The Donor/Charity Contract

Is it time to rethink the deal you have with your donors?

August 2007 By Jeff Brooks

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4 - Donors have a right to know what their gifts accomplish. Put out a donor-centric newsletter. Many nonprofit newsletters are, “Look at us! Here’s what we do!” Instead, say: “Look what you’ve done! Thank you and congratulations!” This leads to better retention, upgrading and, ultimately, more revenue per donor.

5 - Donors have a right to know where their money is going. More and more donors see giving as an investment. So keep them informed both when you ask and again when you report back. Letting donors designate their giving is one solution, but it’s not the only one. What you need to do is be clear about what they’re paying for. And it’s up to you to make it attractive.

6 - Donors have the right to get their money back if they’re not satisfied with the results. Here’s a secret: Hardly anyone ever asks for their money back. Ask a retailer: A money-back guarantee is not a huge risk. You can offer it without fear.

You might have noticed that most of these rights are not new. Donors have them; they just have to raise a stink to get them. Why reserve the best for the cranks? Why not offer it all up front to everyone? You have nothing to lose but tired, old, declining fundraising.

Jeff Brooks is creative director at Merkle/Domain.