To boldly go…
Howard Lake | 22 April 2007 | Blogs
I was idly surfing the web last week (well it was better than working), and as the cricket was going so badly, for some reason I started looking for donor charters.
I downloaded a few from the UK and a few from further afield and I was immediately struck by two things. Firstly, their overwhelming similarity, and secondly by their overwhelming blandness – there is a palpable lack of inspiration coming through from them.
And lets face it – similarity breeds contempt.
I started thinking about it a bit more. I suspect that many folk find the original Donor Charter as published by the Institute of Fundraising a few years ago, do a quick cut and paste job, and lo and behold have a Charter. Nothing wrong with this of course and it does mean that it is job done – on to the next thing on the to-do list.
But there are now so many donor charters out there that are virtually identical (I have the proof) that I came away feeling that every organisation must be virtually identical – whether its a school or an animal welfare organisation.
I started imagining what these must look like through a donor’s eyes. Would it reassure them (probably)? Would it inspire them (less likely)? Is it memorable through its sparkling text, vibrant images and genuine honesty (I very much doubt it)?
Now look at this extract from WRVS. “We guarantee we will give you honest and genuine feedback – including statements direct from the people your gifts will reach. When we say this is their words as they spoke them, you will know that we mean it.”
Compare this with “Your gift will be used in a way the preserves the dignity of the beneficiary/ies” or “We promise to acknowledge your support and keep you updated on how your support helps our beneficiaries.” Bland, bland, bland. Insomnia cure anyone?
I know which I prefer. Just think about the different images the language conjures up, “Beneficiaries” or “the people your gifts will reach”?
In a world where it seems to me, everything is becoming increasingly the same, why should we give unless we are offered something different?
The service provided to and for supporters could so easily be that something different. It’s a timely reminder to us all that a little bit of effort to stand out from the crowd, still goes a long way.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.