The Pentera Blog
What to Do When a Donor Dies
By Chandra Towers Blatt, Pentera Marketing Consultant, East Coast Mid-Atlantic Region
When a donor dies, you will experience a variety of feelings based on your relationship with the donor and the donor's relationship with your organization. One of the best ways to respect and honor your donor's memory is to provide support to his or her family after death. This special "posthumous stewardship" demonstrates to the family that you truly cared for your donor and greatly appreciated his or her generosity to your organization. This special stewardship is not only ethically appropriate, but it also cultivates a good relationship with the donor's family, some of whom might also have interest in the work of your organization.
The first thing you should do after a donor dies (not taking legal matters into account) is to contact the donor's family and express sympathy. During this conversation, you might wish to communicate anecdotal memories of moments shared between you and your donor. If at all possible, attend the donor's funeral. This kind act is usually greatly appreciated by the donor's family, and it is a most meaningful gesture.
You might want to send a floral arrangement or fruit basket, on behalf of your organization, to the donor's family before or after the funeral. Be sure to send something that is in accordance with the donor's religion/culture. For example, a fruit basket or food platter, not a floral arrangement, is traditional in the Jewish faith. Mormon, Eastern Orthodox, and Muslim faiths also have specific traditions. Be sure to verify what is appropriate.
In the weeks following the funeral, contact the donor's family members and ask if there is anything you can do to assist them. This is especially important if you are communicating with the donor's spouse, who might also be your donor and/or might feel very alone. Offers of assistance can include a trip to the grocery store (if geographically feasible) or reaching out to social service agencies (such as grief counselors or senior centers), or it might simply entail having a small conversation with the grieving individual on a weekly or biweekly basis to lend support.
There is no right or wrong, no rulebook, when it comes to the treatment of a deceased donor's family. By exercising kindness and compassion, you will show the family of your deceased donor how much his or her generosity was valued by your organization.
Ever find yourself wondering about how to deal with or talk to donors about a particular issue? Get an answer from a Pentera expert by emailing your question to info@pentera.com.
