Jan 30, 2011

Business and Corporate Donors Deserve Followup Too!

I spoke recently to the owner of a small business who says that, despite the down economy, he has actually increased his contributions (cash and in-kind) to certain nonprofit groups in his community -- but dropped others off his list. The nonprofits in the latter category were those that never followed up to him to tell him, for example, whether his item sold at their silent auction (much less at what price), or how they'd used his contribution.

This isn't retribution. Like any donor, he explained, he'd like to build a relationship with the groups he supports, not feel like they only run to him as the guy with the checkbook. Worse yet, he sometimes feels like a second-class donor. For example, he described his dismay when attending a nonprofit event and reading through the program, which listed everyone's cash donations -- but made no mention of the in-kind donations from himself and others. Oops.

Is the problem partly that the word "corporate giving" has made its way into common usage, leading people to confuse the local business owner with some faceless multinational conglomerate for which charitable giving is merely a drop in its promotional budget-bucket? I hope not, and I wish every nonprofit fundraising staffer could have heard this man speak. But I'll simply have to assure you that he wasn't faceless, and he probably represents the views of a number of other frustrated business donors. So keep in touch, and build those relationships!