{"id":34418,"date":"2024-08-08T08:21:04","date_gmt":"2024-08-08T12:21:04","guid":{"rendered":"https:\/\/test.donorperfect.com\/nonprofit-technology-blog\/?p=34418"},"modified":"2025-09-24T11:16:02","modified_gmt":"2025-09-24T15:16:02","slug":"donor-connection","status":"publish","type":"post","link":"https:\/\/test.donorperfect.com\/nonprofit-technology-blog\/fundraising-software\/donor-connection\/","title":{"rendered":"What Nonprofits Get Wrong About Donor Engagement"},"content":{"rendered":"\n<p><em>Contributed by nonprofit coach Mallory Erickson, creator of the <\/em><a href=\"https:\/\/malloryerickson.com\/power-partners-formula\/\" target=\"_blank\" rel=\"noopener nofollow\"><em>Power Partners Formula<\/em><\/a><em>, <\/em><a href=\"https:\/\/malloryerickson.com\/podcast\/\" target=\"_blank\" rel=\"noopener nofollow\"><em>host<\/em><\/a><em> and <\/em><a href=\"https:\/\/malloryerickson.com\/book\/#:~:text=What%20The%20Fundraising%20is%20a,to%20an%20often%2Ddaunting%20task.\" target=\"_blank\" rel=\"noopener nofollow\"><em>author<\/em><\/a><em> of What The Fundraising<\/em><\/p>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Intro\" id=\"section-1-toc-1\"><\/header>\n<p>Traditional engagement can be transactional, but creating deep connections fosters long-term support and community building. Let\u2019s shift the focus from mere engagement to genuine connection, offering insights and practical steps for lasting relationships with donors.<\/p>\n<p>Many misconceptions about donor engagement lead to ineffective strategies. For example, fewer touchpoints may seem less intrusive, but infrequent contact fails to build relationships. Conversely, frequent impersonal communications can lead to donor disinterest. Personalized, segmented interactions reflecting donors\u2019 interests are key.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-to-determine-if-your-engagement-strategies-resonate-with-your-donors-ask-yourself\">To determine if your <a href=\"\/donor-engagement\/\">engagement strategies<\/a> resonate with your donors, ask yourself:<\/h3>\n<ul class=\"wp-block-list\">\n<li>Are you listening and responding to their interests?<\/li>\n<li>How can you make communications more authentic?<\/li>\n<\/ul>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Defining connection\" id=\"section-2-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-defining-connection\">Defining connection<\/h2>\n<p>Connection goes beyond engagement by building trust, mutual understanding, and a shared purpose. It involves recognizing donors as partners and making them feel seen, heard, and valued. Practical applications include using tools like DonorPerfect for <a href=\"\/factsheets\/donor-engagement\/\">personalized communication and tracking donor behavior.<\/a> (See Brenda\u2019s story below.)<\/p>\n<p>Humans are wired to seek connection, and authentic relationships resonate deeply. Strategies that emphasize empathy, reciprocity, and personal recognition can enhance donor relations. Empathy, for instance, strengthens bonds when donors feel understood and appreciated. <\/p>\n<header data-toc-subtag=\"Guiding questions\" id=\"section-2-toc-2\"><\/header>\n<h3 class=\"wp-block-heading\" id=\"h-guiding-questions-include\">Guiding questions include:<\/h3>\n<ul class=\"wp-block-list\">\n<li>How can you align engagement with your values?<\/li>\n<li>How can you incorporate empathy into engagement?<\/li>\n<li>Are you recognizing donors in ways that build trust?<\/li>\n<li>How can you foster trust and belonging?<\/li>\n<\/ul>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Nurturing connected donor relationships\" id=\"section-3-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-nurturing-connected-donor-relationships\">Nurturing connected donor relationships<\/h2>\n<p>Engagement is just the first step. True connection involves making donors feel part of a community and essential to the mission. This can be achieved through personalized communication, creating positive experiences, and regularly showing donors the impact of their contributions. Annual events where donors engage with beneficiaries can deepen their connection.