From the Donor’s Perspective: Why Some Fundraisers Succeed While Others Fail
In order to get their valuable perspectives on fundraising, I interviewed more than 30 donors of the highest caliber who have given millions and millions of dollars to various charities, ministries, and organizations. I asked them why some fundraisers succeed while others fail.
These are the qualities and characteristics the donors felt made successful fundraisers:
* Sincere relationship — Above all, successful fundraisers are sincere.
* Personal integrity — Successful fundraisers are upfront, genuine, and always operate with integrity.
* Knowledge of their charity — Successful fundraisers are well informed.
* Clearly defined goals — Successful fundraisers clearly state the mission, needs, and opportunity a donor has to help accomplish the mission.
* Regular communication — Successful fundraisers keep donors in the loop.
* Assurance of cost effectiveness — Successful fundraisers show donors that their money is doing what was promised.
* Credibility — Successful fundraisers use donors’ funds for the intended purpose only.
* Matching gifts — Successful fundraisers think about lead gifts or matching gifts so donors’ gifts are multiplied.
* Deserving cause — Successful fundraisers help donors feel that they are making a worthwhile contribution to a worthwhile cause.
* Shared vision — Successful fundraisers seek donors who share the organization’s vision and want to make a difference.
* Passion — Successful fundraisers believe in their cause so much that they contribute to it themselves.
* Common interest — Successful fundraisers find donors who are interested in their mission.
* Enthusiasm — Successful fundraisers are enthusiastic about their cause.
* Quality presentation — Successful fundraisers present the charity in an enticing, concise, and articulate manner.
* Gratitude — Successful fundraisers must have an air of gratitude, no matter the amount of the gift.
* Persistence — Successful fundraisers are persistent without being offensive.
On the other hand, these are the qualities and characteristics the donors felt made fundraisers fail:
* Lack of personal relationship — One of the most common reasons that fundraisers fail is that they haven’t established a relationship with the donor.
* Negative characteristics portrayed — If something is said or done that runs up the “red flag” for the donor, the fundraiser will most likely fail.
* Lack of sincerity and belief — Failure comes when fundraisers are not sincere and do not have a strong belief in their charity.
* Poor communication — Failure is imminent for fundraisers who do not communicate, including communicating about the charity and keeping in touch with the donor.
* Lack of clear goals — Fundraising without clear goals leads to lack of balance and action.
* Lack of integrity — Any hint of a fundraiser’s lack of integrity, and the donor will slow down, back up, or demand answers.
* Perceived ungratefulness — Fundraisers who fail rarely give donors a personal thank-you for their gift or else they use it as a steppingstone to the next request.
* Desperation letters — Desperation letters are not effective, well received, or quickly forgotten.
* Pressure selling — High-pressure salesmanship is a serious turnoff.
* Lack of knowledge — Fundraisers fail because they cannot answer the questions that donors ask.
* Inaction — Many fundraisers fail because they are not getting the message out to enough people.
* Wastefulness — Fundraisers fail when they do not spend the donors’ money wisely.
* Lack of interest — Fundraisers who fail seldom do the homework necessary to know if the prospective donor is even interested in the charity.
* Inappropriate appreciation — Unsuccessful fundraisers don’t take the time or care to find out how their donors expect to be appreciated.
* Forgetting the obvious — If a fundraiser does not leave a donor with all the necessary contact information, the donor cannot give.
* Wasting time — Prospective donors do not appreciate when fundraisers are insensitive to their time and schedule.
Having a donor’s perspective can help make the difference between success and failure as a fundraiser!