Donors today are demanding and looking for more from nonprofits. Millennials are not interested in being associated with their fathers’ charities. Today’s more sophisticated donors are also expecting more from organizations. No one is looking to donate money and then not hear again until the same time next year. Even for a $10 donation, donors are looking for charities that are demonstrating full transparency and accountability. They are also looking for forward thinking organizations that know how to effectively use the new best practices and resources available to them.
Here are some things that your donors want to know about your organization:
- Metrics – Today’s donors at all levels are looking to support organizations that are able to quantify what they are doing. Donors want to be able to see evidence that the work a nonprofit is doing has measurable results and impact. Institutional funders in particular are demanding that charities have sound data collection and evaluation strategies.
- Cause – Nonprofits sometimes focus on disseminating information about themselves, but they miss an opportunity. Today’s donors not only want to know what you are doing to help address education, poverty or disease, but they want to be informed about the overall cause. The most effective communication between nonprofits and donors is happening with those organizations that are not only promoting their own work, but also speaking about the cause itself.
- Money – Access to information via the Internet has permitted donors unprecedented abilities to evaluate an organization long before they get involved. Organizational financials are easy to access and leading nonprofits are readily informing the general public how much it costs to, say, feed a child for a day or build a classroom in rural Africa. Exciting people to become loyal donors means talking about dollars and cents with them and communicating how their gifts will actually make something specific happen.
- Feedback – Look around you. On any given day, the communication revolution continues. People are no longer only obtaining their information from the old media sources. They are reaching out to thought leaders across the world in actions as simple as a tweet. Nonprofits are increasingly engaging their donors in a conversation. They are asking questions and asking for feedback. This is particularly important to Millennials who have grown up with a constant dialogue of information.
- Variety – Donors are seeking to have their information provided to them in various formats and presentations. In the old days, charities would send out information and newsletters in the mail and this was sufficient. This is no longer the case. Donors are looking to receive information from organizations they support in a variety of ways and through various platforms.
© 2015 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.