With so much going on in the third sector it can be hard to keep your donors’ needs at the forefront of your organisation. However, they are integral to your organisation’s success and a good donor relationship calls for at least knowing what your donor wants, even if you can’t always deliver it! We’ve decided to put together a list of what we think matters most to our donors.
1. Acknowledgement
Although thanking donors is standard practice it can often be forgotten when there are other things going on. Working with volunteers or a part time fundraising team can mean this gets slowed down and your donors are left wondering if their donation was appreciated or even received. Ensure you have a system in place for sending out donor acknowledgements, streamlining the process means it will be less likely to be forgotten. Make sure your major gift donors are being thanked in the right way with a letter from your director and appropriate recognition (in line with their own expectations and your organisation’s practices).
2. Shared impact
The work your cause does is all the advertisement you’ll ever need, make sure you’re sharing your stories of impact. Compile case studies told by the people you’ve helped and share these materials with your donors. Nothing makes your organisation more appealing than seeing the good it’s doing in the world.
3. Tailored engagement
Engaging your donors on their level is key to your fundraising success. If you’re targeting a younger audience, ensure your using the platforms your donors use, whereas an older audience might prefer a more personal approach. Your supporters will appreciate your efforts to come to them instead of having to search to find your cause. And with so many worthy charities out there, if you don’t speak up you might find you’re missing out.
4. Security
More than ever before your donors peace of mind when it comes to protecting their data is paramount. Your donors trust you with their information and they want to know that you have the means to keep it safe. Let your donors know what security measures you have in place to protect their information and that you’re adhering to regulatory requirements.
Knowing what your donors want is the first step to knowing how to cultivate them, at Prospecting for Gold we have over 20 years of fundraising experience and would be happy to help. Get in touch with us at info@prospectingforgold.co.uk.