Creating connections between membership and donations

Summary:

Do these two different sort of relationship with stakeholders have anything in common.

Answer:

Kim Boucher, in charge of
Donor Relations & Outreach Coordinator/ Coordonnatrice, relations avec
les donateurs & action sociale for
Physicians for Global Survival (Canada) / Médecins pour la Survie
Mondiale (Canada), wrote to CharityTalk (a service of http://www.charitychannel.com) on 9/16/03:
In my opinion if you can make your donors like
'members' and have a sense of ownership you've got it made. There are
techniques and materials you can use... but above and beyond anything
else I suggest keeping in mind one word - sincerity. If you truly
believe that your donors are partners and an essential part of what
you're doing, that should come out in all your communications and
fundraising appeals. Thank them every chance you get, and find ways to
show them just how important they are and the unique difference they
make. Depending on how many donors you have you won't be able to do that
to the same level with everyone. But if you take some simple steps
you'll be able to find out some of your donors who want that kind of
involvement. With them you'll want to take the time to get them know
them even better.

Some quick ideas:

• This should go without saying, but send a thank you letter in addition
  to a tax receipt for donations.
  
• In as much as resources allows, personalize all your communications
  and fundraising appeals (Dear donor name, rather than Dear Friend). That
  costs more, but you should do it as much as possible. Depending on your
  technology it's just a simple merge from your database to a basic letter
  that can be customized with the click of the mouse.
  
• Consider a welcome package for new donors / members. Keep it concise
  and relevant, with information they'll want to know. Maybe ask a few
  long time donors for feedback while developing it. Give them the option
  of telling you their mailing schedule preferences.
  
• As part of or instead of a welcome package, consider a 'getting to
  know you' survey for new donors... to find out their motivations,
  interests and the level of involvement & recognition they're interested
  in.
  
• Pick up the phone and initiate conversations with donors... not just
  when asking for money. For some donors you'll want to meet with them in
  person.
  
• Ask for their feedback on your programs and activities. Of course
  it's important for your organization to maintain a focused mandate and
  not let the probably diverse interests of your constituents make you
  lose track of that. But people do like having their opinions requested
  and valued.
  
• Sometimes -- depending on the donor -- you can come right out and ask
  them, "We really value your involvement and want you to know how
  important you are to achieving our mission. How can I help to keep you
  as involved as you want to be?"
  
• In some cases, if it would actually make a positive difference,
  invite selected donors to be part a working committee, focus group or
  even your board.

As most fundraisers do (I hope), donate to several organizations
yourself and look with a critical eye at how well they make your feel
valued, respected and part of the team. Use this as an opportunity to
find out what works and what doesn't work.

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Posted 9/17/03 -- PB