• Waarom geven goede doelen niet wat donateurs willen?

    Goede doelen negeren de wens van de donateur, zo blijkt uit onderzoek

Date: 30 Mar 2016

Onderzoek onder donateurs en goede doelen

Onderzoek, uitgevoerd door Edge Research onder 206 goede doelen en 1.250 donateurs heeft de volgende inzichten gegeven. Donateurs geven aan dat bepaalde vormen van communicatie erg belangrijk zijn om zich betrokken te voelen. Persoonlijke verhalen, updates en gerichte dankberichten dragen het meest bij aan dit gevoel. En meer dan de organisatie van sportieve evenementen, de verkoop van merchandise en actiepagina's of crowdfunding campagnes.

Bijzonder is dan juist om te zien dat de voorkeur van goede doelen uitgaat naar dat laatste! Logisch weer wel omdat er een directe gerichten inkomstenstroom aan vast zit. Maar iedereen weet dat een trouwe klant (dus ook donateur) meer waard is dan een nieuwe klant.

Geef ze wat ze willen

Geef dus informatie die donoren willen. Focus op persoonlijke verhalen, updates, en bedank hen persoonlijk en gericht. Zet de communicatiekanalen in die zij wensen. Kijk verder dan hoeveel donateurs geven en kijk ook naar factoren als hoe ze gecontacteerd willen worden en wat ze belangrijk vinden te horen.

Gat tussen de behoefte en werkelijkheid

Er is dus sprake van een duidelijke ‘gat’ tussen de wens van de klant en de werkelijkheid van het aanbod. Donaties worden anoniem afgeschreven en eventuele updates via nieuwsbrieven, websites, direct mailings, bevatten veelal irrelevante inhoudt. Het is alles behalve specifiek, concreet en persoonlijk.

Niet geoormerkt?, niet sterk

De oorzaak is dat donaties bijna nooit geoormerkt zijn, fijn voor het goede doel maar daarmee geeft je wel aan de donateur niet serieus te nemen. Hierdoor wordt het voor de donateur lastiger ‘iets’ te voelen bij de gift, laat staan betrokken te raken. In het algemeen willen mensen nog steeds wel geven maar wel met regie en voelbare impact.

Verplaats je eens in je donateur

Logisch: wie vindt het leuk om iemand een cadeau te geven, maar daar niet zelf bij te zijn, de spontane reactie van de ontvanger niet te zien en niet te horen wat de betekenis is. Maar in een later stadium wel gevraagd worden opnieuw een cadeau te geven?! Een anonieme, structurele donatie mist allerlei wezenlijke emotionele prikkels zoals oprechte dankbaarheid, exclusiviteit en het gevoel dat jouw gift ook daadwerkelijk iets verandert.

Waarom dan niet?

Ik weet niet waarom deze afstand nog steeds niet 'overbrugt' wordt. Komt het doordat het operationeel lastig is? Of omdat er toch wel gedoneerd wordt? Komt het omdat goede doelen eigenlijk niet willen laten zien wat ze doen? of omdat ze vinden dat ze het zo wel goed doen? Ik weet het zelf nog niet maar ik ben er van overtuigd dat vroeg of laat de wens van de donateur niet langer genegeerd kan worden.

Mijn tips 

  1. 1. Stap af van die eeuwige hang naar niet geoormerkt geld en wees concreet.
  2. 2. Voorzie donateurs van de informatie die ze willen.
  3. 3. Pas geefproposities aan op basis van de kenmerken van de ontvanger. Kijk naar leeftijd, communicatiekanaal, donatiegeschiedenis, persoonlijke voorkeuren en andere factoren om hen zo goed mogelijk te informeren en betrekken.

 

Martijn Draaisma

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