The Value of an Expectation

But understanding the donor's relationship — knowing the donor — is crucial to taking the relationship past the donor transaction and making it into a relationship with your organization. Think about someone with cancer who donates to an organization working to find a cure for that disease. When she tells the organization through an online communication that she has cancer, that information should be used to ensure that subsequent communications — regardless of the channel — speak to her as someone facing the challenges of living with cancer.