Six Connected Giving Principles

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.

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

The goal should never begin with chasing the largest one-time gift. From vision to execution, every decision is made with the donor benefit in mind.

2 Alignment & Accessibility

When a nonprofit organization starts with the donor-centric mindset, it influences the alignment of the operational teams and the tools of donor engagement.

3 Brand Consistency

Consistent branding across all in-person and virtual touchpoints is a top priority. Alignment in brand style, voice, and tone is a powerful differentiator.

4 Clear & Proactive

Anticipate donor needs and proactively offer insights before the donor is asked. This approach engenders donor trust, and promotes ongoing engagement.

5 Intentional & Relevant

Carefully select touch points already integrated into the donor’s everyday lifestyle. Provide relevant content delivered in a timely and accessible way.

6 Personalized Experiences

Focus on personalizing experiences so donors feel seen in every interaction. When they know their gift has impact, they relate more like lifelong friends and less like acquaintances.

One-time Donations are Costing You

For every $1 donated, it likely cost you anywhere from $0.50 to $1.50 to attract new donors. And there’s ZERO guarantee that $1 will be repeated in the form of a second gift.

In fact, only 23% of first-time donors ever give a second gift.

For every 100 new donors gained, approximately 80% are lost.

Donor retention is at its lowest point in 3 years and expected to continue dropping.

63% of donors worldwide prefer to give online with a credit or debit card.

Since 2005, for every $100 gained in new revenue, today’s nonprofit churns $96 in lapsed revenue.

The donors who give within the first three months – the ‘golden period’ – are by far the most valuable over the five-year period.