What happens after the donor purchases that $2,000 VIP auction item?

I recently witnessed a total mess up because someone did not communicate and follow up on a very simple task.

A friend bought a VIP pass at a charity auction to a road race car championship. He is passionate about competitive road racing and also thrilled to support the charity. When the event rolled around, he had a less than VIP experience. He was given general admission tickets instead of VIP tickets, no one knew where he was to go, his race contact texted that he was tied up at an event, he walked around trying to find the VIP tent, and he just happened to hear about the invitation-only dinner through an acquaintance.

You see last year, he purchased tickets to a similar event at the same charity auction. The experience was completely different. The donor was greeted at the entrance and taken by golf cart to the VIP tent. He was whisked to the “hot box” where he sat next to the team owner who was talking live through a headset with the driver during the race. About eight computer screens were lined up in front of him as he sat and observed in awe the process of competitive road racing. After the run, the donor was taken back to another VIP tent to a large food buffet table. Needless to say, the donor’s two experiences were different.

The donor’s bad experience reflected poorly on the charity.

The donor’s bad experience reflected poorly on the sponsor.

The charity wants all donors to have a good experience. The donor and the sponsor are two fragile relationships that must be stewarded. Otherwise, their continued support is in jeopardy.

Actions to take following an auction:

1.    Follow up with the sponsor at several intervals to make sure they are providing the benefits offered to the donor. Ask how you can help make the donor’s experience special.

2.    Follow up with the donor to make sure the donor has heard from the sponsor. Ask if they have any questions prior to the purchased event. Ask how their experience was following the event.

3.    Have board members make personal calls to say thank you to donors who contributed over $500, for example, at the charity auction.

4.    Engage the donor to build that relationship. The donor may not know much about your charity and was attending the event with a friend. Give the new donor a tour, invite them to another event, or ask for their feedback on the event.

5.    Enhance the sponsor relationship. Make sure the sponsor knows how much their donated item means to the charity. Do something special to say thank you. Record the staff saying a special thank you just to this sponsor.

Lack of follow up can cost a nonprofit sustained funding with major donors.

Question: How have you handled situations like this that require special attention to maintain donors’ support?

Nancy Rieves, Ed.D. is a fundraising guide. She provides overwhelmed nonprofit leaders with a roadmap to maximize and sustain major gift fundraising. She prepares leaders to be confident and successful in raising money. Reach her at nancy@nancyrieves.com.