CDE project 11b: rec­om­men­da­tions to improve the donor expe­ri­ence — four and five

Written by
The Commission on the Donor Experience
April 28, 2017

Recommendation 4: Be smart with data

There is an appendix to this report on using data correctly in individual giving. However, it is worth reinforcing the message that it is crucial to handle data in a compliant and sensitive manner. You also need to make sure you have transparent data policies in place and conduct internal audits on your data handling and use.

Example 1: ActionAid privacy statement

ActionAid have a jargon free data protection web policy and make it easy for supporters to contact them to update their preferences.

Recommendation 5: Have a great offer and compelling reason to give

As outlined in the ‘Direct mail that works’ report having a great concept (also called fundraising offer or compelling reason to give) is essential for direct mail that people respond to. 

Classic concepts include WWF’s ‘Adopt an animal for a monthly gift’:

The Friends of the Earth ‘Bee Cause’ campaign offered donors the chance to receive a ‘Bee Saver Kit’ in return for a gift of £15:

This CLIC Sargent pack was built on the insight unique to them – they use string to connect a child with their mother when they are undergoing treatments where they cannot be accompanied. The pack included a piece of string to bring this concept to life.

Click on the image below to view project 11b in full - PDF format.

About the author: The Commission on the Donor Experience

The CDE has one simple ideal – to place donors at the heart of fundraising. The aim of the CDE is to support the transformation of fundraising, to change the culture to a truly consistent donor-based approach to raising money. It is based on evidence drawn from first hand insight of best practice. By identifying best practice and capturing examples, we will enable these to be shared and brought into common use.

Related case studies or articles

CDE project 11b summary: direct mail

How can we plan better as a sector to avoid individuals being inundated with our communications and ensure that that our messages get the attention they deserve rather than all being lost in such a crowded space?

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CDE project 11b: the three key and separate steps to crafting a great DM appeal

Step 1: the proposition. Step 2: the concept. Step 3: the do’s and don’ts of direct mail appeal writing and design. 

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CDE project 11b: part two - output from the direct mail workshop and recommendations to improve the donor experience

Examples of direct mail and recommendations to improve the donor experience. Recommendation one. 

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CDE project 11b: recommendations to improve the donor experience - two and three

Recommendation 2: Think about how donors FEEL.

Recommendation 3: Be an ambassador, as well as a fundraiser

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CDE project 11b: recommendation 6 - thank properly and great customer service

Thank personally and quickly. As project 6 on emotion recommends, fundraiser’s should aspire to be ‘famous for frequent, fast, fabulous feedback’. 

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CDE project 11b: appendix 1

Additional income plus cost savings from a digital print strategy - a direct mail case study from World Vision. 

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