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Allyson Kapin 6 min read

Deepening Your Donors Commitment

Yesterday on Frogloop, we discussed fundraising consultant Mal Warwick’s three new guiding principal for fundraising:

1. Give donors a choice to contribute money via multiple channels
2. Provide information that donors think is useful
3. Provide positive experiences and engagements

Today, we are going to dive into Warwick’s final principle that nonprofits should adapt as part of their fundraising practices - deepening supporters’ commitment.

For fundraisers to truly deepen supporter commitment to their respective nonprofits, Warwick suggests placing donors into three categories and to use the first three principals outlined above and in part one of this series to move them up the donor ladder.

The Tourist

These are people who stumble across your website from a search engine or banner ad. They may even sign up for a free e-newsletter or sign a petition. You can also identify “the tourists” as “trysumers” - meaning that they will try something if it’s free.

The Visitor

The “visitor” takes your nonprofit issue more seriously then “the tourist.” They sign up to a couple of your events, and make small donations periodically. It’s important that you get these “visitors” more involved in the organization to increase their level of commitment so that more of them will become sustained donors or what Warwick calls “residents.”

The Residents

These folks have come to stay. They are your nonprofit’s volunteers, monthly donors, etc. It’s critical that your organization gathers as much personal and pertinent info about your “residents” as it can and use it in your communications with them. Their future value is potentially enormous to your organization. Why? They are great candidates for legacy gifts.

The Lifer

These are the people who have stuck by your nonprofit through thick and thin. They are long time volunteers, donors, or board members. They are also terrific candidates for legacy gifts and should get the red carpet treatment.

At the end of the day though, to be truly successful in raising money using these fundraising principles, nonprofits must operate a multi-channel program to reach supporters.


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Allyson Kapin

Allyson has been named one of "Top Tech Titans" by the Washingtonian, one of the Most Influential Women In Tech by Fast Company, and one of the top 30 women entrepreneurs to follow on Twitter by Forbes for her leadership role in technology and social media. As Founding Partner of Rad Campaign, she leads the firm's client and online strategic services. For over a decade Allyson has helped non-profit organizations and political campaigns create dynamic and award-winning websites and online marketing and recruitment campaigns. She works side-by-side with her clients to meet their web needs and maximize their online effectiveness to create real world impact.