In the business world, many companies stake their reputations on customer service, but their lesson is often lost on nonprofits making appeals to donors. One prominent exception is Food for the Poor, a Christian relief organization that has made a name for putting its contributors at the heart of what it does.
"Eighty per cent of people who stop giving do so because they felt distance from the organization," says Angel Aloma, executive director of the Florida-based charity, which raised nearly $1 billion last year.
In this segment from the Business of Giving, Mr. Aloma talks about the pitfalls of making the organization the center of fundraising appeals and explains how he changed Food for the Poor’s structure and culture to ensure that "the donor is king."
Listen to the podcast below.