By John Paul de Silva – originally published on the Social Focus Consulting blog.
Where all my social impact peeps at?!? What! What! I’m still hyped up over attending the astronomically amazing 2018 Association of Fundraising Professionals Congress which had the theme “DISRUPT Philanthropy.”
Why do we need to disrupt this sector? Caroline Riseboro, plenary speaker and President and CEO of Plan Canada, summed it up nicely, “A hyper-focus on major gifts is disguising the problem that we have an erosion of donors in the Canadian market. Philanthropy as a whole is on a decline.” And it’s no wonder given the challenge to get people’s attention, nevermind donations. We see 10,000 marketing messages a day while having an eight second attention span, according to Vanessa Landry, Director of Client Services at Fundraising Direct. That’s why we need disruption. We need new ideas, new ways of doing things, to advance the sector and keep being socially impactful.
Then, how do we become disruptive? We do it by delighting donors and through leadership. Delighting donors involves giving them an experience they can’t stop talking about, according to Jen Love, Partner at Agents of Good. When donors can’t stop talking about a positive experience, that leads to engagement, repeat donations, referrals to others, and ultimately growth for charities.
This first part of a two-part blog will cover how to delight donors. Based on my takeaways from attending some of the sessions and engaging with the #AFPCongress2018 feed, there are three main opportunities to delight donors: personalized communications, experiential events, and frictionless webpage design. Read more »