Tips on Implementing Quality Donor Services for Stronger Nonprofit Fundraising Results

Recently I wrote about the importance of Building Donor Loyalty for Stronger Nonprofit Fundraising Results and how first impressions and quality donor services were key to engage and retain the loyalty of donors. The donor’s experience also dictates how they speak of your organization to their networks. According to the latest Blackbaud Index, current fundraising trends have impacted nonprofit fundraising so it’s now more important than ever to ensure that organizations are strengthening their donor engagement and services to optimize donor retention. The following are some tips that nonprofits can use to enhance the donor experience:

1. First-Contact Resolution – A recent benchmarking survey by Clickfox Consumer Tipping Points revealed that the number one reason respondents (42%) are most frustrated in dealing with a company or organization is by having to speak to multiple people and start over every time. For a nonprofit organization to elevate the quality of their donor services it’s important that they adopt the ‘First-Contact Resolution’ philosophy. Originating from a call centre term, ‘First-Contact Resolution’ encompasses the many contact channels in which a donor communicates with an organization. To adopt this philosophy the following needs to be implemented:  1)Accountability – In my Building Donor Loyalty post, I mentioned that it’s important to either establish a donor services department or assign someone to be directly responsible for donor interactions via all channels including telephone, email, regular mail, fax, social media, etc. A donor services policy should mandate that those who are assigned to have interactions with donors, for even the simplest of inquiries or requests need to be made accountable in fulfilling them or resolving their problem and following through within the first contact; and 2) Training – The same question to the survey saw that 13% of respondents were most frustrated with rude or inexperienced representatives. Training is imperative for Donor Services Representatives and any team member dealing directly with donors and supporters and should include three key areas: 1) soft skills, including the nonprofit mission, vision and philosophy, thereby ensuring that they are adhering to the voice and image of organization; 2) hard skills, including your fundraising and donor management software and/or databases, website and online functionality; and 3) current and past fundraising campaigns and programs. Representatives must be fully equipped to correctly handle donor inquiries within the first contact. 
2. Follow-Up – Undoubtedly there will be cases in which addressing a donor’s inquiry or request is not possible with the first contact, as the representative may need to work with other team members or departments to get the correct information or complete the request. However, to ensure that the donor services department is providing quality services, representatives must follow up with the donor keeping three key factors in mind: 1) Gather All Information – To avoid contacting the donor again to clarify or ask additional questions it’s critical to get all the information required to fulfill the request during the first contact; 2) Provide Completion Time Frame – Providing the donor with a reasonable time frame in which their inquiry or request will be completed will avoid follow up contact by the donor and save the donor services team time. It’s key not to over-promise and under deliver; and 3) Close the Loop – Ensure you close the loop of the transaction by contacting the donor through their preferred method of communication, but ideally through telephone (as it’s the most personal) and provide them with a response to their inquiry or confirmation that their request has been fulfilled.

Providing quality service is essential as not only does the survey indicate that 35% of those that receive bad service cease doing business with a company, a whopping 52% end up telling their family, friends and peers about the bad experience. 60% of respondents indicated they are influenced by the comments of others about their experience with companies/organizations. Maintaining a good reputation with your donors is critical.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.