<\/p>\n<header data-toc-subtag=\"Meet Brenda\" id=\"section-3-toc-2\"><\/header>\n<div class=\"wp-block-softerware-sw-callout-video\"><div class=\"image_callout video_callout\"><figure class=\"image_callout_figure \"><div class=\"play_wrapper\"><a href=\"https:\/\/vimeo.com\/676327513\" data-rel=\"lightbox-video-0\" rel=\"noopener nofollow\" data-lightbox-type=\"iframe\" data-fancybox=\"lightbox\" allow=\"fullscreen\" aria-label=\"Play video\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/brenda-helget-headshot.jpg\" width=\"668\" height=\"560\" loading=\"lazy\" alt=\"Brenda Helget\" class=\"wp-image-34421\"><\/a><a href=\"https:\/\/vimeo.com\/676327513\" data-rel=\"lightbox-video-1\" class=\"play\" rel=\"noopener nofollow\" data-lightbox-type=\"iframe\" data-fancybox=\"lightbox\" aria-label=\"Play video\" allow=\"fullscreen\" target=\"_blank\"><i class=\"fa fa-play\" aria-hidden=\"true\"><\/i><\/a><\/div><figcaption style=\"background-color:var(--cl-navy)\"><div class=\"image_callout_text_wrapper\" style=\"background-color:var(--cl-navy)\">\n<p><strong>Meet Brenda. <\/strong>In her first year using DonorPerfect, she says they raised a surprising $3.4 million, and their donor retention rate \u201cwent through the roof.\u201d She uses the Contact screen as a Moves Management tool, categorizing each donor with a cycle stage based on their recent interactions.<\/p>\n<a href=\"\/factsheets\/moves-management-feature\/\">See moves management tool<\/a><\/div><\/figcaption><\/figure><\/div><\/div>\n<p>Using contact management tools like the Contact screen in DonorPerfect, you can keep detailed records of your interactions with each supporter, track their behavior and interests, and schedule timely follow-ups.\u00a0<\/p>\n<p>This personalized approach enables you to create customized appeals to highlight the mutual benefits of collaboration. Additionally, these tools can help you identify opportunities for engagement and keep supporters informed of your initiatives.<\/p>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"What should you be tracking?\" id=\"section-4-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-metrics-what-should-you-be-tracking\">Metrics: What should you be tracking?<\/h2>\n<p>Traditional metrics focus on transactions, but measuring relationship quality is equally important. Metrics like email open rates, donor retention, and satisfaction surveys provide a holistic view of donor relationships. Tools like DonorPerfect\u2019s <a href=\"https:\/\/www.donorperfect.com\/factsheets\/custom-report-builder\/\" target=\"_blank\" rel=\"noopener nofollow\">Custom Report Builder<\/a> can analyze donor behavior, helping to <a href=\"\/whitepapers\/generic\/donor-persona-checklist\/\" target=\"_blank\" rel=\"noreferrer noopener\">tailor engagement strategies<\/a>.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-10-metrics-to-measure-your-connections\"><strong>10 metrics to measure your connections:<\/strong><\/h3>\n<ol class=\"wp-block-list\">\n<li><strong>Nonprofit email opens:<\/strong> Monitor the number of times your emails are opened to gauge the effectiveness of your subject lines and the level of donor interest.<\/li>\n<li><strong>Nonprofit email click-throughs: <\/strong>Track how often donors click on links in your emails or online materials to measure engagement and interest.<\/li>\n<li><strong>Donation form conversions: <\/strong>Record signups for newsletters, events, or volunteer opportunities to measure engagement and potential donor involvement.<\/li>\n<li><strong>QR code scans:<\/strong> Track the number of times <a href=\"\/nonprofit-technology-blog\/nonprofit-technology\/email-direct-mail-qr-code-fundraising\/\">QR codes<\/a> are scanned to measure the effectiveness of your printed materials and direct engagement efforts.<\/li>\n<li><strong>Donor retention:<\/strong> Track how many donors continue to support your organization over time to evaluate loyalty and satisfaction.<\/li>\n<li><strong>Donor lifetime value:<\/strong> Calculate the total value of donations from an individual over their lifetime to understand their long-term impact.<\/li>\n<li><strong>Donor <a href=\"\/donor-acquisition\/\">acquisition<\/a> rate: <\/strong>Measure the rate at which you acquire new donors to assess the effectiveness of your outreach efforts.<\/li>\n<li><strong>Crowdfunding campaigns:<\/strong> Monitor the number of <a href=\"\/factsheets\/crowdfunding\/\">crowdfunding campaigns<\/a> initiated by your supporters to gauge their engagement and advocacy for your cause.<\/li>\n<li><strong>Wealth scoring:<\/strong> Use predictive AI to assess the financial capacity of potential donors, enabling more targeted and effective fundraising strategies.<\/li>\n<li><strong>Text-to-give conversions: <\/strong>Track the number of successful donations made through <a href=\"\/integrations\/email-marketing\/dp-text\/\">text-to-give campaigns<\/a> to measure the effectiveness of this immediate engagement method.