The Annual Giving Exchange

Knock knock. Who’s there? Charity.

Sometimes that’s where the conversation ends. Why? Because, in some people’s eyes, nonprofits only call or write when they’re asking for money. Part of our job in annual giving is to overcome that perception. Surveys can be a helpful tool.

While many fundraisers use surveys to better understand the interests, behaviors, and perceptions of donors and prospects, many overlook their added value. For example:

• Stewardship. Asking someone for their opinion (rather than their donation) lets them know they are invested in the success and direction of the organization.

• Data collection. Surveys can be an efficient and effective way to update donor contact information (address, phone number, e-mail, etc.) as well as demographic and biographic data (marital status, children, employer, etc.).

• Prospect research. When you’re looking for specific answers, don’t be afraid to ask specific questions. Surveys can help identify people who might consider including the organization in their estate plans, meeting with a gift officer, or serving as a volunteer.

There is a lot to consider when planning (or even thinking about planning) a survey. Timing, budget, audience, and method of data collection are important, but start by identifying your overall goals. Ask yourself if you’re trying to identify new donors or to learn about, steward, and cultivate current ones? Hopefully, all of the above.