Become a Charity Coach

Most people learn to be donors and volunteers by trial and error.  Some become frustrated and step back from charity.   Most keep trying but remain unsatisfied.  The rest are the star donors every nonprofit wishes they had in abundance.  However, they are hard to attract because they are satisfied.

With the right coaching and cultivation, the disenchanted and the unsatisfied will join your donor base and increase the sustainability of your funding stream and nonprofit.  Here is what they want from their giving experience:

They want to feel proud of what their gifts do for others

They want their gifts to produce long-term value for clients and the community

They want their gifts to be used as they intend

They want the warm feeling that comes from being virtuous

They want good advice (trustworthy, objective, and suited to their needs, capacity, and wants)

They want to leave legacies for their children and beyond

They want their gifts to do immediate good as well as long-term good

They want knowledgeable experts to advise them

While they want everything that you want for your nonprofit, they may define terms like good, effective, legacy, and long-term differently than your nonprofit does.  Therefore, some of them will be happier giving to another nonprofit.  If you direct them to that nonprofit, they will reward you by directing others to your nonprofit.

The disenchanted and dissatisfied lack your experience and knowledge.  Therefore, they need your help answering questions like:

What cause will match their passion?

Which nonprofits in your area support that cause?

How does one select the right nonprofit to support (financial strength, effectiveness, etc.)?

How does one determine the best fit?

How does one decide how much support to give?

Is it better to support several nonprofits with a little or a few generously?

What are the reasonable expectations a donor can have when making a gift?

How does a donor audit a nonprofit’s performance to determine if the gift has been used as intended?

Each prospective and current donor needs the benefit of your knowledge and experience.  Start the cultivation by determining their baseline knowledge and desires.  You will then be able to help the donor answer the preceding questions, which will help you optimize their giving experience.  Your goal should be to ensure that each of your donors is highly satisfied, growing in generosity, fully engaged, and intensely loyal.  When you achieve that goal, you will have minimized the number of times your nonprofit experiences financial stress and you will have made a significant contribution to the long-term sustainability of your nonprofit.

Next Step:

Determine the wants and needs of each donor and prospective donor

Increase donor retention and satisfaction by giving them the information they need before asking them to become a supporter of your nonprofit

Commit yourself to being a charity coach rather than a fundraiser

As a charity coach, your only interest is the long-term satisfaction of your donors.  You know that there is a direct relationship between satisfaction, generosity, engagement, and loyalty.  The changes in donor engagement, generosity, and loyalty are easy to measure.  The satisfaction trend line is the same as the trend line for generosity, engagement, and loyalty.

Be a charity coach instead of a fundraiser.

Take It Further:

Compile what you learn about your donors and share it with your board

Encourage your board to use what you share to make your mission the most relevant and attractive giving opportunity in your community

Be a charity coach to all of your board members and staff members


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