Fourth in a Series: Things Major Donors Love (or Hate)
You’ve had the experience: you do something for someone and nothing comes back. Silence. Crickets.
I had an experience like this. I honestly didn’t set out to GET something back for taking an action that should have generated an appreciative response. I just did it because I cared. But nothing came back. And it was then that I noticed what I was missing in the transaction. And I felt bad.
Feeling valued is a core human need.
Tony Schwartz has written a compelling article about this subject in the Harvard Review. You may have to register to read it – but it’s worth it.
Here are some key thoughts:
- How we’re feeling – and most especially whether or not we feel acknowledged and appreciated – influences our behavior, consumes our energy and affects our decisions all day long, whether we’re aware of it or not.
- To feel valued (and valuable) is almost as compelling a need as food. The more our value feels at risk, the more preoccupied we become with defending and restoring it, and the less value we’re capable of creating in the world.
- There’s a direct connection between valuing employees and the economic health of a company. Tony tells the story of Campbell Soup’s CEO Doug Conant who, when he started with the company, found that the employee engagement scores were among the worst of any Fortune 500 company. And Campbell’s economic performance was bad as well. He engaged and valued employees, and today the employees are happier and more engaged than most companies – and the company’s sales and earnings growth has consistently outperformed the majority of food companies in the S&P 500.
Valuing matters. Why do major donors go away? Because they weren’t valued – they didn’t know their gifts made a difference. Think about this today. (Tweet it!)
And to help motivate you, think about the last time you did something for someone and weren’t valued. Get in touch with how that felt. Then prevent that feeling in your donors by thanking them and appreciating them today.
Read the series “Things Major Donors Love (or Hate)”
- Major Donors Love Transparency
- Major Donors Love When You Tell It Straight (not Manipulate)
- Respecting Donors’ Space and Time (Don’t Bother Them)
- Major Donors Love being Thanked and Appreciated [This Post]
- Donors Love to Achieve Impact (Don’t Waste Their Money!)