Peer Influence Fundraising Models

Welcome to the Future of Fundraising This past week, our team had a great breakthrough while running tests with the autonomous fundraiser. We tested the impact of the autonomous fundraiser independently sending donors in its portfolio a text message with a quick note on their birthdays. These self-written messages were light, kind and didn't ask for a response from the donor. Birthday messages were sent to 32 donors over a two week period. Results were surprising, inspiring and really exciting. Of the 32 donors who received the messages, 14 responded. Each response was positive, kind and surprisingly engaging, clearly proving that donors are not just open to, but excited about, light and personalized engagement from a VEO. Responses like “Thank you so much! This is such a great surprise!!” and, ”Wow, I haven’t heard from anyone at the College in over ten years, thank you for the note” were examples of the donors' tone. It quickly became clear that these lightweight, structured touchpoints significantly impacted the donor’s willingness to engage with a VEO and they are areas that we need to build on. While I’m sure it seems obvious to most frontline fundraisers that sending a personal note on a donor’s birthday is a great way to build a connection, to do this at scale and for thousands of mid-level donors, autonomously, has never been possible before. I believe these responses prove the potential for a significant shift in overall donor engagement where mid-level donors and smaller donors can now be treated with the kind and personalized attention that only major donors had been given in the past. This level of engagement throughout the donor pyramid is why autonomous fundraising is so important. Another surprising and exciting set of outcomes of this lightweight engagement were three independent introductions made by the Virtual Engagement Officer to staff members on campus, at the request of donors. These introductions were all directly related to Career Services – a clear area where the VEO can add immediate value at a time in a donor's life where they might need assistance. These touchpoints are important. A birthday is a known data point and a low-risk introductory point where autonomous fundraisers could universally thrive. This natural introduction touchpoint has the benefit of opening a line of communication between the VEO and the donor. Based on these early results, as long as the communications stay relevant, personalized and impactful, it seems that there are many opportunities to build on these learnings. This week our team is testing more low-risk data points that can enable VEOs to engage with a donor for the first time. The most natural next data point that we’re looking at is stewardship, where the autonomous fundraiser will reach out directly to the donor and thank them for their gift as part of the VEO’s 12-month engagement strategy. Have a great week. #fundraising #philanthropy #philanthropytech #nptech #AI

An appeal isn't just a request for donations—it's about creating experiences that donors treasure. It's crucial to understand that we're not asking donors to support our mission; instead, we're aiding them in fulfilling their vision of a better world. Here’s how we make donating a joyful and meaningful act: 1. 𝐑𝐞𝐟𝐫𝐚𝐦𝐢𝐧𝐠 𝐭𝐡𝐞 𝐍𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞: Shift the focus from needs to highlighting opportunities for donors to make significant changes in the world. 2. 𝐄𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Provide donors with intimate insights and special access to see the impact of their contributions firsthand, making them feel like integral parts of our journey. 3. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐀𝐩𝐩𝐫𝐞𝐜𝐢𝐚𝐭𝐢𝐨𝐧: Move beyond standard acknowledgments. Customize your gratitude to reflect the unique impact of each donor’s contribution. 4. 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐒𝐭𝐨𝐫𝐢𝐞𝐬: Share powerful stories that illustrate the direct results of their generosity, portraying donors as the heroes of these narratives. We have the power to transform giving into an enriching experience, elevating our donors from mere supporters to valued partners in a shared mission. By engaging donors meaningfully, we celebrate and support their aspirations to improve the world.