<\/li>\n<\/ol>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Staying connected as the fundraiser\" id=\"section-5-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-staying-connected-as-the-fundraiser\">Staying connected as the fundraiser<\/h2>\n<p>Maintaining donor connections requires ongoing effort and self-awareness. Fundraisers need to stay connected to their own well-being, set personal goals, and cultivate a supportive work environment. Understanding intrinsic motivators and creating a collaborative atmosphere can sustain long-term engagement.<\/p>\n<header data-toc-subtag=\"Meet Lisa\" id=\"section-5-toc-2\"><\/header>\n<div class=\"wp-block-softerware-sw-callout-video\"><div class=\"image_callout video_callout\"><figure class=\"image_callout_figure \"><div class=\"play_wrapper\"><a href=\"https:\/\/www.youtube.com\/watch?v=I_Q5ihxFhVk\" data-rel=\"lightbox-video-2\" rel=\"noopener nofollow\" data-lightbox-type=\"iframe\" data-fancybox=\"lightbox\" allow=\"fullscreen\" aria-label=\"Play video\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/i1.ytimg.com\/vi\/I_Q5ihxFhVk\/maxresdefault.jpg\" width=\"668\" height=\"560\" loading=\"lazy\" alt=\"\" class=\"wp-image-0\"><\/a><a href=\"https:\/\/www.youtube.com\/watch?v=I_Q5ihxFhVk\" data-rel=\"lightbox-video-3\" class=\"play\" rel=\"noopener nofollow\" data-lightbox-type=\"iframe\" data-fancybox=\"lightbox\" aria-label=\"Play video\" allow=\"fullscreen\" target=\"_blank\"><i class=\"fa fa-play\" aria-hidden=\"true\"><\/i><\/a><\/div><figcaption style=\"background-color:var(--cl-navy)\"><div class=\"image_callout_text_wrapper\" style=\"background-color:var(--cl-navy)\">\n<p><strong>Meet Lisa.<\/strong> Lisa has used DonorPerfect\u2019s Custom Report Builder to analyze their donors\u2019 behavior and understand what their passions are, then relate their mission to those passions. \u201cIt\u2019s very easy to get a 360-degree view of your donors, whether they\u2019re financial donors, or donors of their time, as a volunteer or a board member,\u201d Lisa says.<\/p>\n<a href=\"\/factsheets\/custom-report-builder\/\">See custom report builder<\/a><\/div><\/figcaption><\/figure><\/div><\/div>\n<p>Using the Custom Report Builder with DonorPerfect, you can report on any of the information you collect with your <a href=\"\/fundraising-software\/integrated-online-forms\/\">integrated Online Forms<\/a> \u2013 group, sort, count, sum, and average data to analyze trends like gifts by state, average volunteer hours, etc. To keep your board, staff, and stakeholders informed, you can schedule reports to be emailed to multiple people on a daily, weekly, or monthly basis.<\/p>\n<p>Building genuine connections with donors is key to sustainable fundraising success. Moving beyond transactional engagement to meaningful connections reveals opportunities for deeper, more impactful relationships.<\/p>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Free Donor Connection Guide\" id=\"section-6-toc-1\"><\/header>\n<h2 class=\"wp-block-heading get_demo gutenberg\" id=\"h-download-mallory-s-free-donor-connection-guide\">Download Mallory\u2019s free Donor Connection Guide<\/h2>\n<script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof 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generic_content_lead_wrapper generic_whitepaper_wrapper\" data-form-theme=\"gravity-theme\" data-form-index=\"0\" id=\"gform_wrapper_93\" style=\"display:none\"><div id=\"gf_93\" class=\"gform_anchor\" tabindex=\"-1\"><\/div>\n                        <div class=\"gform_heading\">\n                            <p class=\"gform_description\"><\/p>\n                        <\/div><form data-confirmation-type=\"message\" method=\"post\" enctype=\"multipart\/form-data\" target=\"gform_ajax_frame_93\" id=\"gform_93\" class=\"generic_content_lead generic_whitepaper\" action=\"\/nonprofit-technology-blog\/wp-json\/wp\/v2\/posts\/34418#gf_93\" data-formid=\"93\" novalidate>\t\t\t\t\t<div style=\"display: none !important;\" class=\"akismet-fields-container gf_invisible\" data-prefix=\"ak_\">\n\t\t\t\t\t\t<label>\u0394<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label>\n\t\t\t\t\t\t<input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"239\">\n\t\t\t\t\t\t<script>\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n<\/script>\n\t\t\t\t\t<\/div>\n                        <div class=\"gform-body gform_body\"><div id=\"gform_fields_93\" class=\"gform_fields top_label form_sublabel_below description_below validation_below\"><div id=\"field_93_1\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_1\">First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_text\"><input data-parameter=\"first_name\" name=\"input_1\" id=\"input_93_1\" type=\"text\" value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\"><\/div><\/div><div id=\"field_93_2\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_2\">Last Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_text\"><input