Does ‘Donor-centric’ mean anything to you?

In Fundraising, there has been a move toward a concept called, ‘Donor-centric Communications’ led by Tom Ahern, one of the top copywriters for non-profits today.

This concept means the organization recognizes their donors are the key to accomplishing the organization’s mission so it focuses its communications toward and about them rather than the organization.

What is your view of your donors and how are you communicating with them?

If you want some examples of fundraisers who have moved organizations to this approach, and some organizations who are using it, here are examples Tom shared in a recent blog post.

“So few nonprofits (aside from the top crust who can afford great agencies) practice donor-centricity, full steam ahead, no holds barred.

Fundraising Companies Using This Concept

One of those top crust agencies is Toronto’s Agents of Good. Their portfolio is online. Another is Ask Direct in Ireland. Bluefrog in the UK. TrueSense in the US. Pareto in Australia. Harvey McKinnon. Good Works. Blakely Journey. Stephen Thomas. So many others now….

3 Non-Profits Using This Concept

Three risk-taking nonprofits also jump to mind. They all switched to ever-more-intense donor-centricity, from three to 12 years back … and now reap the financial rewards.


Animal Rescue League of Boston: ARLB’s emails are religiously donor-focused
Another is Food for the Poor. The ED there, Angel Aloma, attended a single workshop about donor-centricity, went back and baked it into all his org.’s materials … and soared to greatness. Angel credits donor-centricity with helping Food for the Poor become a billion-$/yr-gross aid charity. The ED of USA for UNHCR, Anne-Marie Gray, credits donor-centricity for changing their newsletter from a cost-center into “an excuse to print money.”
Donor-centricity isn’t about style or ‘I like this better.’ It’s about making more money … way more money, over time … using neuroscience and other psychological insights … so charities become better at nurturing and inspiring donors.

Time to consider ‘beefing up’ your communications in a new direction, if you aren’t already on this track!

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