Doing Something Good Together
Engaged giving is better than transaction giving. It’s better for the cause and more gratifying for the giver.
Ok…most fundraisers would agree on that, but… what elements contribute to making giving engaging?
Yes, consistency is a factor. In the case of “monthly giving”, it is automatic and recurring. With that…if it stops at consistency, monthly giving is merely transactional giving that repeats every month…aka “recurring giving”.
That consistency opens the door for a potential two-way communication path between the university or nonprofit and the donor. It’s how that path, or “engagement bridge”, is intentionally built and systematically nurtured with special “member” communications, benefits, recognition and unique “insider” opportunities that transforms a transactional tie into an engaged giving relationship.
Real engagement is now happening and that’s reason to celebrate. With that, there’s yet another element, a secret sauce of sorts, that offers an opportunity to inspire giver engagement at an even higher level.
It’s consistently explaining and promoting that as monthly givers in support of insert name of university/nonprofit, we’re in this together. We’re part of a team that is giving and making a difference. For most people that’s something extra special. It’s an even higher level of gratification.
So…what does that explanation sound like?
A single monthly gift may not seem like much… but when you combine my gift…with your gift… and everyone else’s monthly gifts, we can make a major impact.
What can you do to facilitate that sense of team amongst your monthly givers?
Create opportunities for them to meet each other and even to collaborate on efforts to promote the program and recruit new team members.
Engaged giving at its finest, means… Doing Something Good Together.
She Has a Different Brain
A fundraising leader recently asked why we thought Monthly Engaged Giving (MEG) would revolutionize donor engagement.
As strange as it may sound, a simple answer is that she has a different brain.
Why does her brain matter?
Donors have changed. The new cohorts of givers, Gen Xers and Millennials, grew up with cable, computers, video games and the internet.
As the MTV and Reality TV generations, they know digital media and social media. They expect two-way communication. They want to be engaged in new ways. And, they've influenced their Baby Boomer parents to expect the same.
More than ever, Boomers, Gen Xers and Millennials are searching for meaning in their lives.
Traditional appeals are declining in effectiveness. Response rates have gone down and costs have increased. And, while they remain valuable tools, direct mail and phones are no longer fundraising panaceas.
Individual donor fundraising methods have been slow to evolve.
Primarily driven by dominant left brain thinking, most outreach has been a numbers game with a transactional focus and feel. If we send direct mail to or call this many people, we can expect a return on investment of x%.
Givers are looking for something more.
What if connecting with donors felt less left brain transactional and more like doing something good together?
In his book, A Whole New Mind, Daniel Pink suggests that right brain aptitudes will lead our world going forward. He calls it the Conceptual Age and describes the six senses required to thrive in the new era:
Monthly Engaged Giving is about emotionally engaging design, sharing stories and helping givers find meaning in their lives. She demonstrates empathy and she brings the parts together through symphony. MEG is right brain dominant and she likes to play.
Will she revolutionize donor engagement?
It’s impossible to predict for sure. With that, you can be confident...she has the right brain.