“If you brand it… they will come.”
There is no magical key to donor engagement.
If you brand it, they won’t come.
Or, at least, it doesn’t guarantee that they will. Giving societies can be an amazing way to engage donors, to make them feel part of a community. There are some giving societies out there that are so strong and full of engaged donors, so it’s a great “tool” in fundraising.
However – it’s not always the right tool. And again, it’s not a magical key.
Let’s say you’re starting a mid-level giving program.
A lot of organizations start the process with a giving society. They create a name, a brand, letterhead, and a great brochure.
And then they sit back and wait for the donors to join the club!
And they wait… and wait… and wait…
And the donors don’t come.
Too often as fundraisers we’re motivated by what makes most sense to us internally. By what’s easiest administratively. By what seems like a quick, cheap strategy.
“We can’t feasibly call all our donors and find out what they want and need. But it’d be really convenient to have a name to refer to our mid-level donors as, so let’s call them the 1986 Society. The donors will identify with that!”
This reminds me of one of my favourite quotes, written by a total heroine of mine: RuPaul Charles.
That’s RuPaul’s attitude towards what pronouns you choose to refer to him with. The truth is that he doesn’t care! What he cares more about is that you call him! Acknowledge him!
Donors are the same! We spend too much time thinking about the “other stuff” – the giving societies, internal naming conventions, letterhead – and not nearly enough time acknowledging the donors themselves.
And maybe if we spent more time on that, we’d find out more about what the donors actually want.
Maybe they DO want a giving society, a group to be part of. A sense of being a VIP. Access to behind-the-scenes at your charity.
Or maybe they DON’T want a giving society. Maybe they won’t identify with a separate, special brand. Maybe they’d prefer you spent more time on the mailings they receive; add more content, give them more giving opportunities that inspire them.
The truth is we can’t know until we ask. And donors love to be asked!
Don’t look for the easy way out.
Give your donors the #donorlove they deserve!
Call a donor today to find out what they do and don’t want from you, and let me know what you find out!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.