Here we are at stage 4: Grow Me, in our 8-part blog series reviewing the different stages of the donor relationship.

This is the enrichment stage. It’s a time of excitement and opportunities. Its time to demonstrate the value each of you brings to the relationship and highlight the impact you can have on the world if you work together.

For this session, we were joined by guest NFP speaker Mahza Ahadiwand, who is the Individual Giving Manager at Children’s Cancer Institute. Children’s Cancer Institute was established in 1976 by a dedicated group of parents of children with cancer and their doctors. First established as a foundation to fund childhood cancer research, we opened our own research laboratories in 1984. Since then, we have grown to employ more than 300 researchers, students and operational staff and are recognised as one of the leading international child cancer research institutes.

Here’s a snapshot of Mahza’s presentation on the Grow Me stage…

Grow My Well-being:

So are we making them (donors) feel good?

“I wish I could give more, but I am on a pension”

“Sorry I can’t give again, I gave a few month ago”

“The work you do is amazing, but I spread my giving out between a few charities and give a as much as I can”

As fundraisers, should we be considering a donor’s well being?

How to make them feel good:

1. Boosting well-being – Long term approach
2. Identity – Enhancement to current activity
3. Growing love and liking – Genuine desire to care – shift in mindset

Donor well-being:

Self-determination theory…

Assesses whether fundraisers or donors feel better as a result of their support of an organisation (La Guardia et al., 2000; Ryan & Deci, 2000a; 2000b). This theory says that people have three basic psychological needs:

1. The need to feel autonomous
2. The need to feel competent
3. The need to feel connected to others

What level of competency do you feel in your role?

Competency:

• Thanking them, not their gift
• Demonstrating impact – annual impact report and ‘reports’ after each appeal
• You talking to me? – utilising plain text emails

Dear Maz,

Thank you for your generous donation of $50 and helping to make Lexie’s wish come true this Christmas.

Thanks to your support of the Zero Childhood Cancer program, we can work towards, one day helping save the lives of thousands of children suffering from cancer.

It’s a tremendously exciting time for childhood cancer research and you play a crucial role. We simply couldn’t have got to  where we are today – on the threshold of transforming the very nature of childhood cancer treatment – without your support

From everyone here at the Institute, thank you. 

Maz,

You have just done something truly amazing. THANK YOU. 

Attached is a copy of your tax receipt, but to us, it’s so much more than just a receipt. 

It represents that, today, your kindness has helped to change the future for children with cancer. 

No child should have to face cancer, but the harsh reality is that every week in Australia, 20 children are diagnosed. That’s equivalent to a classroom of children who will have to fight for their lives being diagnosed each week. 

Your compassion has just taken us one step closer to changing the future for these children. By choosing to support the Children’s Cancer Institute you are helping to find better, safer treatments so that all children can enjoy a childhood cancer free. 

On behalf of everyone here at the Institute, and from all the children and families you are providing hope to.

THANK YOU. 

Connectiveness:

• Survey responders
• Role of newsletters
• Virtual connections – Gala of Giving

Autonomy:

• Additional space on coupons
• Bouncebacks where possible
• Asking!

 Measurement:

How well do you think your current fundraising activities are set up to support donor wellbeing?

Identity:

• We all want to be seen
• When there is the absence of an organistaional supporter identity, it is most likely that the donor has chosen to support the organization because of one or a combination of the other identities that they have
• Research shows that by making identity salient at the time of taking action, can increase giving

Getting to know our people: 

• What are the top 5 words that come to mind when you describe yourself
• What are the top 5 words that come to mind when you describe yourself as a supporter (THIS IS WHAT GIVING MEANS – why its important to them)

You can continue reading Mahza’s full presentation here… 

If you’d like to hear more from the likes of Mahza and your fundraising peers, we invite you to join the LemonTree Donor-centric Collective; a community built for fundraisers. The community attracts 1000+ fundraisers across Australia, ranging from small to large NFP’s and guess what…its completely FREE! Enjoy member only access to community luncheons, webinars, our LinkedIn community group, the chance to speak on behalf of your cause, and most importantly be involved in the donor-centric movement!

Thank you to Mahza Ahadiwand for sharing her knowledge on the Grow Me stage in the donor relationship journey.

Previously in this series:

1. Catch Me
2. Welcome Me
3. Teach Me

 Next up in this series:

• Keep Me
• Endear Me
• Renew Me
• Win Me Back