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(This article is from
the March 2011 issue of FundRaising Success Magazine.)
Today's donors are
more demanding than ever. But they're really not demanding
anything you don't already know how to give or do - or should
already be giving or doing.
1. Receipt promptly
If your donors are waiting weeks or (heaven forbid) months for
receipts, your message to them is loud and clear: Your gift
doesn't matter. Aim for 24-hour turnaround, 48 hours at worst.
2. Receipt relevantly
We work so hard to motivate people to give. Sadly, it appears
most of us fling out our thanks with little or no thought. The
thank-you language of the receipt should close the loop. Use the
same terms, specificity and emotional intensity you use when you
ask.
3. Get the data right
Obsess over this. Don't spell names wrong. Don't have duplicate
records. Above all, don't get the amounts or timing of gifts
wrong. Good data is the key to raising more funds (knowing whom
to ask and how much), not wasting money (knowing whom not to
ask) and, most important, treating donors like they matter.
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