If we seek to increase the overall number of donors, it makes sense to focus on increasing the number of first-time donors.
To increase the number of first-time donors, we might choose to employ a token gift strategy. For example, we might offer branded socks or a t-shirt or some other tchotchke as a quid pro quo gift for the first-time donor’s support. And, we may get more first-time donors this way.
But, what if our goal is bigger than that?
What if the goal is to increase the number of non donors who embrace the notion that giving is a joyful experience?
If this becomes our goal, perhaps offering first-time donors a quid pro quo/transactional token gift isn’t the most helpful approach.
There are many strategies that may help us achieve short-term giving goals. Transactional strategies. Social pressure strategies. Guilt strategies.
But what do these short-term, gift-giving strategies teach our donors?
When our end goal is no longer a gift being given by the donor and, instead, becomes helping others experience the joy of giving, our strategies become more meaningful, more developmental, and more mission-centered. And, our engagement metrics – including our total number of donors – increase over time.
The truth is that none of us are actually fundraisers.
We are educators.
We just use gift-giving as our primary pedagogy.
