Some years ago I set up a Trust that makes substantial donations to small and medium animal charities and I am often disappointed to rarely be thanked or acknowledged. Of course, I don’t donate to receive a pat on the back, but it is distressing to receive a generic printed-out thank you form for a 5 figure donation, to have my name misspelt or even, bizarrely, have my bank thanked in a charity’s annual report rather than the Trust.
There is rarely any follow up describing how a donation was spent and what value it has created.
What charities don’t understand is that if they take the time to build up personal relationships with their donors, especially their large donors, they will be ahead of the pack and we will continue to donate to them and remember them in our wills.
I once made a 10k donation to a respected medium-sized charity and in a note with the cheque said I would like to be more involved with elephant and dolphin conservation. I got a lovely note back from the CEO, who I have met before, asking me to contact his secretary to organise a meeting. I’m not sure why the secretary couldn’t contact me herself but never mind. So I duly emailed the secretary and never heard anything back.
Astonishingly, given this tawdry treatment, (I was so upset on discovering that African baby elephants were being torn from their herds to sell to Chinese zoos and this charity specialises in zoo welfare), I contacted the CEO again, pledging 20k to kick start a campaign about this. Again he emailed me, copying in his (presumably very busy) secretary, saying she would contact me to organise a meeting, but she never did. Presumably they are so overwhelmed with large donations, they couldn’t be bothered to follow up mine.
I've had more luck with small rescue charities in Europe, who maintain regular contact, make us feel we are doing something worthwhile and are making a difference.
AIBU to think that charities should spend as much time thanking and building relationships with donors as they do in crafting their appeals for dosh?