The Steier Group - Steier Tips - Down, But Not Out...How to Engage the Disenchanted Donor

Steier Tips

Down, But Not Out...
How to Engage the Disenchanted Donor

Most of us have seen it: A past donor suddenly holding back support, withdrawing time, and ultimately becoming less involved with your non-profit. It's hard not to take it personally, but no matter how accessible and organized your development efforts may be, sometimes you just can't please everybody. This, however, does not mean you shouldn't try. In our world of tight deadlines and rigid campaign goals, it's easy for us to say "They won't give, so it's not worth my time"—and in the short-term, you may be right. Just remember, a fundraising effort is a single act in an ongoing process, and you just might be doing serious harm to your organization by failing to look past the surface of an unwelcoming past supporter.

So how does one begin the process of bringing a past sponsor back into the fold? Just like any other segment of your database, this group deserves special attention. Consider the following:

1. When did the disconnect begin?   Before assuming a past donor simply lost interest, re-examine the methods used on your end in recognizing his or her past support? No matter what the level of gift was, each individual is wired differently, and while a standard written thank-you might satisfy a $100,000 benefactor, it may take a little more effort to appease one at the $1000 level. It may not be easy, but try to get a handle on who needs "special attention" early in their involvement, and make note of it in their donor profile or database. A few minutes of personal attention could result in years of increased pledge and gifts.

2. Has the donor ever been challenged?   It's easy to confuse a prospective donor with strong potential but little giving history as one who is disenchanted with the mission and not worth spending time on. But ask yourself, "Have I ever challenged him or her to make a larger gift?" This goes well beyond the actual ask. How have you presented yourself and your group to this person in the past? Have you listened to their questions and answered them accordingly? Sometimes a donor who withdraws support is simply asking to be challenged, and in turn challenges you to present your case from a unique and distinct perspective.

3. Why willingly walk into danger?   This is one scenario that consistently amazes me. It typically involves a past donor who has become "negative" and/or "outspoken" over the past few years. They agree to participate in a feasibility study, and the results are negative across the board. Your gut feeling is to avoid them at all costs. Although no one enjoys purposely walking into difficult situations, it's a part of life and certainly a part of business we just have to face. Consider this: if they truly didn't care, then they wouldn't even bother voicing concern to begin within. In a recent campaign, one consultant was amazed at how many declines turned into gifts a few weeks after making a personal visit. Not all were lead or major type pledges, but by at least making an attempt to re-connect with this type of past supporter, many felt a renewed sense of spirit and excitement for the organization.

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