Donor fatigue is definitely a thing.
“My Lord … they’re asking for financial support AGAIN?!” (thought many donors)
That’s bad. That’s the thinking when “opportunities” to support a campaign or project have likely turned into obligations. And that leaves donors feeling worn out.
The preferable – and very achievable – sentiment is one of ongoing gratitude, for being given additional opportunities.
Here are four things that can cause donor fatigue and ways to avoid or address them:
Back-to-Back Campaigns
Sometimes multiple campaigns cannot be avoided, especially when projects go over budget or there are debt-reduction needs after construction ends. But there are ways to minimize the likelihood of requiring multiple campaigns:
- Plan on project(s) going over budget, and then tailor the first campaign’s goals accordingly. Some people call this “future proofing.”
- Conduct a thorough feasibility study before any campaign, engaging as many donors as possible to measure their interests.
- Set realistic goals! This one is a biggie. Lean on development personnel or hired professionals to guide you down a realistic path.
Ongoing Campaigns
This is tricky. Campaigns typically only continue when they need to, when fundraising efforts aren’t keeping up with driving activities – construction planning, construction, debt payment or otherwise. If possible, one way to minimize fatigue is to pause for a few months, providing the opportunity to regroup and plan an ongoing approach that’s more bearable for your donors and team.
Having a Transactional Mindset
Isn’t it annoying when a development person only reaches out with donation requests, or to discuss coming needs? There’s no relationship, it’s just: “Hey, I hope your family is well … I’d love to buy you a cup of coffee to tell you about a unique opportunity that will help future dental school students.” Those interactions always come down to meeting a quota, which can wear out even the most loyal donors.
The solve is simple but not easy: Have a long focus. Development directors or other leaders who think long term by developing sincere friendships over time will find themselves connected to donors who get excited to help when the time comes. Being consistent with communications and remembering to thank them frequently is key.
Lack of Vision
When leaders lack vision, it’s really hard to establish clarity and excitement, which can lead to elongated campaign timelines and fatigue. The way to try and avoid that is to spend the necessary time and resources to define the vision and the best ways to communicate.
Conclusion
Take the time to prepare for your campaign, seeking honest feedback along the way, and have a long view.
If you have questions about donor fatigue or anything else fundraising related, please contact me.
