Let it go!

What do the movie “Frozen” and donors have in common???

You’ll know by the end of this blog post.

I was in a meeting with a client and my colleague – the amazing, Rachel Hunnybun!

We were talking about a really cool way to segment donors (yes I actually called it “cool”, and I mean it!), and we talked about how this approach could maximize growth with donors ready to step up their giving, retain donors, rescue lapsed donors, and then there was one more word:

Release

You can call me out on semantics – feel free! But the point was, sometimes we have to let donors go. In fact, sometimes it makes donors feel a lot better to have an exit.

Here’s a life example to give this context: one of my pet peeves is when I have to leave a party and a friend gives me a hard time. “C’mon! Stay for longer! It’s gonna be so fun!”

No, thank you. I’ve made my decision, I was here, and now it’s time to go. Begging me to stay, or giving me a guilt trip, isn’t going to make me stay; it’s going to make me like you a little less.

The same thing can happen with donors! “Stop mailing me! I haven’t given in 7 years!” Sure, when donors actively opt out, it’s a little easier – you put a “DO NOT CALL” or “DO NOT EMAIL” or “DO NOT MAIL” tag on them in your database and they’re excluded.

But sometimes we need to pay a little more attention to donor behaviour. Or give them opportunities to say, “It’s been swell, but I gotta leave this party.”

When I have to leave a party and I say goodbye, and my friend says “Totally understand, get home safe!”, I love them a little more. I feel heard, acknowledged, respected.

And I think donors are the same! When you let them go – or give them an opportunity to opt out – you, the charity, feel more authentic, trustworthy, credible. It’s good for reputation, and it’s good for donor experience.

So whether that’s taking a look at donor behaviour and identifying donors who aren’t engaging with us, or whether it’s a stage of an onboarding journey for new email leads where they can say “Yes, I want to hear from you!”, or “No, I don’t!” Pay a little more attention, and be like Elsa from “Frozen”:

Let it go!

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Written by Maeve Strathy

20150326_Strathy_Maeve_02
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for eleven years.
Click here to learn more about Maeve.

Connect with Maeve via:
Twitter | LinkedIn | Email

DX marks the spot!

I was sitting on my couch the other day and looked to my left and saw a stewardship piece that I worked on with a client, that my girlfriend pinned to my bulletin board.

I couldn’t stop looking at it, and all I could see – even from 8 feet away – was the word “YOU“.

“You” is the most powerful word in fundraising. Maybe in marketing in general. You’ve probably already heard this from me, or from some of my favourite people in fundraising (Rory, Jen, Shanon, Beth Ann, John & Tom, to name a few).

And I do believe in #donorlove like all those folks, but I’m also kinda past #donorlove…

Because not everyone wants to be loved. But everyone wants a good experience.

DX. Donor experience. (Think UX – user experience.)

If the donor has a good experience giving, guess what?! They’re very likely to give again, give more, and maybe even give monthly or at the mid-level.

#Donorlove. Donor-centric. DX. Maybe they’re all the same thing. Maybe not.

All I know is, when all I could see from the couch was “Thank you!” and “Your support”, I felt good.

How can you make your donors feel good today? How can you give them a great DX?

Tell me in the comments. I can’t wait to hear!

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Written by Maeve Strathy

20150326_Strathy_Maeve_02
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for eleven years.
Click here to learn more about Maeve.

Connect with Maeve via:
Twitter | LinkedIn | Email