If you haven't read it yet, @Markyphillips has written a post this week about the fundraising attempts of Arsenal football club. The highlight for me is the reaction of a season ticket holder who has just been asked for an additional £40 to have his name written on his seat. (You can read it here).
Seeing it as another cynical attempt by the club he loves to extract even more money from him, the supporter is not best pleased. It's a fundraising fail, because he does not feel the considerable fees he already pays to see matches are well-used.
How many charity asks fall down for the same reason - because we ask for money without having proved that a previous donation has made a difference?
Well, Mark's post got me rummaging through drawers to find something I was sent by the team I support. Like some fundraisers, the good people at Aston Villa have realised the power of saying 'thank you'.
This is a card I received from my team at the end of last season. You'll notice it hasn't been thrown away, despite it being five months or so since I received it.
This is the front cover of my card.
Here's the first reveal with a thank you message from the Chairman and CEO (not the manager you may note, who has subsequently left!)
And here's the full message, when the card opens out - with a nice reminder of our finest hour (or 90 minutes rather) thrown in at the end there. Not bad is it?
Football clubs have supporters for life – supporters with a passion and commitment that a charity can only envy as Mark points outs. Yet here's evidence that they too work hard to keep that interest alive.
Have you told your supporters that they're 'the greatest'? If not, why not?
Some of the best fundraising pieces:
- Say thank you
- Show how the supporter's money has been used
- Show continuing need
- Give an opportunity to donate
In fact, here's an ActionAid pack that does just these things that won the IOF best donor development award this year.
