Milestone Thinking |
| 3 September 2015 |
| Don’t judge each day by the harvest you reap but by the seeds that you plant. Robert Louis Stevenson One of the tricky aspects of asking a major donor for a contribution is getting the amount right. Asking for too much can do serious short- and long-term damage. Fundraisers often find themselves getting burned by asking for too little. All of a nonprofit’s communications with donors – whether direct mail, website, email, Facebook, or Internet banner ads – should echo one another in design and language so donors feel like all of those contacts are with the same organisation. It is one thing to say a nonprofit must have a culture of risk awareness. It is another thing entirely to create, promote and sustain such a culture throughout an organisation. An organisation with a good risk awareness culture is better prepared to manage risk and to handle problems when they occur. The only person in a nonprofit who should approve donor communications of any kind (appeals, newsletters, thanks, the “donate” aspects of the website) is the fundraiser. Recurring-giving programmes are growing in popularity. And for good reason: Donors who give monthly are more likely to stick with an organisation. They also provide a reliable source of revenue and are likely to give more over their lifetimes than donors who give once or twice a year. Love is not patronising and charity isn’t about pity, it is about love. Charity and love are the same – with charity you give love, so don’t just give money but reach out your hand instead. |
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