If I'm in charge of revenue at a large nonprofit, I can't ignore these realities 👇 -Donors giving below $100 are down ~9% (and have been trending down) -Donors giving below $500 are down 4% (and have been trending down) -Slower income growth & less disposable income for most -Middle-class households under economic pressure -The rapid decline of religion (that has giving as a core tenet) -Decline in institutional trust -Not only is charitable giving largely stagnant as a % of the GDP, but we also haven't been able to grow share of wallet -Donors giving $5k-$50k are up 1% -Donors giving $50k+ are up ~3% And if I look around at what other nonprofits are doing, I might see 👇 -Marketing getting louder -Frequency cranked to 11 -Tired tactics with little differentiation And if strategy is about how an organization applies strength against the most promising opportunity or the most critical challenge, I need to address the problem head on. Three ideas... 1) Instead of getting louder, get closer to donors. -Jeffersonian dinners -"Jobs To Be Done" interviews -Measuring donor satisfaction -Rating the donor experience -Cross train across the org on how to listen to donors -More thoughtful prioritization and segmentation -Do things that don't scale; you will likely not "scale" anyways (but you'll very likely grow!) 2) Focus more energy on the people who *can* give more. That doesn't mean you should ignore the $100 donor. Two things can be true at the same time: most of your limited human hours are best spent on people who can give >$10,000, AND, you can treat the $100 donor like they're an important part of the team (because they are). -Create tiered caseloads (A, B, C, D donors) -Develop a donor engagement plan for each tier -Treat mid-major donors like true partners: frequent report backs, project proposals, town halls, feedback loops, in-the-moment updates -Focus your work in the 'mass' file to identify the best prospects for a mid-major treatment, and work to move as many OTGs to recurring (monthly) or re-occuring revenue (quarterly, yearly, etc.) 3) Promote giving from assets across the donor file—and make it easy to do so Russell James taught me this. When people give from their assets, the gift is likely to be larger. And they are more likely to give again. Giving from assets (like stocks and shares, tax-savings accounts, retirement accounts, DAFs, gifts of life insurance, etc.) is often the smartest way for donors to give—no matter the size of gift. But many donors simply don't know it's an option. -- We're partnering with growth-minded nonprofits to implement all of these ideas, and more. If you think it's time you create a solid midlevel giving strategy (not just a standard appeal with an open ask), give me a shout.

As a Communications Officer in an NGO, targeting donors, funders, and partners on social media requires strategy — not just storytelling. Here’s how I would approach it: 1. Segment Before You Speak Not all audiences are the same. Donors want impact, transparency, and emotional connection. Funders want data, scalability, governance, and measurable outcomes. Partners want alignment, visibility, and shared value. A single generic post won’t convert all three. Content must be intentional. 2. Lead With Impact + Evidence Social media is crowded. Credibility wins attention. I would consistently publish: Before/after impact stories Clear outcome metrics (beneficiaries reached, % change, ROI of intervention) Visual dashboards and infographics Short case studies Numbers build trust. Stories build connection. Together, they build funding confidence. 3. Position the Organization as a Thought Leader Donors don’t just fund projects — they fund competence. I would create: LinkedIn articles on sector insights Commentary on policy trends Reflections on lessons learned from field implementation Data-driven threads on SDG alignment This attracts institutional funders looking for strategic partners — not just implementers. 4. Showcase Partnerships Publicly Tag existing partners. Celebrate collaboration. When organizations see their peers working with you, social proof increases credibility. Partnerships attract partnerships. 5. Clear Call-to-Action Every campaign should answer: Are we seeking grants? Corporate sponsorship? Strategic collaboration? Technical partners? The CTA must be visible and specific — website link, proposal deck, contact email, impact report. 6. Retarget & Nurture Social media is the first touchpoint, not the final conversion. Connect with decision-makers on LinkedIn Send tailored follow-up messages Share quarterly impact briefs via email Invite prospects to webinars or virtual field tours Campaigns convert when communication continues beyond the post. Key Takeaways Targeting donors, funders, and partners on social media is not about posting more. It’s about: Strategic messaging. Evidence-based storytelling. Consistent positioning. Relationship building. Because funding follows credibility. #NGOCommunications #FundraisingStrategy #DevelopmentSector #SocialImpact #CommunicationsOfficer #CommunicationsManager

7 storytelling lessons from Zohran Mamdani's campaign strategy you can't ignore. If you're a social impact professional or charity CEO, these are essential. Zohran Mamdani didn't win because he had the biggest budget or the most establishment support. He won because he told a story that made people believe transformation was possible. Why is this important? Most charity leaders struggle to connect their mission to action. They share statistics instead of stories. They talk about what they do instead of why it matters. Mamdani's campaign proves that authentic storytelling beats big budgets every time. Key lessons to learn: 1. Lead with personal narrative. Mamdani centred his immigrant roots and housing justice work. Your donors don't connect with your organisation. They connect with the people behind it. 2. Frame the stakes clearly. He positioned the election as status quo vs transformation. Your fundraising isn't about money. It's about the choice between continuing a problem or solving it. 3. Link stories to policy. Every personal story connected to a specific proposal. Your impact stories should always tie to concrete outcomes, not vague hope. 4. Make history tangible. Youngest mayor in a century became a rallying cry. Your milestones matter. Frame your work as part of a larger movement. 5. Build grassroots momentum. Near-record turnout came from authentic engagement. Your supporters want to be part of something bigger than a donation. 6. Use contrast strategically. Mamdani defined himself against his opponents. Your charity exists because the status quo isn't working. Say it. 7. Stay consistent. His message never wavered from housing justice to transformation. Your story should be recognisable across every touchpoint. Actions you can take: Pick one story from your work this week. Rewrite it using Mamdani's framework: A. Personal narrative, B. Clear stakes, C. Policy connection D. Historical framing. Then share it with your team and watch how differently people respond. The charities that master storytelling are the ones that survive. They transform their sectors. And they create hope.

