A recent survey of nonprofit advancement professionals reveals that developing adaptable leadership and hiring staff with digital skills are key to growing donor participation. The survey, conducted by the Donor Participation Project, found that while 73% of respondents said they have adequate budget for donor participation efforts, only 27% felt they have the right staff and skills.
“The survey shows that the ability to adapt quickly and attract candidates with digital marketing expertise are lacking in many advancement shops,” says Cameron Hall, Executive Director of Annual Giving at the University of South Carolina. “Leadership needs to reshape how they communicate with higher-ups and boards to convey what’s really needed to drive donor participation today.”
Sean Devendorf, Senior Director of Annual Giving at Tufts University, agrees. “So much of what we’re talking about is that first level of engagement, and to get there we need to look at our data. We need better data hygiene and to determine how we can communicate with constituents on the channels they prefer.”
To develop adaptable leadership and staff, advancement teams should:
• Restructure org charts to meet donors where they are. Digital engagement roles should not be relegated to lower-level positions. Consider VP-level leadership.
• Create an environment where staff feel empowered to test new strategies, even if they fail. Leadership must be comfortable with quick failure and pivoting.
• Improve data quality and analytics to gain insight into constituent communication preferences and interests. Then build engagement around those interests.
• Collaborate with marketing, communications and other departments using new tools and strategies. Tap into existing expertise.
• Educate leadership and boards on new key performance indicators beyond traditional metrics like alumni participation rates. Explain what resources and skills are truly needed to reach today’s donors.
Overall, advancement teams aiming to boost donor participation must adapt to keep pace with their digitally-savvy donors. By rethinking organizational structures, leadership styles and staff skills, teams can gain the agility and expertise they need to build meaningful connections and inspire more supporters to give and engage. The future of fundraising depends on it.
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