全球视野 | 少说话，多倾听：非营利组织应该如何提高捐赠人的忠诚度？
How to Strengthen Donor Loyalty? A New Study Says Talk Less, Listen More
来源：
慈善纪事报
作者：
Drew Lindsay
文章《How to Strengthen Donor Loyalty? A New Study Says Talk Less, Listen More/如何加强捐赠人的忠诚度？一项新的研究表明：少说话，多倾听》发布在慈善纪事报上，作者是Drew Lindsay。文章指出虽然因为新冠疫情许多非营利组织接触到了大量新的捐赠人，但目前美国的捐赠人留存率正在不断下滑。作者认为非营利组织对于其捐赠人的投资和管理不足是留存率下滑的原因之一。而根据筹款营销公司RKD集团针对1334名捐赠人的调查显示，如果和捐赠人进行双向的交流，并让捐赠人感到自己的意见受到重视，则可以帮助非营利组织提高其捐赠人的忠诚度。
Donor loyalty may hinge on whether nonprofits talk with supporters, not at them.
捐赠人的忠诚度可能取决于非营利组织与其支持者是进行双向的交流，还是单方面讲话。
That’s one of the findings from a new survey of donors that aims to identify what engenders long-term commitment to a charity. A nonprofit’s transparency — its effectiveness at providing information and demonstrating impact — remain critical, the survey found. More vital, however, are efforts to seek donors’ input and ensure that they feel as though their opinions are valued.
这是一项针对捐赠人的新调查的结果之一。该调查旨在确定什么能使捐赠人对慈善机构作出长期承诺。调查发现，一个非营利组织的透明度仍然至关重要，特别是在提供信息和展示影响力方面的有效性。然而更重要的是，努力寻求捐赠人的意见，并确保他们感到自己的意见受到重视。
“Over the past few years, we’ve been talking about transparency and how that’s so important to the donor,” says Amanda Wasson, executive vice president for digital strategy at the RKD Group, a fundraising and marketing firm. “But sometimes you think you’ve checked that box by pushing out information or data about impact when what donors really want is to feel valued.”
筹款营销公司RKD集团的数字战略执行副总裁阿曼达·瓦森说：“在过去的几年里，我们一直在谈论透明度，以及这对捐赠人来说是多么重要。但有时你认为你已经做到了这一点，通过推送有关影响力的信息或数据。然而其实捐赠人真正想要的是感受到被重视。”
RKD came to such conclusions after commissioning a survey of 1,334 donors. It conducted the research because many clients are looking for ways to retain the surge of new donors whose giving was motivated by pandemic crises, Wasson says.
RKD集团在委托对1334名捐赠人进行了调查后，得出了这样的结论。瓦森说，RKD集团进行这项研究是因为许多客户正在寻找方法，来留住那些因新冠疫情大流行而捐赠的新捐赠人。
Retaining donors — always a challenge for charities — is all the more important as the likelihood of an economic recession grows, says Woodrow Rosenbaum, GivingTuesday’s chief data officer.
GivingTuesday的首席数据官伍德罗·罗森鲍姆表示，留住捐赠人对慈善机构来说始终是一个挑战，而且随着经济衰退的可能性增加，这变得愈加重要。
“We might be heading for a cliff,” Rosenbaum says. “Organizations with a broad base of support are much more resilient” than those that lean heavily on wealthy donors in tough times.
罗森鲍姆说：“我们可能正在走向悬崖。在困难时期，拥有广泛支持基础的组织，比那些严重依赖富裕捐赠人的组织更有弹性。”
捐赠人希望感受到自己被重视
Donors Want to Feel Valued
The RKD survey quizzed donors about their relationships and interactions with the nonprofits they support. Through more than two dozen questions, it gauged how participants felt on such topics as the groups’ communications, impact, and expertise.
RKD集团的调查询问了捐赠人与他们所支持的非营利组织的关系和互动情况。通过二十几个问题，调查评估了调查参与者对这些组织的沟通、影响力和专业知识等主题的感受。
RKD also asked participants to rate the strength of their relationships with nonprofits. Not surprisingly, donors with weak relationships gave organizations lower marks than survey participants with strong ties. But those donors with weak ties scored nonprofits even lower on questions related to their perceptions of how the organization valued them.
