[Video] How Do You Report Back on Impact When Your Mission is Not Direct Services?
Reporting back on impact is THE key in retaining your donors. In fact, when donors are asked why they stopped giving, one of the top reasons is that...
2 min read
Richard Perry and Jeff Schreifels : May 5, 2017
“So, tell me what you did with my money,” the donor said. And the silence and lack of response drove her away.
Jeff and I hear stories like this every week. Every week! Sadly, this is one of the major causes of donor attrition – the donor gave a gift but did not receive information back on how that gift made a difference. So she gave to another organization that is far more responsive.
One of the most difficult aspects of fundraising is getting enough program impact information to give to the donor. And the amazing thing is that most managers and leaders find more value in investing on the front end of fundraising (adding MGOs, getting new donors) than they do in putting resources into the back end (servicing donors after they give).
This is why the following idea from Olivia Mayer of Christian Living Communities in Colorado was so interesting and practical.
Here is what she does – in her own words…
I have been thinking more about how to creatively report back to our donors. In fact, I just received a great email from someone in programming that detailed how a major gift from a donor had made a difference.
To get these impact reports (for lack of a better term), I’ve started asking program staff to answer 3-5 questions on how the program, scholarship, or in the example below, the new bus, has helped. It’s been much better than just asking staff to share the impact. The specific questions seem to make it a lot easier for them. Here’s an example:
Hi Bill [he is our transportation director]:
I realize it has now been 2 years since we got the van, but I wanted to thank our donor again. The best way, I thought, would be to send a note and share a sentence or two from you on what an impact having the van has made.
If you could respond in a separate email – not a reply – I would so appreciate it. I will then print and share your email with the donor. If I could have this by Friday that would be wonderful.
You might think in terms of:
This very simple idea is powerful and practical, and it shows a great deal of creativity on the part of Olivia. What I like about it is that it accomplishes several very important things:
You might be able to come up with more statements than the three Olivia suggested, but I think those three are really good on their own. Stated generically they are:
Proof of program performance is one of the most-neglected areas in the non-profit sector today, which is why donors are fleeing their favorite charities in record numbers. Putting this simple idea into practice in your organization will dramatically stem the tide of your donors leaving. Take steps this week to do this. It will make a tremendous difference.
Richard
Reporting back on impact is THE key in retaining your donors. In fact, when donors are asked why they stopped giving, one of the top reasons is that...
Reporting back on impact is THE key in retaining your donors. In fact, when donors are asked why they stopped giving, one of the top reasons is that...
I know that at one point, the term “Moves Management” was helpful. It was a way to understand the stages around a relationship with a major donor...