10 DONATIONS IN 10 WEEKS - HERE'S WHAT I LEARNED ABOUT THANK YOUS, CONVERSATION-STARTERS & PAYMENT PLATFORMS

​The charity sector isn’t short of excellent blogs about the importance of thanking your donors – including this guest blog from our associate Gemma and this article about SUPER thank yous.

Most fundraisers are well aware that thank yous are key to building a relationship with donors, and that increasing support from existing donors tends to be easier and more cost-effective than recruiting new ones. But how many charities are actually putting this into practice, particularly when faced with the realities of lack of time and competing priorities?

I’ve been doing a little experiment to find out, making 10 modest donations to different charities over 10 weeks.

Professional curiosity wasn’t my only motivation – we work with so many fantastic charities, and since moving to Bristol I’ve found out about many worthy local causes. Every year I have to calculate my charitable donations for my tax return – and although I support a few charities regularly, this always reminds me that I could do more.

10 donations later, here’s how I got on and what I think you need to know – about thank yous, conversation-starters and payment platforms...

The methodology

Each donation was a one-off online gift of £20 – this felt significant enough to have a genuine impact, but small enough to perhaps fly under the radar for charities who don’t routinely thank their donors. I suspect many £20 donors could be persuaded to give again – maybe regularly – if treated well enough.

I’d never supported any of these charities before. Although I have contacts at a couple, I didn’t tell them I was going to donate.

My passion lies with smaller charities, so most donations were to small, local causes that I personally feel passionate about – including youth, homelessness, refugees, food banks and city farms. As a 'control', I also donated to two large charities who really should have the resources to thank donors properly – including one spontaneous donation for Cyclone Idai, which has been scandalously under-reported in the British media.

When given the option, I always included a message explaining my reasons for giving, and opted in to further contact by post, email or both – these are causes I’m naturally interested in after all.

I haven’t named any of the charities in this blog, unless to show examples of amazing things they did – this is about general lessons learned, not naming and shaming.
 
The headline results

I don’t know who first said ‘silence is golden’, but I doubt it was a donor
 
It was disappointing to never hear back from two charities, and wait weeks for a reply from two others.
 
I’m realistic enough to know that a £20 donation isn’t going to change the world, but making a contribution definitely feels good. There’s plenty of research to suggest this feeling can be an addictive buzz for donors, and a nice thank you – and some further information about the cause – is a great way to nurture that buzz. I know that I’ll support several of these charities again, based on my interactions so far.
 
On the other hand, doing nothing is a sure-fire buzz-kill. More than being rude, it’s a missed opportunity. There are so many worthy causes out there, and if someone has chosen yours then that’s an opportunity worth investing in – because if you don’t make them feel good about their support, another charity will.
 
Sure, thanking a donor isn’t guaranteed to lead to further support. But think of all the other fundraising activities you willingly do which don’t guarantee success – grant applications, corporate pitches, mass appeals. My gut feeling is that a memorable thank you takes much less time and has a better chance of paying off.
 
Don’t miss an easy opportunity to start a conversation
 
For most donations, I was given the opportunity to add a message, which I used to explain why I’d decided to donate, and which aspect of the charity’s work particularly interested me.
 
None of the 10 charities referenced this in their thank yous. Maybe they didn’t see the message, or just didn’t think it was important. This surprised me, as I’ve already considered this one of the simplest and most natural ways to personalise your reply and start building a relationship.
 
Phrases like ‘Since you expressed an interested in X, I thought I’d tell you…’ or ‘Is there anything else you’d like to know about Y?’ show donors that you’re listening, and encourage them to open up about their motivations and interests. It only takes 30 seconds to start a conversation – and you can potentially use this information to make future asks more personal and relevant, therefore more successful.
 
Great thank yous go the extra mile – but you need to follow through
 
So that’s the bad news – but did I receive any mind-blowing thank yous that you can learn from?
 
I received this lovely handwritten thank you card and annual report from Bristol-based Bridges For Communities, who connect people of different cultures and faiths through events and activities, in order to increase tolerance and understanding:

​The card emphasised how much they rely on and feel motivated by donations, and the report really emphasised the impact they’re having locally. Some people might query the cost of buying and posting a thank you card in exchange for a £20 donation, but it’s worth considering the bigger picture – isn’t a new donor who feels valued, welcomed and engaged likely to contribute more in future?
 
This lovely personal reply from a local food bank also made a splash:

Wow – this was a lovely idea! I replied saying I’d love to pop in – anxious about not wanting to waste their time, but sure I’d donate again once I found out more. I felt excited, both personally to understand a local organisation better, and professionally to be able to share the story of a brilliant thank you.
 
The only problem? Five weeks later, I haven’t received another reply. I'm still hoping I'll get a chance to speak to them again about their work. The lesson here is that if you’re going to thank your donors in a way which genuinely stands out, make sure you’re ready to keep up the conversation.
 
You’re only as good as your third party systems
 
Many charities use payment platforms like PayPal, Justgiving or Localgiving to handle their online donations, as the cost of building your own system can be prohibitive.
 
Most charities that I donated to had clearly invested time in placing a prominent donate button on their homepage and writing a convincing message about why you should donate. But frustratingly – and sometimes amusingly – things often went wrong when I left their site:

• When I tried to donate to my local city farm, their Localgiving page told me 'this charity is not accepting donations at the moment.' Another charity got my donation instead.
• PayPal generally felt like a clunky tool all round – prompting me to 'leave instructions for the seller' rather than a message of support. One charity hadn’t configured PayPal to ask for Gift Aid - £5 instantly lost.
• Once I was asked to “prove I wasn’t a robot” before donating, which was surprisingly difficult. When our automated cousins one day rise up to conquer the world, but decide to indulge in a little philanthropy on their way, they’ll probably wonder what harm their donation would’ve done.
• One charity hadn’t checked their donation process since re-working their website, so my reward for donating was a lovely “This page does not exist” confirmation page.
• One site recognised my email address and refused to let me donate until I’d remembered a password from years ago, even though I could’ve donated as a guest with a new email address instantly.

 
Ok, some of these are minor issues, but that’s over 50% of my donations which had something that went wrong or made donating difficult. A smooth donor experience is important – and it’s not possible if your third party platform isn’t up to the job or not configured properly. A less patient donor could well have given up a few times, particularly someone less confident with technology.
 
The moral of the story? No matter how good your own website, your third party payment platform can make or break the experience. Choose your platform carefully, and test how it works from a donor’s perspective before going live. Then keep testing it periodically, in case something breaks over time.