Are you afraid that you’re tiring your donors out? While it’s probably a good thing to be concerned about this, I have a different thought: maybe it’s more boredom than it is exhaustion—especially if you’re sending communications that are about you and not them.
You see, donors don’t get tired supporting what they believe in and care about. They get tired because you’ve failed to inspire them and you haven’t inspired them because you haven’t talked to them about their impact.
The fact is that much more so than tired donors, you may have a case of donors who are on the verge of not caring. And that’s worse because a donor who has stopped caring is one who will likely stop giving.
I read recently that in the for profit world, roughly half of the reason a customer stays or goes has to do with the service received rather than the product itself.
What this means for you in the non-profit world is that half (or more) of your struggle to retain donors doesn’t have very much at all to do with your mission or the benefits you offer.
Plain and simple, it’s how your team treats donors when they interact with your donor service.
There’s opportunity here and it has nothing to do with avoiding bad experiences. The real opportunity is recognizing that good donor service can actually improve the relationship and is critical to helping to create donors who are increasingly loyal and...