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Building Lasting Donor Relationships: South Asian Fund Raising Group (SAFRG)


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Nandita Mishra, Director of Programs, South Asian Fund Raising Group (SAFRG)
Attracting donors is one thing, but getting them to continue give is a whole new challenge. Pan- elists will discuss strategies for developing long-term relationships with donors so they keep on giving year after year.

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Building Lasting Donor Relationships: South Asian Fund Raising Group (SAFRG)

  1. 1. Best Practices in Donor Engagement
  2. 2. Why is everyone so suspicious (and maybe also cynical)?  General uncertainty resulting from speed of change in all countries  Publicity given to corruption in many sectors of society.  Lack of concrete results from years of investment in development.  Bad experiences dealing with NGOs they have supported?  Poor servicing of donors by NGOs?  Low overall expectations of performance by NGOs
  3. 3. How do we fight it?  Thank donors within 48 hours of receiving a donation.  Put the donor in the spotlight. Everyone is interested in “me”.  Communicate our successes more effectively  Move from impulse giving to relationship giving  Give donors more opportunities to take control of the relationship  Just forget about the skeptics? We only need 1 of 100 people to succeed
  4. 4. Emotion vs. Reason  People give from emotions, not reason.  Don’t explain the need for support!  Show the need for support!  Donors don’t want to know how; donors want to know why.  Numbers do not raise emotions; stories do. HEART MIND
  5. 5. Reasons why donors say they left Study conducted by Adrian Sargeant, Indiana University in 2001 Reason % in USA Cannot afford to continue 54% Other causes are more deserving 36% Poor quality of service to donors 18% * Death or relocation 16% Did not acknowledge my support 13% * Don’t remember supporting them 11% Did not tell me how they used my support 8% * No longer need my support 6% Continuing support in other ways 3% * Factors we can do something about
  6. 6. Assume nothing. The $100 donor today may be the $1 million donor