Don’t nag your donors
No one likes a nag.
Recently, a friend shared a letter with me that she’d sent to an organization she really cares about. I thought what she had to say was so important I asked her to share it. She generously agreed.
We usually make assumptions about what donors think, but we don’t always hear from them directly. Especially not with this much honesty and thought. So please read the letter. Then ask yourself – is this how your donors are feeling?
If you’re not sure, now’s the time to find out. How? You can pay attention to their responses. What messages resonate – and result in action?
Better yet, ask them! And then be sure you honor their requests.
Here’s her response:
[International Relief Agency]
April 22, 2014
Dear XYZ,
Do you have a “Please stop nagging” section of your donor list?
If so, please add me to it.
If not, please upgrade your donor management software so you can track which donors want to receive fewer mailings/emailings – and then add me to it.
Honestly, I do support XYZ wholeheartedly, and give what I can when I can. I’ve even published a book, with profits going to XYZ. But mailing after mailing after email after email telling me that I haven’t given recently, that the need is enormous, etc., etc., doesn’t make me feel valued—it leaves me feeling nagged and judged inadequate, and dangerously close to donor burnout.
What would make me want to get more deeply involved?
- Honesty. I want to know what works, and what doesn’t work, and when/where you’ve had to change direction, or run into bureaucratic obstacles or cultural misunderstandings. I want to know when you look back at successes from decades ago, and realize that however good your intentions, they just didn’t have any long term effect – or were actually probably misguided – just as much as I want to know your hopes and dreams and current successes.
- Connections across the world. Getting to know people in all their dimensions, not just as “those in need.” Help us receive the gifts of friendships, insights, different ways of living and understanding the world, prayers and help in our times of need from people in other cultures.
- Stories that are a pleasure to read/hear, not just formulaic “She was in trouble, we helped, therefore give more” object lessons. Think about the magazines you look forward to getting, the TV/video series where you can’t wait for the next episode – involve us through that quality and approach to storytelling.
And while you think about my suggestions, in the meantime, please just stop nagging?
Blessings,
Long-time Donor
You don’t have to nag
If you treat your donors well, if you give them a great sense of the problem they can solve, you won’t have to nag them to give.
Respect the people who share your mission. Invite them to help, because you know they care. Thank them with grace. And treat them like they matter – because they do.
My friend had been a loyal donor. Why would an organization risk making her feel bad about that? We can do so much better!
Photo thanks to Priscilla Du Preez
Jon Biedermann says
Unfortunately, the opposite is true. For every one donor who is being nagged, there are dozens who don’t read every email and will only respond when asked repeatedly.
The data doesn’t lie. The more you ask, the more money the non profit generates. Yes, you risk offending some donors. And of course you should follow the advice and value your donors.
But reducing your asks is a huge financial mistake. Worse, it leads to lower donor attrition.
Let the debate begin. 🙂
Mary Cahalane says
I’m absolutely NOT suggesting you generally write less often, or ask less often. Quite the opposite! I agree – most organizations do not communicate enough. But the quality of the communications – its value to the donor – that’s where we can fall off.
My friend LOVES getting another organization’s publications. They suit exactly what she’s interested in. They’re valuable to her.
The only case where I think it’s right to decrease the amount of communication – including solicitations – is when the donor asks you to. I’ve had donors who want one request a year. When I adhered to their schedule, I would get a nice gift, every year. Sometimes on the exact same day! I always asked about other mail – newsletters, other updates. Mostly, they were fine with those – and those are, after all, usually soft asks.
Giving donors who request it that control over the relationship is just good practice.
Fiona says
An acquaintance told me about a close friend of hers who always gave generously to charities. She sent a large check to a very large well known charity helping children in the third world. She was told they could not except it , but would she sign up for monthly giving. Result she sent the money to another charity and will never give to the initial one.
As a fundraiser I was horrified at this. Fiona
Mary Cahalane says
Why in the world would they have done that? Because it was more convenient for them? That’s really forgetting who is doing the giving, isn’t it?
If there really was some problem – “Oh dear! We don’t take Discover”, then at the very least, it was up to the charity to talk with the donor and find a mutually convenient solution. But wow. A check? That’s just strange.
Armen S. Boyajian, CFRE says
Folks that post about the organization refusing a check and instead on insisting on monthly giving — WTF?? That’s atrocious, and Mary is spot on in saying that they’re forgetting who is giving! However, there’s a fine line between over-soliciting your donors and making the ask. Personally, I try to approach each and every donor as an individual human being, and always remember that….
Anita Robertson says
I recently emailed a national environmental organization with just such a request – “Can you please limit the number of emails you’re sending me to twice a month, or at most, weekly?” – after receiving DAILY URGENT emails like those described in the letter above. (BTW, I first had to look long and hard through their website to try to find an email address to send this request to – another pet peeve of mine.)
The answer I got? “Sorry, no we can’t. The choices are all or none.” Can you believe it? Since I like the work the organization does, I haven’t unsubscribed yet – but after reading this I am going to. They should know better, and they should do better.
Thanks!
Mary Cahalane says
Thank you, Anita!
That part about not being able to find a person to talk to? Makes me crazy, too. A year and a half ago, I made a memorial gift to a large charity. And received a thank you letter that said, in effect, “We can’t be bothered to let the family know, so we enclosed a card. You do it.” When I tried to find a person to talk to about this, it was impossible.
I finally tracked down a number that led to a switchboard operator. I could get no closer than that.
This is how they operate? (I wrote about the whole mess in “No Thanks” a while back).
I guess these are all good lessons to the rest of us, who want to do things right.
I appreciate you reading and commenting!
Justin Brockie says
The most annoying 2 I find are:
1. People I give to annually such as NPR. There’s a pattern there, it doesn’t matter how much you you waste (particularly on paper mailings) in between
2. Environmental Organizations. Again, I give on a pattern, but now every related one is also sending me a forest load of paper causing me to question their actual beliefs.
If I can opt out of paper statements from a bank I should be able to opt out of paper solicitations from people I give to or might give to. It is a definite negative in terms of getting money out of me.
Mary Cahalane says
It does seem counter-productive to keep mailing people who don’t want the mail. Sometimes, it’s not knowing that’s a preference – a problem solved by asking. Sometimes, it’s a matter of not being able or willing to organize solicitations by the donor’s preference. It does require some juggling, but I think it’s worth it.
People are spending much more time online – those of us doing the asking need to catch up!
Thanks for commenting, Justin!