By Laura-Jane Sullivan, New Business Director
Tis the
season, no not of ho ho ho just yet, but when completely dedicated people show
their support for causes by standing out in the rain, wind and snow to sell
cards, poppies or just to shake their tin.
For example;
the lawyer who phoned into Radio Two yesterday to say how he had given up a day
of what I’m sure is very profitable and time consuming work to stand outside
Aldgate tube station selling poppies, or my 80 year old in-laws who stand year
after year whatever the weather in Coventry city centre shaking collection
boxes for RNLI. And woe betide any family or friend who doesn’t buy their RNLI
Christmas Cards!
This got me
thinking, why do they do this when they could just bung the charity a £10 or
sign a DD for £2 a month and have it over and done with. I suspect it is
because of the euphoria in doing their bit and supporting their cause.
But, is the
same euphoria experienced each month when those monthly (or cash) donations go
out of their bank account? I doubt it, like me, I expect we don’t even notice
it, but glance over the bank statement viewing our donation as we do the gas
transaction, or the water transaction etc.
So, perhaps
charities are missing a trick here. How can they create those feelings
experienced by the people who campaign, collect, sell and complete events for
cash donors?
At TW CAT we view the answer as ‘getting personal’.
Acknowledging those gifts in the first person, referring to previous gifts and
keeping the donor completely informed about how their money is helping. Nothing
works harder than illustrating how their valued gift has helped turn around the
lives of those suffering from Parkinsons, or helping create a sustainable
source of water for a village for example.
The power of
the thank you should never be underestimated.
Posts
No comments:
Post a Comment