b'Keep in mind that it takes anywhere from 18 to 36 months to change a culture and, if we think about the change resistant nature of non-profit organisations, this could be even longer. DEEP DIVEBut celebrating generosity using gratitude becomes habitual and ingrained in our personas. In order to transform the donor experience,weshouldbeginwithgratitude.Howwetalk about our donors can change how we see and perceive their QUESTIONS generosity.ofheart in fundraising and your donors will do Lead with your the same. Noting the importance of emotion in our profession cannot be overstated. Ive been in rooms where donors have told storieswhy they give and what it means to them to supporttheorganisationandthehaironmyarmsstood Here are some other deep dive questions I have formed over the years forstraight up - I was responding to their emotion. fundraising teams to gather knowledge about donors: When we allow people to connect deeply to our organisations, we become a cause they can care about. When we tell people What are three adjectives to describe the donor(s)? how wonderful we are, they dont believe we need their help. Theinstitutionitselfisntthesolution.Thegeneroussouls Why did they make their first gift? that support us are. We need to inspire them as individuals. Hierarchy and bureaucracy arent inspirational. If you want to What is their passion? build a funnel into future giving, enhance the donor experience What is their hobby? (How do they spend their free time?) by giving gratitude and creating a community of supporters who believe in your cause and are inspired by actions that they What is their pet peeve? have made possible. Where else in the community do they support? Theoverallpointhereisthatbuildinganoptimumdonor experiencetakestimeandsometimesmorepatiencethan Where do they travel to? we allow ourselves. It is a step by step process, and it is an What is their fondest memory of the organization? adventureinchangingculture.Butregardlessofhow difficult it might be to change the donor experience Who is their favorite person at the organization? at your organisation, it is worth it. It benefits the donor, Who is their least favorite person at the organization? that generous soul we often take for granted and in the end, it will also benefit your organisation. Having a donor focused What is the best/worst thing about the organization? culture with an amazing donor experience should be one of our What do they want their legacy to be? highest aims.Lynne Wester is the principal and founder of Donor Relations Guru and the DRG Group. She is one of the most sought-after fundraising speakers in the world and has presented at regional, national, and international conferences of over 4,000. Lynne created the DRG website (donorrelationsguru.com) to serve as a unique industry tool filled with resources, samples, education,andthoughtleadershipondonorrelationsand fundraising. She is regularly featured in publications such as theWashingtonPost,ChronicleofPhilanthropy,andCASE Currents and has authored three books of her own.Educate Plus commissioned Lynne to do a Masterclass series across the Chapters in 2019 which was well attended.The 4 Pillars of the Donor Experience is available on Amazon at https://www.amazon.com/4-Pillars-Donor-Experience/dp/1724568752LYNNE WESTERPRINCIPAL AND FOUNDER DONOR RELATIONS GURUDECEMBER 2019 53'