You are not your donor

Even if you are a donor to your organization, you see with different eyes. You’re not the donor you’re trying to reach.

That’s always good to keep in mind. Because our opinions are shaped by so much that won’t affect how – or if – a donor decides to give.

Here’s one example:

My husband and I react quite differently to the direct mail we receive. I can spot a cold pack at 12 paces. I recognize the techniques they’re using. I know that isn’t a real signature. I see those address labels and know why they’re in there. I know why I’m getting that phone call or that mid-level appeal.

My husband, kind soul that he is, will often open each piece of mail we receive. And read many of them. (There is some sorting: into “one of our charities” and “not one of ours”. Your donors probably do the same. Of course, the goal is to become one of your donor’s charities.)

You don’t even want to see my reaction to a crappy thank you letter…

You’re not your donor, though you want to understand her.

The thing is, you and I know too much. So we can’t help that we see more or differently than the average donor.

We’re the wizard behind the curtain. Raising money is no longer a great mystery to us.

But if we’re not careful, it can take a little of the magic out of it for us.

After all, people don’t just give because there’s a world of problems out there. We all give because giving makes us feel good. It tells a story about us that we want to believe.

That we’re kind. We’re caring. That we have some power to do good.

The key is balance. You can shift your perspective

It’s so important to balance our insider’s eyes with a donor’s eyes. We have to let ourselves feel what we want our donors to feel. And yes, that means being a little more vulnerable.

I love when I read something that catches me like that. That hurts my heart a little and makes me feel like *I* need to do something. And that I have the power to help.

Yes, it’s a great learning experience. But it’s also an important reminder that while I know a bit more than the average donor about fundraising, I always have more to learn about being human.

If we can pair our empathy for our donors – that stepping wholeheartedly into their shoes – with our experience, then we can bring the best to everything we create.

And most likely, more people will give.

Your goal isn’t ignorance. Your goal is a broader understanding

Learn all you possibly can. Look at other organizations’ communications. Read what really smart people have to say. And get better every time you send an appeal or a newsletter.

But don’t forget to reconnect to sincerity and kindness. And don’t forget that most donors are full of that kindness and feel a need to help.

Thank goodness they’re not as cynical as I can be! Because our donors are (mostly) not us. And that’s a good thing!

Photo by Vince Fleming on Unsplash