Are you tricking or treating your donors?

It's almost Halloween, a holiday I don't quite understand.  Kids dress up in silly costumes and go house-to-house begging for candy by screaming, "trick or treat."  I'm not sure what the trick part is, but the treat is whatever candy I haven't eaten yet (which is why I buy the good stuff).

What exactly does this have to do with fundraising?  Well, let's think about it from the donor's perspective.

1. Do donors know who you really are or are they just seeing a costume?
While you may think it is a good idea to hide things from donors, particularly the bad stuff, they will eventually see through the mask.  It is better to be honest about your situation and communicate with integrity, even if it means letting people know you have made a mistake or are facing a challenge.  Just make sure you have solutions in place to show you are responsible and capable of handling a difficult situation.

2. Are you giving them treats throughout the year or just tricking them by only asking for money?
Do you ever get a letter from an organization and just throw it out because you know they are just asking for money?  Is that really how you want your donors to react when you send them something- either by mail or email?  Spreading out your asks throughout the year makes it more likely your donors will open correspondence and feel appreciated and involved in your cause.

3. Are they scared to approach your  organization?
Do you make it easy for your donors to reach you?  Do you ask for their comments, suggestions or ideas?  Do you return calls and emails promptly?  Step back and take a look into your organization.  What do donors experience?  Is the phone system a maze to navigate?  Do you direct people to a generic email address that is not checked often (if at all)?  Do you make people guess who they need to talk to, or worse, pass them off to the next person to handle?  Put yourself in your donor's shoes and walk a mile or two.  How does it feel?

4. Are you giving them the good candy?
Meaning, are you providing the highest quality of service to your donors, or are you doing the minimum amount necessary to make sure they give again?  If you truly show appreciation for your donors, they will feel the gratitude and tell others about your work.  Trust me, nothing spreads faster around the neighborhood than a house handing out the good stuff.

5. Are they (and you) having fun?
Donors can sense whether or not your, as a fundraiser, have passion for your cause.  They can tell the authenticity of your actions.  They can tell if you enjoy your job and love your life.  Most of all, they want to be a part of an organization that is working hard to make a difference while having fun in the process.  Isn't that what Halloween is all about?

So, if you were to ask your donors "trick or treat," what would they say?