This document discusses adopting a donor-centric approach to building a sustainable donor environment. A donor-centric approach means listening to donors, understanding their behaviors and needs over their lifetime, and using data to personalize engagement. It involves treating donors as valued individuals rather than just sources of funds. The first steps outlined are capturing donor preferences, maximizing lifetime value through appropriate communication channels, and ensuring fair exchange between the donor and organization. Adopting these donor-centric principles is likened to best practices in customer-centric commercial organizations.

1. Donor Centric
Approach
Building a sustainable Donor Environment

2. Donor Centric
What does a Donor Centric approach mean?
Why facing the challenges now is important?
Why should we be Donor Centric?
What are the first Steps?
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3. Donor Centric what does it mean to you?
“Donor Centric” is another way of saying building trust”
Simone Joyaux
“Donor Centric means listening to your donors and paying attention to their
behaviours, making smart decisions based on those observations”
Jeff Brooks
“We at Marketsoft believe a ‘Donor Centric’ approach is the best approach in
building a sustainable giving environment. It involves leveraging one of your most
important assets, your donor information, to build trust and the right engagement”
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4. Facing the challenges Now!.
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Workforce ratio
10:2 – 5:2
Increasing Medical
Expenses for the aged
9.2 Million Persons Aged 45+
38% of the work force
39% of the Population
Over targeting
Communication
Overload/Competing
Spend
Living Longer
Burred Messaging
Changing Channels
Fatigue &
high lapse
Increase in Housing
costs
There is an Ocean of statistics out there some good some not so good.

5. Why should we be Donor Centric
Adopting a donor centric approach will generate sustainable revenue, because the methodology
tailors communication and service to maximise your donor relationship.
How do we know this? We see it in the commercial world where a Customer Centric approach has
been adopted.
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Discretionary Spend
Expenditure
Savings
Over a persons life, their ability to give will vary in both time and dollars. Establishing the right tools and
approach will enable you to recognise this.

6. Data Quality
Donor
Governance
Collaboration
Lifetime Value
& Share of Wallet
Life Stage
Channel
Optimisation
The most important
asset today is the data
you hold on donors
past and present. This is
the information that
can help you build a
sustainable
organisation
First Steps - road map to a Donor Centric environment
Combining history and
insights, enables best
practice around
communication and
donor management
Protecting the
Donor, protecting
the cause
Taking into account
donor life stage and
household
composition
With the right donor
management,
calculate LTV and
Share of Wallet. Know
what is far and
reasonable.
Contact when and
where it’s appropriate
to the donor
Capture donor
Needs and
Wants
Capture preferences
&
Information needs
Nurturing &
Lead gen
Leverage knowledge
to maximise the long
term relationship and
to increase the size of
the pond, grow &
engage tomorrows
givers

7. Underpinned by 7 Corner Stones – Principles
1. Planting Trees
Collaboration, Culture and Commitment
2. Donors are people
Create loyalty, treat them as equally as important as the cause.
3. Leverage data/ What you know
Leverage Data and Observations to improve the right Donor experience and
engagement, analytics
4. Fair Value exchange
Start real conversations, with a far value exchange,
5. Create Loyalty
Listen to Donors & Improve communications, use multichannel
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8. Fundamentals
6. Protect the Brand
Respect donor preferences, and communicate the cause successes, build trust
7. Maximise ROI
Have a commercial approach to ensure monies are used effectively
“Lifetime value of a donor” is the best way to evaluate “return on investment” in fundraising
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This relates to the Donor Centricity Maturity Score

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11. What can we learn from other sectors
Historically some would say, that donors have been treated like ATM machines…The focus being on the
financial transaction and not the donor
This is the equivalent of the commercial world raising pricing without and increased value in return.
Smart organisations would rather have a giving a $25 annually for 10 years rather then a once off payment
of $500.
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Donors are known as customers, the commercial sector who is also under increased competition has
come to the realisation they need to do the following.
1. Understand customer wants, needs, likes and dislikes
2. Infuse customer insights across the business functions
3. Create business value from customer insights
4. Engage with customers across any channel
5. Empower customers to interact with brands on their own terms