Thursday, March 3, 2011

Donor: "May change mind"

Great time in Melbourne at the FIA Conference last week.

I usually figure if I get two pieces of gold dust from a conference it's a good result. I got tonnes over the three days.

One of things that has stuck in my mind is something Ken Burnett said during one of the wonderful sessions he delivered.

Ken shared a story about a fellow fundraiser's insights about donor loyalty.

The three words that were forever etched at the top of this persons mind were "may change mind", referring to the constant battle as fundraisers we face.

May change mind.

Pretty powerful few words.

We probably entertain these words when we study the chasm between good and awful donor care, or on the back of a supporter complaint.

Yet in reality, they are arguably the three most important words in fundraising. Just as Ken said.

They change the way we think about donor conversations. They keep us forever on our toes. They prove the how volatile the relationship between a supporter and our organization can be.

Ken also quoted Canadian fundraiser and author Harvey McKinnon who articulated beautifully where the buck stops when it comes to donor relationships by saying, "donor loyalty is about you being loyal to your donors, not the other way around".

So what should you do?

Keep reminding yourself of those three simple words.

May change mind.

And perhaps consider plastering one of these on your monitor?


No comments: