“Hey sis, how’s the new washing machine?”
Now, wait. Most of the time, my bright, challenging and ass-kicking sister and I talk about feelings, fine wine and other far more interesting pursuits than laundry. But, in this case, she had asked me to sit at her house for an unreasonable amount of time for the delivery of said washing machine while she was at work, so I felt I was a little invested in the new family purchase.
“Dude, it’s AWESOME!”
“Does it pick up dirty clothes from the floor? Does it dry them, fold them, put them back in the drawers? Does it even pair socks? How can a washing machine be awesome?!”
“It’s the best! The timer! You set it for when your laundry to be done, not when you want it to start. So, I no longer have to reverse engineer the time… ‘I’ll be back at 6 so it should start at…’ and count backwards! I just set the timer to finish at 6 and voila!”
“Wow, that IS awesome!”
“Right? It’s a delighter!”
Have YOU ever heard this term?
A delighter is something unexpected that you experience about a product or service, that had nothing to do with your original reason for buying that product or service, but that makes you a raving advocate about it. You are obsessed with it. You talk to your friends about it. You recommend it to others. The classic example: a heated steering wheel. No one buys a car for the heated steering wheel but don’t you know some jerk that talks about their heated steering wheel constantly?
So how can you apply delighters to your fundraising in 2019?
Our friend and fellow #fundraisingdelighters obsessed fundraiser Simon Scriver tells a story about a museum in Dublin where a donor explicitly told the fundraiser he didn’t want any recognition but they wanted to show him love and gratitude for his generous gift. They knew this gentleman lived for his 2 young daughters, as he always had photos and stories to share about them. So they went out and got Lifetime VIP cards printed for his daughters. You know when you get your first real card with your name on it and you have it in your little kid wallet or purse? Delighter!
Our brilliant colleague Kirsten Dahl at Ontario Nature works with leadership and legacy donors, and she invites donors to attend conservation events and activities to bring them closer to the work being done in the field. She invited donors to come and help with an orchid survey on one of their Nature Reserves. And any of the donors who RSVP’d to say they couldn’t come, but appreciated the invitation, got a beautiful letter and card the day after the event, with a few photos and stories of the day, what they saw. Delighter!
A delighter doesn’t have to be expensive or complicated, like a washing machine timer—it just has to be a thoughtful, authentic way to show your donors that you’re paying attention, that you care about them, and that you’re grateful that they’re sharing a place in the story of their lives for your organization’s mission.
What do you do to try to delight your donors? Share your #fundraisingdelighters!