As acquisition gets harder, we ask the sector if 2012 is the year charities will begin to invest in supporter retention and development
Tony Elischer, managing director at THINK Consulting Solutions
“Only if charities are behind the curve
Acquisition started to change in late 2008 when the media persuaded the country that we were in total financial meltdown at every level. Smart charities realised that it was critical to change the way they delivered stewardship, and over the last three years have invested more resource, energy and creativity in connecting with supporters.
When supporters begin their journey with a charity, it is our responsibility to show them where they can go, if they want to, and to meet their interests, values, motivations and inner needs.
2012 is about doing the basics with excellence, and applying our knowledge fully and consistently. We must also remember that we cannot give up on recruitment, no matter how tough it becomes; a healthy charity has a healthy donor pipeline.”
Ted Gladdish, charity consultant
“Charities need a more commercial approach
Prior to joining the fundraising sector ten years ago, I worked in the commercial sector. I find it quite amazing that charities, both large and small, have little idea of how to manage supporter engagement and retain new donors.
Why do so many charities not recognise the importance of this in keeping donors on board? In some cases, it may be due to a lack of engagement, either with the cause itself or with the fundraising team supporting the donor.
Within the commercial sector it is generally accepted that a client would be 'wined and dined' to thank them for their custom - charities should also be thinking about how they 'thank' their donors.
I believe 2012 will prove to be the year that rewards the more forward-thinking and commercially minded charities.”
Giles Pegram, fundraising consultant
“It’s a bit late now, and really, we need to go further
The essence of stewardship is connecting the donor with the cause: every communication should reinforce their original decision to give. There should be some communications that do not ask.
When you buy something online, you make a payment and a few days later a book or CD arrives. When you give to charity, all you get back are communications from fundraising. Therefore, those communications need to be looked at holistically, and we need to ask the question, “Will the donor feel good about supporting the charity having received these communications?”
2012 should be the year fundraising asks itself “Are we really engaging with our supporters, or is every communication a veiled request to give?”
Fabian French, director of fundraising at Marie Curie Cancer Care
“How charities can best utilise their resources is the real issue
The fundraising environment is tough right now, and many of us think it will get worse before it gets better. Acquisition of new donors is harder and more expensive than ever before.
Everyone in the sector knows that it is more expensive to attract new supporters than to retain existing ones, but until recently the majority have been half-hearted in their supporter engagement programmes – not least because of the costs and the perceived difficulty in measuring the performance of these initiatives.
Many charities have now started increasing their focus on stewardship and donor retention, but it is clear that those who get it right will reap the benefits in this difficult climate.”
Bernard Ross, director at the Management Centre
“Stop looking for the next big thing, try the next small thing
Many fundraising directors are still looking for the next big thing; ideally the acquisition programme that will drive new donors to them. The search is fun: you get to talk about cool social media, share your opinion of the importance of risk taking, and meet smart agency people over macchiatos. But actually the real secret of success lies in the small things, specifically the three Rs:
Retain: attrition rates are a like a leak. A steady drip can cause major problems long-term. Keep up your donor maintenance and look for signs of a leaky supporter base.
Re-engage: even when relationships seem comfortable, it’s worth putting some effort in. Why not have a date night - a special communication when you call or meet supporters to make sure the magic is still there.
Re-route: Look again at your donor journey. Are you sure the destination is clear? Have you got your touchpoints and moments of truth sorted? A new journey can be exciting.”
This article first appeared in Fundraiser magazine, Issue 14, February 2012
