Know Yourself, Know Your Donor

Share this article:

WASHINGTON -- The Stelter Company, a planned giving communications firm, said at the Direct Marketing Association of Washington's annual Bridge Conference on July 13 that meeting your goals can be done by meeting your donor's needs.

The session focused on ways an organization can match its mission with its donor's passion.

"We need to understand ourselves and our communication styles first before looking at the donor," said Suzanne Mineck, planned giving consultant for Stelter, Washington.

Ms. Mineck said that understanding an organization's own behavior makes it more proactive. She described this through Stelter's DISC system.

DISC stands for Discipline, Influence, Steadiness and Conscientiousness. It divides individuals into four personality and work style categories.

Those who fall under Discipline are decisive and like to start on projects immediately while those who are Influence like to shape their environment through relationships. Steadiness individuals are patient and not fond of change. Those who are Conscientious are detailed-oriented and introverted.

The key to meeting donor needs is taking time to notice things in their behavior and also in their environment, Ms. Mineck said. She considers the future of fundraising to be individualism and learning to cater to each person's need.

The example of a nonprofit development agent calling another development agent was put forward. Each recipient wanted to be valued as an individual more than anything else.

Once an organization has accessed itself and understood what behavior it exudes, it can glean the attitude of its donors and approach them through their characteristic traits.

"It is encouraging to the donor to talk a lot more than we do," Ms. Mineck said. "And by listening to them our institution will know how to come to them, and that will make the best gift in the end."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

App of the Week: CardsApp

App of the Week: CardsApp

The app lets users select loyalty cards on their phone or smartwatch to display QR codes at check out time.

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.