Anatomy of a Committed Donor
What’s happening (or
not) after the first gift
that hinders commitment?
The journey starts with the need to establish a functional connection to the brand, often expressed as being "reliable." The donor knows what to expect from your organization; the experience is consistent. Fail to do this and you fail, period.
Achieve this basic level of functional or satisfaction-based connection, and you have the opportunity to build the personal connection, which is a more emotional one.
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