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In July 2013, two Midwest donors (a married couple) chose a nonprofit topic/mission close to their hearts to send "test" donations as they considered increasing their philanthropic investments.
They combined their own online research and the recommendations of trusted friends who are active volunteers in this area and chose four nonprofits doing work in their area of interest. The selected organizations were three all-volunteer groups and one organization with paid staff.
They mailed test donations of $50 to each organization. All gifts were unsolicited. Included with the mailed donations was an email address to offer a lower cost communications option.
In one month's time:
1. One organization (an all-volunteer group) sent a letter that replicated the donors' contact information as submitted, expressing gratitude and explaining said use of funds within one week.
2. One organization (the staffed group) sent an equally prompt postcard with pictures and cute copy that used the donors' names incorrectly, and made no mention of intended use of funds.
3. One organization promptly cashed the check but did not acknowledge the donation in any way.
4. One organization did not cash the check, but did receive it upon follow up.
In her excellent book Donor Centered Fundraising, Penelope Burk shares observations from extensive donor survey work. She and the Cygnus team discovered donors want:
- Prompt, personalized gift acknowledgement.
- Confirmation gifts have been set to work as intended.
- Measurable results on gifts at work prior to being asked for another contribution.
Although the jury is still out on the long-term impact of this test, so far, the first, all-volunteer organization mentioned is the only one to make a strong, positive impression with their new donors and pave the way for future gifts.
If your nonprofit received a test gift, how you score?
Photo credit above: http://www.flickr.com/photos/jonathancharles/
