BlogSpot: Donors Wonder Where Their Money Goes

And yet they still gave. Imagine how much more they might have given had they only known the truth.

Prime messaging opportunity

Of course you're protesting, "That's so unfair! We pour almost everything we're given directly into programmes. We spend as little as possible on fundraising!"

You know that. I know that. But your donors don't know that. You have to remind them of your organisation's dedication to transparency, accountability and financial health frequently — on your website, in your direct mail, in your face-to-face solicitations and in every issue of your newsletter. Go ahead, check right now. I'll wait.

Bruce Campbell, a pioneering researcher into donor attitudes and behaviour, found that "information regarding how finances are used" was among donors' top concerns. They wonder, "Did you spend my money on paper clips and business lunches? Or did you really use my gift to change the world?"

Don't leave your donors guessing on this point. They will guess wrong … and not in your favour. One real reason renewal rates, retention rates and long-term loyalty stubbornly remain so abysmally low is because donor scepticism has been left to fester. What an opportunity …

How you can win

I teach that the charities with the best "thank yous" win. But it's the same with trust: The charities that establish a strong sense of trustworthiness among their donors will win in the long run. FS

This post originally appeared on the SOFII website and is reprinted with permission.

Tom Ahern is president of Ahern Communications, Ink. Reach him at A2Bmail@aol.com