Go ahead, make a commitment!
That’s the advice of David Kravinchuk at the FLA Group, a Canadian fundraising consultancy.
David argues that few donors these days give out of a sense of duty or obligation or blind trust, as older generations did.
Today’s donors want to see results. If you want their contributions, your nonprofit must promise — then deliver — some kind of results.
And so that leads to David’s advice:
1. When you solicit a gift, promise a specific return on the donor’s investment.
2. When you thank the donor for the gift, re-commit to delivering on the promise.
3. Finally, show the ROI being delivered in as many ways as you can. In your newsletters. On your web site. With email messages. In your next appeal (before you ask again).
He adds: "Promises that are kept build trust, just as they do in your own friend and family relationships. Trust is the first step to loyalty. And in today’s charitable economy, loyalty is the key to your charity’s financial ROI."
That’s pretty sound advice.
Sure, you can’t promise to cure cancer or end global warming in 90 days. But what can you promise that would represent progress? That you can deliver upon. That signals your willingness to be held accountable for how effectively you will use your donor’s contribution.
What promise is your nonprofit able and willing to make?
Tom
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Great post, Tom!
“Promises that are kept build trust, just as they do in your own friend and family relationships. Trust is the first step to loyalty. And in today’s charitable economy, loyalty is the key to your charity’s financial ROI.” Eloquently and perfectly stated by David Kravinchuk.
Three cheers for Mr. Kravinchuk and his firm for offering this timely reminder of the importance of these critical truths that help form the DNA of the nonprofit advancement process: Keep promises. Build trust. Respect and appreciate loyalty. Be fully accountable.
Of course, none of this is new “rocket science,” but it’s even more essential in today’s competitive environment that we all keep these truths in mind and be reminded of them frequently.
I try to keep these very basic social-science realities in mind as I work and continue to develop my own professional approach. I strive to instill them in colleague and client thinking.
Thanks again to Mr. Kravinchuk for the reminder.
A great reminder!
Two of the most eye-opening experiences I’v had in terms of donor appreciation came when:
1) I had the opportunity to attend a Penelope Burk Donor-Centered Fundraising Seminar. Her book is an invaluable guide to structuring your organization’s stewardship system.
2) I Recorded a teleseminar with Lisa Sargent, a donor retention expert and copywriter supreme (Lisa’s monthly Loyalty Letter is a must-read).
Almost every organization could be doing better when it comes to donor appreciation – check out http://www.pamelasgrantwritingblog.com/526/does-your-organizations-thank-you-letter-suck/