tothepoint: Online Fundraising Changes to Make Now

Boomers expect a sense of impact, and younger donors expect engagement and involvement. They are anything but passive. Think of it this way: Just as in marketing we have left the broadcast era where consumers passively take in promotional messages, we have left the low-expectation donor era.

That means it's not enough to declare a need and send a thank-you. Today's supporters increasingly expect engagement that makes them feel seen, heard and involved. They are not walking wallets or ATM machines. They are partners who expect relationships with the organizations they support. They want to be talked to as individuals, thanked and updated.