A brand-new donor and someone who's given for 15 years are reading the same email from you, but they shouldn't be. The instinct to write one message for everyone is understandable; specificity takes more time, more data, more willingness to ask donors what they want instead of assuming you already know.
This week is about closing that gap: why segmentation has more to do with curiosity than with data, why "advertising" still makes so many nonprofit leaders flinch, and what it means to reach donors as the individuals they are rather than as one big audience.
Your donors and volunteers spend hours online every day, so there are plenty of opportunities to reach them. Our guide breaks down three core channels — programmatic, paid search, and paid social — with the pros, cons, and our take on which one makes sense for your nonprofit right now.
Segmenting donors by interests using survey data 📖
There are plenty of ways nonprofits try to guess what donors care about, but the simplest fix might just be asking them. Share Services found that personalized emails see an 82% higher open rate than generic blasts, while donors who feel like just another name on a list are far more likely to walk away. Their advice: send a short survey, sort the responses in your CRM, and build follow-up campaigns around what donors say matters to them.
From Boomers to Gen Z: Tuning your pitch to every age 📖
There are plenty of ways nonprofits try to make one appeal fit every donor, but college fundraisers are ditching that approach in favor of generational targeting. Younger alumni want to see exactly what their gift accomplishes before they'll give, while boomers and the silent generation still respond best to something in their mailbox. Fundraisers told The Chronicle of Philanthropy that it's more than which channel you use; it's recognizing that trust works differently by age, and donors under 45 expect you to earn it rather than assume it.
Podcast: ‘Superfans’ and storytelling 🎧
There are plenty of ways nonprofits try to earn donor loyalty, but Brittany Hodak says it comes down to treating personalization like attribution, not guesswork. On RKD Group: Thinkers, she points out that knowing which donors are referring friends and sharing your story matters more than tracking who simply renews, since that's the data that tells you who your real advocates are before they ever think about leaving.
Matthew Oh was working a stable engineering job when a mission trip showed him women and children walking 10 hours a day just to collect water, and it stopped him cold.
He started FOREFRONT Charity using an engineering framework called the "five whys" to dig past the obvious problem and find the actual root cause before building a solution, which is how one well in 2015 grew into clean water, schools, and medical care reaching more than 100,000 people across India, Kenya, and East Africa. The strongest program design starts with diagnosing the right problem, not just throwing more resources at the one in front of you.