How Many Requests are Too Many?

This is part two of a series called The Disgruntled Donor.  I’ll be addressing four questions I wish nonprofit fundraising campaigns would ask me as a potential donor.  Here are links to the series intro and the first question.

How many requests are too many?

The heaping pile o mail again by Charles Williams on Flickr
"The heaping pile o' mail again" by Charles Williams on Flickr

I think that sometimes, super-dedicated, highly-motivated nonprofit development staff can get carried away with just how often they and their teams ask for contributions.

A couple years ago, my father’s cousin’s wife passed away.  In lieu of flowers, she asked that donations be made to a certain international nonprofit.  I prefer to focus on local efforts for my regular giving, but I gladly gave to them in her memory.  This organization has been clogging my snail mail at least monthly ever since, despite not ever hearing from me again.  They have not made it simple for me to switch to a different option, such as a quarterly email or an annual snail mail, and I’m neither impressed nor inspired.

My friend (the other Disgruntled Donor) told me that a few holiday seasons ago, her father’s alma mater contacted him by phone six days in a row asking for money.  Just sit on that one a moment and wonder how anyone could have possibly thought that was a good use of time or a respectful way to treat an alumnus.

I get that during tough times and toward the end of the budget year, sometimes pushes are necessary.  At some point the repetitive asking grates. It usually comes across to me as either incompetence or an arrogant assumption that the only reasonable way to spend my money is to funnel it to the pestering organization.  Neither impression inspires me (or anyone else I can think of) to give.

Organizations can avoid crossing that line by asking individuals what kind of volume of contacts they care to receive. They can ask this on a simple survey that also asks how they’d like to be contacted.  Quarterly or biannual requests work best for me, except for one or two organizations that are very close to my heart.  I’m happy to tell this to any organization who will both listen and make that communication process simple and efficient.

Where do you draw the line between what’s a reasonable request rate and what’s pestering?

Have a great weekend, and see you Monday for the third question I wish nonprofit fundraisers would ask me.

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