Start With the Donor, Not the Database

Start With the Donor, Not the Database

The future of giving starts with connecting your fundraising strategies where it matters most—within the systems that are donor-facing.

Fundraising value isn’t sitting in the database in your back office, it’s sitting out in the marketplace with your donors. Your key to building a successful growth strategy in today’s digital world is tapping into the source. You do this by centering every organizational decision on how well it embraces today’s digital donors. 

Connected Giving is a strategy that puts your organization on the fundraising offense and creates a proactive defense in retention. The catalyst is a simple-to-execute premise that fundraisers, marketers, and digital leaders can all rally around. 

Focusing on your donors may seem obvious, but in fact, it’s not in practice. The trap that many nonprofits fall into is working inside-out versus outside-in. They start by prioritizing database development to target new donor acquisiton, peppered with campaigns and asks that are often disconnected and inconsistent. The results frustrate everyone, and result in declining conversion and retention rates.     

Today’s leading digital fundraisers do the opposite. They focus on attracting, engaging, converting, and retaining more digital donors. Great businesses have learned that it is only when you build your operation to serve customers first are you really ready to grow. Digital donating provides the edge in superior buying, in service experiences, and in connectivity. A digital donor-first mentality provides the catalyst to connect giving.  

By focusing on building every aspect of a nonprofit to put the needs of the donor first, organizations are connected to how donors discover, evaluate, give, and advocate for their cause.  

Start building a Connected Giving strategy that puts digital donors at the center of your growth strategy. It will turn your fundraising from push to pull. 

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