Asking for Feedback Before Asking for a Gift

Does the idea of running a draft fundraising communication past a donor fill you with dread? That’s understandable. But don’t let it stop you.

It is extremely hard to see your own blind spots, biases, and assumptions. 

Asking for other perspectives, especially from donors in the target audience for a specific communication, can only benefit everyone involved.

Here are three ways to get started:

1. Invite individual donors

This is a fantastic engagement opportunity for anyone who is poised to take their giving to the next level, invest in a specific priority, or make a planned gift. The conversation can take place one-on-one or in a small group. 

Ask: What resonates? What would you change? 

2. Consult a committee

At a minimum, your organization should have a development committee. If yours is a larger, more complex organization, you likely also have an alumni association, parent council, or grateful patient advisory board. These volunteers are eager to be engaged.

Ask: Does this advance our goals? Are the tone and language right? 

3. Follow up on a feasibility study

If a comprehensive campaign is in your organization’s future, it will likely begin with a planning phase that includes a feasibility study. The report that comes back from that study is gold! But have you fully integrated your top donors’ preferences and attitudes into your communications for them?

Ask: Does this piece make you feel heard? Would you feel proud to share it with a friend?

Ultimately, you and your team are responsible for what you put out into the world, and you are the fundraising experts. You don’t have to accept every piece of feedback a donor gives you. But if you’re not even giving them a chance to provide that feedback, you’re missing an opportunity to become better attuned to your donors’ interests, needs, and preferences more broadly. In addition, you're missing the chance to make your donors feel like trusted partners, even if the role they play is very small.