Nonprofits, if I had to build a high-impact donor pipeline today, this is what I would do: 1. Stop spending hours on endless cold emails. Start leveraging LinkedIn intentionally. Imagine this: You spend just 10 minutes a day engaging on LinkedIn, commenting on relevant posts, sharing quick updates, and responding to messages. Sounds simple, right? That small, consistent effort can make your nonprofit way more visible to corporate partners. Instead of: • Drafting long pitch emails that go unread. Try: • Leaving a thoughtful comment on a donor’s recent post. • Sharing a quick win from your nonprofit. • Tagging partners when celebrating a milestone. 2. Be strategic, not sporadic. Consistency builds credibility. Ten minutes a day adds up, not just in activity but in perception. Corporate donors notice the nonprofits that consistently share insights, updates, and impact stories. Instead of: • Dumping content once a month. Try: • Setting a daily routine: • 3 minutes engaging with existing partners. • 4 minutes commenting on posts relevant to your cause. • 3 minutes sharing a quick story or insight. 3. Make your profile a donor magnet. If your LinkedIn page looks neglected or outdated, donors might assume the same about your organization. Use those 10 minutes to keep your profile fresh: • Update your headline to reflect your mission. • Post a short update on a recent success. • Share an upcoming event or partnership. 4. Data-driven posts make an impression. Corporate donors love numbers. Use your quick daily check-in to share bite-sized data points: • “In the past month, we’ve served 500 meals to families in need.” • “Our community engagement grew by 30% this quarter.” 5. Connect with purpose. LinkedIn isn’t just for broadcasting, it’s for building relationships. Ten minutes a day, spent intentionally, can mean the difference between being noticed and being ignored. • Tag a partner to thank them for their support. • Highlight a corporate sponsor’s community initiative. • Join conversations on topics your donors care about. Consistent LinkedIn habits can make your donor pipeline thrive. Want to learn how to build a LinkedIn presence that attracts corporate partners? Comment “Pipeline” and I’ll be happy to provide you a free resource on our approach! With purpose and impact, Mario

I've been paying attention to how donors under 40 are engaging with nonprofits. And if your fundraising strategy was built for Boomers and Gen X, you're probably missing them entirely. Here's what I'm seeing: Younger donors aren't necessarily giving less. They're giving differently. And most nonprofit fundraising systems aren't designed for how they operate. ✅ Pattern 1: They want to give online, easily, now. If your donation process requires more than 3 clicks or doesn't work seamlessly on mobile, you're losing them. They're not going to mail a check. They're barely going to tolerate a clunky web form. One organization simplified their donation page to 2 steps on mobile. Conversions from donors under 35 increased 40%. ✅Pattern 2: They respond to peer influence more than institutional messaging. Traditional direct mail and email campaigns don't land the same way. But when someone their age shares your work on social media or texts them a link? They pay attention. The organizations reaching younger donors effectively are empowering their young supporters to fundraise on their behalf. Peer-to-peer campaigns. Social sharing tools. Making it easy to spread the word. ✅Pattern 3: They want transparency and impact proof upfront. They're researching before they give. Checking Charity Navigator. Looking at financials. Reading reviews. The "trust us, we're doing good work" approach doesn't fly. Organizations winning with this demographic are leading with data. Showing exactly where money goes. Being transparent about challenges, not just wins. ✅Pattern 4: They're less loyal to institutions, more loyal to causes. Boomers often give to the same organizations for decades. Younger donors are more likely to shift their giving based on what feels most urgent or impactful at the moment. This doesn't mean they won't be loyal, but you have to earn it constantly, not assume it. What's working: 1️⃣ Organizations that meet younger donors where they are instead of expecting them to adapt to traditional fundraising methods. 2️⃣ Mobile-first donation experiences. Social media strategies that aren't just broadcasts. Radical transparency about impact and finances. Opportunities to engage beyond just writing checks. The shift: If your donor base is aging and you're not intentionally building relationships with donors under 40, you're building a sustainability crisis. They're not going to start giving the way their parents did. We need to adapt to how they give. What's your strategy for engaging younger donors? Is it working? #youngerdonors #millennialgiving #genz #fundraisingstrategy #donorengagement #nonprofittrends #maine #nonprofits #philanthropy

