Easier Said than Done: Fundraising in the Age of Cynicism
Better yet, go beyond just posting general financial information. Make it clear to donors how you intend to spend the money they send you. What's the cost breakdown of this offer? Why is it so cheap (or expensive)? How much goes to overhead? Pie charts make it easy.
The fact that you share the information is the ?important thing. Don't be discouraged if "nobody's reading it." For many donors, probably most, its availability is more important than what it actually says.
Use the Donor Bill of Rights
Unless your organization is a little bit skeevy or a lot out-?of-date, you already adhere to this excellent and important document from the Association of Fundraising Professionals. Google it; you'll find it. Post the Donor Bill of Rights online and what it means specifically for donors. ?Or create a special version for your particular donors.
Ignore your lawyers
If you must have disclaimers, write them in plain English, not in the obfuscatory jargon of lawyers. Legal-speak is inherently hostile and feels untrustworthy. Don't cover your butt at the cost of coming across as evil.
The battle for a donor's trust isn't over once you have a gift in your hand. It continues as long as the relationship does. So make sure you keep doing all the above things, plus handle those who give with complete respect.
Do receipts right
A good receipt is about the same topic as the message that motivated the gift. Typical nonprofit receipts are generic and don't connect to the gift. Getting a receipt like that is like talking to someone with multiple personalities.
A receipt should use the same language, with the same level of emotion and urgency, that motivated the response. That makes it clear the need was, indeed, real, and it reinforces the donor's decision to give.
