She is in a strange city. She’s a good woman. She is a caring woman. She sees an obvious need from people holding signs in the street and asking for spare change. She gives them money. Does she have a relationship with these people? Will she ever give them money again?
She’s a good woman. She is a caring woman. She receives a direct mail solicitation from your organization asking for money for your mission. She is moved and sends you money. Does she have a relationship with your organization? Will she ever give you money again?
I would guess that there is more of a chance she will give again to a person on the street than to your organization a second time. Ooops, I don’t have to guess! 60% of first-time donors DON’T give a second gift.
Why do I think there is more of a chance for her to give again to a person on the street than your organization… besides the statistics telling me 6 out of 10 people DON’T give a second time? Because she has more of a connection to the person on the street than she does to your organization.
If today your Development organization doesn’t exist to create connections, maybe it’s time to rethink how you’re connecting.
Join us.
-Mike
Welcome to BIG's Blog! Please feel free to forward this post to your friends and coworkers...and email me a comment at: mike@big-db.com
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