The Donor Conversation
Successful Philanthropy "pulls heartstrings" for a cause not just in the moment of donation but by keeping the feeling alive through ongoing and authentic dialogue.
In my last article, I shared my experience with building lifelong donor relationships. For these relationships to thrive for a lifetime, communications and recognition must be immersive and meaningful. Simply put, the quality of our conversation with donors defines how they feel over time. The "conversation" encompasses all of our communications with donors since we often reach them by mail, email, or social media. What does this mean in practice? How do we know we are hitting the mark?
We know when we feel it - the revelation that we can make a difference and the joy of being recognized for our efforts and shown the difference we make. A quality communication or gift stands out in a world full of disposable experiences.
I currently serve as Chief Development Officer at Gaylord Specialty Healthcare, a place of healing for over a hundred years that rehabilitates patients suffering from life-altering strokes, spinal cord injuries, brain injuries, as well as chronic conditions such as multiple sclerosis. Many of our donors, including those who leave lasting legacy gifts, are former patients who experienced rehabilitation first-hand at Gaylord.
After weeks (or months) in our care, they receive a "farewell" package and a series of follow-ups designed to keep the conversation going. If these communications are successful, former patients become contributors to our mission.
And then, we are responsible for saying thank you to the people who keep our mission alive, helping us challenge the limitations of rehabilitation medicine. It feels almost scary, like a task of enormous proportion and importance! But then I think of the thank-yous that mean the most to me, mostly from my children. These are simple words, gifts, and actions that speak directly to my heart. "Thank you for making mac-n-cheese," the dolphin figurine gift from my daughter because she will never forget watching the dolphins together at the beach last summer. That's all we need to do - say thank you in a way that helps our donors never forget the need for, and impact of, their support.
How do we know we are producing communications of the highest caliber? We look at each piece from their view. Does this speak to the heart? Communicate critical need? Demonstrate meaningful impact? If not, it is just another disposable experience.
