A Donor’s Perspective-Do’s and Don’ts of Giving

At Atlas’s  ”nuts and bolts” training programs, we often are asked to include real donors in the presentations so we can better understand “the donor’s perspective.”  Excellent request!  Consequently,  when I came across an article by Tom Ahern which essentially offers a donor’s basic “do’s” and “don’ts” list, I thought it would be useful to share it with our readers.  The article, called “Is your nonprofit un-deserving? ” offers nice insights on some basic points.

As you read through them, think back to my standard mantra — fundraising is essentially relationship building.  The “do’s” below reflect a positive relationship betwee the donor and the nonprofit.  The “don’ts” reflects a total lack of relationship.  Where does your organization fall in this regard?

Seven reasons why I love giving money to the Massachusetts Society for the Prevention of Cruelty to Animals (MSPCA)

1. They send out a well-written, full-color newsletter giving me real stories about animals that have been rescued/saved by them.
2. I can go to the Nevins Farm facility a few towns over from where I live and see their rescue efforts in action. I also can see where the money is going because Nevins is a new state-of-the-art facility. I was also the benefactor of the MSPCA’s “Pet Care Fund” when Sparky [my dog] needed his operation.
3. They send me thank-you notes each time I give money. They sent my son a personalized note when he cleaned out his piggy bank and gave them $10 in rolled quarters.
4. They send me well-written letters that tell me why they need my money.
5. In their letters, they include little notes that read, “Your generosity already in 2009 is greatly appreciated. Thank you for continuing to help animals in need.” This shows me that (1) I’m not an anonymous donor; (2) they know I’ve given before; and (3) they appreciate my previous gifts.
6. In one of their letters I received a “Certificate of Kindness” and was told to “post it with pride.” Cheesy? Yes. Effective? Yes. Made me give more? Yes.
7. I feel valued for my contributions. And it shows, every time I receive a piece of information from them.

Seven reasons why I refuse to give money to my son’s school

1. They send out Friday notices to the parents (donors and potential donors) that say things like: “We are very disappointed in the parents who did not participate in the Yankee Candle Fundraiser. The parent handbook states, ‘All parents must fundraise.’” This ticked me off. As a donor, it is my prerogative to give when and how I want. The $300 I had earmarked for them is now going elsewhere.
2. They don’t tell me where the money is going.
3. I can’t see where the money is going. The facility is run down and families are leaving the school in droves.
4. As a business person, I can’t in good conscience give money to a nonprofit that appears to be ill managed.
5. They don’t use real stories about the children at the school in any of their materials.
6. They don’t address the real reason why people aren’t coming to the school. They cast blame on “parents who make the wrong choice,” but the problem is really the school and the people who run it.

For this and more, visit Mal Warwick’s 2009 Newsletter.

I don’t feel valued for my contributions.