Synopsis
Some of the top complaints of donors include being “nickeled and dimed to death” and “being treated like an ATM machine.” Being a good steward of your donors includes letting them rest by resisting the urge to constantly ask for money. There are two solicitation seasons each year when you should not be asking for money. Knowing when to ask and when not to ask is vital to increasing donor giving and loyalty.
Insights on increasing donor giving and loyalty from Tim Kurth, LCEF Vice President of Ministry Solutions
Donors expect to be asked for money all the time…but they don’t like it. Please don’t misunderstand this – donors love to donate to your ministry. They are enthusiastic supporters who want to see you succeed and are happy to play a role in that success. They just don’t like every conversation to be about money and every contact to end with a solicitation. When it comes to best practices in donor relations, you must let them rest.
Donors are truly your partners in ministry. For many ministries, the doors would not remain open except for the generosity of those who give regularly. It has always baffled me why we (and I say we because I have been guilty of this) don’t treat our donors better. I once worked for a ministry in a donor relations position. I loved visiting with donors, hearing their stories, praying with them and helping them know when to give and how much we needed from them. The head of our small organization, I’ll use a fake name, Josh, had gotten into the habit of only talking to donors when money was needed. That might be an overstatement, but not much of one.
One particular week, when the funds were a bit low and there wasn’t much of a pipeline of gifts at the time, Josh sent a very brief and blunt text to a generous, regular donor. He simply said, we need help this week—can you please donate $5,000. I’m not going to comment on the inappropriateness of soliciting by text…other than to say it’s akin to breaking up by text. I will say the donor was not happy. In a later conversation, he uttered one of the most memorable lines I’ve ever heard. He said, “Tim, tell Josh to stop treating me like an ATM machine!” This donor loved the ministry and, in fact, made that $5,000 gift. But he was so disappointed and angry at being treated like a cash machine and not a human being that he considered never giving to the ministry again.
Relationships are not built on money, but money does flow from relationships. Focus on relationships all year long and every time you interact with donors, whether in person, by mail, email, direct message, handwritten note or phone call. Keep your solicitations limited to a second quarter (spring) appeal and a fourth quarter (end of year) appeal. As we head into summer, your spring appeal is coming to an end, and your donors need a rest for the next three months.
Stay in touch. Spend time. Pray with them. Pray for them. Share news about the ministry all of you love so much. Don’t ask for money. Let them rest. Likewise, in the first quarter, after donors have emptied their bank accounts on year-end giving and Black Friday sales, let them rest. Thank them for their generosity in the previous year. Tell them about all the wonderful things your ministry accomplished thanks to their financial partnership. Don’t ask for money. Let them rest. This rhythm will serve you well and your donors will reward you!
Contact Tim Kurth at Tim.Kurth@lcef.org to work together to move your ministry forward.