Angie Moore: Why Not Just Ask Your Donors for Feedback?

By Angie Moore

Send an email that's only purpose is creating this dialogue and asking for donor feedback. If you have room on your direct-mail piece (insert laughter here), add a simple question about feedback. And don't forget your social-network audiences — Facebook, Twitter, etc. — all of which are options to start a very special dialogue about how the most important people in your fundraising life feel about you. And guess what? Study after study has proved that even when people don't respond to requests for their feedback, asking gets a "thumbs up" because it makes people feel better that you care enough to ask.

What's stopping you?

If you are a numbers junky (like me) and just don't want to believe the soft and squishy feedback concept, just look at the numbers. In 2011, consumers told an average of 16 people about bad experiences and nine people about good experiences. In 2012, those numbers rose by 50 percent and 67 percent, respectively (scroll down this infographic for this data). In other words, they're talking — so make sure you're asking and you can learn from it and get "credit" in their eyes for being concerned enough to ask.

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Angie Moore Author's page

Vice President, Strategy & Development
Eleventy Marketing Group

Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.

Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.