Get the Name Right — or Pay the Price
In fundraising, nothing is more basic—or more revealing—than spelling someone’s name correctly. This isn’t a “nice to have.” It’s table stakes. When a charity gets a name wrong, it signals carelessness, weak systems, and a lack of respect. Donors notice. And they remember.
A Name Is Identity, Not a Field
A person’s name carries history, culture, and dignity. Misspelling it isn’t a harmless typo; it’s a message that the organisation didn’t bother to check. In an era where supporters are inundated with appeals, this is the fastest way to look transactional and forgettable.
Trust Is Built (and Broken) in the Details
Fundraising runs on trust. If you can’t get the simplest detail right, donors reasonably question your competence elsewhere: data security, financial stewardship, governance. One error may be forgiven. Repeated mistakes erode confidence—and confidence is what unlocks larger, longer-term gifts.
It Undermines Personalisation—Which Is the Point
Personalisation is meant to make supporters feel known. A wrong name does the opposite. It turns a tailored message into an obvious mail merge. Worse, it suggests the organisation doesn’t truly understand the relationship it claims to value. That’s fatal to major gifts, bequests, and any program that relies on depth, not volume.
It Signals Poor Data Discipline
Consistent name errors usually point to deeper problems: sloppy data entry, unclear rules, no governance, and no accountability. Good fundraisers respect data because data reflects people. If names aren’t protected and standardised, nothing else in the database can be trusted.
The Cost Is Real—and Measurable
The impact isn’t theoretical. Misspelled names lead to:
- Lower response rates and unsubscribes
- Complaints to boards and executives
- Lost upgrade opportunities
- Donors quietly lapsing without explanation
And here’s the hard truth: donors rarely tell you why they stopped giving. They just stop.
There’s No Excuse Anymore
Modern CRMs, verification tools, and simple business rules make this fixable. What’s required isn’t technology—it’s discipline. Set standards. Train staff. Lock down key fields. Empower supporters to correct their own details. And audit regularly. Organisations that have been around a long time should know better; longevity is not a defence for complacency.
The Bottom Line
Getting someone’s name right is a mark of professionalism and respect. Getting it wrong is a self-inflicted wound. Fundraisers ask people to trust them with money, values, and legacy. The least they can do is spell the name correctly.
Because if you don’t respect the name, don’t expect the gift.
