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Donors who have a good holiday experience with your Mission will tell at least 10 people within 24 hours. Donors who have a bad experience will do the same.

Statistics show it doesn’t end there. Each person with whom the donor shares will tell 10 more! That’s a lot of very good or very bad publicity in a short amount of time. Here’s a true-to-life example (with a few changes to protect privacy) told by Herman, a rescue mission volunteer:

As I walked into Men’s Fellowship last night, the group was talking about cutting its giving to City Mission. John said he had come to the Mission a few days earlier to donate some brand new blankets. When he offered them to the guy at the desk, the man said, "Just drop them on the chair and we’ll find someone to take them upstairs."

While John was signing a receipt, another guy came into the Mission lobby and said, "Not more blankets! Man, what are we going to do with all this stuff!" When John told everybody at Men’s Fellowship, they were understandably unhappy. I talked them out of dropping support until I found out what was going on.

Without Herman’s help, the Mission would have lost John’s support and that of the Men’s Fellowship. Eventually, John’s experience could have damaged the Mission’s relationship with each man’s church as well!

You can avoid problems before they start with two proactive moves:

• Educate staff and program members who serve the donor. Have a very direct discussion outlining the type of behavior Mission representatives should exhibit with donors — or anyone who comes through the door.

• Assign greeters during heavy donation periods. Choose volunteers, board, staff, and program members who are well known for their cheerful and polite demeanor. Station greeters wherever donors are expected, especially November 20 through December 25, this year.

Donors don’t need or want to see confusion, disorder, anger, ingratitude or apathy when visiting the organizations they choose to support. Lay ground rules before the holidays to ensure good experiences for donors and good publicity for your mission.

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