A common question fundraisers encounter is “How do we reach out to donors who haven’t made a gift to our organization in years?”. Often this inquiry is proceeded by the exhausting yet painful truism “We can’t just call them up after all this time and request a donation!!”.
Fewer actions would rival the crassness of a charity reconnecting with a donor with whom they haven’t communicated in several years – and likely have yet to thank for their last gift – and instantly asking them to contribute to some appeal. Imagine a former friend or distant family member that last spoke with you 5 or 10 years ago calling out of the blue to borrow 50 bucks from you. The response that most would give is one that is not appropriate to post here.
If the ideal giving prospect for an organization is a current donor, the second best is a lapsed supporter because they already are familiar with your organization’s work and have expressed an affinity for it. So how do we re-cultivate relationships with them? Below is an approach that anyone can apply to reboot relationships with their past donors, sponsors, volunteers, members or in-kind supporters that ended abruptly and/or acrimoniously:
1) Begin With An Immediate Apology
Regardless of whether you are at fault and no matter the conditions under which a loyal donor stopped giving, restarting a conversation with them begins with a heartfelt apology for the unacceptable length of timed that has passed since the charity last engaged them. This is non-negotiable.
Chances are somebody on your side of the table dropped the ball and allowed the relationship to dissolve unceremoniously. The donor is left with a persistent bitter taste in their mouth from the neglectful and indifferent treatment they received from the organization. Acknowledge this misstep and let the donor know how remorseful the charity is for neglecting their needs and for failing to value their generosity. Above all, assure the donor it will never happen again.
2) Pinpoint The Specific Reason Why The Donor Left
Hopefully the incident that convinced the donor to cut ties suddenly preceded your involvement with the charity. If so, you likely are unfamiliar with the entirety of the story since the donor never had an opportunity to tell their side. Although it may trigger some unpleasant thoughts, gingerly ask the donor to share the reason(s) for withdrawing their support. Explain that it is vital for the organization to know this information to prevent a repeat occurrence of this reckless act.
3) Bring Them Up To Date
Remind the donor that their contributions of “time, talent and/or treasure” have inched the organization closer to realizing its mission. Explain how the level of impact and positive change created by your programs would not have been achieved with their gifts. Your objective is to work with the donor to regain a fundamental sense of connection with the charity and its work.
You can stimulate their quest to rediscover their affinity by posing some these questions:
· “What is your fondest memory about your time with the organization?”
· “What organizational event, milestone or achievement were you most proud to be a part of?”
· “Tell me what you found inspiring about the organization and its people?”
· “Who among the board, staff, volunteers do you respect or admire the most and why?
· “Is there a specific program or facet of the organization that appealed to you and why?”
Such questions restart the two-way conversation between the donor and the charity by inducing verbose responses from the former. Replying to these queries establishes the mental framework the donor needs for their quest. It compels the donor to reflect on their previous involvement with the charity and the tremendous impact their contributions had on the community’s well-being.
Once you detect that a fundamental reconnection is in place, offer to bring the donor up to speed regarding the organization’s great work and accomplishments that have occurred since their last engagement. A lot of great things are happening that residually are a result of the donor’s prior investments of money, volunteer efforts and in-kind support. It is a safe bet that they would like to learn more.
4) Regain Their Trust
Getting a lapsed donor’s forgiveness is easy. Regaining their trust can be extremely difficult. It is far too early to request any form of support or invite them to participate in any fundraising appeal. Rather the real work begins.
You must now embark on a tedious journey of guiding the donor back into the fold by helping them to rediscover the passion or amplified interest they demonstrated for the mission prior to their exodus. At this point the donor justifiably may feel some resentment towards the organization stemming from the disappointing way they were treated. Your aim is to navigate them through this negativity and reacquaint them with aspects of your charity’s work that resonated with them earlier.
I have often said that stewarding relations with donors is applying a customer service approach to philanthropy. It is also my belief that each of us possesses an inherent need to be our sister’s or brother’s keeper. As fundraisers, board members and non-profit leaders, we have a duty and responsibility to help our donors fulfill their philanthropic aspirations.
Central to this task is encouraging the donor to reflect and reminisce deeply about their journey with the organization. Present them with questions that generate elaborate multi-dimensional responses like the following:
· “What are your thoughts about the recent accomplishments of the organization?”
· “What surprised you about the charity’s recent history?”
· “What do you feel the organization could have done differently?”
· “What do believe are the organization’s strengths or weaknesses?”
· “How do you believe this program should be delivered?”
· “Is there any aspect of the organization’s programs that needs improvement and why?”
· “What are your impressions about the organization’s leadership?”
· “Is there anything about the organization and its work that you don’t like?”
· “What is the biggest change that has occurred in the organization since your last communication?”
Most importantly, listen vigilantly to their responses for indications that their affinity for the charity’s mission is being restored. Do they sound optimistic about the future? Do they share fond memories from their previous involvement with the organization? Do they seem energized by the charity’s recent achievements? Do they complement and speak highly of the current leaders within the organization? Are they providing you with highly detailed suggestions about charity programs? Are they generally satisfied with the overall direction of the charity?
5) Determine The Next Call-To-Action
If none of the above-mentioned benchmarks are noticed after numerous re-engagement attempts, graciously allow the donor to ride into the sunset because they are no longer interested. Conversely, should they display even a few of these behaviours, it is a safe bet that you have recaptured their trust. A healthy rapport has been established between the donor and the organization. You many now take things to the next level.
Reviewing your communications with the donor should provide you with the information you need to forecast the relationship’s next call-to-action. To determine exactly what it should be requires you to consider the donor’s current interests, values, beliefs and giving capacity.
In most cases, the next call-to-action is simply donation request. Though it may also be a volunteer assignment, an in-kind request, or nominating them for an award. Regardless. your objective for the near future is working with the donor towards reaching it.
If The Donor Left For Benign Reasons
What if the donor left for benign reasons such as a reduction in household income, paying for their children’s university education, or caring for a sick relative? The good news is the donor disengaged under positive circumstances. Little to no resistance should be encountered during attempts to reconnect.
That said, apologies to the donor might be in order if a substantial block of time has lapsed since their last communication with the charity. In either case, renewing the conversation with these supporters involves an instant expression of gratitude on the charity’s behalf for everything they have bestowed upon the cause.
Of course, update them regarding the latest outcomes and positive change that the organization as you would with aggrieved lapsed donors. However, when they are ready to re-pledge their monetary, in-kind or volunteer support, expect that it may be at a lower level than their previous gift. Despite the hard work that may be required to return them to their prior giving level, it is far easier than trying to win over a new prospect.
