Donor Participation Project

As a nonprofit fundraiser, you have a lot of moving parts to keep track of: donors, events, partnerships, and more. Airtable is a cloud-based database platform that can help you organize all your information in one place and automate repetitive tasks.

In a recent webinar, nonprofit consultant Jaemi Loeb walked through how to get started with Airtable. You can build an Airtable base (a collection of tables) from scratch or use one of their pre-built project management templates. For nonprofits, Loeb recommends starting with the donor database, events planning, or fundraising campaign templates.

Once you have a template, you can customize it to meet your needs. Add or remove columns, create different views to visualize your data, and link records between tables. For example, you can have one table for donors, one for events, and link a donor record to any events they’ve attended. These connections help ensure all relevant information is in one spot.

Airtable’s real power comes from its automation features.

You can set up automatic notifications, sync data between bases, standardize information, and send customized emails. For instance, when a new donor signs up for an event, you can automatically send them an email with the details and their menu selection. Or if a donor’s contact information changes, you can sync that update across all your Airtable bases.

Airtable may seem complicated, but you don’t need coding or IT experience to use it. While the platform is highly flexible, Loeb emphasizes that “the secret to good project management is thinking through what information you need, where and when.” Focus on who needs what information and when. Then you can build an Airtable system tailored to your needs and adjust it as those needs change.

With some time invested upfront, Airtable can save you hours of repetitive work and give you more time to focus on fundraising for your cause. For small nonprofits, it provides an easy to use “source of truth” database that doesn’t require a huge budget or learning curve. Follow Loeb’s advice: start simple by just “clicking around” and “you won’t break it!”

View the full recording of this session in our Resource Library.

When crafting fundraising appeals, it’s tempting to share all the complexity and nuance of your cause. But while accuracy and depth of knowledge are important for nonprofits, too much complexity kills donor motivation. Fundraisers must learn the art of simplicity.

According to fundraising expert Russell James, “A story with 8 main characters is complicated. Adding even more details, 8 names, ages, and pictures didn’t help. It made a complicated story even more complex, donations fell even more.” Instead, focus on one compelling character or group to rally donors around. Details about a single sympathetic person or community in need are far more powerful than stats about thousands of faceless beneficiaries.

James cites research showing that donations doubled when people received the name, age, and photo of one child in need compared to a more general appeal. But when the number of featured children increased to eight, with names and details for each, donations fell by over 40 percent. Our brains simply can’t process that much information in a personally meaningful way.

The solution is to find the emotional “sweet spot” with enough details to trigger empathy and mental visualization but not so many that the message becomes muddy or emotionally overwhelming. Think of your fundraising stories like close-up shots in a movie. We need to see the humanity of one person or family to truly care about their plight before panning out to the bigger picture.

Fundraisers should start with a clearly visualized character – be it a single beneficiary or a unified group.

Focus on the details that make them relatable, like shared values, experiences or community. Explain how your organization made a meaningful difference in their lives through a concrete victory story. End by tying their journey to the greater impact of donations. This simple yet emotionally compelling narrative structure can turn your cause into the donor’s personal tale of triumph over adversity. Above all else, keep your messaging clear and focused. Simplicity moves donors to action. Complexity confuses the mind and dulls the heart.

View the full recording of this session in our Resource Library.

Dan Lombardi, the Donor Innovation Director at Grand River Hospital Foundation in Canada, shared insights on managing change and adopting new tools at a recent nonprofit conference. His role focuses on problem-solving, improving processes and implementing new technologies to increase donor engagement and staff efficiency.

Lombardi emphasized the importance of an iterative approach to change.

When introducing a new tool or process, his team tests it out and then asks staff for feedback. They communicate that the new approach is not set in stone, and staff input is essential to improving it. An iterative mindset, where missteps and course corrections are expected, helps to alleviate anxiety about change.

Lombardi also stressed open communication, especially when managing change remotely.

His team documents all discussions and decisions in Notion, a collaborative workspace tool, so that everyone has visibility into what’s being worked on. They also hold frequent video calls as a team and one-on-one to discuss challenges and get input.

When it comes to new tools, Lombardi recommended starting with a specific problem you want to solve.