RKD集团还要求调查参与者对他们与非营利组织的关系强度进行评分。毫不奇怪，与非营利组织关系薄弱的捐赠人给其组织的评分低于关系密切的调查参与者。但是，那些弱联系的捐赠人在有关“他们觉得该组织有多重视他们”的问题上，给非营利组织打的分数更低。
For instance, more than half of donors with weak ties said their nonprofit was trustworthy and had great impact. Yet only 21 percent of the same donors said the organization values their opinions. Similarly, less than a third of weakly connected donors said they believe their nonprofit appreciates them.
例如，在和非营利组织关系薄弱的捐赠人中，有超过一半的人说，他们的非营利组织是值得信赖的，有很大的影响力。然而，同样的捐赠人中只有21%表示他们的非营利组织组织重视他们的意见。同样地，不到三分之一的弱联系捐赠人表示相信他们的非营利组织会重视他们。
These numbers suggest nonprofits can improve donor loyalty by offering more opportunities for supporters to be heard and feel a part of their work. “As marketers, we tend to think in a one-way format” for communications, says Justin McCord, RKD’s senior vice president of sales and marketing. “And that’s not very relational.”
这些数字表明，通过为支持者提供更多的机会让他们的声音被听到，让他们感受到自己是工作的一部分，非营利组织可以从而提高捐赠人的忠诚度。RKD集团的销售和营销高级副总裁贾斯汀·麦考德说：“作为营销人员，我们倾向于把沟通想作是单向的。然而这并不是很相关的。”
Advice from RKD based on its survey results includes:
RKD集团根据其调查结果提出了以下建议：
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Saying “thank you” matters. The report describes them as “table stakes” for building a relationship. Nearly 95 percent of survey respondents who reported a strong relationship with their charities said they frequently or sometimes received thanks. Almost a quarter of donors with weak relationships said they never received a thank-you.
说“谢谢”很重要。该报告将其描述为建立关系的“赌注”。近95%的调查对象表示与他们的慈善机构有很好的关系，他们经常或有时收到感谢。几乎四分之一的弱联系的捐赠人说他们从未收到过感谢。
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Introduce new donors to the organization almost as you would new employees. Wasson suggests doing more than sending the traditional welcome series of emails to donors. Go further, Wasson suggests, and invite newcomers to volunteer, join the group’s digital communities, and explore its work more deeply.
几乎像介绍新员工一样，将新捐赠人介绍给组织。瓦森建议，除了向捐赠人发送传统的一系列欢迎邮件外，还要做得更多。他建议要更进一步，邀请新来者做志愿者、加入该组织的数字社区，并更深入地探索其工作。
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Treat $100 donors like $500 donors. Many organizations personalize thank-yous and responses for donors who make gifts of $500 or more. That’s too high, McCord says: Data indicates those who make a $100 contribution consider that a significant commitment and are likely candidates for a strong relationship with a group. He suggests organizing a pizza party for staff to make personal thank-you calls to such donors.
像对待捐赠了500美元的捐赠人一样，对待捐赠了100美元的捐赠人。许多组织会对捐赠500美元以上的捐赠人进行个性化的感谢和回应。麦考德认为这数字太高了。数据显示，那些捐款100美元的人认为个性化的感谢和回应是一个重要的承诺，并有可能因此与某个组织建立牢固关系。他建议为工作人员组织一个披萨派对，让员工们给这些捐赠人发出个人的感谢电话。
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Invite supporters inside the organization. One example: Create in-person or virtual events where supporters can hear from a group’s leader and provide feedback.
邀请支持者深入组织内部。一个例子是：创建面对面的或是虚拟的活动，让支持者可以在活动中听取组织领导人的意见并提供反馈。
下滑的留存率
Slumping Retention Rates
Donor-retention rates have been declining in recent years. A decade ago, roughly half of donors to an organization re-upped the next year. That share is now around 43 percent, according to the Fundraiser Effectiveness Project, a research effort of the Association of Fundraising Professionals Foundation for Philanthropy and GivingTuesday.
