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July 25, 2008, 11:43 AM ET
Few Charities Wow Donors During Process of Giving
While most charities are doing a good job of meeting donors’ expectations, few are actually exceeding them, according to a new survey.
The Great American Donor Survey, conducted by Campbell Rinker, a marketing research company in Valencia, Calif., that specializes in nonprofit work, found that 83 percent of charitable donors consider the giving experience to be what they expect. Only 13 percent say the charity they supported went beyond their expectations.
The finding is important because donors talk, says Dirk Rinker, president of the survey firm. “How much donors are communicating about their giving is just astounding to me,” he says.
Of the 3,400 donors surveyed, 66 percent said they occasionally recommend one of their favorite charities to a friend or family member, and 19 percent said they frequently do so.
Says Mr. Rinker, “Word of mouth is your best form of advertising.”
The donor survey was conducted online and by telephone in February
Mr. Rinker released preliminary results of the study at a conference in Washington sponsored by the Direct Marketing Association of Washington and the Association of Fundraising Professionals’ Washington chapter.
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