The Why and How of Listening to Your Donors

Here are five ways you can listen to your donors.

1. Make personal visits. Nothing beats being face to face, even with today's technology. However, if this is not possible, pick up the phone or Skype.
2. Survey your donors. This survey can be segmented for various donor constituencies and sent by e-mail or snail mail. Be sure to acknowledge their response.
3. Hold focus groups of donors. This is especially important when you have a topic of particular interest to them and when their expertise or perspective is needed.
4. On your Web giving page, letters of intent or in pledge cards, provide the opportunity for donors to share ideas or ask questions. You can let them self-select for a brief survey or ask them to get more involved as a volunteer or planned-gift donor, for example.
5. A feasibility and planning study is priceless if done correctly. If you are considering a major campaign, commission a study and have consultants you trust ask your best donors how they feel you are doing and to give feedback on your proposed plans. Be sure to assure their anonymity. I'm forever amazed at the valuable insight shared with a third party under the veil of confidentiality that wouldn't be shared with someone from the nonprofit.

We all want to be appreciated — and be sought after — for our thoughts and opinions. This is especially true of close relationships, like those we work to build with donors. Honor your donors by listening sincerely. They, and you, will be glad you did!