Thought I had shared and talked about this before, New Sponsorship Revolution (Abby Clemence), if you’re in the charity sector and you haven’t read it, click now.
I’ve often said there are better ways that charity and business can “work” better together. With the right business connection, savings can be made, other income streams can be opened and more.
Read New Sponsorship Revolution now.
As usual your comments, thoughts or other are welcome.
It’s not often I rant about an issue per se here, but after reading what Bob Jones had to say in the media yesterday (Tuesday 17 Jan 2017) I just can’t hold my tongue, or should that be my fingers.
Bob Jones, said in a report to media, as reported in the NZHerald that homeless people were essentially scum and worthless lazy buggers, sadly he doesn’t understand the reality and perhaps before he rants he should take timeout and sat and talked with some of the people sitting on streets asking for money.
I’ve spent many an hour speaking with homeless and beggars, not all homeless are beggars and not all beggars are homeless, they each have their own reason (story) for why they are where they are.
People like Bob Jones, and others who only want to moan, rant and say that people sitting on streets asking for money are scum and, more recently that begging should be banned, need to get their arses off their leather seats, and walk a mile (ok, a few metres) in the shoes of some people living off the street.
Unless we understand the whys of why people are living on and “off” the street then we can truly know what’s happening and how we can help.
We can all help, even if it is simply saying hello – don’t judge lest thee be judged.
There are people living on the streets who want to work, but because they don’t have a fixed address they can’t get jobs, because they haven’t been able to get a job for a few years they can’t get a job … drugs and alcohol are not the only reason, race is certainly an issue, but not the issue they are where they are at, the reason they are where they are at where they are is because of their race .. sadly we are still a racist country.
Yes, I’m angry, I’m angry because people like Bob Jones get to vent about people less fortunate but less fortunate people don’t have a voice, we need to be their voice, we need to sit and listen to them, to hear their stories and help where we can, they’ve been beaten down enough..
We need, nay, we must help lift those in need, we need to put our hands out, open our hearts do what we can to help.
Your income isn’t where it was this time last year, you check donations, look at your donor database and see that you have a number of donors who haven’t given in the latest round of fundraising. Why?
It could be that you have several donors suffering donors remorse. Yes, this is a real thing, it’s akin to buyers remorse; something you’re probably personally aware of (did you really need that new pair of shoes, that new suit or that splurge on single malt whiskey?)
Donors give for a variety of reasons, and they stop giving for a variety of reasons; one reason some stop giving – is – donors remorse; yes it is a real thing.
Maybe you’ve experienced it on a personal level when you have given something, and almost as soon as you have dropped the donation in the bucket or envelope you have a pang of regret – remorse, and question why you did it.
There’s a few reasons for donors remorse, some people experience it after being prompted by a friend to support a cause, a relative was assisted by an organisation and asked you to make a contribution or, perhaps someone you know had a child selling something to raise funds for a school trip.
Donors remorse is a real thing, it’s something though that organisation probably don’t plan for but they should have some way to factor this into their planning. If someone gives today and later “regrets” it; the chances of them staying around and supporting in the future is very unlikely, yet they’ll still expected to by the organisation, the organisation will likely add them to the database, they’ll receive mailers etc – all at an expense to the organisation, with a very very low probability of a second or subsequent donation being made.
Quite likely the amount given initially will be less than what the organisation will expend to get subsequent donations.
Organisations spend considerable time (and money) on donor retention, but when a donor has remorse this expense is wasted. So a way has to be found to make sure the level of donor remorse is minimised.
Don’t be airy fairy in what the donors support will mean, give real examples of how it will make a difference, personalise how their giving will make a difference. If needed and you’re able to use real pictures and real names – “Lucy will have a better chance … “
When people are asked to support a real need has to be given, a picture painted; something that will stick with the donor – you want them to stick with you, so make sure the image you paint sticks with them.
All the training in the world won’t make a difference to how much you can raise – and maintain, if those making the ask are confident, competent and above all using all the tools you have given them. Monitoring who information is used isn’t prying, it’s an investment, don’t be afraid to use “secret shoppers” – you’ll get real world feedback, not only on how your campaign is going but on how effective those making the ask are doing it and coping.
Are you going to let donor remorse hit your bottom line and impact on year on year giving?
As the population ages organisations need to look beyond their mainstay of donors, the Baby Boomer etc; sorry to say, but this is a dying sector of the donor base.
But, unless organisations are (or rather have) started to work toward attracting younger donors there is a serious risk that organisations will suffer to not only grow, but to continue to do the work they are there for.
Sure, younger people are getting on board and supporting organisations, I’ve seen this, you’ve seen it, but in the main I’d suggest it’s the sexy organisations, not the less attractive ones (this is a perception).
To attract younger supporters organisations need to, yes, I’m telling you what others have been for ages; get savvy with the use of social media, get used to using video, stage events to attract a younger audience (typically millennials won’t want to go to a black tie dinner).
And, change your online presence. Does the website you had built a couple of years ago need an update, come to think of it, when did you last look at how your website looks on new devices – it may look good, readable and usable on your desktop computer; but what does it look and feel like on a handheld device?
Can users quickly and easily make an online donation? If not, you’re missing opportunities; sure there are other apps people can use to make donations to your cause, but why send them to another “site” if you’ve already got them “captured” on your site?
Not sure if you’re site, communication style etc is attractive to a younger audience – that’s easy, invite them to look and give you feedback, get a group of younger people together to talk about what you need to do to attract their age group; not just your look and feel, but your overall message and mission.
You’ve nothing to lose – oh, yes you do, you run the risk of your donors dying off and no new donors to fill their shoes.
See also
People do have more “respect” for businesses that give back, for business who support the community; CSR has been talked about for a long time now, and perhaps more so since continued rise of the use of social media.
I literally stumbled across “The rise and rise of corporate social responsibility” by Marnie Fleming of Parachute Digital and just had to share it in the hope it will further increase discussion. Discussion within businesses about how they can be further engaged in the giving process; as well as discussion within charities about how to connect with business.
The rise and rise of corporate social responsibility
There’s been a significant increase in the growth of ‘corporate social responsibility’ over the years. With more consumers than ever saying they would be willing to pay more for a product or be more loyal if they knew the products they purchase or providers they use are acting responsibly, whether it be how the products are sourced, to giving back to communities, they have a deep seated need for accountability and giving back in some way. And rightly so!
This makes us (the consumer) feel good about themselves, because they’re informed choices of ourselves. I get to spend my hard earned dollars, knowing they will be making a difference somewhere somehow. This also makes me want to shop at that company again (now I’m sticky).
Continue reading Marnie’s article here
http://www.parachutedigitalmarketing.com.au/blog/author/marnie/
charitymattersnz.com 