197. Donor Engagement Kindergarten Style: Small Things Matter - Jonathan McCoy and CFRE, Becky Endicott, CFRE
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Overview
We're concluding our final episode in our Friday series, Donor Engagement: Kindergarten Style with this week's discussion about why Small Things Matter. Relationships that are triggered by process may be reliable, but they can also feel mechanical. We're talking about exerting effort and delighting in the small things that creates true connection and deeper engagement 🎉 Tune in, we're bringing principles, case study examples and Pro Tips too.
“We believe that the little things really are connected to our memories, emotions, and the things that matter most to us and our own personal lives. ”
Episode Transcript
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Episode Overview
Small things matter.. applied (2:00)
Case studies where we have seen this work (9:50)
Pro Tips: where you can get started today! (14:00)
Powerful quotes
“So today, we're talking about how do you take a step back? How do you notice very small micro nuances about your donors, about your organization, about the way that people are engaging with you online, it is time to start noticing what's going on. And it's also about putting those listening ears back on sharing equally, and figuring out what makes someone tick.” -Becky
“I'm glad that you brought up listening, because it's been a thread of these kindergarten conversations. Because we just believe as an industry, we're not doing this well enough. And not just with our donors, because I mean, that's the fundamental of getting to know somebody's story and how that passion could maybe align with what you're working on.” -Jon
“It's really about exerting some effort and delighting in the small things that create true connection and deeper engagement with donors.” -Becky
“We believe that the little things really are connected to our memories, to our emotions, and to the things that matter most to us and our own personal lives. And so that's why we feel like baking this into your experience, thinking about the donor experience, or the beneficiaries experience with your organization. That's why it's so incredibly critical.” -Jon
“Here's a little hack I use whenever I would go into a meeting with someone, when I walk in, I would take whatever that split second is three seconds, and I would look around. I would say, “what's important to this person based on what's in this room?” -Becky
“If you think about the fact that when you're building relationships with donors, you're trying to build that with the organization. So you know lives on beyond your time there.” -Jon
“One of your Hallmark principles of small things that matter starts with asking questions, you have got to ask a lot of questions. And then you have to sit back and absorb and listen to everything.” -Becky
“It's easy to focus on big gifts, and you could be missing, what are the stories? What are the small stories that are happening in your organization? I guarantee that they're happening. But are we listening? And are we asking the questions to really dig in and find them and connect with people.” -Jon
“Make sure your thank you to ask ratio is balanced. And I would even say that you should consider engagement as a huge portion of your gratitude process.” -Becky
“Go back into your database, find your loyal donors, make them feel special, even if they've only been giving a, you know, a couple of dollars a year to you. That is someone who has stayed with you over a long period of time, you need to find a way to it even a small way to make them feel special.” -Becky
Small Things Matter… Applied!
Small is the new big. Small actions make up our habits. Small words make up our thoughts. Small actions make up our attitude and behavior. Small things grow and are more efficient over time. The little things we overlook build up to the big ones.
Listening is key to understanding micromoments
Relationships triggered by process may be reliable, but can feel mechanical. Exerting effort and delighting in the small things creates true connection and deeper engagement.
The little things we do are actually connected to our memories, our emotions, and the things that are most important to us.
Slow down and be present.
Look around. Be observant.
Put your phone on silent.
Ask questions.
Document as much as you can as soon as you can.
Find ways to circle back with thank you and reference something specific you chatted about.
Thread gratitude into the micro-moments.
PRO Tips 🎉
Automate the essentials - leave space to surprise donors with small and meaningful touchpoints (remember special occasions and moments and celebrate them)
Look for micro-moments - storytelling that captures the nuance of small things that reveal a deeper level of impact.
The smallest things matter. In storytelling, it’s the details that draw us in. Pairing it with stewardship is next level. 🥳
Analyze your gratitude process. Make sure your thank you: ask ratio is balanced. Consider engagement a huge portion of your gratitude process.
Utilize your board members as “secret shoppers”
Employ your volunteers/ “grateful patients” to help share gratitude
Find your donors who have been giving to you for half or more years that you have been in existence, and find a small way to make them feel special
Bless and release your big donors, start looking at your loyal donors and building relationships with them.
Connect with Jon
Connect with Becky
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