His team adopted Shopify and built their own app to automatically transfer online donations to their database. They use Zapier and ActiveCampaign for donor communication automation. And Notion serves as their internal project management and knowledge base.

Not all staff adopt new tools at the same pace, Lombardi noted.

His team focuses on the intent and benefits of a tool, rather than forcing universal adoption. They work with staff to understand their challenges and make iterative improvements. The key is to start simple by solving one specific problem, even if you have to build your own solution. With the right approach, new tools can increase capacity, not overwhelm it.

Lombardi’s experience shows that managing change and technology in nonprofits requires an experimental mindset, honest communication, and a problem-solving orientation. By focusing on staff needs and iterative improvements, new tools and processes can be introduced without disruption. Overall, Lombardi demonstrates how a questioning, solution-focused approach can drive innovation.

View the full recording of this session in our Resource Library.

Nonprofits today face major challenges in reaching and engaging supporters. According to author and marketing expert Mark Schaeffer, three major “consumer rebellions” have reshaped how organizations connect with their audiences. Understanding these rebellions is key to nonprofit success.

The first rebellion was against advertising.

Consumers today are adept at avoiding ads and tuning them out. Nonprofits can no longer rely on ads alone to spread their message or inspire action. The solution is to focus on storytelling and creating an emotional connection with supporters. Share authentic stories that highlight your impact and mission.

The second rebellion was against loyalty programs and the notion of “earning” loyalty.

Today’s consumers want transparency and authenticity. They will support organizations and buy from brands that align with their values—not because of points or perks. Nonprofits should build real relationships with supporters, not transactional ones based on rewards. Show how you genuinely make a difference.

The third rebellion is against technology and automation.

Consumers crave human connection and relationships. Nonprofits should avoid relying solely on technology, automation, and impersonal communication. While digital tools have a role to play, personal outreach and genuine interaction are most meaningful to supporters. Highlight the human faces behind your work.

Nonprofits must adapt to new realities. Ditch mass advertising for authentic storytelling. Replace loyalty gimmicks with real relationship building. And remember that no technology can replace human-to-human connection. Focus on your mission and values, share stories of real impact, build personal relationships, and engage supporters in your work. By embracing a human-centered approach, nonprofits can overcome consumer rebellions and thrive. The most human organizations will win.

View the full recording of this session in our Resource Library.

Purdue University revolutionized its fundraising operations by implementing a “pod” structure that centralized key functions while fostering collaboration. The pod model addressed issues of unbalanced resources, gaps in donor stewardship, and the need for stronger oversight of metrics across fundraising areas.

Purdue assembled cross-functional teams, called pods, around each academic unit and area of focus. Each pod includes members from marketing, donor relations, prospect development, and development. The pods meet monthly to review metrics, discuss priorities, and develop customized strategies for donor engagement. This integrated approach makes it possible to target the right constituents with the right message at the right time.

The pod structure also enabled Purdue to implement standard practices and oversight across the fundraising enterprise. Centralizing communications, for example, gave Purdue data on donor interests and engagement that fueled more personalized outreach. Standardized metrics, including donor participation rates, make donor progression and performance transparent across academic units. Quarterly business reviews, which pods and leadership attend, shine a light on what’s working and where new strategies or resources are needed.

For other nonprofits seeking to enhance collaboration and boost fundraising effectiveness, Purdue’s pod model provides an innovative blueprint. Some key takeaways:

•Assemble cross-functional teams around donors and priorities. Include representatives from all areas that touch donors and supporters.

•Centralize data and communications to gain a 360-degree view of donors. Look for opportunities to personalize and customize outreach based on interests and engagement.

•Implement standard metrics and reporting across the organization. Measure what matters for donor relationships and fundraising, not just dollars raised. Review reports together regularly.

•Foster open communication within the teams and across leadership. The pod structure succeeds when teams meet often, voice challenges, and work jointly on solutions.

•Be willing to reorganize and reassign resources as needed. Purdue shifted responsibilities across teams to play to people’s strengths and fill critical gaps. Not all changes will be right the first time. Review and revise.

With comprehensive insight into donors, priorities, and performance, Purdue’s pod model is enabling the university to fulfill its vision for an integrated and donor-centered advancement program. By enhancing coordination across all areas impacting the donor experience, other nonprofits can achieve similar success.

