Care that Experienced Donors Know You Care

The nature of relationships between a nonprofit service organization and those who donate to that organization changes over time. Researchers at University of Arkansas, Northeastern University, and Arizona State University saw it happen when analyzing what motivates volunteers and those who contribute money. At the start, commitment to the organization’s mission plays the largest part, but over the years, the emphasis moves toward commitment to the other volunteers and the nonprofit’s staff members.
     The study context was the Phoenix Zoo, which has an active membership base. Some among them had donated $10,000 or more. Peer identity was assessed by asking survey respondents to state what roles they believed they shared with peers who associated with the nonprofit. In the case of the zoo, among the possibilities were animal lover, conservationist, outdoor person, and teacher. With different types of nonprofits, the candidate identities might be history buff, coach, builder, or musician, for example.
     Maintaining identification with and commitment to the other volunteers comes from shared service experiences, leisure social events, and news about the others, so these are helpful with the seasoned volunteers. The objectives include providing opportunities for friendships or at least mutual familiarity. For optimal commitment, go beyond this. What those experienced hands seek is valuing by their peers of their contributions and demonstrated care about their continued participation.
     Still, different volunteers and donors will have different preferences. Some are likely to value a recognition ceremony where all will give a round of applause. Other volunteers and donors would find this to be a punishing experience. Perhaps they’d prefer an invitation to serve on an advisory board. Offer a portfolio of possibilities, the researchers recommend.
     The idea of nonprofits maintaining a portfolio for donors was also suggested from studies at University of North Carolina-Chapel Hill, Pennsylvania State University, and University of Virginia. Contributors’ loyalty lasts longer when they’re encouraged to sponsor a variety of initiatives.
     The data set for that study covered twenty years of contributions to a nonprofit foundation. In those circumstances where the foundation’s outreach guided sponsors toward dedicating money to a different cause than with the last donation, the likelihood of subsequent donations and the donation amounts both increased. Also, compared to instances in which variety was not featured, the pattern of contributions maintained greater consistency over changing economic circumstances. Predictability as allowed by consistency is as important to a nonprofit as donation amounts.

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Enhance Variety in Nonprofit Donations