CONNECTED GIVING
The cost of attracting new donors is expensive. Despite the widespread emphasis on attracting new donors, the most valuable part of an interaction with a donor is the second gift.
Six
Connected Giving Principles The most successful nonprofits see their donors as long-term collaborators. By investing in authentic relationships with those donors over time, organizations experience higher yearly giving, higher retention rates, and low donor churn.
1
Donor Centric
4
Clear & Proactive
The goal should never begin with chasing the
Anticipate donor needs and proactively offer insights
largest one-time gift. From vision to execution, every
before the donor is asked. This approach engenders
decision is made with the donor benefit in mind.
donor trust, and promotes ongoing engagement.
2
5
Alignment & Accessibility
Intentional & Relevant
When a nonprofit organization starts with the
Carefully select touch points already integrated
donor-centric mindset, it influences the
into the donor’s everyday lifestyle. Provide relevant
alignment of the operational teams and the tools
content delivered in a timely and accessible way.
of donor engagement.
3
Brand Consistency
6
Personalized Experiences
Focus on personalizing experiences so donors feel
Consistent branding across all in-person and virtual
seen in every interaction. When they know their gift
touchpoints is a top priority. Alignment in brand
has impact, they relate more like lifelong friends and
style, voice, and tone is a powerful differentiator.
less like acquaintances.
12 • Connected Giving • September 2021
