Communicate!

“Dear Bernard…”

I’ve been reading The Nation all my adult life.  I’ve subscribed to it for thirty years.  And I used to give a donation every month–but not any more.

“Bernard, don’t let them win!”

Sorry.  There are other progressive organizations.  Hell, there are other progressive magazines.  If I want to do my part to keep the right-wingers from stamping corporate logos on people’s minds, I can give my money elsewhere.

“Bernard, we want you back.”

Too bad.  Because my name is not Bernard.

Now, you might think I’m being petty here.  I do read The Nation ever week, right?  And I pass along each week’s issue to a friend who reads them too.  What’s more, the magazine has moved into the 21st century with a good website and a diverse set of contributing editors that keep it lively and on point.

Why should something as minor as the wrong name lose me as a donor?

First, because no one’s name is minor to them.

Second, because if they’re making this mistake with me, how many others are they offending with similar mistakes?  Why should my donation fill a hole they’re digging themselves, because they can’t get a person’s name right?

Third, because when I point it out to them, they don’t respond.  I reply to the emails.  I tweet the editor personally.  And yes, I’m going to call them and find a human being to speak to live.  But that’s not the donor’s job. And most donors won’t do it.  And you will lose them, maybe for a lifetime.

Is your nonprofit telling donors they are irrelevant?

As a donor, do you feel welcomed and cherished?  Or do you feel nameless?

May 5 update: the fundraising staff finally responded and promised to do better.  Let’s hope the social media staff learn too!