Audience Insights: Organizations Overlook the Most Important Clues

Clues for increased satisfaction and visitation are often right under the noses of cultural organizations. I frequently hear executive leaders Read more

Do Expansions Increase Long-Term Attendance? (DATA)

Sometimes it feels like nearly every cultural organization is taking on a major expansion project. But do these projects Read more

Over 60% of Recent Visitors Attended Cultural Organizations As Children (DATA)

You may have guessed it was true – but here’s why this statistic matters. The idea that those who visit Read more

Cultural Organizations: It Is Time To Get Real About Failures

Hey cultural organizations! Do you know what we don’t do often enough? Talk about our failures. It’s a huge, Read more

How Annual Timeframes Hurt Cultural Organizations

Some cultural executives still aim for short-term attendance spikes at the expense of long-term financial solvency – and they Read more

Special Exhibits vs. Permanent Collections (DATA)

Special exhibits don’t do what many cultural organizations think that they do. If fact, they often do the opposite. Read more

donate

Why Donors Stop Giving to Cultural Organizations (DATA)

Here’s why some people make a few donations to a cultural organization and then stop giving, according to the donors themselves.

Yesterday was #GivingTuesday! Though it’s a rather noisy day amongst nonprofits, I hope that your organization secured at least a few more dollars to help fulfill its mission – and added new supporters to your list of advocates!

As the end of the year approaches and cultural organizations work hard to attract and retain donors, it seems the perfect time to share this data on why folks donating between $250 – $2,500 annually to cultural organizations stop giving to the organization. That’s the focus of this week’s Know Your Own Bone Fast Facts video.

The reasons why donors stop giving may not be what you think. The good news, however, is that the top three reasons stem from the same – resolvable – issue. We’ve got the data on why some donors don’t renew their contributions – and it’s a wake up call.

Take a look at this data from IMPACTS and the National Awareness, Attitudes, and Usage Study. The study includes donors that had previously made an annual gift between two hundred fifty and twenty-five hundred dollars to a cultural organization – and then did not donate again within 24 months. See if you can spot what the top three responses have in common…

Why donors stop making donations to cultural organizations - IMPACTS data

Notice anything interesting here? The top three reasons why donors stop giving have something rather straightforward in common…

 

The top three reasons why donors stop giving are very basic communication/relationship management  problems.

 

The primary reason why donors did not contribute again is not being acknowledged or thanked for their gift. And with an index value of nearly 244, that reason is a very big, and very strong one. The second reason is also big and strong, according to these past donors: They simply weren’t asked to give again. Lack of communication about impacts and outcomes is third. And again, these index values are very high.

Interestingly, it is the reasons that we tend to blame that trail behind these big three, including unactualized intent (or, forgetting to give), giving to another organization instead, or a change in personal priorities. Perhaps these are the reasons that we tend to blame because they have to do with the donor – not with our own lack of follow-through or effort. Really, the top reasons why once-was annual donors stop giving and don’t come back is on us. 

 

While this data may be a bit embarrassing, we can fix it!

 

Online donations are on the rise – especially this time of year. One possible culprit here seems to be the misunderstanding that engagement over the Internet is more about technology than it is about people. A donor is a donor whether they hand a check to someone behind a desk, or they support you over the computer in polka dot PJs at home. A donor giving online is not any less deserving of a personal “thank you” or a follow-up than a donor giving by any other method. Remember, there’s a human being behind that computer screen – and it’s a human being who happens to support what you do.

With much of our focus on cultivating members at cultural organizations, there may also be a tendency to forget those important people who give beyond membership and thus deserve another level of care and attention. That said, data suggest the visitor-serving organizations could also do a better job making high-level members feel valued and respected as well. If we’re having a hard time with this audience, it makes sense that we might also have difficulties with folks who give between $250 – $2,500 and consider themselves to be donors rather than straightforward members alone.

At their very core, our organizations are all about people and connectivity. We need to be successful facilitators of shared experiences within our walls, we need to also be able to master connectivity with supporters outside of our walls and master proper communication with donors. If we want support, we need to carry out effective communication and relationship management. When donors stop giving, it’s generally not them. It’s us. 

Let’s make an active effort to show donors our gratitude and how their gifts are making not only our organizations, but our communities and even our world a better place.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, Fundraising, IMPACTS Data, Myth Busting 1 Comment