Holly Hall from Inside Philanthropy talked with fundraiser Ron Schiller, who said “One big (but constantly repeated) mistake is spending lots of time, effort and money focusing only on the organization’s needs, campaign goals and timeline, and then showcasing those needs in slick capital campaign brochures, videos, and other materials—before even talking with donors.”
This is a huge misstep for nonprofits, as donors are not motivated by campaign deadlines and, instead, are motivated by organizations whose needs match with their values. In fact, research has found that 78 percent of high-net-worth donors give according to their personal values, and only 6 percent give strictly in response to an organization’s ask.
Listening to your donors allows you to find out what their motivations are for giving, while also giving them the opportunity to feel like a partner rather than a source of money resulted from your carefully honed pitch. It’s important that you don’t just say what your needs as an organization are, but that you listen to your donors and find out why they are donating so you can meet your donors where they’re at.
Here’s what to listen for when talking with donors:
So, next time you’re preparing to make an ask for a fundraiser, appeal or campaign, we recommend taking a step back and listening first – your donors will appreciate it!