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This time it's all about me 2

Fundraising | 30 Sep 2008

I’m in the process of leaving Australia, my home for the past nine years, as I’m off to live in London for the foreseeable future. Whilst tidying up my life over here I’ve contacted some of my favourite Australian organizations to whom I’ve been a regular monthly giver over a long period of time to ask them to stop my direct debit payments.

And do you know what? Not one of those organizations has contacted me to say “Thanks Jan. We’re sorry you have to stop your payments, but on behalf of our beneficiaries we want to thank you for everything your gifts have achieved for them.”

Now I don’t expect rose petals to be strewn at my feet simply because I was a regular donor. But these are causes with which I have been emotionally engaged. I thought I was in a relationship with them and to be allowed to slip away with not even a ‘thanks for last night’ does make me feel a little low. Did my support mean so little to them?

Would it colour my decision to join them again when I return to Australia? I have to be honest and say I think it will in some cases. My core charities will probably get me back regardless because I’m a bleeding heart liberal and supporting them is important to me. But some of the marginal ones will likely miss out because they haven’t been able to show me they noticed my support.

I know it costs money to send me a letter or even an email. And donors tell you in focus groups to save your money and not write to them (by the way they are lying to you and we have the evidence to prove it). But isn’t there a way to spot when a long-term donor cancels and be nice to them? If not, what good are our snazzy databases and well trained supporter service staff.

I read Ken Burnett’s book Relationship Fundraising many years ago and still often find myself recommending it to clients and staff at Pareto Fundraising. I’ve long since distilled its message to “be nice to your donors, show them respect and treat them like you’d like to be treated.” From my recent experience, Ken’s disarmingly simple message has got lost in the mix. And for this donor, it doesn’t feel good.

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