The movie “We’re the Millers” features a memorable character, Scottie P., whose carefree attitude is perfectly captured by his chest tattoo: “No Ragrets.” This misspelled declaration of a life without remorse provides a humorous, albeit ironic, entry point into a serious topic for non-profits: donor regret.
Scottie P.'s "No Ragrets" Tattoo from We're the Millers movie, highlighting the humor and irony of misspelled tattoos and their relevance to avoiding donor regret in fundraising.
Just as Jason Sudeikis’ character in the film quickly points out the obvious misspelling, we can consider the ‘regrets’ that donors might experience. Unlike Scottie P., whose “no ragrets” is played for laughs, donor regret is no laughing matter for organizations relying on continued support. If a donor anticipates feeling regret after giving, or worse, experiences it after their initial contribution, future giving is unlikely.
Donors give with anticipation. They hope to feel positive emotions, to reinforce their values, and to see their contribution make a difference. When these expectations are unmet, regret creeps in. This is particularly true for new donors who don’t make a second gift. This initial lack of follow-up giving can often be traced back to negative feelings, specifically regret, about their first donation.
To combat anticipated regret and improve donor retention, a strategic shift in messaging is crucial. The solution isn’t to focus on the donor’s positive feelings, like the “warm glow” of giving or portraying them as a “hero.” While these might seem appealing, centering the message on the donor can inadvertently amplify any feelings of inward-focused regret they may be experiencing.
Instead, the key is to shift the focus entirely to the beneficiary. By highlighting the impact on those who benefit from the donation, organizations create an outward focus for the donor, helping them look beyond any potential regret. Furthermore, avoid framing appeals as preventing loss or focusing on negative outcomes. Phrases like “help prevent [cause] from getting worse” can reinforce negative feelings. Opt instead for positive framing, emphasizing gain and the good the donation will achieve. Focus on “helping provide more goodness,” showcasing the positive impact and reinforcing the value of their contribution.
By understanding and addressing the potential for donor regret – a concept perhaps humorously highlighted by the “No Ragrets Tattoo” meme – non-profits can create more effective communication strategies, improve donor retention, and foster stronger, longer-lasting relationships with their supporters.
