DON'T ASSUME

For many many years, I‘ve been a monthly donor to my local public radio station.  When I originated started donating, I did listen quite a lot to the station, but over the years, formats and my tastes changed, and I only occasionally listen.  If I’m in my car.  If there is something on NPR Morning Edition or All Things Considered I want to hear. If I do listen to a radio station, it is usually the local jazz station and yes, I give to them also.

A long—too long—introduction to the point of this article.  I just got an email appeal, in which the writer stated that he was sure that like him, I couldn’t imagine a world without this station.  

Alas, I can.  And it would be just fine for me.  He then went on to sing the praises of certain shows that, he says, make the radio station special for him.  But again, these are not shows I like or listen to or frankly care if they are on air or not.   

OK, so I am a curmudgeon.  But the point of this is don’t assume that just because I have been a long time monthly donor, I am also an engaged one.  So why do I continue to give?  Habit.  It’s a small amount.  It’s not so easy to cancel a monthly donation until your credit card expires.  And then I get into the zone and renew everything.  More importantly, the question to ask is why have I been a donor for well over 20 years and have never increased my giving nor have I ever made an additional gift.

Loyal donors are the lifeblood of nonprofit organizations.  And monthly donors can be gold.  They assure that your organization has the wherewithal—on a regular basis—to carry on with your work.  But if a donor is staying stagnant, which given inflation means they are giving less and less and less, you need to reach out more personally and find out why.

During the pandemic, many organizations including this radio station, started doing something they should have been doing (and I hope but am not convinced that they continue to do ever as our society opens up)—reaching out to touch donors on a regular basis.  Just an email or a phone call to say hi, how are you?  And yes, we are fine.  Let me tell you what is going on.

That is all fantastic.  Donors want to know what is happening in the organization and what their generosity does.  But then you need to take that next step.

Notice that for over 20 years someone has been giving you $10 a month. And before monthly giving was a thing, this same donor gave you—yep, $100 a year.  Why has no one ever reached out to me and personally asked me if I would consider making a larger or another gift?  But before they do that, they need to learn why I give.  

I’m guessing that no one has ever reached out because my giving didn’t hit a magic threshold—the one where we decide that this person is worth my (precious and really important) time.  But a little research would have told them that I actually have the capacity to make a much larger gift.  They should want to find out why I am not.

Fundraising, I often tell my clients and those who take my workshop, is all about asking.  Not for money.  Not for a gift.  But finding out what matters to your donors, what excites them about the work you do, what would encourage them to donate more.  And, by the way, are their other people in your circle you think should be part of our organization?

We don’t do that.  We tend to pigeonhole our donors, and consequently, keep them where they are at.  Break that cycle.  Don’t assume that they are giving all they could or would give.  Ask them, listen carefully to their answers, and then work with them to increase their support of your amazing organization.