Here's something you seldom have access to: A detailed account of how and why a committed donor goes away from a once-favored charity. The Michael Rosen Says blog, at 10 Tips to Save You from Becoming a Horrible Warning. You need to read this.
Donors lapse off your file all the time. It's inevitable. It often has nothing to do with you. But sometimes, it's your fault. This is that case.
Rosen had extremely strong reasons for supporting this charity -- he's literally in danger of going blind unless this cause goes well. He was generous over the years. But the organization couldn't get the relationship right.
They screwed up the donor's data. They kept calling after he asked them not to call. The asked for inappropriate amounts (too low!). Their communications were sloppy and hard to read (sans-serif font). They didn't return calls. When he talked to the development director, he was defensive and argumentive.
Rosen finally gave up. Now, when he wants to support that cause, he's going to have to do some serious leg-work. But he figures it's better than dealing with an organization that treats him wrong.
When you look at this sad story from the nonprofit's point of view, you might find yourself saying, "That's only a small error. Anyone might have made that mistake."
And that's the problem. The organization probably has no clue of their part in driving away a long-term major donor.
Details matter. When it comes to serving donors, you have to sweat the small stuff. And we are in the customer service business, like it or not.
