20-Question-FINAL-2016-r2

“Offering donors choice is key,” he wrote in Fundraising
Principles and Practice. 6 “When do you want hear
from us? What aspects of our work are you interested
in? Would you like e-mail or regular mail? Are you interested
in a newsletter or a once-a-year update? Would
you like news but not to be asked for money?”
Dr. Sargeant offers as his best example the communications
survey used by the Camphill community of
nonprofits in the UK. It’s printed on the back of every
communication the charity sends out. The survey allows the donor to choose or change
the frequency of newsletters. It allows the donor to continue getting information but
halt all appeals. It even allows the donor to check this box: “I would prefer you NOT
to write me again.”
Crazy? Like a fox. As Dr. Sargeant points out, “Offering donors choice has been the
foundation of Camphill’s [fundraising] success.”
Jeff Brooks confirms the phenomenon:
“I’ve had the same results from this, and the really amazing thing is that you get better
long-term value [LTV] from all the groups in this scenario:
• Those who return the questionnaire and in some way ask for reduced
communication.
• Those who respond but don’t limit you
• That VAST majority (90%+) who don’t respond at all
• All groups improve their LTV. The only group that doesn’t is those who say
‘remove me from your list’ (and that’s a TINY group).”
6 Fundraising Principles and Practice, Adrian Sargeant, Jen Shang and associates, 2010, Jossey-Bass.
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20 Questions RE Donor Communications © Tom Ahern, 2016