Donor-centric fundraising is all the rage. It makes a great deal of sense. Know who your donors are and why they are motivated to support a charity; ensure their gifts are allocated as requested; do the appropriate stewardship to show the charity understands their giving goals with supporting information. The final piece is the donor’s interest in how the charity runs. Is it efficient? Does it use its time and resources effectively? Is it able to meet its funding goals and are donor dollars well used?
We think this sounds wonderful until we look into how the charity is functioning at a more in depth level. Experience has shown us that many charities use their donor management system for receipting and usually this is tasked to a single individual. Fund development staff is often several steps away from any meaningful interaction with the data other than report requests.
This begs the question, how does a charity employ a donor centric approach to working with its donors under these conditions? A further observation has to do with staff turnover and the effect on information retention, pertaining to interactions with donors which would be used for future fundraising and stewardship support.
Running a charity begins at the top. It is incumbent on senior management to employ a methodology that ensures the best possible care of all types of information a charity needs to support a donor-centric approach to its valued donors. People can and do give their money anywhere they choose to, so what is the best way to influence donors and ensure their interest remains strongly attached to a specific charity? What would you like donors to know about how the charity functions in support of both its goals and those who support them?
Let’s begin with the Knowledge Driven Charity. First and foremost it will address the capture of important data. Standards exist which include everything from how to search to ensure a donor record is new to prevent duplication, to how the information is recorded to give maximum benefit to the donor and a fundraising team. Next is the gift and where it is positioned to show donor support. Values like ‘designated’ in the fund field provide little information, so how can the data recorded by appeal or campaign, be entered for maximum effect? This pertains not only to the charity but for the donor as well.
How charity staff work is equally important to a Knowledge Driven Charity. Taking too long to perform a task, being unable to access reports, not knowing how to pull a reasonable export, these are a result of training or the lack thereof. The idea training is expensive is a misconception. What is expensive is guessing how things work and making poor decisions on how to achieve work with charity data.
The Knowledge Driven Charity documents a non-profits’ best practices, describing for staff how to perform jobs recorded in easy to follow and maintain, point form. There is skilled labour in this marketplace so why let these skills leave without an appropriate capture. The time saved by staff and the recognition gained those by those who share their knowledge is of great value to an organization whether for profit or not.
Here’s an example. An engineer firm sent out field managers to check certain aspects of their jobs. One such manager had a check list. He used this list before every trip to ensure he had all the right tools to do whatever was necessary. The other field operatives did not and subsequently wasted company time with trips back and forth to the office to pick up what they forgot. The solution was simple, the check list was now a company resource and the expectation was that all field managers used it to ensure no more unneeded trips, wasted time and more importantly unneeded cost. In the world of a charity, this might be a word processing skill or who to create a report or how to properly build an in memory campaign. Time is expensive and when it is wasted there is a consequence which impacts productive actions sidelined by waste.
Naysayers will tell you a knowledge approach would be difficult to implement, hard to maintain, too costly for a charity to consider. Our position is that it is not difficult because staff members become the champions of an improved workplace as stress is reduced and productivity soars. A culture of Plan First is the rally cry. Time is freed up and accountability sets in as ones actions will affect another. ‘Too costly’ is what the charity is currently experiencing through costs associated with busy time.
Write these new methods into the documents that define the charity. Include in all job descriptions specific requirements with consequences to address any laxness that undermines the team.
Implement the Knowledge Driven Charity. Identify the charity’s commitment and share it with donors and funders. Be prepared for the Reaction and for the Results!