Donor fatigue is a theory I’ve never fully subscribed to. Largely, because I don’t think people get tired of giving. I believe they get tired of uninspired, cookie-cutter solicitations that lack personal significance. If we’re doing our job poorly, an accusatory finger should be pointed inwardly, not at the general public.
Some things in life never get old. Your favourite movie, a great piece of music. Some things do though, like a joke you’ve heard one too many times.
One thing humans never tire of is being the recipient of honest, heartfelt gratitude. Like a timeless piece of music, gratitude has an incredibly long half-life. The opportunity to surprise and delight donors simply by saying thank you is present more often than you might think.
I get the sense, and I don’t think I’m alone, that donors are best served by a sector-wide understanding of fundraising fundamentals first, application second, innovation third.
Why is this relevant? Because one bad experience for a donor can spoil their outlook on fundraising for many other worthy charities, and the beneficiaries of those programs. On the flip side, one great experience can create a halo effect that everyone in the sector benefits from.
Maybe you are the one that is tired of fundraising
If I’m wrong and donor fatigue is a real thing, it has nothing whatsoever to do with the donor. The problem is you, your organization, and something you’re doing wrong.
Not every donor is going to give to you every year from now until the day they die, no matter how good you or your appeals are. Good fundraisers know this. They plan for this. They have strategies and contingencies in place so budgets continue to be met.
Good fundraisers don’t blame slumping results on a bogeyman named donor fatigue.
Every time you or I interact with a donor, we add a brushstroke to their ever-evolving personal experience of philanthropy, service and gratitude.
We’re adding a line to a story that we all have a hand in writing, and when done well, we all stand to gain – especially the donor.
Good fundraisers empower donors to change lives, and that is a feeling that never gets old.
Brock is Manager of Development at War Child, a humanitarian charity known for innovative online fundraising and engagement strategies. He oversees the annual and monthly giving program, donor stewardship, and donor systems management. He is a Certified Fund Raising Executive (CFRE) and has attained Professional level Blackbaud Raiser’s Edge certification (bCRE-Pro). He has presented on ePhilanthropy at past AFP Congress and Fundraising Days, Digital Leap, MyCharityConnects and others. He has been published in Fundraising101, Hilborn Charity eNews, and Gift Planning in Canada. Follow him on twitter @brockwarner
