The Giving Environment: New Models to Engage Donors

Abstract

Today, donor retention remains a challenge and an opportunity for many nonprofit organizations. The onset of virtual interactions and engagement due to the COVID-19 pandemic, supports the need for enticing, digital content that effectively present nonprofit organizations’ impact and their ongoing need for support. The second report in this series, Focus Group Research on US Donor Participation, highlighted the growing donor demand for increased engagement and education, and the need to demonstrate impact clearly. Subscription-based giving presents an opportunity to retain donors through curated content and engagement. The model also helps nonprofit organizations develop best practices and a strong culture around more personalized donor relationships and engagement that complements the organization’s efforts and mission.