Listening to Donors

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young woman listening to gossipWe talk to – or talk “at” – our donors a lot, through our websites, our direct mail, our annual reports and other marketing and fundraising information, but how often do we actually LISTEN to our donors.

Sure, we’ll listen IF they call or email or contact us on social media, and IF we are good fundraisers and IF we have good, trained donor service professionals who answer the phone.

But, how often do we solicit thoughts, ideas and feedback from our donors?

For most non-profits, not too often.

We’re not having a conversation with our donors. We’re having a one-way stream (or barrage?) of information FROM us TO them.

As donors grow more sophisticated about giving and more questioning of non-profits, that’s just not going to cut it anymore. Donors want interaction and input.

A great way to get that feedback, those ideas, that interaction and input is through Donor Surveys.

I’m not going to tell you why you shouldn’t design a survey yourself. My business partner Joe already did that.

But, I am going to suggest if you’re not already doing it that you strongly consider doing a donor survey this year and that you continue to do regular, ongoing surveys.

And I’d love to hear other ways that you are listening to donors.

Whatever you’re doing over the next few days, stop talking. Listen to your donors.

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