Last summer, I wrote an opinion essay for the Chronicle of Philanthropy about why I stopped donating to some organizations. I explained that I expect nonprofits to promptly respond to my gifts and how disappointing it can be when, as is often the case, they don’t. I also discussed why I think nonprofits need to keep the lines of communication open with donors, showing them where their dollars are going and the effect they’re having. This is crucial as the field navigates historic drops in donations.
To my surprise, the commentary went viral and was one of the Chronicle’s best performers of 2023. Readers weren’t shy about telling me what they thought. The responses varied: For every person who agreed with me, at least one more thought I was uninformed, self-involved, or some combination of the two.
I even heard from a few organizations I had called out for ignoring me, including one that never responded to my request to update my estate documents. After the op-ed was published, I received an apology, an explanation for the delay — and my documents. A staffer at an organization that addresses hunger wrote to apologize for not responding to my questions about a visit and invited me to take part in a mobile food distribution effort. This type of communication is all I wanted in the first place.
Not surprisingly, I also got some requests for money. Almost two dozen organizations sent me fundraising pitches. Of those, five got a check from me.
I’ve taken each response to heart and collectively they’ve broadened my perspective and giving practices. Here’s what I’ve learned, how I approach donations differently, and what’s stayed the same.
The Need for Operational Funding
Some readers felt my suggestions minimized the challenges many nonprofits face, such as small staffs or fundraisers who wear several hats. I agree, and now have a stronger appreciation for why donors should empathize with — and help solve — these problems. People often like to give to newsworthy projects or programs that will carry their name, but that’s not always the best use of philanthropic dollars. Sometimes a donor should just try to help keep a nonprofit’s lights on — literally.
Although I will continue to specify that some donations go to certain projects, I plan to give more to operational costs. Someone, after all, must pay for the copier. Organizations, for their part, could share more about the difficulties they’re facing, whether financial or otherwise, so donors can better understand — and respond to — these challenges.
Donor Engagement Still Matters
With staffing issues in mind, my feelings on when and how to communicate have shifted slightly. While a phone call or email on receipt of a donation is nice, I now feel organizations could limit calls to first-time major donors. I like prompt receipts so I don’t have to worry that the post office once again lost a donation. But responses within about a month are just fine.
Nonprofits, however, are missing a huge opportunity by not doing more research on their donors. I’ve never been asked, for example, what other organizations I give to or why I donate to a particular nonprofit. A short survey on a free online platform could ask how often a donor wants to be contacted or how satisfied they are with donation acknowledgments, for example.
Some readers considered my desire to meet staff and those they serve “poverty porn” and “white saviorism.” I’ve been sensitive to that in the past but do agree it warrants continued attention. I still believe that respectfully engaging donors will yield bigger and more frequent donations.
The key word is respect. An organization can share its work with donors in ways that don’t compromise the integrity and privacy of staff and those they serve. For example, one nonprofit focused on homelessness arranges bimonthly lunches for donors and interested parties to learn about the organization, meet the staff, and tour the facilities. I also attended a dinner and presentation by study-abroad students at a college where I give money for study-abroad scholarships. I like to know who received the scholarships I fund, but students should have the choice of reaching out to a donor if they wish.
Help Donors Do Better Research
One reader wondered how much communication would be enough for me and noted that donors should do more of their own research. While it’s true that some of the onus is on donors, nonprofits can facilitate that by including all the information a donor might want on their websites, such as detailed descriptions of programs, reports on outcomes, financial information, and tax forms — assuming, of course, they have the staff to do such work.
If this information is included online, I just need a midyear update and an end-of-year summary of finances, services, and outcomes for the organizations that I support. They should also avoid sending too many email requests for donations near the end of the year.
Another reader questioned how proof of success can and should be measured, which I thought was a good point. I’m now more sensitive to how hard it may be to identify and communicate results. Newer organizations, for example, haven’t had the time to gather the numbers or anecdotes a donor might want. And ratings organizations such as CharityWatch, GuideStar, and Charity Navigator often lack helpful and detailed information, particularly about smaller organizations.
But wherever possible, I still find it helpful when nonprofits use data to explain how they achieved their goals. Food banks, for example, can share metrics such as meals provided or food distribution opportunities. Tutoring organizations aimed at helping students get into college can compare the high-school graduation rate for their students with those not helped, as well as the percent who attended and graduated from college.
A Two-Way Street
In the past, my donation habits were pretty narrow. I seldom bothered to look beyond the organizations I’d supported for years. But it’s clear now that I need to cast a wider net to make a bigger splash with my giving.
I also realized I need to spend more time researching the organizations I already support. For example, one nonprofit I donate to ranked near the bottom on success in fostering social mobility compared with hundreds of similar organizations. I had no idea until I did more research. I shared the results with relevant officials there and asked what was going on and how they planned to make improvements. Their responses weren’t encouraging. From now on, my donations will be smaller.
Philanthropy done well requires time — and lots of it. I’m retired so I can get on the phone or on Zoom to talk with nonprofit staff. But even for me, it isn’t realistic to keep logging those kinds of hours. Many people never have that time. They donate to organizations they participate in, such as their houses of worship or the colleges they or family members attended, organizations they’ve encountered, such as hospice groups, or those that advertise heavily, such as St. Jude Children’s Hospital.
Through this process, I’ve realized that a central question for the nonprofit world is how to reach new people and attract new donors.
So how has this experience changed my perspective as a donor? In truth, not that much. I still want to give money to organizations that help kids from low-income families succeed in school. And I like to see measurable results and open communication. But I understand better now that I didn’t have a complete picture of the problems fundraisers and nonprofits face. I’ve become more reflective of my own giving practices and sensitive to an organization’s struggles. On the other hand, I don’t think many fundraisers fully understand the donor experience. More opinion essays by donors on these pages might help.
I recently attended a dinner with a fundraiser from a new organization that I was thinking about supporting. I peppered her with questions and she, in turn, learned about what I valued when donating. While experiences like this aren’t always possible, it’s clearer to me now that a strong donor-organization relationship should include both listening and learning. Each side needs to ask the other, “What do you need and what can I do better?”
For my part, I will work harder to be a more informed donor — and do what I can to continue the conversation.
