After defining donor-centricity and explaining why we believe it should be a strategic priority for NFPs, it’s worth us exploring some of the challenges you may face on your journey towards donor-centricity.
Commercial entities recognise that sustained competitive advantage comes from having a customer-centric approach across all levels and teams within their organisation. Only when the customer permeates the hearts and minds of the entire organisation – regardless of seniority, department or title – will the company start to reap the rewards of trust and loyalty from their customers.
The same is true for NFPs. Donor-centricity needs to permeate the DNA of your charity in order to be truly effective.
And therein lies perhaps the biggest barrier to donor-centricity: your organisation itself.
Its ethos, culture and leadership.
Its vision, strategy and core values.
Its programs, targets and KPIs.
Its operating model, revenue streams and decision-making processes.
Its hiring policies, onboarding and development opportunities.
These elements all need to be conducive to first understanding your donors at each stage of their life; and then infusing these insights into all areas of your business to help inform decisions, shape strategies, determine priorities, set goals, build your brand, establish a connection and ultimately create a unique and ongoing value exchange for your donors that leads to trust and loyalty.
All of which, of course, rely heavily on the technology your organisation uses; the quality of your donor data and even the very language you use to communicate with your donors. These too present additional potential barriers to donor-centricity.
Then there are the external factors to consider. The ratio of NFPs to active donors, resulting in everyone ‘fishing from the same pond’. The subsequent over-targeting and communication overload that leads to paralysis of choice, desensitisation or message fatigue. All this even before a global pandemic is thrown in the mix, threatening our way of life as well as life itself.
Yes, the path to donor-centricity is undoubtedly full of obstacles and challenges: internal and external, known and unknown.
But they are not insurmountable.
Because your organisation has a secret weapon.
A champion, not only for the cause your organisation represents but for the donors who so generously give their money in support of its beneficiaries.
A voice, always asking “what will this mean for our donors?”
A rally cry, encouraging everyone in the organisation to put the donor first, always.
No matter what hurdles NFPs face on their journey to donor-centricity, their success will be that much greater – the outcomes that much more meaningful – if they have someone like you in their corner.
So don’t be afraid to be that constant presence, that constant reminder that sustainable giving stems from sustainable relationships built over time and based on trust and loyalty. And that begins with a donor-centric approach throughout your entire organisation.
If that sounds daunting, don’t worry – we’re here to support you. In fact, there’s a whole community of people here to support you…and we’d love for you to join us at LemonTree’s free Donor-Centricity Collective (DCC). As a member of the DCC, you can learn from your peers, share your experiences, ask questions and keep up-to-date with the latest strategies to become more donor-centric…AND be part of a movement to help grow sustainable giving in Australia! Simply click here to sign up for free.
Next up in this series:
- How to become more donor-centric
- The different stages of the donor relationship and how they impact donor-centricity