Hide and Seek: Joan's Story

April Week 2 & 3

We all know that we don’t know what we don’t know.

But if knowing is half the battle, how do we get to know our donors better, and craft our messaging to be what THEY need or want to hear, not what WE like to say?

During these two weeks of continuing our planned Spring Campaign communication, we also want to prep for May donor interaction and events, so it’s time for another learning curve that might feel a bit shocking: donor research.

Researching your donors in order to relate to them in a more personal way is an incredible exercise. It will give you windows into some of your beloved donors that illuminate sacrificial giving, passions, and calling. It may bring you to tears; it may thrill you with excitement. But what it should never, ever do, is reduce a person to a number, or a target, or a checkbook.

I want to tell you a story that highlights the power of paying attention to WHO your donors are.

Joan faithfully sent a large donation, twice a month, without fail, to an organization I was working with. This organization is in a lower-income area, and Joan never came to any in-person events. We very much wanted to meet her—but Joan never wanted recognition. The staff made sure personal notes were written on her monthly paper receipt, and we just always wondered about Joan. One day I decided to do a bit of research. I found that her home address had a street view. Joan's home was a trailer in a very poor area. She was giving away what likely was a significant portion of her monthly income—she always sent the same exact amount. The director finally was able to speak to Joan's husband and learned that she was very shy, but that this cause was very close to her heart. and yes—she was giving very sacrificially. The team continued to send her stories of lives changed by her giving, reaching out as much as possible. Joan eventually became terminally ill and passed away this last year. We had a plaque made for her family honoring her life and the beautiful way she gave. Joan's family was so touched and included it in her memorial. Her husband still sends that donation, because that's what Joan would have wanted. ❤️

Imagine if we never took the time to find out who beautiful Joan was.

Now, go find out something beautiful about your donors this week. And then, tell me!

I would love to hear your stories:

With Joy!

P.S. WEEKLY COACHING GUIDES BELOW FOR PAID SUBSCRIBERS.

April Week 2 and Week 3