Posted by & filed under Major/Planned Gifts, Marketing/Communications, Stewardship/Donor Relations.

David Kravinchuk

Chief Advice Dispenser, Fundraising Pharmacy

There is one powerfully simple way you can instantly begin creating healthy, effective and rewarding long-term donor relationships:

Ensure your donors can easily find the name, phone number and email address of a real live person that can help them with an enquiry, complaint, compliment or even a donation. Then invite them to use this information.  Invite them to call, email or pop by. For any reason.

Does your charity direct donors to call a toll-free or auto-attendant line instead of a real person who can help?  Or do you invite donors to email info@charitymeh.com on your Planned Giving webpages?  If so, this is what you are really saying to donors desperately trying to connect to a human being at your organization.

Does your charity direct donors to call a toll-free or auto-attendant line instead of a real person who can help? Or do you invite donors to email info@charitymeh.com on your Planned Giving webpages? If so, this is what you are really saying to donors desperately trying to connect to a human being at your organization.

Next, make sure this information is everywhere your donors’ eyes are… thank you letters, direct mail reply/donation forms, annual report, newsletter, brochures and on every single page of your website.

Why?

  • Donors won’t just figure it out.
  • It speaks volumes that your organization is thoughtful and takes donor relationships seriously.
  • Most donors will never call, email or pop in, but there’s a comfort and trust factor knowing that they can.
  • You will create a culture shift to focus on donor needs and service.
  • You will build loyalty and loyal donors are incredibly valuable (monthly, midmost and bequest donors usually start as loyal donors).

The simplicity of this gesture belies its power. It can deliver millions to your organization long term.

Take a few minutes now and find the places you can make this change quickly and easily. Then take a few more minutes tomorrow to make sure it happens. You’ll be prepared to really maximize that massive effort you’re putting into your fundraising this busy holiday season.

It’s an incredibly effective way you can show your donors the respect and love they deserve.

Passionate about prescribing annual giving and bequest marketing solutions, David opened Fundraising Pharmacy to dispense name-brand advice (at generic prices!) for Canadian charities including United Way, Big Brothers Big Sisters, The MS Society of Canada, The Sunshine Foundation of Canada and Community Living Toronto. Earlier, David was the Senior Philanthropic Counsel at Good Works where he was responsible for a legacy marketing client roster that included Red Cross, UNHCR and Canadian Cancer Society. Follow David on Twitter  @DavidKravinchuk and join his session on annual giving at Congress 2014 in Toronto.

 

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