“Bernard, don’t let them win!”
Sorry. There are other progressive organizations. Hell, there are other progressive magazines. If I want to do my part to keep the right-wingers from stamping corporate logos on people’s minds, I can give my money elsewhere.
“Bernard, we want you back.”
Too bad. Because my name is not Bernard.
Now, you might think I’m being petty here. I do read The Nation ever week, right? And I pass along each week’s issue to a friend who reads them too. What’s more, the magazine has moved into the 21st century with a good website and a diverse set of contributing editors that keep it lively and on point.
Why should something as minor as the wrong name lose me as a donor?
- First, because no one’s name is minor to them.
- Second, because if they’re making this mistake with me, how many others are they offending with similar mistakes? Why should my donation fill a hole they’re digging themselves, because they can’t get a person’s name right?
- Third, because when I point it out to them, they don’t respond. I reply to the emails. I tweet the editor personally. And yes, I’m going to call them and find a human being to speak to live. But that’s not the donor’s job. And most donors won’t do it. And you will lose them, maybe for a lifetime.
So, ask yourself: is our nonprofit telling donors they are irrelevant?
Do we make donors feel welcomed and cherished?
Or do we make them feel nameless?