What’s In My Inbox | OXFAM’s 2017 donor survey is simple and effective

October 24, 2017


The importance of regularly surveying your donors is undeniable, yet often underestimated. I’ve talked about this a lot, and I’m likely to keep talking about it, because  What makes donor surveys so useful? They have the capacity to connect with your donors on a deeper level, can help frame your communications, potentially uncover major and planned gifts your organization is unaware of, and even contribute to molding the work that you do.

In short, if you’re not regularly collecting feedback from your supporters, you can’t call yourself a donor-centered organization.

This email survey from OXFAM recently hit my inbox. OXFAM is an international confederation of charitable organizations focused on the alleviation of global poverty, and they’ve got a global reach. They’re also well-known for their hunger banquet events — creative, donor-driven opportunities to support the cause by raising money for the organization.

So what did I like about OXFAM’s survey? A lot. Not even the “Dear Friend” greeting could derail my contentment. 😉 Here are a few key points that I noticed:

  1. The email was short and to the point.
  2. Each question was deliberate and focused.
  3. Asked what other organizations I connect with.
  4. The admonition to *Keep Going!*
  5. The opportunity to speak with OXFAM.
  6. Upon clicking *finish* the participant is redirected to an opt-in form.

This survey involves a seamless sequence that doesn’t take a lot of time to complete, and, as a result, it’s guaranteed to *get completed* soon after it hits inboxes. I’ve encouraged donor surveying for about ten years now, and my advice has always been KISS: Keep It Simple, Stupid! OXFAM sticks to it, and you should, too.

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