Engagement: The Donor Retention Myth
Jay Goulart
I know all the rage
currently is to discuss both communication/giving channels and engagement as
key tools for donor retention. If you've never been responsible for creating
and delivering a strategy that resulted in donor retention then these items
would be incredibly logical to focus on. The problem is it doesn't really work
that way. You can't create something new and different with an old mindset, ie
the dude on the right.
If donor retention is a desired
outcome for you it begins with your organizational structure and culture,
characteristics of your staff and the environment that is created for them to
perform within. Retention is not an outcome as a result of doing X to another
person. There are a couple of accounting phrases worth a closer look: FIFO and
LIFO are keys to what creates extraordinary increases in both donor
satisfaction, their sense of connection and ultimately their decision whether
to stay longer. Retention is a direct result of the environment that is created
for the workforce responsible for delivering the donor experience. What goes in
is what comes out.
If you want to begin to understand
what steps that you need to take in order to increase the lifetime value of a
donor to your organization start with walking out of your office door. What is
the environment with the staff and how is their energy? Is there laughter? Are
people talking about getting together after work? Is there any highly engaged
group having a conversation about creating something extraordinary for their
customers?
Suggesting that engagement is the
focus of generating retention is the equivalent of suggesting you need plates
in order to have a great restaurant. Of course you need engagement, just like
you need plates. However, if there isn't a spirit of creativity, sense of pride
and commitment to an extraordinary dining experience in the kitchen and with
the wait staff that dining experience will not create a desire for the customer
to return.
Start devouring information on
creating extraordinary teams and begin the process of understand the unique
talents of each person that works in your fundraising operation. Dorothy put it
best in the final scene when leaving the city of Oz. It really starts with
understanding your own backyard and developing an appreciation for the unique
talents of your team. These are the first gifts you need to cultivate in order
for others to decide doing the same.
Jay Goulart is managing director of Bob Carter Companies and a co-founder of The New Science of Philanthropy, where this blog was first posted on
May 2, 2013. He will lead a Donor Retention Boot Camp July 31-Aug. 2 in Tampa, Fla.
Labels: Bob Carter Companies, culture, donor retention, donors, engagement, fundraising, giving, giving channels, Jay Goulart, The New Science of Philanthropy, work environment
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