Donor Centricity — The Missing Ingredient
No matter how much you try, you really can’ t call yourself ‘donor centric’ unless you’re actively seeking donor feedback.
Yesterday I spent some fabulous hours with 30+ organizations separating the wheat from the chaff on what most of the trade — without real understanding and in vacuous terms — calls ‘donor centricity’.
These folks knew that applications and terms like ‘donor love’ are largely bullshit. They know that the use of the ‘you’ pronoun is largely bullshit and that such so-called ‘best practices’ largely miss the mark.
It’s not that any of this fundraising eye candy is unimportant. It’s just that it doesn’t count for much when it comes to keeping and upgrading donors according to hard-nosed, empirically-oriented pros..
So, what does matter when it comes to ‘donor centricity’?
I’m convinced after seeing the research and cases presented today that:
- You can’t call yourself or your organization “donor centric” if you are not seeking donor feedback.
- Without the voice of the donor you’re flying blind and flying a false flag.
But among these 30 groups, here is the reason you gotta get real and deal with it.
- 25% to 30% higher conversion rates when you have feedback that will lead to improving your donate page.
- And by ‘feedback’ I mean detailed ‘success’ and ‘effort’ metrics to understand the misery and joy your donors go through in dealing with your donate page.
My point in raising the issue of donor feedback over and over is simply this:
Why the hell aren’t you seeking feedback info from your donors?!
What’s stopping you?