Four Secrets Your Donors Will Never Tell You

You are probably asking yourself “How does Gary know our donors’ secrets?” Great question! Since 1989, Perspectives has been conducting research with donors from local United Ways. We have surveyed hundreds of thousands of donors from large and small United Ways, from major cities to rural counties, from north to south and east to west. Amazingly, the secrets we have learned from donors are remarkably consistent everywhere even though each United Way and community is different.

Secret #1: Donors don’t care

Although someone may have recently asked you about your United Way’s administrative costs/overhead, the overwhelming majority of United Way donors do not care about United Way’s administrative costs/overhead. Our research has found that only 4% of United Way donors look up their United Ways’ administrative costs/overhead before deciding to give.

Now that you know – your donors aren’t making a big deal about your administrative costs/overhead and neither should you. You will attract and retain many more donors by sharing how giving to United Way changes lives, lifts people out of poverty, helps children read at grade level, or helps families become food secure than you ever will trying to convince a few people your administrative costs/overhead is low.

Secret #2: Donors don’t know

You would think donors who contribute to your United Way know exactly what you do. Our research has found that the second most common reason donors designate is they do not know what United Way does, so they designate to an organization where they know what their contribution will accomplish.

Now that you know – reducing designations starts with clearly communicating the impact of the donor’s contribution. Share with your donors an issue your United Way is addressing, the actions you are taking to address that issue, and the results of the actions you are taking. We show you how to do this in our webinar The Simplest Way to Explain What Your United Way Does.

Secret #3: Donors want to hear from you

Donors frequently tell us “The only time I hear from United Way is when they are asking for money.” It is no wonder that donors feel ignored because our research has found that donors want to hear from United Way approximately 4 times a year on average.

Now that you know – make every effort to communicate the impact of your donors’ contributions not only during workplace campaigns but throughout the year. Use communication that “pushes” your message out to donors such as mailing an annual impact report, sharing impact at local meetings and events, putting up posters with stories of people helped in local offices and businesses, etc. Learn more from our webinar Maximize Engagement Through Your Annual Report.

Secret #4: Donors are everywhere

So, if you are asking “Where did your donors go?” you would not be alone. The simple answer is that your donors have not gone anywhere. In community after community, our research has found that over half of all people who did not give to United Way this year, have given to United Way in the past.

Now that you know – many of these former donors are no longer employed at companies where you are running workplace campaigns. To get these former donors back, reach out to your former donors and ask them to engage with your United Way through affinity groups, special events, volunteerism, and alternative giving opportunities. Get help from our Essential Strategies to Attract and Retain Donors webinar.

Don’t Keep This a Secret

As a regular reader of our blog, you know we share helpful information for United Ways every two weeks. Take a moment and forward this blog post to a co-worker or someone at a neighboring United Way so they can benefit from our blog too – thanks!