# Fundraising v Selling – 2 sides of the same coin?

- Link: https://fundraising.co.uk/2008/10/02/fundraising-v-selling-2-sides-same-coin/
- Published: 2008-10-02T10:58:21+01:00
- Author: Guest Blogger

When I came in to this sector just over three months ago in a salaried capacity,
working for Premier Contact, rather than as an ad hoc volunteer, I guess I had some
preconceived ideas  about what it was all about.

Since then every day has been a learning curve for me. Often a steep one at that!

I have encountered so many really genuine, dedicated people in those few months –
probably more than in the past 10 years in the commercial sector!

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In the commercial sector I had been involved in most areas of senior management 
for 30+ years – but for most of that time in sales.

So it came as a bit of surprise to me to find out just how similar fundraising is
to selling.

Our Group MD, Cathy Sullivan, sent me a book to read just after I started with the
company.

She thought it may come in useful.

The book is [Building Donor Loyalty](https://www.fundraising.co.uk/building-donor-loyalty-the-fundraisers-guide-to-increasing-lifetime-value)
by Adrian Sargeant and Elaine Jay.

And yes, it is very useful.

Now, at first I thought this was another US centric publication, but it crosses 
the Atlantic and covers case studies both here in the UK and in the USA.

The key thing for me was that within a few pages they were talking about it being
ten times more expensive to recruit a new donor than to retain an existing one.

Hang on, I thought to myself! This sounds rather familiar to me.

Well!! All the sales technique books (and there are many of them) that I have read
over the years have said that it is ten times more expensive to recruit a new customer
than to retain an existing one.

So, what is the difference?

I guess in simple terms, if I sell you a toaster, you give me money and I give you
a toaster.

If I looked after you well and the experience was good for you then you may well
come back to me when you want a new electric kettle (sorry, used these examples 
as I have just had to go shopping for a toaster and a kettle!).

If I am a charity and I recruit you as a donor you give me money and I give you 
a warm feeling inside.

Sorry, I did tell you I was being simplistic here.

If I looked after you well and the experience was good for you (recognise that bit?)
then you may well continue to make donations to my charity.

Now, taking this a step further, and this I believe is where it sometimes goes wrong,
I (the charity) do need to continue giving you that warm feeling in order to retain
your donation long term.

I need to engage with you, I need to keep you up to date with what is going on, 
I need you to feel valued and to feel that your contribution has a value to the 
charity.

In the sales cycle this is often referred to as account management. Indeed looking
after the customer and ensuring they stay with you long term.

So how do you keep donors feeling ‘warm’ inside about you?

Perhaps you’d like to make some suggestions and I’ll cover them in my next blog?

 * **[Googling the past](https://fundraising.co.uk/2008/10/07/googling-past/)** (
   7 October 2008)
 * **[Charity budgets and the credit crunch…](https://fundraising.co.uk/2008/10/08/charity-budgets-and-credit-crunch/)**(
   8 October 2008)
 * **[Brown bets the house…. But there is a better way!](https://fundraising.co.uk/2008/10/08/brown-bets-house-there-better-way/)**(
   8 October 2008)