We often hear about the need for organizations to take about taking a donor-centric approach to engaging supporters. But is that enough, or do nonprofits need to go even deeper to attract and keep donors over the long term?
Today’s guest is Kevin Schulman, founder and managing partner of DonorVoice, a retention and donor experience company. Kevin talks about why understanding donor identity can help organizations better understand the motivations of donors. He also explains how organizations can use donor segmentation to strengthen their relationships with donors, leading to long-lasting relationships that are beneficial for both nonprofits and their donors. Listen to this episode to hear the keys to leveraging a donor identity approach that results in improved outcomes.
Topics Discussed in This Episode:
“If we want to be donor-centric, you have got to get some level of understanding about who these folks are and what makes them tick.”
“In order to get the kind of data that you need, guess what? You’ve actually got to ask these people.”
“There ought to be massive perceived risk with status quo, but oftentimes there isn’t.”