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"WHAT WE’VE GOT HERE IS A FAILURE TO COMMUNICATE."
Written by: Billy SharmaArticle Overview: When it comes to charities, one neglected area where communication fails miserably is during Post Gift Communications.
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Free Download - WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE? By Billy Sharma |
"WHAT WE’VE GOT HERE IS A FAILURE TO COMMUNICATE."
Remember that great
line from the movie Cool Hand Luke.
One neglected area where
communication fails miserably is during Post Gift
Communications.
A study showed that 84% of individual donors and 83%
of corporate donors voiced dissatisfaction about the quality of information and
appropriate response they receive from the charity they have just supported.
The very least that most donors expect and deserve
after they have made a contribution is:
1. Prompt personal acknowledgement of their gift
2. Conformation that it was used for the purpose it
was intended
3. Meaningful results
The act of giving for the donor is an act of love, an
unselfish response that combines an emotional feeling with an intellectual
decision. Their passion can easily be quashed if the charity fails to
acknowledge and adequately thank the giver in a timely manner.
As I stated before, is it any wonder that many
charities find that renewal rates from first time donors often drop by as much
as 50% and that 90% of lapsed donors slowly tend to evaporate within five
renewal campaigns.
Many studies have reported that only a handful of
charities bother to send a "thank-you" note in a timely manner.
Donor
attrition increases when there is silence or acknowledgement that is badly
communicated.
If you don't give them timely evidence of the good done with their contributions,
they will quickly draw their own conclusions. They may feel:
1. The charity did not live up to its mandate
2. They don't need me.
A typical
thank you note often looks like this:
Thank
you,
YOUR
TRANSACTION WAS APPROVED!
Please
print a copy of this receipt for your records.
How insensitive is that?
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About the Author: Billy Sharma RSS for Billy's articles - Visit Billy's website  Click here to visit Billy's website   HOWTO PRESENT YOUR BEST FACE WHEN YOU SEND YOUR FIRST PIECE OF MAIL WHAT WEVE GOT HERE IS A FAILURE TO COMMUNICATE THE FOUR MAJOR DIFFERENCES BETWEEN EMAIL AND DIRECT MAIL HERES SCIENTIFIC PROOF THAT DIRECT MARKETING WORKS WHY DO MARKETERS LEAVE THEIR BRAINS AT THE DOOR WHEN THEY CREATE THEIR WEBSITES |
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