Trends: In Your FACE!
I’ve seen charities take the wrong amount of money from donors; take it on the wrong day; take it twice, even three times; fail to talk to the donors ever again; or fail to take any money from the donor at all. Please do not do any of these things.
Make sure your new donors are at the center of your universe: Communicate with them effectively, thank them for their support, explain how they are making a difference, continue to communicate the need but balance it with the success that you’re having.
Nine months or so later, if you have done this well, you can telephone them and ask them to increase their gift. They’ll do this for you, and they already are used to you using verbal communication, as this was how they were introduced to you in the first place.
Crucially, do everything you can to meet your donors’ expectations.
Expectations — the donor
By engaging with donors on the street, you have established a level of expectation in their minds. But knowing that you have done so and defining what it is are two very different propositions.
When you go to the store and buy a washing machine, your expectation is that your clothes will go in grubby and come out clean. When you support a charity, you might have been attracted by the cause, a personal resonance, or the appealing doggy/children/whale on the marketing collateral.
As a nonprofit, making sure that the donor’s experience of you is consistent, and congruent with the manner in which they were acquired, is the most straightforward way of ensuring that you meet their expectations. This is especially true of face-to-face fundraising, where donors will feel that they’ve “met” you in person. If you disappoint them, they can very quickly fall out of love with you.