Is donor fatigue real?

I met with a friend who runs a school recently. I asked her how things were going.

Her response? “Funds are low. It’s a classic case of donor fatigue.”

The phrase stuck with me, and got me thinking, is donor fatigue real?

Do people get ‘fed up’ of giving?

Before we dive in, let’s look at a definition.

What is donor fatigue?

Oxford Reference defines it as ‘a reluctance to commit to voluntary donations of resources or altruistic behaviour in light of repeated demands’

That’s the definition. But is it an actual thing?

The science says no.

When we give to charity or help someone, a particular part of our brain – the mid-brain – lights up. Our body then releases endorphins, which react with opiate receptors in the brain, and trigger the production of serotonin, a neurotransmitter that makes us happy.  

Our bodies are intelligent. They crave things that boost our serotonin levels. 

This is why so many of us are addicted to sugar, exercise, and … giving.

I found a second piece of evidence to back this up.

In 2017, the folk behind #GivingTuesday put donor fatigue under the microscope.

To give you some context, 2017 was an interesting year for fundraising in the US as there were a series of major disasters, including Hurricane Maria, and Hurricane Harvey, plus several school shootings.

As a result, fundraisers were concerned the public would succumb to "donor fatigue" and stop giving.

However, after analysing individual donations across 2017, before, during, and after the disasters, #GivingTuesday found that donations didn’t drop.

Instead, immediately after each disaster, there was a spike, and then donations returned to baseline.

What does this mean for fundraisers?

According to Simone Joyaux, charities use donor fatigue as a scapegoat for weak fundraising.

In a Nonprofit Quarterly article, she says, ‘I think it’s an excuse that fundraisers and bosses and boards use to compensate for poor fundraising. And it’s a cheap excuse.

Lousy fundraising and poorly informed fundraisers make donors frustrated, angry, and fatigued by that particular organization.’

A similar view is shared in this blog post by Fundraising Consultants Alexander Haas. He says, ‘donor fatigue is a myth, but donor apathy is a reality. A donor who is apathetic about an organization or project is likely to be misdiagnosed as “tired of giving” when the real issue is that they have not been properly engaged in the life of the organization or the project.’

The key to engagement

Whatever your stance on donor fatigue, if you’re haemorrhaging donors, something is awry.

Here are four tips to keep engagement high and fatigue low.

Show genuine gratitude

Sure, a ‘thank you for your donation’ message is nice, but in a world where people are thanked for updating their passwords, an automatic thank you can easily be missed.

Send a personalised thank you email a few days later and it won’t be seen as the equivalent of a receipt.

It’ll go some way to making your donors feel appreciated.

Explain what each donation means to you

Giving is abstract, without context. What does £30 mean in the fight against homelessness? 

If you can put a rough estimate on the value of a donation – a hostel room for a night, you’ll not only help donors visualise the value they’re providing, they may increase their donation in future.

Make donors feel involved

It’s harder to lose interest in something you have a stake in. So think about what you can do to make your donors feel like part of the organisation, beyond funding it. 

For example, get them involved in decision-making by consulting them about fundraising initiatives, or projects you should be focusing on.  

Not all the feedback will be useful, but it’s nice to be asked. 

Save begging for urgent appeals

Overuse the word ‘urgent’ and donors will get fatigued.

Your appeals will lose their urgency and become noise.

Save ‘urgent’ for genuine emergencies. And use your newsletter, blog, and social media to share good news – successful projects, campaign progress updates, and stories from beneficiaries you’ve helped.

Evidence of impact is the most effective way to keep donors engaged.

Final Word

Whether you’re experiencing ‘donor fatigue’ or not, these tips will ensure your donors stay loyal and engaged with the cause.

Gove them a go.

Got a fundraising vacancy? We’ve got the talent. Give us a call on 020 3750 3111 to find the perfect fit.