The Trends in Donors' Hearts: Part II

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As recently reported by the Association of Fundraising Professionals, the company Russ Reid conducted a detailed survey on donor motivations. This Part II post examines what makes an organization a favorite of donors. You may sign up for your own copy of the report's executive summary here.

The most important factor to donors in selecting their favorite causes to donate to is trustworthiness. This is followed by the type of work an organization does, and whether or not a donor identifies with the mission. Additional factors include:

1. The organization's financial efficiency
2. Donors' seeing the results of the organization for themselves
3. The people the organization serves
4. Effective communication with donors
5. How the organization's work affects the donor or someone the donor knows 

Want to raise your organization to favorite status among your donors? Consider the following ideas:

1. Host 1-2 small social events during the year where your volunteers and your willing patients/service recipients share the impact your organization has on their lives and their safety.
2. Make sure your public communication demonstrates the efforts you make to spend every dollar like it's $10. Donors and taxpayers expect nothing less these days.
3. Develop and implement a communication plan with your donors that ensures at least three personalized outreaches per year. 
4. When a donation is graciously made to your mission, personally acknowledge the donation within 48 hours

What are your donors who already have you as one of their favorite organizations sharing with you? Share the inspiration in the comments section below.