2024 Wrapped Up

Before we dive headfirst into the excitement of the new year, let’s take a moment and unwrap 2024 — our 12 key takeaways from research and donor insights that will guide us as we head into 2025.

Leverage Analytics for Strategic Growth: Invest in donor analytics to uncover trends and opportunities. Identify your program’s strengths, such as monthly or mid-level giving, and focus on improving renewal and acquisition efforts.

Understand Donor Sentiments: Regularly evaluate how donors feel about your organization and communications. Prioritize understanding their needs, motivations and perceptions to strengthen relationships.

Address Donor Needs: Measuring and building awareness for the five key donor needs will help you deliver a better experience across programs.

Build and Sustain Trust: Gaining trust is increasingly challenging but essential. Ensure communications and strategies foster trust and authenticity at every touchpoint.

Engage Through Shared Values: Values are powerful drivers of connection and engagement. Make them a priority in your messaging and donor interactions especially in acquisition and new donor onboarding.

Inform Donors for Better Results: Informed donors do more. They retain and upgrade their giving, so improving the ways we do this should be a priority.

Optimize Technology and Digital Engagement: Technology is transforming awareness and giving. Invest in data collection and provide exceptional online experiences, especially through email, to improve targeting and donor satisfaction.

Prioritize Legacy Giving: By investing in compelling offers, donor journeys, and strategic marketing plans now, you can secure long-term growth and build a sustainable future for your organization.

Age is not just a number: Tailor strategies to generational differences to attract and retain younger donors and build lifetime value.

Recognize and Inspire Super Supporters: Engage your most passionate donors with fresh strategies that go beyond traditional approaches, focusing on unique donor groups by age and connection and alternative ways to engage younger donors like peer to peer.

Expand your Matching Gift Potential: Collaborate with the legacy team to explore using legacy gifts as match funding and think more broadly about using matches across programs.

Enhance the Donor Experience: A positive donor experience drives long-term giving and engagement. Invest in areas that elevate donor satisfaction to improve retention and revenue.