| by Terry Axelrod, Founder and CEO, Benevon
Recognize Donors with Results
Part Three
Donors give to your organization because they believe you
are making a difference in a cause they care about. They value
your work and want to support you in changing the world. Their
gifts are investments in the work they expect you to accomplish.
It follows that results are the best way to show your recognition
and appreciation for your donors. Most donors don’t
need plaques or trinkets, which often cause donors to question
your spending priorities.
Donors want to see what their gifts allowed you to accomplish—specific
facts and stories about how they changed the lives of real
people. This is how they will know their money was put to
the best use in your programs and services.
They want to hear about the women they helped shelter from
domestic violence, the lonely senior citizens whose lives
are brightened by your daily visits, or the inner-city children
who were inspired by their first encounter with organic gardening
at your community farm. Tell your supporters, in person if
you can, or through newsletters, e-mail, and phone calls how
someone’s life was changed by the programs they made
possible.
In addition to stories, do not underestimate the power of
facts and statistics on donors. Share as much detail as you
can about the progress you have made, the number of people
you have expanded to reach, and the effectiveness of your
work. Explain the statistics that show the impact your orchestra
program has on the math scores of the children you serve,
the track record of your life skills program, the number of
affordable houses you have built for struggling families,
or the percentage of the troubled teens who go on to graduate
from college after participating in your mentoring program.
Instead of fancy baubles or plaques, find inexpensive and
personal ways to thank your donors and connect them to your
mission. Have the students from one of your classrooms hand-deliver
a scroll of paper with their handprints and thank-you messages,
stop by with a rescued dog and pictures of the abused animals
the donor helped rescue, or send a simple personal letter
from a staff member or volunteer with a signed photo of the
grateful recipients of your organization’s services.
Whether yours is a complex research program, a public policy
group, or a local health services clinic, there is a compelling
way to recognize your donors with the facts about what their
money allowed you to do and the firsthand stories about the
lives it changed. By recognizing and honoring your donors
this way, you will make lasting friends. This deeper recognition
of the difference they make is the thanks they really want,
and it will cause them to remain loyal to your organization
for a lifetime and to keep asking, “How else can I help
you?”
Next week, we’ll look at different ways to honor your
donors at your organization’s events.
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