The 3 Principles to Acquire, Retain and Upgrade Your Donors

I believe that donors are customers of your organization. The premise that donors are customers offers some interesting insights into how we think about and approach our fundraising efforts.

Donors, even ones that give in non-monetary ways, are contributing something to your organization in exchange for the “good feeling” they get by donating or the “social equity” your organization provides the community. They are “buying into” the outcomes of your organization. They are customers because there is an exchange between the donor and your organization.