They’re Donations, Not Collections - Building Donor Relationships Without Being a Pest
As a fundraiser, it's easy to get carried away with your enthusiasm for your cause. However, your passion can quickly turn into annoyance and push your donors away if you're not careful. Constantly pestering them with emails, calls, and follow-ups can quickly become tiresome and lead to negative outcomes. Let’s explore how obsessive follow up with donors can damage your relationship and four productive alternatives that will help you build better relationships.
What does pestering a donor look like?
“Pestering” refers to the act of excessively following up with a donor in an attempt to solicit donations or engage with them. It can take on many forms, many of which are rooted in the utilization of aggressive sales tactics. Donors may begin to feel overwhelmed, annoyed, and frustrated by the constant pressure to give or engage with your organization, and this can lead to many negative implications with one of the most critical being a decline in donations and a damaged reputation for your organization.
Here are some examples of what pestering a donor looks like:
Excessive Follow-ups: Sending multiple emails or making repeated phone calls to donors within a short period can come across as pushy and desperate. Donors may feel like they are being bombarded with communication and may start to feel annoyed.
Inappropriate Timing: Choosing the wrong time to follow-up with donors can also be seen as pestering. For example, calling a donor during dinner or emailing them late at night can be perceived as intrusive and disrespectful.
Ignoring Preferences: Failing to respect a donor's communication preferences can also be seen as pestering. For instance, if a donor has explicitly stated that they prefer email communication but you keep calling them, it can be perceived as pushy and unprofessional.
Ignoring Donor Feedback: Failing to acknowledge or respond to donor feedback can also be perceived as pestering. If a donor has explicitly stated that they are not interested in a particular campaign or communication channel, and you continue to push it on them, it can be seen as pushy and disrespectful.
Ramifications of Overenthusiastic Outreach
Obsessive follow-ups can be counterproductive and damaging to your fundraising efforts. Some of the negative outcomes that can come from overenthusiastic communication includes:
Donor Fatigue: Constantly bombarding a donor with emails, calls, and follow-ups can quickly lead to donor fatigue. They may feel overwhelmed, annoyed, and frustrated, which can cause them to disengage or unsubscribe from your communication.
Decreased Donations: When donors feel like they are being pestered or constantly pressured, they may choose to reduce or stop their donations altogether. This is especially true if they feel like they are not being heard or valued.
Loss of Trust: Trust is a crucial factor in donor relationships. When donors feel like they are being pestered, it can erode their trust in your organization. They may begin to question your intentions, and even the impact of their donations, leading to a breakdown in trust and a potential loss of future gifts.
Damage to Your Reputation: Pestering a donor can damage your reputation and brand image. They may perceive your organization as pushy, unprofessional, or uncaring, which can lead to negative word-of-mouth and a decline in future donations.
Alternatives to Obsessive Follow Ups
It is crucial to find alternative ways to engage with donors that are more respectful, effective, and value-driven. There are several alternatives that can help you build strong and meaningful relationships with your donors. Here are four ideas to help you along the way:
Set Clear Expectations. One of the most common reasons for obsessive follow-ups is a lack of clear communication between you and your donors. It's essential to set clear expectations from the beginning, so they know what to expect and how often they'll hear from you. Be transparent about your communication style and how frequently you'll follow up with them. If possible, let them choose their preferred communication channel. Some donors may prefer email, while others may prefer phone calls or text messages. By giving them a choice, you'll make them feel more comfortable and appreciated.
Segment Your Donors. Not all donors are the same. They have different interests, motivations, and giving histories. Segmenting your donors based on these factors can help you tailor your communication and approach to each group. For instance, you can segment your donors based on their giving history, engagement level, or demographics. By doing so, you can personalize your messages, provide relevant content, and make them feel valued and appreciated.
Provide Value. Donors want to feel that they're making a difference and contributing to a cause. Make sure you're providing them with value in every interaction. This could be as simple as sharing success stories, providing updates on how their money has been used, or giving them exclusive access to events or content. By providing value, you'll increase their engagement and loyalty to your cause.
Ask for Feedback. Finally, it's essential to ask for feedback from your donors. This will help you understand their needs, preferences, and concerns and adjust your approach accordingly. You can use surveys, polls, or focus groups to collect feedback. Be open to criticism and use it as an opportunity to improve your communication and approach. By asking for feedback, you'll also show your donors that you care about their opinion and value their input.
Building relationships with your donors takes time, effort, and patience. Obsessive follow-ups can quickly turn them off and lead to negative outcomes. By clearly communicating with donors and respecting their boundaries and preferences, you'll create a positive experience for them. You can create more meaningful interactions and increase the likelihood that they will continue to support your organization's mission.
