Last week I wrote a post that ruffled some feathers.
I do that from time to time. It’s probably because everything I think, write and create begins with the donor in mind — not the fundraiser. Sorry. I guess it’s because I think “donor-centricity” is a term that’s tossed around a lot but isn’t truly applied properly enough.
Keep in mind, I started this business and invented our technology because I’m a pissed-off donor.
I want fundraisers to focus on me, not my transactions. I want them to understand why I care and how I want to find meaning in my life more than understanding how to get myself a tax deduction.
Anyway, today’s post is along the same lines as last week’s.
Take a look at the following mission statements and see if you can guess what’s missing.
Did you figure out what’s missing?
Fascinating isn’t it? In fact, search mightily. You’ll be hard-pressed to find a charity mission statement that includes their donors — the very people that provide the funding to fulfill each charity’s mission. The people who work hard their entire lives, then give away their hard-earned dollars. The people who care so deeply they give until it hurts and sometimes lessen their own children’s inheritances to make room for their beloved charities.
Is it me or is something wrong with the fact that nonprofit mission statements fail to include the people that make it all possible?
I’m thinking this is exactly why donor retention rates among nonprofits are in the toilet. How on earth can nonprofits expect to have high donor retention rates if they don’t even include their donors — their needs and their desires to find meaning in their lives — in the mission statement?
What do you think? Should donors be included in nonprofit mission statements?
P.S. – In case you’re wondering, yes… nonprofits are mentioned in my firm’s mission statement. So are supporters.
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