I was recently talking with a nonprofit board about the importance of continuously and consistently engaging with donors. “Because it’s a good thing to do” wasn’t cutting it, so I attempted a metaphor.
There are steps in the donor cycle — identification, cultivation, solicitation AND stewardship. It’s not solely about asking for money. Not that asking isn’t important, though it’s not where you generally spend most of your time. And it most certainly shouldn’t be the only time your donors hear from you. You go to an ATM when you need cash, not your supporters.
But where were we? The metaphor, right.
For anyone with pets, one thing you do with some frequency is take them to the vet. Sometimes for illness, others for a routine checkup. Either way, most people probably travel to the vet in a car, and for some, it’s the only time little FooFoo goes in the car. So when little FooFoo sees the car, little FooFoo knows what’s up.
Other people take their pets for car rides all the time. To the store, to the park, to pet play dates, etc. In those instances, when little FooFoo sees the car, it may just not be a wholly traumatic experience. In this metaphor, here are the players:
- Little FooFoo: Your donor
- The Car Ride: Your engagement with the donor
- The Vet: The once-a-year solicitation
This seemed to resonate with the group. And it’s not meant to be silly, it’s reality-based. Long gone are the days when one touchpoint a year is adequate with your supporters. In a time when information is available in a flash — and over one million nonprofits are vying for the same dollars — your people need to hear from you. You need to take them in the car with you all the time (or at least often), and not just to the vet.
You’re doing a new program in-line with some of your donors’ interests? Shoot them a note! You just voted on a great new board member who will help really boost some aspect of your work? Let your donors know! You reached some sort of epic programmatic or financial milestone? Tout it!
There is such a thing as over-communicating, though we’re in the field of feel, and our donors are engaged for reasons of personal significance. More often than not, I’ve found if people don’t want to hear from you, they’ll tell you — either directly or by unsubscribing to your mailing lists. We have such opportunities to be stewards of our organizations’ missions, and in doing so, can be really great stewards of our donors.
So let’s do ourselves a favor; let’s take little FooFoo all over the damn place. The more familiar with the car ride, the less stressful, and you may just clean up less pee along the way — and isn’t that the goal?