“According to the statistics we have, the confidence level in charitable organizations, especially since 2001, has fallen. Prior to 2001, 90 percent of people surveyed said they trusted charitable organizations; that number has since fallen to 64 percent. Only 51 percent said they felt nonprofits managed revenue efficiently and effectively. It's a wakeup call for charitable organizations, and it's not something to be ignored.”
That’s a pretty powerful statement by Paulette Maehara, president of the Association of Fundraising Professionals. Much of this lack of trust has stemmed from fundraising scandals after 9-11. That’s horrible that people could take advantage of such an awful time in our history, but it’s true. And non-profits have a hard time trying to raise funds anyway, and all of the scammers out there just put a knife into many non-profits’ backs.
The good news is that contributions have continued to go up even though people’s opinions of non-profits continue to go down. Doesn’t make much sense, does it?
Maehara believes that people feel differently about the local non-profits they support than they do about the non-profits in general. She compares it to politics: You can support your local Congressman (or woman), but not Congress as a whole.
How Can Marketing Help a Non-Profit’s Image?
One of the biggest reasons why people don’t have confidence in non-profits is because donors don’t know what their money is being used for. Non-profits that take people’s money and then shut their doors until they need money again are responsible for this downturn of opinion.
Here are some ways marketing can help:
Send a thank-you note and make it specific. Once you receive a donation, send a thank-you note or thank-you card saying that you received the donation and thank the person for her generosity. But don’t stop there. Also mention what her donation will be used for – food, supplies like flashlights, wood, clothing, etc., to pay the electric bills – whatever. The point is that if people can think of something tangible they are contributing to, the non-profit won’t look shady and the donor will feel compelled to donate again.
Update your Donor Bill of Rights. The Association of Fundraising Professionals has a Donor Bill of Rights that is generic enough for any non-profit to use. You can use your own Donor Bill of Rights by incorporating the Association’s Rights and adding one or more of your own. Why not add “To receive appropriate recognition and acknowledgment.”
By including the Donor Bill of Rights on your marketing materials – the backs of flyers, brochures, on your Web site – potential donors will know that their contribution will make a difference. Most people are too humble to ask for recognition, but knowing that they will get it anyway will influence many to donate when they otherwise wouldn’t.
Hold a charity event during which you thank donors by name. Hold a charity dinner or silent auction, and list those current donors that are attending in the event’s program. If you have enough time, you can call out their names during a part of the ceremony. Or, you could hang up signs or plaques (depending on if you can get the plaques donated) with people’s names on them by charity level. Many museums honor their donors in this way.
Just do something to recognize donors and let them see the fruits of their donations. Whether that’s in person or with photos or by testimonials of those that have been helped, let people know that their money is being used wisely. That’s what will give people more confidence in non-profits.
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