Donor relationships in action. Have you checked in on yours?
In our last blog we talked about the timing of your ask. An act of inspiration rather than persuasion, the key to good timing lies more in the quality of your donor relationships than it does any cut and dry fundraising formulae. We see that term a lot. Relationships. And for good reason. But in the current climate - surrounded by angst, uncertainty, and funding shortfalls – it can be easy to forget them. To send out a barrage of emergency messages and funding appeals without taking the time to check in on the people that receive them.
When was the last time you asked your donors if everything was okay?
Of course, we know that a lot of charities are already doing this – and these small acts of kindness can go a long way to help beneficiaries, supporters and their families through this time of crisis. Still, it doesn’t hurt to be reminded, and we think the RNLI’s recent supporter care video is a great example of this process in action!
“Wherever you are. You’re probably feeling uncertain about the future too. That’s why I wanted to get in touch, and say ‘today, we’re sending our support to you.’ ”
Dave, Volunteer Crew Member (RNLI)
Love the quote? Watch the video in full
In 54 seconds this one, short video clip does it all. Raw, human and beautifully simple the message is clear: we care about our supporters. We care about YOU. Delivered direct from a volunteer crew member (Dave) this message isn’t about money. There is no ask. No agenda. Just one person offering their support to another. Even if you’ve never donated to the RNLI before, it is hard to watch this video and not feel part of the family (or want to join it!). Why? Because this message shows you exactly what they have made. A family.
Donor experiences do not get any better than that.
There is an important lesson to learn here. There isn’t a charity in the world that was prepared for the havoc COVID-19 has created. For the funding shortfalls, the furloughs, the gaps in service provision. It might not seem like it at the moment, but there will be life after COVID-19, and we need to be prepared for that. We need to be looking forward and planning for the future. And of course, your supporters will be part of that plan. Part of the rebuilding process.
So take the time to ask if they’re okay. It doesn’t have to be a video. A phone call, an email, a photo message, or handwritten note – there are so many different ways. Whichever you choose, this is the time to show solidarity. To show your donors that they are more than just a credit card. That you see them as people. Real people, facing real problems and challenges.
Yes, COVID-19 has hit the sector hard. But that doesn’t mean there aren’t any silver linings to be had. Maybe, just maybe, a new bond - the chance to build better relationships with your supporters, is another one to add to the list. COVID-19 might be our present, but it is your relationships that will stand the test of time.
Take every opportunity you can to invest in yours.
