BlogSpot: Donors Wonder Where Their Money Goes

Bruce Campbell, a pioneering researcher into donor attitudes and behaviour, found that "information regarding how finances are used" was among donors' top concerns. They wonder, "Did you spend my money on paper clips and business lunches? Or did you really use my gift to change the world?"

Don't leave your donors guessing on this point. They will guess wrong … and not in your favour. One real reason renewal rates, retention rates and long-term loyalty stubbornly remain so abysmally low is because donor scepticism has been left to fester. What an opportunity …