Case Study: The Pitfalls of Impersonal Donor Engagement

As a seasoned nonprofit professional and coach, I recently had an experience with an organization that left me feeling deeply unsettled. I had served as their fundraising consultant for several months and was also a charitable donor. Given our close history, I was surprised when they reached out in a way that felt impersonal and poorly executed. This interaction underscored a fundamental flaw in their donor stewardship approach, serving as a powerful reminder of the essential role authentic, meaningful engagement plays in nonprofit relationships.

The Interaction The call came from a representative—we'll call her Tasha—who was supposedly reaching out on behalf of an organization we'll refer to as ABC Charity. She identified herself as a non-commission-based fundraiser, which immediately raised red flags. I responded by emphasizing that all professional fundraisers should adhere to the Association of Fundraising Professionals (AFP) Donor Code of Ethics, which clearly states that fundraisers should not be commission-based. It was evident from her reaction that she wasn’t expecting this, which further underscored the lack of professionalism in the call.

AFP Code of Ethical Standards: Standard #24, states: "Members shall not accept compensation (commission or finders’ fees) that is based on a percentage of contributions; nor shall they accept bonuses or other incentive compensation based on fundraising performance."

Tasha claimed to be with XYZ Consulting Group, a firm ABC Charity had hired to solicit financial support from their donor base. The entire interaction felt odd and unsettling. It was clear that Tasha had no background information about me or my relationship with the organization. Had she done her homework, she would have known that I had previously supported their fundraising efforts and made a donation. She should have also known the amount and timing of that donation—but she didn’t. It was obvious that the call was scripted, impersonal, and left me questioning the organization’s approach to donor relations.

The Problem This entire experience made me feel "icky" about the organization. Despite having a history with them, the only engagement I had received beyond the annual gala solicitation was this awkward and impersonal call. It became clear that this organization had failed to steward me as a donor in any meaningful way.

The organization likely spent a significant amount of money hiring the call center to make these calls, yet the result was a generic, scripted conversation that lacked any genuine connection or understanding of who I was as a donor. This approach not only wasted resources but also risked alienating donors who, like me, expect more from the organizations they support.

This experience serves as a powerful reminder of what not to do in donor stewardship. As someone who coaches nonprofits, I advise against such impersonal approaches. Instead, organizations should:

• Leverage Board Members for Stewardship: Board members should be actively involved in stewarding donors. They are often the best ambassadors for the organization and can provide a personal touch that external consultants simply cannot.
• Personalize Donor Outreach: When reaching out to donors, ensure that those making the calls have personal notes about the individual they are contacting. This allows for genuine conversations that acknowledge the donor’s past contributions and personal connection to the cause.
• Avoid One-Size-Fits-All Approaches: Donors are unique individuals, not just names on a list. A "one-size-fits-all" script is not only ineffective but also risks damaging the relationship. Tailor your outreach to reflect the diversity of your donor base.
• Stewardship Beyond the Ask: Donor engagement should not be limited to solicitations. Regular, meaningful communication that recognizes and values the donor’s contributions is essential to building lasting relationships.

Simply put, your donors deserve better than the kind of experience I had with ABC Charity. Genuine, personalized stewardship is key to maintaining and growing donor relationships. Nonprofits should prioritize this approach, using their board members and internal resources to ensure that every interaction with a donor is thoughtful, respectful, and meaningful. Anything less risks not only losing the donation but also the trust and goodwill of the donor.