It’s easy to get fired up when someone comes in and nervously says, “Oh my gosh, we’re getting so many complaints!” Panic sets in!
But rather than escalating the fear, get specific. We recommend creating a report that is just as specific as a report on giving.
- Time period?
- How many complaints were there?
- How many gifts came in?
- # of “Please remove me from your mailing list” compared to normal?
- # of “unsubscribes” compared to normal?
For each complaint:
- What is the person’s name or email address?
- Are they a donor or non-donor?
- If they are a donor, are they a mass donor or a major donor?
- What was their complaint?
In my experience, reports that there were “so many” complaints and that “donors are really hating this appeal” have an outsized, negative affect on organizations.
But then when specifics are reviewed, like a light being turned on in a dark room on a scary night, it’s usually just a couple of complaints. And half of them are from non-donors.
In addition to having a report that requires specifics, keep these things in mind:
- Don’t Overreact. You know how sometimes, when you send out an appeal or an e-appeal, there’s an initial flood of gifts and you know you have a winner on your hands? When that happens, does your organization immediately change your budget for the year and spend more money? No. You wait for all the results to come in and then decide what to do. Follow the same process for complaints. When complaints come in – which they will – wait for all the results to come in and then decide what to do.
- Context Matters. A complaint from a long-time donor should be listened to. Complaints from non-donors should basically be ignored. Seven unsubscribes doesn’t deserve any attention if you normally get six.
- Count Everything. If you’re talking about the number of complaints, you also need to talk about the number of gifts. It’s counter-productive to focus on the five complaints that came in without viewing them in the context of the one hundred and sixty-seven gifts that also came in.
Don’t Let Complaints Hold Your Organization Back
Many organizations feel like they are held back from raising more money by complaints.
However, I don’t think it’s the complaints that hold the organization back.
It’s the organization’s reaction to complaints, and fear of complaints, that holds them back.
Make sure your organization is comfortable with a few complaints. Because the occasional complaint is a “cost of doing business” for fundraising organizations.
Set up a simple system to track and evaluate complaints. Like that light going on in a dark room, you’ll find the specifics far less scary than the emotions.