NextAfter Reveals Responses after Gifts between $1,000 and $5,000
Press Release – FRISCO, Texas, March 13, 2017 – A new fundraising study by NextAfter shows that many mid-level donors fall into a communications “black hole,” forgotten by the organizations they faithfully support.
NextAfter is a fundraising research lab and consultancy that works with nonprofit organizations to help them grow their online fundraising. They made donations in the mid-level donor range – between $1,000 and $5,000 – to 37 different organizations across 12 different verticals. Afterwards, they monitored the emails, direct mail and phone calls received from these organizations for 90 days. Key findings included:
In contrast, most nonprofits have standard procedures for responding to smaller gifts – usually email or direct mail – and larger gifts. Major donors typically receive a call from a representative of the organization; previous research indicates that a donor’s second gift may be up to 40 percent more if he or she receives that thank-you call.
“Most organizations don’t say ‘thank you’ nearly enough,” said Tim Kachuriak, NextAfter’s founder and the author of the study. “Start implementing the ‘thank you, thank you, thank you’ rule. Thank your donor at least three times for every gift. Give them a call, send them an email, and send them a letter. We have found that any organization, no matter its size, should be able to do this effectively.”
Forty percent of the organizations studied stopped communicating after one month, and 9 percent didn’t communicate at all – not providing a gift receipt, appeal for more donations or new information about the organization. In other words, they provided no incentive to give again.
NextAfter received 224 messages after making the contributions, and only 1 percent of them came over the phone. Twenty-one percent came via direct mail, and 78 percent came via email. About two-thirds of the email responses had the name of the organization – rather than a real person – in the sender line.
“People give to people – not organizations, fundraising programs or email machines,” Kachuriak said. “Your fundraising is most effective when you stay focused on building personal relationships with your donors. If we show genuine interest in people we care about – and we should care about our donors – we should stop talking to them as if they’re people we’re trying to manipulate.”
Interestingly, NextAfter conducted an experiment with one organization featuring two kinds of year-end email appeals for donations. The first was a long-form letter with an electronic signature from the organization’s president, a well-known retired politician. The second shorter and more personal appeal came from the lesser-known director of membership. It generated almost four times as much revenue as the email from the organization’s president.
“For some reason, we often think that by sounding official, authoritative and wordy, people will be more motivated to give,” Kachuriak said. “But donors are smart. They are receiving hundreds, maybe even thousands, of messages every day/week/month, and consequently they’ve developed a sensor that can detect anything that is trying to convince them to do something they don’t want to do. People don’t want to be marketed to. They want to be communicated with.”
For the complete study, please visit https://www.nextafter.com/midlevel.