In fundraising, setting the right expectations is essential. Whether you exceed, meet, or fall short of those expectations, your donor’s reaction will be tied to what they anticipated.
But why does managing expectations matter so much? As Kevin Gentry points out in this week’s Tip, the way expectations are set and met has a direct impact on your nonprofit’s brand and reputation. And ultimately, that shapes donor loyalty.
Why Expectations Matter in Fundraising
In public relations, there’s a theory that reactions are overwhelmingly based on expectations. For instance, a sports team expected to lose but manages to come in a close second might be seen as a winner. On the flip side, a team expected to win big but narrowly edges out their rival might still be viewed as a disappointment. It’s all about expectations.
The same principle applies to your nonprofit’s brand and reputation. When donors have clear expectations, meeting or exceeding them builds trust and loyalty. Falling short, however, can be detrimental—even if the outcome wasn’t necessarily negative.
How Expectations Impact Your Brand
Take, for example, the donor thank-you. As Kevin mentioned in a previous Fundraising Tip, the way you thank your donors can set the tone for their entire experience with your organization. Many readers shared stories of disappointment, where their generous gifts were met with inadequate or delayed gratitude. These experiences create unmet expectations, leading to frustration.
On the other hand, when organizations consistently meet or exceed donor expectations, they build a loyal base that trusts them to deliver on their promises. This is where successful brand-building truly begins.
The Art of Exceeding Expectations
Art Ciocca, a renowned brand builder, once said, “Real brands are determined by consumers. What makes a real brand is consumer recognition and loyalty.” His advice? Always be “other-directed.” Put your donor or customer at the center of your efforts, and you will create long-term value for your organization.
Trust, as we know, is the foundation of brand loyalty. And trust is built by consistently meeting or exceeding expectations.
A Lesson in Integrity: Exceeding Expectations at Any Cost
Ciocca’s dedication to exceeding expectations was so strong that when faced with a product issue early in his career, he chose integrity over profit. After discovering a harmless sediment in bottles of vermouth at his company, Ciocca ordered the destruction of all 25,000 cases, rather than risk damaging his brand by selling a product that didn’t meet expectations.
This decision was costly, but in the long run, it paid off. His flagship product, Franzia, remains the world’s top-selling wine brand to this day.
Takeaways for Nonprofits
- Set Clear Expectations: Make sure your donors know exactly what to expect from your organization. From how you’ll use their donations to how you’ll communicate with them, setting the right expectations from the start can make all the difference.
- Always Deliver on Promises: Exceeding expectations is a powerful way to build trust. But at the very least, make sure you’re consistently meeting the expectations you set.
- Prioritize Integrity: Like Ciocca, make decisions that align with your organization’s values, even when it’s costly in the short term. This builds long-term trust and loyalty with your donors.
Final Thoughts
Managing expectations is more than just meeting goals—it’s about consistently delivering on your promises and exceeding them whenever possible. By doing so, you’ll not only build a strong brand but also foster the kind of donor loyalty that keeps people coming back, year after year.
