Friday, May 24, 2013

Measuring The Impact Of Your First Impression

Over the next couple of weeks will most likely read in many of the LinkedIn groups thoughts on creative ways to raise money. This is especially for those that have a fiscal year-end on June 30. I read one such post just the other day and it got me thinking.

For many organizations this time of year means a laser beam focus on the finish line and implementing strategy to squeeze as much as possible out of their remaining prospects.

I've been wondering if while we're looking ahead at the finish line our prospects are looking backwards and reflecting on how they've been treated leading up to the last minute ask. Is it another example of our industry being out of sync with the people that were looking to engage.

While it's true that opposites attract I imagine if a restaurant only served what you didn't enjoy you
wouldn't go back let alone try it to begin with.

I do wonder if the time to strategize the last minute gifts is actually at the moment when someone makes their first gift. Is the rate of return on our year end solicitations related to the quality of the first and lasting impression we create when someone first supports our organization. What is the old saying about one chance?  :-)

This summer a few friends and I are going to take a deep dive into the business of designing donor experiences and what metrics are required to stay on top of in order to create lasting impressions. 

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