Anatomy of a Committed Donor
What’s happening (or
not) after the first gift
that hinders commitment?
A few key takeaways
- Commitment can be found in every demographic, old or young, male or female.
- Committed donors see competitor solicitations and find reasons to dislike them. The uncommitted look for points of comparison to foster switching.
- Never mistake correlation for causation. There is a correlation between time spent online and commitment. But these are both outcomes — one does not cause the other. This is similar to the correlation between number of gifts and likelihood of making a planned gift — both outcomes. The name of the game is to understand what caused the frequency of giving and planned-gift intent. The answer is donor commitment. Understand what drives the relationship, and navigate the levers under your control to impact it. The rest will follow.
(To end on a fun note, we created an Infographic of the Committed Donor. You can see it at fundraisingsuccessmag.com/committed_donor_infographic. For an Executive Summary of the study on which this article is based, click here.) FS
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