The power of “human relations”

The power of “human relations”

One major MIQ (“most important quality”) among donors involves what we might call a sense of “human relations” — treating the donor like a real human being, with common courtesies, and allowing the donor to feel like a partner in the work instead of simply a money-giver.

Failure in “expressing their thanks and gratitude for your contribution,” for example, was cited by one in five lapsed donors as a reason for lapsing — and more than 35% as a reason for decreasing contributions. (Active donors were even more passionate about gratitude: 36% would stop giving, and 24% would decrease giving if a ministry failed to express thanks.)

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