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.
From the Donor’s Perspective: What Every Fundraiser Should Know
Among other things, donors need to believe in the cause they choose to support. They need to have answers, feedback, and understanding along the way. They want to play an important part in their cause, and they want assurance that their gifts are being used effectively and efficiently. And, of course, they need to be treated with kindness and respect — to be thanked and appreciated.
The most successful fundraisers are the ones who help donors fulfill their vision for what they feel God has directed them to do with their money. Donors are stewards, and your job as a fundraiser is to help them fulfill their stewardship role. To do this successfully it is invaluable to learn from donors themselves what they believe every fundraiser should know:
About relationships
* Think of your donors as a trust from God.
* Help your donors realize God’s plan for their lives (not just for their money!).
* Help donors to find fulfillment in their giving.
* Cultivate relationships before seeking funds.
* Make only one request per year for funds.
* Learn the passion of the prospective donor.