It’s a bit ugly out there. Or it’s still ugly out there. According to a new survey conducted by Campbell Rinker for Dunham+Company, 78% of donors will either not give or be more choosy about their donations, thanks to the economy.
The bulk of those individuals will be giving “more sparingly or carefully than before,” as the survey notes.
There is some good news, though. When asked if they would support a charity they have supported in the past, given the current economic conditions, 68% said they would be equally willing, while another 10% said they would be more willing. These include your current parents, grandparents, friends, and supporters. On the other hand, 78% said they would be less willing to support a charity they have never supported before. That group would include your prospects.
Check out the full survey report here.
This means it is more important than ever to engage your supporters and prospects, and build a strong case for support. You must tell your story, and tie your story to your donors' passions. And you need to properly steward them. Giving is not just a hit-and-run activity; every gift is important, and every donor, no matter how much they give, needs to be treated like their gift matters.
Katya Andresen of Network for Good said in her blog, “You never should [take your donors for granted], but this year, you really can’t afford to treat them poorly.”
She provides a list of seven things to do now to keep your donors giving. The very first to is “ give your donors happiness.” In this tough economy, donors want to feel good. Show them how their donation makes a difference. “Times are tough and if you can make people feel good about themselves and what they’ve done, that’s worth a lot to them.”
You also need to show the value of their donations, how their gift will have an impact on your school—and your students’ lives. And, demonstrate that you are using their gifts efficiently. “You need to show you’re going to be a very trustworthy, efficient, and effective steward of their money…” Katya says.
She also lists other essential steps: be personal, flexible, and grateful. You can read the entire blog here.
