More often than not, it’s not another tchotchke. Nor is it public recognition. It’s not their name on a building, or even being told about the impact of their gift.
Far more often, donors value an experience. And, donors value the good feelings that come with giving.
Donors value the experience of access. Whether that is personal access to learn more about the individuals, families, and communities you serve or personal access to leadership.
Donors value the feeling that their gift was a wise decision. For many donors, their giving is another form of financial investment. They are investing in your “stock” and they want to experience the feeling of being a “wise investor.”
Donors also value the feeling of well-being that comes after helping a cause beyond themselves and their families. Social scientists call this feeling a “helper’s high.”
If these experiences and feelings are important to donors, a question emerges for all of us in advancement:
Why aren’t we consistently asking our donors how they are feeling as a result of their giving to us?
