Donor Journey Part 4: Connect Your Mission to Your Donors’ Passion

Sam and Martha don’t have any children.  They live in a very modest home.  They are not interested in “things.”  They don’t need a whole lot or want a whole lot.  They own a pumpkin farm next to their house on 100 acres, which had been in their family for generations.  It was the kind frequented by kids looking to pick pumpkins and go on hay rides.

Through her donor stewardship, Karen discovered Sam and Martha's passion: helping the homeless.  Karen got them involved in sponsoring family homes through The Army’s transitional living center.  Sam and Martha loved that with these transitional housing units, The Salvation Army worked directly with homeless people to help them find permanent housing.  In 2013, they sponsored four homes — a gift of $25,000.  The following year, they renewed their sponsorship of four homes, and they increased their unrestricted giving to $80,000.

Since they’re elderly and couldn't visit or tour our facilities, Karen and Matt — the planned giving officers — would bring the couple soup from the local hospital (because it’s their favorite).  They spent a lot of time doing thoughtful things for Sam and Martha, which they definitely deserved and appreciated.

Do you know what donors are passionate about?

It’s crucial to connect your mission to your donors’ passions.

With more nonprofits than ever before, (over 1.5 million across the United States, according to The Chronicle of Philanthropy) donors are ever-vigilant about where their dollars go.  The average Salvation Army donor gives to roughly 9-12 charities per month.  Donors’ time, energy, and money are pulled in many directions.

Karen’s excellent stewardship gained her valuable insight into Sam and Martha’s heart for people who are homeless.  Karen knew that by connecting the couple with this ministry, they’d be delighted to see their money going to use … in their favorite way possible.
 

Why is it imperative to connect your mission to your donors’ passion?

• To create a long-lasting bond between donor and organization.  When a donor knows they are making a literal difference in others’ lives by supporting a shelter or providing food or education, it creates an indelible bond with your organization.
• If you’re not connecting with your donors, then another nonprofit is!  As mentioned above, there are over 1.5 million charities in the U.S. — that’s a lot of competition for your donors’ passion to be matched elsewhere.
• Lapsed donor prevention.  If a donor feels truly passionate about what your organization is achieving, they’ll feel committed to sending in their check each month, or will sign up to be a monthly sustainer!  Check out this post from Heroic Fundraising about 6 Ways to Win Back Your Lapsed Donors.

This is #4 in a series of 5 posts about the Donor Journey.  Check back to learn more about Sam and Martha, and about their Donor Journey with The Salvation Army.