View the full recording of this session in our Resource Library.

To motivate donors with your fundraising appeals, you need to tell a good story. And the heart of any story is its characters. According to fundraising expert Dr. Russell James, there are three key rules for crafting characters that will resonate with donors:

Make it specific.

Vague stories and generic appeals don’t create mental images or emotions. Share details about your beneficiaries, like names, faces, personal stories and challenges. In one study, adding a child’s name and photo nearly quadrupled the likelihood of donors giving to help that child. Specificity helps people visualize the character and builds empathy.

Keep it simple.

While details are important, too much complexity confuses donors and diffuses their empathy. Having many characters or an overly complicated plot can be counterproductive. It’s best to focus on one main character or group. If featuring multiple people, present them as a cohesive unit. In one experiment, donations to help six children doubled when they were described as siblings in the same family. Simplicity equals clarity.

Generate empathy.

A clear mental image is not enough—it must elicit an emotional response. Choose characters and share details that will trigger sympathy and compassion in your donors. For example, an appeal featuring one hungry child will typically raise more than mentioning thousands of faceless children. And avoid unsympathetic characters, like showing donors the harsh conditions of prisoners. Your stories need characters that donors can and want to identify with.

The bottom line: Tell stories, not statistics.

Give donors visual details, a simple plot, and empathetic characters they can relate to. Help them see through your character’s eyes and feel what they feel. Master these storytelling rules, and your fundraising appeals will become much more compelling. With stories that turn a cause into a personal journey, you can inspire lifelong donors who give from their hearts.

View the full recording of this session in our Resource Library.

What truly motivates donors to give to your cause? According to Dr. Russell James, a leading expert on charitable giving, the key is understanding donor identity and helping them achieve a meaningful victory.

Dr. James shared his insights in a recent webinar for the Donor Participation Project. He explained that a donor’s identity comes from their personal values, relationships, and life experiences. As fundraisers, we need to connect a donor’s identity to our mission through the fundraising process. We do this by first listening to donors and learning about what motivates them. We then present a challenge, like an opportunity to fund a new program, that allows them to achieve a victory meaningful to their identity. When they give, it enhances their identity in a personally fulfilling way.

For example, an environmental charity might survey donors on the values and life events that shaped their support for conservation. A donor may share that a childhood experience with their grandmother fostered their love of nature. The charity could then frame a fundraising appeal around continuing that legacy by protecting wetlands, helping that donor achieve a victory that honors their grandmother’s memory.

Rather than just sharing stories about organizational impact, fundraisers need to understand each donor’s hero story. We must ask questions to determine what gives their lives meaning and purpose. Small gifts often come from those seeking to remedy societal ills, while major donors usually want to share in the fruits of victory as part of a community.

Appealing to a donor’s identity and desire for victory moves them from casual giver to lifetime champion.

Continually learning, testing, and improving fundraising methods is key. As Dr. James said, “Progress, not perfection” should be our mantra. While the tools we use are constantly changing, human motivations remain the same. By focusing on donor identity and victory, we can build true relationships, gain larger gifts, and change more lives. Fundraisers would be wise to follow Dr. James’ data-driven advice.

View the full recording of this session in our Resource Library.

To cultivate diversity and inclusion, nonprofit leaders must adopt a growth mindset. Diversity is a journey, not a checkbox. It requires humility, openness to learning, and a willingness to ask questions.

According to experts, diversity training is not enough.

Real change happens when learning is applied. While 63% of nonprofit professionals completed DEI training recently, only 42% saw improvements in workplace culture. The disconnect shows that intention must be matched with action.

Rather than make assumptions, begin by asking open-ended questions to uncover challenges and opportunities. Survey staff and donors to understand their experiences and needs. Look for patterns to see where inclusion is lacking, then commit to addressing those gaps.

Build a safe space for authentic discussions by admitting what you don’t know and inviting others to share their perspectives. According to Dr. Rashanda Mahon, leaders must “give voice to concerns, challenges and opportunities” and model inclusive behaviors. This helps shift culture by creating belonging.

