If there was a Venn diagram specifically for fundraisers, it would surely highlight the intersection of organizational mission and donor interests. Where the two align is the “sweet spot” that will help us be successful. How can we best fully understand the interests of our current, future, and maybe even past, donors?
Back when I was managing the nascent web presence of a major studio, I was asked if the Internet could be used as an adjunct to traditional consumer research. Out of that query came one of the first online focus groups. Not only was it a great success, it was also relatively easy. From the comfort of our conference room, we interacted virtually with our target audience worldwide — fans, in this case, of two shows distributed by the studio. Then we used their input to make decisions about how to market the shows, and, ultimately, which to cancel.
Decades have passed — and so much has changed — since my initial foray into online consumer research. Still, I was reminded of it recently when I came across a widely circulated 2019 survey from email marketing company Campaign Monitor. In it, nearly 59% of nonprofits insisted that live events were critical for attracting new donors, but just 18% of donors claimed to have learned about a charity through a live event. And if that weren’t enough, nearly 50% of nonprofits said they believed donors preferred to connect with them through events, but just 16% of donors chose events as a preferred method. Yet there seem to be more and more events.
Distressing? I think so, and it gets worse. A colleague of mine who specializes in nonprofit communications put the reason for the disconnect down to a guess. His theory was not that nonprofits act on bad data, but that more often than not, they don’t have any data at all. To attract new donors, he believes, nonprofits guess about best practices based largely on their own preferences.
And then we’re surprised when these donor recruitment programs miss their mark? What the heck?
Why is it so challenging to just ask donors what works for them? Is it because nonprofits think that doing so is indulgent, or a waste of time? Do they think that the mission will be threatened by asking donors for their opinions? Or is this just another instance of development professionals being uncomfortable with asking the tough questions?
I don’t believe that any of those reasons are valid. A strong organization – with staff that believes completely in the mission – won’t be threatened by hearing a donor’s opinion. To the contrary, the right research can actually strengthen mission, marketing, and ongoing strategy. It gives us insight into how best to communicate what it is that we do. Even better, it helps us identify the donors who are most likely to share that vision. It puts us in the sweet spot.
Just recently, a local nonprofit asked me to be part of a discussion about approaching new donors. The meeting was positive and going well, but the ideas suggested (think snail mail and the telephone) were arcane. Back to the events discussion….
Before the new slogan, logo, collateral, gala plans or pitch, and maybe even before establishing your target list, why not reach out to a group of donors and ask them what they’re about? Find out how and what they like to learn about nonprofits, and what metrics are important to them. Ask them if they’ve been pitched by an organization similar to yours and why they did or didn’t donate to them.
Consumer research of all kinds is critical to business success, just as it is to success in fundraising. The difference is that in fundraising (at least historically) we don’t do enough of it. If we put more time, energy and resources into donor research, not only will our fundraising be more successful, but we’ll have far less attrition. So, talk to your donors, listen to them, and learn. You’ll be glad you did.
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- Lisa