Ever thought about what the top donor turn-offs are? As fundraisers, we spend a lot of time thinking about what inspires people to donate, but rarely stop to consider the opposite. What deters people from giving?
At OKP, we not only support the sector through our expertise and advice, we also donate to a range of charities and not-for-profit organisations. So as donors, here are those things that make us reconsider our support or make new donations elsewhere.
1) Insincere thanking – While most not-for-profits understand that thanking your donors is a must-do. Many are still either too generic or over-effusive with their thanking, this can come across as insincere. Studies have shown that insincere thanking has the same effect as not thanking at all. Not only is the donor less likely to support your organisation, it makes them less likely to be charitable in the future.
2) Too much communication – While keeping your supporters engaged and informed is vital to building long-term donor relationships, quantity is no substitute for quality when it comes to communication. When you speak to your donors, tell them something relevant, interesting and thought provoking.
3) Being too presumptuous – The common offenders of this are organisations engaged in event fundraising and charity gifts. Just because someone sponsors their friend in a fun-run, it doesn’t necessarily mean they want to start donating regularly or feel connected to the cause themselves. As a donor, having a charity assume your donation at the start of a relationship feels like talking about marriage on the first date. Similarly to dating, you need to take the time to get to know a new donor and be respectful of their decision if they are not after a long-term commitment.
Analysing your communication practices from your donors point of view is an exceptionally valuable exercise, but one that many organisations find difficult to do. Engaging an expert, like OKP can provide you with that outside perspective to help identify hidden opportunities. If you think you could benefit from fresh eyes, call Julie Johnson on 1300 721 799 or email us at firstname.lastname@example.org