How to improve the charity donor experience
It’s a good time to be a charity if the numbers are to be believed. Overall charitable giving is on the rise and 60% of people claim to have donated to a charity in the past year. Whether they’re donating cash, goods, or taking part in fundraisers, people love to help out for a good cause.
But is something holding them back from donating to you? Maybe you haven’t seen this same rise in generosity, or maybe you feel there’s more you could be doing. The answer might be in the donor experience. Is it a pleasant one or are your staff hurting your chances? Let’s go through the various touch points of your charity and see where we could improve.
Most people will meet your staff in one of your high street stores. With vintage fashion all the rage these days, plenty of people are scouring charity shops looking for a rare find. So you might see more in-store custom than you’re used to.
For many, your shop workers and volunteers will be the only point of contact. When training your staff, it should be like any other retail store. You want them to be friendly, cheerful, and helpful to make the donor experience better. Thankfully, volunteering attracts altruistic types so your staff should already be good-natured. If that’s the case, work on their efficiency and speed, so people don’t become fed up with a shop assistant who can’t work a till.
On the streets
Collecting money on the streets is a delicate act. Some people have a bad reputation on the streets and nothing turns potential donors away like a pushy salesperson. The key here is finding the staff with the right level of enthusiasm and personable skills. They need to be able to approach people with ease and have thick skin to not be offended by a “no”.
To make their lives easier, supply them with clear, bold signage. This way passersby can see what they’re donating to and don’t need to be given the sales spiel. Also find them a good location to collect, organise a fair rota so people don’t get tired, and get the right permits in order.
Another key touchpoint is when you send drivers to pick up donations. For many, this might be the only time they see someone from your charity. If they have the good grace to donate their unwanted clothes or furniture, the last thing you want to do is turn them off donating again with a moody driver.
You don’t want them to turn up late, unenthusiastic, grunting at the donor. You can help this by making their lives easier. Give them the fleet technology they need to get from A to B in a fast and stress-free manner. It’s also worth reminding them of why they’re doing this. Appeal to their human nature and remind them of the good cause they’re contributing towards.
This goes for all your staff. During a hard day’s work, it’s easy to lose sight of why we’re doing what we’re doing. Remind them of the people, animals, or causes you’re helping. By bringing that back into the forefront of their minds, you’re already well on your way to building the perfect team and the perfect donor experience.
At Charity Fleetcare, we understand how important your fleet is to your operations. That’s why we’re dedicated to making it great. If you would like to discuss your fleet needs, feel free to get in touch on 0800 014 9797.