And Then a Donor Said This
Over the past 34 years, we have had the opportunity to survey thousands of local United Way donors. On every survey, one of the last questions we ask donors is “Are there any suggestions or comments you would like to make about [fill in the name] United Way?”
And Then a Donor Said This:
“You got your money from me for the year, please leave me alone.”
“I no longer believe that contributing to United Way is the best use of my money.”
“Headed down a road to oblivion.”
“Make more noise. Let the public know you are here”.
“I have a somewhat cynical view of the United Way. To me, it looks like a marketing organization.”
“Honestly, I have no idea what United Way is actually doing here or how they are helping.”
“It's time to step outside of your comfort zone.”
We Couldn’t Have Made This Up If We Tried
“I make my contribution to United Way and then it goes POOF!”
“____ United Way is adequate, but I would prefer stunning.”
“Do not over think this. We will give, as long as you do not screw-up. You are oatmeal solid, but not in the front of my mind.”
“You might think I am a nut, but I am a nut with money.”
“I give to United Way for the warm fuzzies!”
What Do You Want Your Donors to Say?
You might be reading all of these comments with a chuckle and a smile. But, have you thought about what your donors would say about your United Way? Would they be smarter, more informed, or more approving than these donors?
The question you cannot ignore is “What do you want your donors to say?” Here is a great exercise to try with your staff and/or board. Give everyone an index card and ask them to write down three (only 3) things that they want every donor to say about your United Way. Using an index card is important, as you want to give people just enough room to write down three concise things they want your donors to say and not a doctoral thesis.
Gather the cards and look at what people wrote. Did you find that . . .
There was not agreement on the three things donors should say. If so, discuss and reach consensus as to the three most important things donors should say.
There was not agreement on how to say these things. If so, look at all of the possibilities for saying these things, but then center your messaging around some common language you will use constantly and consistently to build greater awareness and understanding among your donors.
There was recognition that your donors might not be saying these things. If so, you might want to survey or talk with your donors to learn more about what they believe or perceive to be true about your United Way.
Doesn’t Make Any Sense
One of the most memorable comments we ever received from a donor was this:
“Thank you for your recent survey regarding the United Way. I am hard pressed to complete this survey because I don’t know how to answer the questions. In reading through the questionnaire, I realize I don’t know anything about what the United Way does. I never hear anything about how the money was spent, whom it was spent on, or to what benefit my donation made to the community. In fact, I never hear anything from the United Way until they want money again. I’m beginning to realize that this doesn’t make any sense. I’m not sure why I am giving money except on the reputation of the United Way. Maybe this needs to be reconsidered.”