Finding Value in the Little Things in Life – and Donor Relations

Amy Massimo
Director of Donor Relations
Hackensack Meridian Health Foundation

Photo Credit: Adobe Stock

“Great things are not done by impulse, but by a series of small things brought together.” – George Eliot

As donor relations professionals, we certainly bring that truth to life. 

Each day, we make calls, write letters, install pin letters, report on the impact, and provide support in countless ways. Do we sometimes feel that our work fades into obscurity after the plaques are unveiled? Do we wonder if what we do really makes a difference? I’m sure all of us have wondered that on occasion.

But I’m here to remind you that we do indeed make a difference. And I bring examples with me.

Our newest team member makes thank you calls to donors, sometimes dozens on a given day. Many times, she leaves a message, but, in this instance, someone picked up the phone. Mr. Hidden Gem Donor appreciated the call, and casually mentioned that he was still interested in the organization. 

Ms. Amazing Colleague ran with that nugget of info to the Gift Officer, and (cue Jeopardy music) six weeks later, a multi-year major gift pledge was signed. The combined efforts of one call, great listening skills, attentive follow-up, and re-engagement, yielded great results. 

Several months ago, we received one of “those” letters – you know the ones I am talking about: an unhappy donor with a laundry list of the ways we went wrong. Time for some serious service recovery here. 

Immediately, Ms. Great Leader wrote a beautiful and sincere apology, validating the donor’s concerns and explaining how we would improve our process to ensure this didn't happen again. All corrections were made, and the donor was notified. 

Fast forward five months. Not only did the donor make another gift, but she also doubled the amount! These steps, taken by a dedicated group of caring individuals, served as a great example of a series of seemingly small steps that came together and yielded great results.

Yes, the small things matter. Yes, this affected the bottom line. Each and every person involved with these two examples knew that they played a significant part in these success stories. When you’re mapping out your stewardship plans, don’t forget to include all these touches!

 "And if you need more proof, just remember: donors who received a thank you phone call made gifts 39% higher in value, on average, than their first gift." – Source:  Donor-Centered Fundraising by Penelope Burk

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