Upload
aneugass
View
344
Download
1
Embed Size (px)
Citation preview
Fundraising Training:What Donors Want
By Antone Neugass
What do donors want?
?
For many non-profits, it’s harder than ever to know what donors really want. This presentation sheds some light on this question in an effort to help you maximize your fundraising success.
Most Donors Want
• To make an impact or difference (results)
• To give to causes they are passionate about
• To give to effective, efficient, and trustworthy organizations
• Acknowledgement and the option for recognition
• To know how their donation was used
• To know how you are collaborating and leveraging their gift
So You Should• Provide results
• Engage people’s passion
• Emphasize the meaning of their donation
• Ensure transparency
• Provide opportunities for recognition
• Increase involvement through regular communications
• Listen, learn, and understand their motivations for giving
Bi- and Multi-lateral Agencies Want• To advance national or global
objectives (diplomacy)
• To invest in large interventions with large impacts
• Transparent and effective aid
• To leverage partnerships and other support
• Private sector perspective/input
• Rigorous theory of change, methodology, management, and evaluation
You Should
• Strictly adhere to guidelines and requirements
• Provide analytical and well-grounded theories of change
• Construct cohesive, measureable, outcome-focused log-frames
• Demonstrate rigorous evaluation methodology and planning
• Demonstrate appropriate, well conceived, strategic partnership opportunities
Corporations Want• A return on investment
• To expand markets and access
• To achieve compliance and manage exposure
• To protect and enhance their brand and image
• Access to information, networks, experts
• To develop community
• To best their competitors
• To increase retention and workforce loyalty
• To engage and entertain customers and employees
You Should• Emphasize the value of
the relationship
• Use short and concise communication
• Focus on results and benefits
• Highlight promotional opportunities
• Facilitate networking
• List other corporations that you work with
• Provide case studies
Individual Donors Want• To help others and give back
• To give to reputable organization that won’t waste their $
• To give to organizations with legitimacy and respect
• To hear personal stories about why their gift is needed
• To be involved
• Personal attention and recognition
• To know the latest news and current developments
You Should• Engage on personal and
emotional level (e.g. stories, pictures, experiences, testimonials)
• Focus on key causes
• Tailor communication
• Highlight how investment has benefited the organization
• Use non-technical, jargon-free language in your communications
Foundations Want• To support their causes and
fulfill their missions
• To maximize impact by funding most effective organizations
• To acquire and share tools, best practices, and information
• To invest in experimental ideas with high chances of success
• Private sector perspective/input
• To leverage partnerships
You Should• Focus on key causes
• Use their keywords and phrases
• Follow guidelines carefully
• Draw connections to other issues/projects they care about
• Focus on lessons learned and overcoming challenges
• Show how helping them achieve their priorities
• Emphasize partnerships and efficient implementation
• Communicate regularly
About Antone Neugass: For more than 10 years Antone has helped nationally and internationally recognized non-profit organizations achieve fundraising success. Antone is an experienced grant writer and has expertise in organizational development, non-profit management, monitoring and evaluation, and strategic communications.