data-parameter=\"last_name\" name=\"input_2\" id=\"input_93_2\" type=\"text\" value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\"><\/div><\/div><div id=\"field_93_3\" class=\"gfield gfield--type-email gfield--input-type-email gfield--width-full input-field validate gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_3\">Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_email\">\n                            <input data-parameter=\"email\" name=\"input_3\" id=\"input_93_3\" type=\"email\" value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\">\n                        <\/div><\/div><div id=\"field_93_4\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_4\">Organization<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_text\"><input data-parameter=\"organization\" name=\"input_4\" id=\"input_93_4\" type=\"text\" value=\"\" class=\"large\" aria-required=\"true\" aria-invalid=\"false\"><\/div><\/div><div id=\"field_93_7\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full select-field role-field select-display field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_7\">Role<\/label><div class=\"ginput_container ginput_container_select\"><select data-parameter=\"role\" name=\"input_7\" id=\"input_93_7\" class=\"large gfield_select\" aria-invalid=\"false\"><option value=\"\" selected>Please choose an option<\/option><option value=\"Development Director\">Development Director<\/option><option value=\"Fundraising Assistant\">Fundraising Assistant<\/option><option value=\"Executive\/Board Member\">Executive\/Board Member<\/option><option value=\"Volunteer\">Volunteer<\/option><option value=\"Communications\">Communications<\/option><option value=\"I do it all!\">I do it all!<\/option><\/select><\/div><\/div><div id=\"field_93_17\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full gf_software_interest select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_17\">Interested in DonorPerfect?<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_select\"><select data-parameter=\"software_interest\" name=\"input_17\" id=\"input_93_17\" class=\"large gfield_select\" aria-required=\"true\" aria-invalid=\"false\"><option value=\"\" disabled selected>Please choose an option<\/option><option value=\"No\">No<\/option><option value=\"No, I am a current DonorPerfect client\">No, I am a current DonorPerfect client<\/option><option value=\"Yes\">Yes<\/option><\/select><\/div><\/div><div id=\"field_93_6\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full gf_number_of_constituents select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_6\">Number of Constituents<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_select\"><select data-parameter=\"number_of_constituents\" name=\"input_6\" id=\"input_93_6\" class=\"large gfield_select\" aria-required=\"true\" aria-invalid=\"false\"><option value=\"\" disabled selected>Please choose an option<\/option><option value=\"0 - 500\">0 \u2013 500<\/option><option value=\"501 - 1,000\">501 \u2013 1,000<\/option><option value=\"1,001 - 2,500\">1,001 \u2013 2,500<\/option><option value=\"2,501 - 6,000\">2,501 \u2013 6,000<\/option><option value=\"6,001 - 20,000\">6,001 \u2013 20,000<\/option><option value=\"20,001 - 50,000\">20,001 \u2013 50,000<\/option><option value=\"50,001 - 100,000\">50,001 \u2013 100,000<\/option><option value=\"100,001 - 200,000\">100,001 \u2013 200,000<\/option><option value=\"200,001+\">200,001+<\/option><option value=\"Other\">Other<\/option><option value=\"Unknown\">Unknown<\/option><\/select><\/div><\/div><div id=\"field_93_5\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full gf_state_province select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_93_5\">State\/Province<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class=\"ginput_container ginput_container_select\"><select data-parameter=\"state_province\" name=\"input_5\" id=\"input_93_5\" class=\"large gfield_select\" aria-required=\"true\" aria-invalid=\"false\"><option value=\"\" disabled selected>Please choose an option<\/option><option value=\"Other\">Other<\/option><option value=\"AB\">AB<\/option><option value=\"AK\">AK<\/option><option value=\"AL\">AL<\/option><option value=\"AR\">AR<\/option><option value=\"AZ\">AZ<\/option><option value=\"BC\">BC<\/option><option value=\"CA\">CA<\/option><option value=\"CO\">CO<\/option><option value=\"CT\">CT<\/option><option value=\"DC\">DC<\/option><option value=\"DE\">DE<\/option><option value=\"FL\">FL<\/option><option value=\"GA\">GA<\/option><option value=\"HI\">HI<\/option><option value=\"IA\">IA<\/option><option value=\"ID\">ID<\/option><option value=\"IL\">IL<\/option><option 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