Effective Donor Relations

Full citation:

Hedrick. Janet L. 2008. Effective Donor Relations. Hoboken, New Jersey: John Wiley & Sons. Inc.

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Friday, February 17, 2012

Contributed by Gayle Gifford

In this time of economic uncertainty and heightened competition for the discretionary dollar, charitable nonprofits simply cannot afford to neglect their donors.

Past studies have shown that a top reason that donors say they stop giving is indifference by the charity they give to – a feeling that they and their giving don’t really matter.

I know that I’ve felt that way on more than one occasion, surprisingly when its from organizations with which I’ve been closely connected.

Donors want to know that the causes they support appreciate their giving. They want to be more than just an account number on a mailing list.

Even though I’m in the profession and understand how understaffed so many organizations are in development, I still feel personally slighted when my name is misspelled, or a “dear friend” letter arrives from the organization on whose board I’m serving, or the organization with which I’m actively involved assumes that because the check I signed to a cause I care about came from a joint checking account it must be a gift from my husband as well although no one bothered to call to confirm that was so.

Every time your organization connects with a donor, whether that’s about money or program or anything else, that interaction leaves an impression on your donor.

Janet L. Hedrick, CFRE, describes these interactions as “donor touchpoints” in her 2008 book Effective Donor Relations.

Janet focuses her recommendations around the strategy of Donor Touchpoint Management (DTM). She describes DTM as an intentionally designed process of donor relations that extends well beyond the interaction that the development department has with the donor. Donor loyalty, interest and commitment are direct results of the donor experience, which are shaped by every interaction a donor has with your organization.

Janet, now eastern region development manager for the Buffalo Bill Historical Center in Cody, Wyoming, shares tips and techniques from her extensive experience in fund development, as a practicing professional, consultant, trainer and author.

Some of the topics covered in the book include:

What donor relations is and why it matters
The Thank You letter
Hosting a thank a thon
Annual reports
Recognition gift clubs
Donor recognition displays and events
Naming opportunities

Helpful tips and tools to get even the novice started are sprinkled throughout. I especially liked the “In the Real World” examples of the practices in action.

Also underpinning the recommendations in this book is this message to all fundraisers, staff and leadership: “develop an attitude of gratitude.”

Whatever the elements of the acknowledgement, recognition and stewardship program you craft, it needs to be meaningful, donor-centered, thoughtful and sincerely appreciative, truly honoring each and every donor for their involvement in the life of the organization and its cause.

If you are uncertain what to do to improve your relationships with your donors and would like a basic guidebook, pick up this well-crafted primer. Effective Donor Relations is part of the nonprofit essentials series of titles by the Association of Fundraising Professionals and John Wiley & Sons, Inc., so it also reflects the ethics and standards of AFP.

Chapters:

Foreword

Acknowledgements

About the Author

1. Donor Relations: What?

2. Donor Relations: Why?

3. Acknowledgement

4. Recognition: Part 1

5. Recognition: Part 2

6. Stewardship

7. Donor Relations: Other Topics

Final Thoughts on Donor Relations