It’s a sad fact that non-profit organizations are not treating their donors well. In the donor data we’ve analyzed from hundreds of organizations, average donor attrition rates are around 40-60%.
So why are donors giving less, or going away altogether? One of the main factors is that organizations are not set up for collaboration around the donor journey. This leads to the following structural problems that damage the donor experience:
- Departments are only concerned with their own goals, instead of working as a team.
- There’s poor communication between different groups like direct response, mid-level, and major gifts.
- KPIs fail to incentivize collaboration, when promoting a donor up the pipeline means that a department loses revenue (rather than getting credit for moving donors up).
Take a look at the structure of your organization. Is the structure aligned with your donor pipeline? Does it aim to move qualified donors from acquisition all the way to planned giving? Do all departments understand how their roles fit together? Does leadership value each group equally? There must be investment in every area of the pipeline if you are going to treat donors well.