Do You Provide a 5-Star Donor Experience?
The headline caught my eye.
3 min read
Richard Perry and Jeff Schreifels : March 29, 2017
The word transformation is an interesting and inspiring word. It means “a thorough or dramatic change.” It is positive and aspirational, and it carries a lot of meaning when it comes to giving.
There is giving, and then there is transformational giving. Both are of equal importance, because they represent what the donor can do at the moment he gives. Just because one gift is a higher amount does not mean it has more value to the donor than the lower gift.
A $2,500 gift from a donor who can hardly afford it may have more value to that donor than a $2.5 million dollar gift from a donor who can afford even more. The lower gift might be sacrificial. Keep your focus on the donor, and not on the money.
Having said that, giving that is truly transformational both to the donor and to your organization is something that can happen from a few donors in your caseload. Jeff and I are always talking about finding those 1-2 (or 3-4) donors in your file who have the capacity to make a transformational gift. We keep talking about it because it will happen if you spend the time and energy to develop a specific plan around those donors.
It’s important to understand that a transformational gift is a result of an alignment between the donor’s deep passions and interests in addressing a societal problem and an opportunity you have presented to that donor that matches a category of work your organization is involved in.
Notice the words “donor’s deep passions and interests.” This is not just a passing interest of the donor. It is deep. It is all-consuming. It is something that needs to find a resolution. It is a yearning, from the donor’s spirit and soul, which must find some relief and expression.
How do you find these donors in your caseload? Here are some ideas:
It’s easier said than done, that’s for sure. But if you follow these steps, you will be well on your way to securing a transformational gift. Always remember, though, that a transformational gift is NOT about the money. It is about helping the donor find expression to her deepest yearnings to make a difference in this world. THAT is what you are facilitating.
Richard
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