A couple of weeks ago Reinier Spruit posted a great post on the 101Fundrasing blog. He highlights the need to spend more time and effort learning about our supporters if we are to really drive retention;
“… We’re all taking selfies. It’s all “Me, Myself and I“. But we’re looking the wrong way… we should be taking pictures of our donors. All those snapshots will tell us a story about who they are and what they want…We don’t take the effort to really understand them, talk to them, let alone track their feelings about us!”
So, how do you ‘take pictures’ of your supporters? Here’s a few simple ideas for starters;
- If you use direct dialogue fundraising then go along to the phone room, join the teams on the street, at events and on the door steps in order to listen to your supporters and meet with them. Do this regularly. I am constantly amazed in how little time some charities invest this
- Ensure those same teams don’t just deliver you results and new donors each week, but insight too. Have an agreed process for this
- Set KPIs for donor satisfaction levels. Collect and monitor satisfaction (by email, mail, phone or SMS)
- Review and manage your supporter communications against a set of ‘retention criteria’. What drives satisfaction, commitment and trust, and how good are your communication at driving those things?
Read Reinier’s full article including the inspiring vision for his retention fundraising here