reader of this blog for a while, we show you how you can use positive emotions in your fundraising and still raise a shitload of money.
The BEST programs will continuously use ALL basic emotions all the year through. Sometimes even in the same appeal – because that’s what having a human conversation is like.
The joy, the rage, the empathy, the desire to help fix problems.
One of our favorite ways to let donors share their warmth and joy with you, is to ask them! What an idea!
And this is another recent example:
Donor complaints CAN be one metric for fundraising success but #donorlove can be another too. Agree?