I analyzed the communication history for 50 major donors who had lapsed. The pattern was clear—and preventable. The vast majority of these donors only heard from the organization when it was time to ask for another gift. The smart organizations communicate to build a partnership, not just to get a check. The data on major donor stewardship is compelling: 1. Authentic stewardship is about demonstrating the impact of a gift, not just saying thank you for the transaction. 2. For every 1 solicitation, you should be sending at least 3 non-ask communications (insider updates, impact stories, relevant articles). 3, Personalized video messages from leadership or program staff have a 5x higher engagement rate than standard thank-you emails. A small arts organization started sending its top 25 donors an unscripted iPhone video from the director once a quarter, simply sharing what their support made possible. It took 15 minutes. They renewed every single one of those donors—at a higher level—the next year. Don't treat your major donors like ATMs. Treat them like the partners they are. What's the most creative, non-ask touchpoint you've used with a major donor?

If I needed to turn a small donor into a major gift prospect, here's exactly what I'd do (no wealth screening tool required): Most nonprofits think LinkedIn is just for job hunting. Meanwhile, your next $50k donor is scrolling their feed right now. Step 1: Deep research (15 minutes) Look at their LinkedIn profile for capacity indicators - job title, company, board memberships, volunteer work. Check if they're engaging with similar causes. This tells me if there's capacity beyond their current $500 gift. Step 2: Map their interests (not yours) Go back through your donor database. What did they give to specifically? The building fund? Scholarship program? Youth services? This becomes your entire relationship strategy - only talk about what they care about. Step 3: Personalized impact updates (monthly) Send them a quick message or email with a story about the specific program they support. Not a newsletter. Not a mass update. A real story. "Thought you'd want to know - that scholarship you funded just helped Maria graduate. Here's what she said..." Step 4: Engage on their terms If they're active on LinkedIn, comment on their posts. If they attend events, show up. If they respond to texts, text them. Meet them where they already are, don't force them into your donor cultivation process. Step 5: The natural progression ask (6-12 months in) After consistent engagement around their interests, schedule a real conversation. "I'd love to hear your thoughts on where you see our [program] going. Would you have 20 minutes for coffee?" In that meeting, you're listening - not pitching. You're learning about their vision. The major gift ask comes naturally when you understand what they want to accomplish through your organization. Most fundraisers skip steps 2-4 and wonder why the ask fails. The best major gift officers I know spend 80% of their time on relationship building and 20% on asking. P.S. - Wealth screening tools are nice, but authentic relationship intelligence beats data any day.

Why do millions like and share a cause… but only a few actually give? That attention-action gap is the black hole of digital fundraising. But behavioural science offers some answers. Here are 7 proven insights from research and campaigns that can help turn clicks into commitment: 1. Make it good to show off People share things that boost their image (Social Currency, Berger 2013). Example: Movember worked because growing a moustache wasn’t just fundraising – it was a public, identity-boosting act. That visibility made people want to share. 2. Time your ask to daily habits Sharing isn’t just about emotion – it’s about timing. Example: UNICEF UK’s Currency Appeal spiked donations by asking travellers to give leftover foreign coins right after summer holidays. Simple, relevant trigger = higher engagement. 3. Emotion spreads – but only the right kind High-arousal emotions like anger or awe drive sharing. Sadness alone often shuts people down (Berger & Milkman, 2012). Blend urgency with hope. People act when they feel both moved and effective. 4. One face beats a thousand stats People give more to one named person than to large-scale need. Study: The “Rokia” experiment (Small, Loewenstein & Slovic, 2007) found donations dropped when numbers increased. Empathy doesn’t scale – keep it human. 5. Make the impact crystal clear Donors need to know their gift works. Example: Charity: Water links donations to specific outcomes, down to GPS-tracked wells. That clarity boosted donor retention by 30% in a year. 6. Private actions lead to real commitment Study: Kristofferson et al. (2014) found that public token actions (like profile pics) make people feel they've done enough. But private actions (like email sign-ups) reinforce identity – and make donations more likely. 7. Strip out friction Tiny tweaks matter: Making mailing address optional = 3.4% lift in donations Highlighting a “Most Popular” gift = 94% more revenue Showing “Alex just donated” = 3.5% higher conversion (Results from A/B tests across nonprofit platforms. Grounded in behavioural science principles including friction reduction (Shah & Oppenheimer, 2008), anchoring (Tversky & Kahneman, 1974), and social proof (Cialdini, 1984; Goldstein et al., 2008).) The lesson? Emotion grabs attention. But clarity, identity, and simplicity drive action.