DONOR RECOGNITION TRENDS
During the past 15 years donor research has revealed a differentiation between:
Men and Women Philanthropists
- Men are often motivated by competition: who can give more to achieve public status.
- Women are often motivated by mission: what mission am I supporting to achieve private satisfaction.
Older and Younger Philanthropists
- Older Generations - Matures and older/more traditional Baby Boomers are often motivated by a sense of obligation and are easier people from which to raise funds.
- Younger Generations - Young Baby Boomers, Gen X, Gen Y and Millennials - are often motivated by a return on investment. They are regularly called charitable venture capitalists. They want to see tangible outcomes/results and experience emotional satisfaction. Some are even willing to take risks on new projects that may not succeed in traditional ways, but will break new ground in showing what programs work and do not work.
How can your company:
- Address all four needs?
- Promote the mission and outcomes of a campaign and not just the gift amounts and donors?
- Offer virtual products or incorporate multimedia options?
- Be a real partner to your customers regarding building stronger donor relationships through the stewardship equation: Gratitude + Information on Impact + Access
To discuss further, contact Maureen Schuerman, CFRE, at 414-510-1044
EMERGING TRENDS IN DONOR RELATIONS:
This new decade heralds significant changes for Donor Relations and its influence on fundraising success. We see that these emerging trends share a common theme: to build better relationships with donors as a means of fostering greater giving. As is the case with all relationships in our current crowded, information-saturated world, the emphasis will be on the quality, not the quantity, of donor interactions.
We’re monitoring five primary indicators, with an eye on how they’ll evolve and find expression in the day-to-day activities of our clients and their donors:
1. Donor Relations is maturing as a formal profession – Research has proven that what matters most to donors is timely, accurate information on the progress made by the organization as a result of the donor’s gift. This crucial responsibility has given rise to a new set of professionals dedicated to donor interactions that are effective, efficient and creative, the donor relations professional. See the Association of Donor Relations Professionals ADRP website to learn more about the vital role they play.
See also: Donor Recognition Policy Planning.
2. More institutions are formalizing donor relations policies and procedures - As the concentration on best practices in donor relations increases, fundraising organizations are defining specific policies and procedures that direct consistent, manageable donor touch points. Decisions are codified, building sustainable programs that are not dependent on institutional memory or the talents of a single staff member. Our website provides more information on
3. Vendors are now offering “donor recognition” services, not just finished product – As clients increase their program expectations, vendors are providing “services” beyond those related specifically to the design and implementation of a specific display or set of plaques. The most frequently offered service is an audit – a documented survey of all existing recognition elements. While we have long advocated this “look back” as a first step in deciding what plans to formalize into policy, be aware that a product manufacturer, by definition, lacks an unbiased, strategic point of view. Generally, they also do not offer the marketing and communication expertise required to develop a fully comprehensive donor relations program meant to serve now and then evolve with the organization into the future. The best bet is to seek out a consultant with no products to sell, one well versed in balancing the needs of annual, cumulative, planned and special project giving programs with the notions of moves management that foster continued giving.
4. Online giving is increasing the fundraiser’s ability to reach broad audiences and analyze donor behavior – Automated giving vehicles, such as Groundspring.org, make it practical to manage a larger pool of smaller donors. Through technology it is easier to track the giving of those looking an affinity with the organization’s mission, signifying them as likely targets for major or planned gifts. Note that it is critical that appropriate, affordable mechanisms for donor recognition emerge now in tandem with the growth in this sector. Doing so will assure the institution that the quality of the relationships with these donors (donor relations) remains high. Again, communication and relationship-building with a new donor are keys to repeated giving!
5. Online interaction between donors is anticipated – As social media continues to gain in popularity, it is only reasonable to expect that it will be a significant factor in the non-profit arena. To date, we see fundraiser’s focused primarily on building an online presence through Facebook, Twitter and other social media venues. However, as successes are achieved and documented, next will be the development of methods to monitor (if not control) the interaction between outside parties, including donors. Those comfortable with social media are already embracing the technology. See the C.A.S.E. award-winning University of South Carolina’s Faces of Y’ALL program for building a network of young alumni donors through social media, all the while capturing the data associated with those alums.
If you have comments, contradictions or other predictions, we welcome your additions to this list! We’ll elaborate on these trends, among others, as the year progresses and look forward to your participation.
Written by Robin E. Williams and Anne Manner-McLarty
Robin E. Williams, Incorporated
Non-Traditional Donor Recognition
The buzz every where you go is about social media and how we can use social media to promote our causes. What about using LinkedIn, YouTube or Twitter to promote the message of donors? Every donor has a story to tell, and social media is uniquely poised to get that message out.
The Rhode Island School of Design lists new annual fund donors as they come in during on-air radio and t.v. drives.
You can find searchable donor listings, such as the one at the Air Force Memorial, which allows greater interactivity.
State of the art interactivity might include a kiosk or video screen in front of a donor wall. Visitors to your donor wall can touch a button next to a name, or pull up a directory on the monitor, and short videos can tell the donor's story, in their own words. Very strong and powerful. A donor wall should be the strongest marketing tool that you have to bring in new donations. Contact Curt at RCB for more ideas: Donor Recognition Help
