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The Donor-Centered Philosophy
Of ninety-five questions posed to donors in Cygnus’ landmark study, none was more revealing than this one: “What would cause you to remain indefinitely loyal to a particular cause, while increasing the value of your contributions over time?” National statistics on donor attrition underscore the importance of this question. 90% of donors who start contributing to a particular cause stop giving by the fifth renewal request, and over 60% who make a first contribution never make a second. This disturbing and growing trend limits fundraising growth and forces fundraisers to spend a disproportionate amount of their time and budget acquiring more donors to replace those short-lived supporters.
But, donors offered this solution. 87% of Cygnus’ study respondents said they would give again the next time they were asked, 64% would make a larger gift, and 74% would continue to give indefinitely, if they received the following every time they made a gift:
- prompt, meaningful acknowledgment of their gifts
- reassurance that their gifts will be directed as donors intend
- meaningful results on their gifts at work, before they are asked for another contribution
Not for profits that provide these three things to all their donors – not just the most generous contributors – whenever they give, are “donor-centered.”
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