近年来，捐赠人的留存率一直在下降。十年前，大约有一半的捐赠人会在第二年继续出现。根据“筹款有效性”项目的数据，这一比例目前约为43%。该项目是美国筹款人协会慈善基金会和GivingTuesday的研究成果。
Some experts hoped that pandemic-motivated new donors might end this trend and prove more “sticky.” But first-quarter 2022 figures suggest retention of new donors is continuing to decline.
一些专家希望受新冠疫情影响的新捐赠人可能会结束这一趋势，并证明他们更有“粘性”。但2022年第一季度的数据表明，新捐赠人的留存率在继续下降。
Jon Biedermann, chair of the Fundraiser Effectiveness Project and a fundraising consultant, worries that many organizations aren’t investing enough in donor retention and may have missed the chance to transform the pandemic’s first-time givers into loyal long-term supporters.
“筹款有效性”项目主席、筹款顾问乔恩·比德曼担心，许多组织在留住捐赠人方面投资不足。这些组织可能已经错过了机会——把因新冠疫情而进行捐赠的首次捐赠人，转变为忠诚的长期支持者的机会。
“A nonprofit can look at its own internal systems and processes and say, ‘Hey, did we really spend the right amount of resources retaining these donors? Because if we didn’t, well, that’s the problem.’” Biedermann says.
比德曼说：“一个非营利组织可以审视自己的内部系统和流程，并说‘嘿，我们真的花了适当的资源来保留这些捐赠人吗？因为如果我们没有，那么这就是问题所在。’”
The Akron-Canton Regional Foodbank in Ohio recognized the opportunity that the pandemic brought. About 10,000 new donors gave to the organization during 2020, about three times the number it typically acquires in a year. It considers many of these “crisis donors” and anticipated it would retain as few as 5 percent of them. Yet nearly a third gave again in 2021 after the staff, while pushed hard by Covid-19 disruptions and increased demand for their services, doubled down on its communications and stewardship of donors.
俄亥俄州的阿克伦-坎顿地区食品银行意识到了新冠疫情所带来的机会。在2020年期间，大约有10000名新捐赠人向该组织捐赠，这大约是该组织通常一年能获得的捐赠人数量的三倍。该组织认为其中许多人是“危机捐赠者”，并预计其中的5%会留存下来。然而，近三分之一的人在2021年再次捐赠。尽管受到了新冠疫情的干扰和对他们服务需求的增加，但该组织的工作人员加倍加强了对捐赠人的沟通和管理。
“In times of crisis, it’s very important that the entire team takes a breath, sits back, and looks at: Are we doing things in the way that our donors right now would want us to?’” says Colleen Benson, the organization’s senior director for development.
该组织负责发展的高级主管科琳·本森说：“在危机时刻，整个团队需要深吸一口气坐下来看看：我们是否按照捐赠人目前希望我们做的方式来做事？这一点非常重要。
Laura MacDonald, founder of the Benefactor Group, a fundraising consultancy, is working on donor retention with the food bank and a number of other organizations. MacDonald says first-time donors often hear from groups only when it’s time for a second gift. Organizations instead should talk about the impact of that first gift and then offer donors other ways to show their support. One simple approach: Ask them to complete surveys that will help shape the organization’s message strategies.
筹款咨询公司Benefactor集团的创始人劳拉·麦克唐纳正在与食品银行和其他一些组织一起研究如何保留捐赠人。麦克唐纳说，首次捐赠人往往在第二次捐赠的时候，才会收到该组织的消息。相反，各组织应该谈论第一次捐赠的影响力，然后为捐赠人提供其他可以表示支持的方式。一个简单的方法：让他们完成调查，这将有助于形成组织的信息战略。
“The next request of them should not be financial,” MacDonald says. “Give them an opportunity to lean in in a different way.”
麦克唐纳说：“对他们的下一个请求不应该是经济上的。给捐赠人一个机会，让他们以一种不同的方式靠近组织。”
关键句翻译
“奋进新时代”主题成就展于2022年9月27日在北京展览馆举办，那么奋进新时代的英文怎么说？
Forging Ahead in the New Era
forge ahead na. (不停地)努力前进
era n.纪元；年代；时代
翻译、撰稿：丁适于（杭州市基金会发展促进会）
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