Several months ago, Jeff and I were asked the following question: “What is the best way to communicate with someone who hasn’t given to the organization in over three years?”
The answer: do NOT communicate at all. Instead, look for other donors in your file who ARE giving and who have capacity. They are the ones who are demonstrating, through their behavior, that they are interested.
Not giving is a clear signal that the donor isn’t interested in being your partner. You might argue that not enough has been done – that it’s your fault the donor hasn’t responded – that you haven’t sent the right things or said the right things, etc. etc.
OK, there may be some truth to that. But in almost every case, where we’ve examined the facts, the truth is that the donor isn’t interested.
What’s playing in your head is your own desire to get that donor to give. Or the desire of some authority figure in your organization. Why? Because “they have so much potential” or “if we could just get them to talk to us, great things will happen.”
But the fact is that great things are not happening because the donor, frankly, does not care about your cause or organization as much as you want her to care. And that, my friend, is where the whole thing is.
So instead of always having an aspirational thought about what those high capacity people could do, turn your gaze to the folks who have already voted with their pocketbooks. They are your economic future. Not the “could-be’s.”
Most every caseload we’ve seen of MGOs in the United States, Mexico, Canada, Europe and Australia contains too many donors that Jeff and I call “aspirational” donors. They may have given $100 or even $500. Or they may have given $2,000 four years ago. But it has been “crickets” since then. Nothing has happened. And nothing will.
But the MGO continues to hang onto them, hoping that through some magical process the donor will suddenly turn from their state of ignoring the organization to full engagement.
It’s not going to happen. Believe me.
So, as you’re analyzing your caseload donor list, ask yourself if you are truly working with engaged and willing donors. Or are you holding onto some donors who need to be taken off your list? (Tweet it!)
If they haven’t given in two to three years (unless there is a specific circumstance that the donor has told you about) – if they haven’t given, move on. Take them off and replace them with donors who are with you.
It’s the best use of your time and your organization’s resources.
Richard
PS —Join me and Jeff on February 6th for a free webinar on caseload management. It will be an hour worth your time!
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Hi. Contact donors who haven’t given for awhile. Tell you miss them and you wonder if they would share their experience as a donor. You are curious and interested in learning more why they didn’t renew. Renewal of their support is possible…but do not ask for money. Ask if they have questions. When donors experience genuine awareness they feel connected.. long as you don’t ask them to give money. You could ask if they would ever consider rejoining or reconnecting.
Looking for new people is starting over and if the relationship isn’t created with renewal in mind it is very expensive. Fundraising is more than collecting money and meeting financial goals. Former donor already made one decision to support. What happened?