On Tuesday, December 10, 2024 Amy Funk was a guest speaker at The Nonprofit Management Institute’s Strategic Communication and Resource Development Program hosted by the University of Nebraska. In partnership with Jim Croft and Patti Tuomey, Amy led the group through a discussion of donor stewardship and utilizing engagement moves to solve the Donor Loyalty Problem.
The Donor Loyalty Problem. According to Giving USA’s Annual Report on Philanthropy for 2023, 67% of all nonprofit giving comes from individuals. However, nonprofits typically lose 50% of annual individual donors between the first and second gift, and 30% year-over-year thereafter. Stemming this outward flow of donors is difficult but there are solutions.
Points of Impact. Genuine connections can be fostered through engagement moves with points of impact. Points of impact are a moment when a donor or potential donor interacts with your organization. Examples of points of impact can be attending a theatre performance, volunteering for a community event, or visiting an exhibit.
Engagement Moves. An engagement move is any activity that connects donors or potential donors with the work of the organization in order to deepen their relationship. Engagement moves should be customized to the specific donors, unexpected, and meaningful. Additionally, engagement moves that are applicable to more than one prospect or donor (“mass moves”) are very valuable.
As a class full of working nonprofit professionals, Amy led the group through a brainstorm of how each participant’s organization could plan for and implement engagement moves around their organization's specific points of impact. Ideas generated included:
- Gratitude calls and emails
- Program tour invitations
- Merchandise like stickers and magnets
- Participant stories shared in regular newsletters
With individual donors being the main drivers of fundraising dollars it is imperative to ensure that organizations are properly stewarding them. Engagement moves with points of impact is a simple strategy to help deepen donor relationships.
