How often are you thrilled to receive an online survey? I was yesterday when I received an email invitation to complete an online survey for Arts Day of Giving donors.
What did inquiring minds want to know? Besides the usual demographics, satisfaction, and “how you heard about” questions, the survey should be helpful in answering some of the questions about cannibalization – specifically whether the event brought in existing donors, or new donors.
After asking donors how many nonprofits they supported, it gave donors the opportunity to identify whether the nonprofit(s) they supported were those they:
- Already support
- Supported in the past
- Were aware of but never supported before
- Never supported before but learned about through the event, or
- All of the above
It also probed the importance of the match in spurring action, and whether participants helped a nonprofit to pursue and/or win a challenge prize.
Other follow-up notes
I received a mailer from Museum of Glass promoting Seattle/Tacoma’s #GiveBig event… which unfortunately came about a week after the fact (it also promoted their annual membership drive – I’ve been a member). It did answer my question about whether some nonprofits mailed promotional materials out to existing supporters; at least in Seattle/Tacoma, they did.
I’ve also been paying attention to which of the 7 organizations I supported through #ArtsDayofGiving sent some kind of follow-up thank you. As mentioned in a previous post, Capital Public Radio’s Arla Gibson was right on it with a personalized thank you email as was Fairytale Town’s Kathy Fleming.
I also received snail mail thank you letters from Fairytale Town, the Crocker Art Museum and the Davis Art Center. Which means – unless I missed it – that I didn’t receive an acknowledgement from three organizations. I was a past (but not current) donor to two, and a new donor to the third.
So here’s a tickler for the organizers of the May 2014. KEEP tracking what happens with new (or resurfaced) donors, and how nonprofits communicate with them, even if just with a few “beta” nonprofits who agree to provide information… my theory is that the organizations who pay attention to new donors will convert more of them to repeat givers.
Three out of seven nonprofits I gave to fell down on the job.