"Giver's Remorse" is the sense of regret after having made a donation.
It is a common mistake to assume that donors are always confident in their decision to financially contribute to your organization. The truth is, sometimes they are not.
There are lots of reasons why donors give. The top three most common reasons are because:
- The donor is personally involved/effected by the organization's mission
- The donor has a significant friendship with a key member of the organization
- The donor has researched the outcomes of the organization and determine that their donation will be useful in accomplishing its mission.
The 3 main reasons why donor's experience Giver's Remorse are because:
- They no longer feel connected to the mission of the organization.
- They do not feel their financial partnership has been recognized or appreciated.
- They do not feel the outcomes of the organization are strong enough evidence that mission is being accomplished.
When a donor experiences "Giver's Remorse" they begin to doubt if their donation is making a difference and they may begin to look for other organizations to financial partner with.
There is one key way to help avoid Giver's Remorse ... (drum roll, please...)
The most effective way to avoid causing your donors and financial partners "Giver's Remorse" is to commit to consistent communication. The organizations whose donors are not experiencing "Giver's Remorse" are the ones who have
- Consistently kept their donors connected to the mission through engaging social media, updated/navigatable websites that tell the stories of success, and personal contact from key members of the organization.
- Effectively made their donors feel like valuable team members in accomplishing the mission of the organization through practical and verbal tokens of gratitude
- Successfully shared the organization's outcome with concrete date and have demonstrated a clear plan for further success.
The bottom is line is that if you want avoid causing your donors "Giver's Remorse" it will benefit you to invest in a strong communication plan.
The first step is to sit down with key members of your team and ask the following questions:
- What are some practical ways can we implant to keep your financial parters connected to the mission? A social media strategy? A stronger website?
- How can the organization creatively and personal express gratitude to our donors?
- Have we been tracking the appropriate data of the organization's outcome to provide as the evidence that our donor IS making a difference?
With a strong communication you can help safeguard your donor from Giver's Remorse and strengthen the connection to accomplish the mission together.