In her more than 30 years of fundraising, Penny has observed that the money has become increasingly more important than the donor's giving experience. I would venture to say that the same has become true for fundraisers. Arguably, donor attrition and turnover are merely two sides of the same coin. To remedy this, Penny’s consultancy prioritizes renewing the support of current donors and ensuring a genuine human-to-human interaction that ultimately means a more meaningful experience for those on either side of the exchange.
What was particularly thought provoking during today’s podcast conversation with Penny was her observation that fundraisers have become quite adept at asking but not so much at receiving. Our conversation raises the question of whether we have deliberately designed systems that ensure a high volume of asking without necessarily creating the most meaningful opportunities to receive. Penny had me wondering whether this offers some insight into our poor renewal rates; renewing a gift often begins with receiving the last gift well. Receiving well often changes the nature of the relationship.
As always, we are grateful to our friends at Cueback for sponsoring The Fundraising Talent Podcast.
Does fundraising need to get better at how we receive the gift?