Be Curious, Not Judgmental

Be Curious, Not Judgmental

A few months ago I watched the entire Ted Lasso series…again. My son had never seen it. That’s my story and I’m sticking to it.

If you have seen it, you’ll never forget the dart scene against Rupert (insert profane British slang here.) You can watch it here but I recommend devoting an evening to revisiting the entire episode. Don’t forget the tissues.

At the foundation of that scene is the notion that when we fail to show an interest in others, we fail. Full. Stop. Why should this be any different with those who engage in our organizations?

See, I was taught to sell by three experts. Basically the Yoda, Bear Bryant, and Mr. Miyagi of sales. We’ll call them Olivia, Bonnie, and Rachel. If I learned one thing it was to ask questions. It is the ONLY way to learn why people are giving you their time.

People hate being sold, but they love buying things that help them.

So, let’s pretend that you run a business. What? You do run a business? That’s right. And the more revenue you bring in, the more you move your mission forward.

You make asks. And donations, event sponsorships, memberships, and volunteering are the terms of payment. Each interaction also holds a secret and valuable opportunity to get insights that can guide your organization’s strategies and strengthen relationships. I’m talkin’ about feedback.

Understanding and Adapting

Often supporters fall into two camps: transactional (they want something out of this) and transformative (they simply want to help your organization build capacity for execution). Knowing who wants what and how will help you adapt your strategy to meet their needs and expectations.

Stakeholder Motivation: Good info is gleaned from better questions and helps you comprehend why supporters and businesses sponsor events, why donors give, and why people volunteer. Tailor your approach and align opportunities to meet their expectations and needs.

Stronger Relationships: Regular feedback deepens connections, making supporters feel valued and heard. This strengthens the commitment to your cause and odds of long-term engagement.

Adapting to Change: Stay relevant in a rapidly evolving environment by listening to what your stakeholders are saying. Pivot your approach and better meet their expectations and needs.

Finding What Works

Using a combination of communication tools helps you be a better steward of stakeholder attention and leads to a more honest understanding of how supporters think and feel.

Surveys: Connect online and offline. Post-event surveys reveal what worked and what didn’t while donor surveys gauge perception of your impact.

Focus Groups: Conduct in-depth discussions that explore perceptions and motivations.

WARNING: A focus group might reveal underlying concerns about how donations are being utilized, how the organization is run, and who is engaged! Yes! That means they give a darn.

Social Network (quit calling it media) Listening: Real-time feedback can provide a pulse on public perception and highlight areas where you might need to adjust your messaging or approach. But remember, your feed = your rules.

Marry Digital and Physical: Utilize live polls during events to gather immediate feedback from attendees. It’s a quick and effective thermometer.

Maximizing Participation and Impact

Surveys. Ugh, no one likes ‘em. Stay focused, brief, and relevant to avoid overwhelming your respondents.

Keep It Concise: Reduce fatigue and increase response rates. Focus on asking the most important questions that will yield actionable insights.

Timing is Everything: Send surveys when the experience is fresh. Timing is crucial for getting honest and relevant responses.

Gamification (or bribes): Small rewards, like a gift card, can boost participation.

Segment Your Audience: Tailor your surveys. Different segments have different needs and motivations.

Be Transparent: Let respondents know how their feedback will be used to improve your organization. This builds trust and encourages participation.

Enhancing Personalization and Predictive Insights

Artificial Intelligence is revolutionizing how non-profits can gather, analyze, and act on feedback. Work smarter.

Data Analysis: AI can quickly analyze survey data to identify trends and insights that may not be immediately obvious, allowing you to make data-driven decisions.

Personalization: Use AI to tailor communications based on feedback, ensuring that messages resonate with individual stakeholders.

Work Smarter, Repeat: AI can help you understand donor behavior, volunteer retention, and event success, allowing adjustments. You can see what content motivates and inspires and employ tools to generate more of it with greater regularity.

Delivering ROI to Supporters

You must act on feedback or it’s an insult to ask for it. Seeing feedback in action builds trust and reinforces their commitment to your organization.

For Businesses: Show how their sponsorship aligns with their corporate social responsibility (CSR) goals and provides brand visibility. Highlight any direct outcomes that have resulted from their support, such as increased brand awareness or positive community impact.

For Donors: Use feedback data to illustrate the tangible impact of their donations. Share stories and metrics that demonstrate how their contributions are making a difference in the lives of those you serve.

For Volunteers: Highlight the skills, experience, and community impact they gain from their involvement. Personal stories can be particularly powerful here, showcasing the direct benefits volunteers receive from their time and effort.