7 keys to a donor-centered approach

January 27, 2015       The NonProfit Times      

Let me not criticize a man until I have walked a mile in his shoes, and I hope lie anything his shoes fit me.

Fundraisers know a lot about fundraising, usually, but many of them neglect to think of the people from whom they are trying to extract money.

During the 2014 International Fundraising Congress (IFC), Jann Schultz of Project HOPE tried to take participants on a walk through the donation experience by getting nonprofit leaders to see what it is like to walk in the donors’ shoes.
Schultz offered Project HOPE’s seven keys to creating a donor-centric approach to fundraising campaigns. This means the organization is committed to serving its donors, volunteers and advocates with the same exceptional care that Project HOPE delivers to vulnerable, sick and hurting people around the globe.

The seven keys are:

  • Donor first commitment. It is a philosophy, a charter, a culture;
  • Why I Give: offers that motivate and benefit the donor;
  • Donor journey. It means the right message, in the right place, at the right time;
  • Donor choice. Providing an array of access and options in a multi-channel world;
  • Five star donor service. Always remembering exceptional delivery of the fundamentals;
  • Donor appreciation. Having a grateful heart; and,
  • Donor interaction. Two-way, transparent communication and engagement.