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 firstname.lastname@example.org 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.
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 inquiry, complaint, compliment or even a donation. Then invite them to use this information. Invite them to call, email or pop by. For any reason.
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.
- 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.
Do you need some more ideas on creating donor chemistry? Call David toll-free in North America on 1-800-991-3318 x101 (or on our New Zealand freephone 0800 995 054) today for free, no obligation advice.
This post was originally prepared for the AFP Toronto Congress 2014 blog and can also be viewed by clicking here.