Donor Fatigue

Donor fatigue simply refers to a phenomenon where donors who have in the past donated to a charity stop doing so or significantly reduce their level of support.

In the wake of so many crisis around the world, donors are receiving so many appeals, some of which are presenting a new flavor to the way donors have viewed charity work in the past. There is a lot of innovation and use of technology, something which traditional organizations have remained reluctant to adopt. Donor priorities are also shifting, and they are now interested in totally developmental aspects than they did in the late 90’s and early 2000.The big question is whether traditional NGOs are agile enough to respond to the changing context or are stuck to their traditional Strategic plans, constitutions hence contributing to donor fatigue and exhaustion.

Research by global giving suggests there are ways nonprofits can help to avoid donor fatigue.

1.??????Keep information emotionally manageable.

The research observes that the identifiable victim effect is important to remember. It goes further to say “The story of the one named person being rescued from the rubble in Mexico is easier for donors to handle than the thought of a whole school or city in distress. Appeals that are very specific, actionable, and emotionally manageable are more effective. Even just ensuring donors that their donation will go to help people affected by a specific situation in a specific area can go a long way”.

?2.??????Ensure proposed solutions are cognitively meaningful and morally significant to donors.

The research observes that if the donors can see the difference they are making, their perspective on the whole situation changes. It further says sending very specific updates to donors is very critical as it makes a donation feel less like a transaction and more like the beginning of a relationship. How does this work? After people read reports about how funds are used, they actually are happier with their donation. There is always an increase in Net Promoter Scores—akin to satisfaction ratings—after donors read reports (compared to immediately after their donation).

?3.??????Provide meaningful opportunities for donors give feedback.

Donors want to be able to ask questions and give feedback as part of the relationship with your cause. Global giving observed how they received pages and pages of responses to email updates from donors with some stating ““I can’t tell you how good it is to get an email actually updating me on the funding received overall and further, detailing where and to whom the funds are going. Thank you for making it easy for me to help you help others.”

?In conclusion, it is important to stick to what you know will work for you best. Tell specific, compelling and emotionally manageable stories. Provide safe and easy ways for people to engage in a way that feels significant to them. And create meaningful feedback loops with updates from the ground and opportunities for donors to share their thoughts.