What Donors Really Want: Why Nonprofits Should Embrace a Marketing Mindset for Fundraising

What motivates donors to give in the digital age?

New research suggests it’s content – more specifically, storytelling through consistent digital soundbites in multiple channels. This national study suggests that new donor preferences mirror consumer behavior in the subscription economy, revealing that donors want to set up their philanthropy in the same way they have set up recurring subscriptions with platforms like Netflix, Spotify, Amazon, and the like.

In this session, we’ll walk through the national study and how leveraging a multi-channel digital marketing mix can help nonprofits increase donor engagement and retention.

About the Speaker

Kimberly O’Donnell, MS, CFRE
Lead Fundraising Coach, Network for Good

Kimberly O’Donnell, MS, CFRE, is a seasoned fundraising and nonprofit leader. Having worked as an Executive Director, Chief Philanthropy Officer, fundraising consultant, and advisor to hundreds of nonprofits, she has spent nearly 25 years blending fundraising, marketing, and sales principles to scale dollars raised and strengthen donor and stakeholder engagement. Kimberly was an adjunct professor for 11 years at Georgetown and George Mason Universities where she taught nonprofit management and leadership. Working as a fundraiser for small and mid-sized organizations, she has exceeded every goal given and leveraged best practices to make each fundraising activity a better version of the last.

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