Are You Thinking Like a Donor?
For the past few weeks, I’ve been following a woman on social media who’s working to pay off $100K in debt as a stay-at-home-mom. Her strategy? Side hustles. She takes online surveys, writes Amazon reviews, joins research studies - you name it.
But her most lucrative gig? She’s a mystery shopper for apartment complexes. Companies pay her to pose as a potential renter, tour the property, and then report back with feedback to give them a behind-the-scenes look at their own guest experience.
Wild, right?
Following along in her latest mystery shopping gig reminded me of a research study I came across a few years ago involving nonprofits. A company made online donations to over 100 top-rated national nonprofits to test their systems - from how easy it was to sign up for emails and complete a donation, to how quickly and thoughtfully they acknowledged and stewarded the gift.
The outcome? We failed.
Awkward.
To name a few glaring issues:
Many “Donate Now” buttons didn’t actually work
Less than 1% sent a follow-up email to the donor asking if they were interested in volunteering, taking a tour, or getting involved
Only 11% of organizations added the donor to an email list to receive future correspondence
Less than 5% of organizations followed up with a thank you phone call to this first-time donor
And these were national, well-resourced organizations. Imagine what the results would be for smaller, stretched-thin nonprofits!
⚡ Quick Tip:
So, what should we do to make sure we’re not one of those leaving future donations out in the cold?
Here are a few simple but powerful steps:
Take a few minutes this week to be a secret shopper, errr, secret donor on your own website. Give yourself a scorecard with specific recommendations for updates or changes. I bet you’ll discover some low-lift improvements that can make a big difference!
Audit your own donor experience online using an incognito window to get a fully anonymous experience
Try donating $10 to your own organization (on desktop and mobile). Is the process seamless?
Make sure your “Donate” button works (everywhere)
Check your website, email footers, social profiles, and mobile view. Broken links are low-hanging fruit that cost you money and trust
Lastly, and most importantly: Review your automated communications. (If you aren’t already automating, it’s a must!)
A thank-you + follow-up sequence
Layer in a second email a few days later inviting the donor to get more involved: volunteer, tour, or attend an event
Import donors to your email list (with consent)
Automation can still feel sincere, and you’ll never miss another cultivation opportunity that way! Make ongoing communication the default, not an afterthought.
💬 Good advice
"What gets measured gets improved." - Peter Drucker
That’s why the little things like a working donate button, a heartfelt thank-you, or a personal invitation matter so much. Donor experience isn’t just a nice extra; it’s the foundation of lasting support and the key to building trust. When we go above and beyond for the donor who gives $10, we’re sending a powerful message: imagine the care we’ll give to someone who gives $10,000. Think like a donor because they’re paying attention!
👋 One Last Thought:
At Jenni Craig & Co., our mission is to help organizations build thoughtful, effective systems that serve donors well… without adding more to your plate. Because when donors feel seen and valued, giving becomes a joy and sustainability becomes possible.
Curious what this could look like for your organization? Just reply to this email. I’d love to start a conversation!
You’ve got this,
Jenni
