Putting the donor at the center of everything we do is of critical importance. Their choices have become more selective, their expectations have increased, and their access to information about your nonprofit is greater than ever. Donors need to know that non-profit leaders care about them as a person and that their engagement is desired not just for financial support but as true advocates of the cause.
There is a direct correlation between excellence in an organization’s overall interaction with its donors and the overall financial performance of the organization. If non-profit leaders become focused on a donor and their involvement, then the potential of the organization’s financial performance increases.
It’s important to understand donor philosophy, when pursuing relationships with current or potential donors. For example, the vast majority of donors want to be assured that their contributions are used properly and with the donor’s intent. Not too far behind is the support of an organization which operates effectively and efficiently. Recognizing typical donor interests, it’s important to realize that:
• Non-profit organizations are totally reliant on the donor;
• Loyal donors are cultivated in an environment of open and honest communication;
• The donor desires a two-way relationship that is fruitful not a continuous barrage of direct mail packages;
• The donor expects results for their money which transparent information about what the organization is doing with the funds raised;
• The donor must feel the organization is reliable and using the funds raised appropriately; and,
• The donor wants to believe they “belong” to something meaningful; they must feel connected.