When asked for a prioritized list of professional values held dear, most advancement leaders would likely include, “all donors matter, regardless of gift amount,” somewhere near the top.
The concept, of course, is that what may be a token or modest gift for one giver, may be a significant gift for another. For those who are familiar with the New Testament parable, the “widow’s mite,” comes to mind. And, since every gift helps support our institutional mission and vision, we claim to care about each and every donor.
So, if most every advancement leader would earnestly say, “it’s not about the amount of gift, it’s that every donor matters,” here is a simple question for us as fundraising leaders:
Why are we lousy at recognizing when donors stop giving?
If every donor is important and valued, how is it that hundreds, even perhaps thousands, each year fail to renew their support for our cause and we don’t know who they are?
Believing that “every donor matters,” is different than putting that belief into action.