To advance diversity, focus on allies and curiosity, not political correctness. Allies from outside marginalized groups are needed to drive change. Curiosity enables learning; asking thoughtful questions shows interest in understanding different experiences. Avoid accusatory language and lean into discomfort, seeing it as an opportunity to grow.

At the board level, prioritize diversity and hold members accountable for recruiting outside traditional networks. Look to thought leaders in marginalized communities and invite them to shape strategy. Acknowledge their time and expertise.

Finally, highlight diverse donors and share their authentic stories. Feature them in print, video and social media to build trust and motivate others with shared identities to support your mission. Personal stories of impact inspire more than statistics alone.

Diversity and inclusion are often assumed to be “soft skills” outside the realm of fundraising strategy. In reality, they directly impact an organization’s ability to build trust, reach new audiences and ensure long term sustainability. By starting with an open and willing spirit, nonprofit leaders will make more progress in cultivating true inclusion and belonging. The rewards of this difficult but vital journey are well worth the effort.

View the full recording of this session in our Resource Library.

One university in Chile realized they didn’t truly understand their long-time donors. They conducted in-depth, face-to-face interviews with 31 loyal supporters who had given for 3-30 years to discover what really motivated them to give and stay engaged over the long run.

The interviews revealed insights that surprised the fundraising team. Donors gave to support the university’s mission and institutional longevity, not for recognition or benefits. They wanted to feel like partners in the university’s impact and success. The donors craved more information about the university’s work, priorities, impacts and challenges. They wanted authentic conversations and an open exchange of ideas.

Based on these findings, the university revamped their donor communications and stewardship strategy. They now send more frequent newsletters with information about key university initiatives, impacts, and needs. They invite donors to campus for intimate discussions on topics of mutual interest. They created tailored reports for donors at all levels showcasing the collective impact of their gifts.

The new approach is paying off. Open rates for newsletters have jumped to 50% and more donors are attending campus events. Several interview participants made additional gifts after their conversations. The university’s fundraising team learned the power of asking open-ended questions, listening without judgment and speaking with donors peer-to-peer.

The university’s experience shows that even long-time supporters can surprise us. When donors become more than just sources of funding and are treated as true partners, their motivation and generosity can expand in unexpected ways. But unlocking these opportunities requires nonprofit fundraisers to set aside their assumptions and have courageous, two-way conversations with the people who make their mission possible. While resource-intensive, these kinds of honest exchanges and institutional transparency are what transform donors into lifelong champions and build meaningful, impactful partnerships. Overall, this university’s journey reflects the importance of listening well, learning continuously and nurturing relationships with care and empathy.

View the full recording of this session in our Resource Library.

Co-creation is a powerful way for nonprofits to build meaningful relationships with donors and support their missions. By partnering with donors, fundraisers can gain valuable insight into donors’ passions and priorities to develop customized engagement opportunities.

The first step to co-creation is listening.

Fundraisers should ask open-ended questions to understand donors’ motivations, values, and goals. Questions like “What causes are you most passionate about?” or “What motivates you to give to our organization?” can reveal the “why” behind donors’ support. Listen for hints about their interests and ask follow-up questions. The more fundraisers understand what drives donors, the more they can partner on impactful initiatives.

With insight into donors’ motivations, fundraisers can develop a suite of engagement options at various levels.

These could include opportunities for donors to provide input through surveys or focus groups, join a donor advisory council, or participate in site visits or behind-the-scenes tours. The options should match donors’ skills, talents, and interests so they feel genuinely engaged. When donors feel their time and input are valued, they become even stronger partners.

A shared vision and open communication are key to successful co-creation.

Fundraisers should communicate their organization’s vision and priorities to set the right context for partnership. But they must also be open to donors’ ideas and feedback. Donors may have innovative solutions or see opportunities from new perspectives. An open mindset and willingness to say “yes” can lead to exciting new possibilities.

Partnership is a journey, not a single ask or interaction.

By listening, developing meaningful engagement, and maintaining open communication, fundraisers can build trust and help donors fully invest in their mission. The result is a shared sense of ownership and more profound, longer-lasting impact. Co-creation transforms donors from prospects into true partners in purpose and mission.

View the full recording of this session in our Resource Library.