Meeting Donor Demands

“What do donors want? Some of them want to be treated as investors. … If you want to reach these donors, you need to think of them as investors, and their gifts as investments. It comes down to two things:

1. How you frame the offer. Emphasize effectiveness, efficiency, and impact. That doesn’t mean you forget the old-fashioned emotional appeal, but you also need to prove that their gift will cause something good to happen.

2. How you report back. If you ever want to hear from the investor-like donor more than once, you need to tell them what their gift accomplished. So many organizations just blow off that part, and those are the organizations that are going to struggle in the coming years. Receipt promptly. Don’t change the subject from the fundraising offer. Publish a newsletter that’s about them, not just you.”

— Dec. 27, “How to Reach Donors Who Demand a Return on Their Investment,” posted by Jeff Brooks on his Donor Power Blog (www.donorpowerblog.com/donor_power_blog/2007/12/how-to-reach-do.html#trackback)