Fundraising – Giving Donors What They Want: A relationship with results

By Angie Moore – Managing Director, Constituent Relationship Management, American Cancer Society (reprinted with permission)

Charitable donors are going to be focused on what they need and expect from charities in the past – but with a growing persistence and insistence.

1. To connect and align with a great cause

There needs to be an exchange between the donor and what they expect and the charity which needs the donor to realize its goals. The bond between the charity and the donor must be on various levels to ensure both parties are truly fulfilled by the relationship.

2. To make sure action on the goals is being taken

It is not just about how the donors “feel” about their relationship with the charity. The charity must “seal the deal” by proving its performance through actions.

3. To have relevant options and play a part in the mission

Donors want results and want to feel as though their participation in the mission is making a difference. If they don’t see impact on the mission or progress towards a goal, the alignment of what the donor wanted from the relationship and what the charity was trying to accomplish comes into question.

Additionally, donors want to be actively involved; they want to be in the driver’ seat relative to how they engage with the charity, how they are communicated with, and what types of opportunities they are offered.

4. To have a dialogue…to be “known”

They want access to information from the charity and they want to inform the charity of their interests: what they consider important and what needs they have.

As years come and go, donors are gaining a clearer vision of how they best fit into the mission and goals of various charities. The relationship is business and personal, emotional and physical. Donors expect charities to understand that and expect to be seen as a pivotal part of the mission.

Like this article? Fundraising Success has a great article about Creating Cause Ambassadors.