What better time to take a self-audit to determine if your fundraising efforts or self-centered or donor-centered than at the start of a new year? Anytime is a good time, but now is the best, so let’s get started.
Basically, there are two ways for you to increase and grow your fundraising results this year: you can try to get additional or bigger gifts from your existing donors and you can find new donors. The good news is both of these strategies get much easier when you are donor-centered.
Ok, so about now you are thinking, everyone knows this, I know we do! Well, since this is a self-audit exercise, let’s make sure.
Simply put, being donor-centered means you pay more attention to the donor than the donor’s money. You value the relationship over their gifts. You will actually attract more donors because people love being appreciated and valued, and when they are, they talk about your mission and great works within their sphere of influence.
So what does it look like to be donor-centered? Here are a few examples:
|Donor-Centered Nonprofit||Self-Centered Nonprofit|
|A warm and sincere Thank-you letter goes-out within 24 hours after receiving a gift and has live signature.||Standard Thank-you Letters go-out when there are enough to make a good batch (once or twice-a-month).|
|Consistently publishes an interesting and story-rich newsletter that is photos and updates on what donor’s gifts have made possible.||Only creates a newsletter when time allows and is not a priority since it doesn’t raise money.|
|Creates several appeals each year that asks donors to support their mission and the impact it is making. Appeal includes heart-warming stories about the lives being changed and have a clear call-to-action and easy to read.||Creates one or maybe 2 appeals that ask donors to support the Annual Fund. Appeal is generic and vague and has no clear call-to-action. Donors are confused and left wondering what to do.|
|Organization’s focus is on building relationships and considers how everything they do will build trust with donors and prospects.||Organization’s focus is on money. Considers what they can do to bring in more money and doesn’t think how donors might feel or respond.|
Are you a self-centered or donor-centered nonprofit? It’s easy to focus on money because, after all, donations are the life-blood of your organization. However, if you become more donor-centered you will find your fundraising efforts will improve as will your donor recruitment efforts.
Content source: Sandy Rees – Get Fully Funded Blog: