CATALYST 1 · THE DONATION EQUATION
Connection
Connection (noun): The act of connecting; a relationship in which a person, thing, or idea is linked or associated with something else. From the Latin “connectere” — to bind or tie together. (Merriam-Webster)
IN THE DONATION EQUATION
The social relationships, peer influences, and sense of belonging that link donors to causes and to each other, making giving a communal rather than solitary act.
Giving is a social activity.
Your fundraising appeal is not a sales pitch. It is an opportunity for a donor to make a difference in the world. And we know from research that if donors can see themselves in the fundraising communication, they are more likely to respond.
Connection comes across in numerous ways — the specific cause area a donor cares about, pictures and voices close to a donor’s background, spokespeople they feel aligned with, and increasingly, being asked by peers. Research shows that peer asking is the most powerful way to acquire a new supporter.
We can break down Connection into three categories:
Connection to the Cause.
Donors can feel connection to a cause from a brand established over decades — we have national and international charities that almost everyone could name. They might also feel connection based on something that happened in their life. We see people move to support medical research charities after a spouse, child, or family member goes into treatment or is lost to a disease. Connection to a cause might also be associated with a donor’s career: there is significant giving through the charitable arms of corporations by employees invested in social good.
Connection to the Asker.
The person who asks — the signer of a fundraising letter, the sender of an email, the poster on social media — will have more connection to some of your donors than others. Everything from age, gender, background, and life story may influence this. This is also why we invest so much in volunteer fundraising boards: to open doors and be the “voice” of our appeals.
One of the biggest mistakes in fundraising is relying on a single voice. Mixing up the asker can excite a different group of donors. Celebrity endorsements help, but tend to be most powerful in nudging donors who are already warmed up.
Connection to Peers.
Millennial and Gen Z donors are influenced at about double the rate of older donors by social media in their giving decisions. We’ve seen massive acceleration of peer-driven fundraising like charitable crowdfunding and giving circles. Putting giving in a social context, with direct connection to other human beings, always amplifies results. But it’s crucial that this connection is with real peers.
THE QUICK LIST
Ways to Boost Connection
- For complex missions, pay attention to the specific areas donors have given to in the past and what they’re clicking on and reading. Personalize your messaging to match their interests.
- Switch the voice or “signer” of your appeal. If every appeal comes from your President or ED, consider sending one in the voice of a volunteer or even a beneficiary.
- Develop a group of volunteers who focus on social media support — these are often called “ambassadors.”
- Think carefully about the images and stories you use in your communications. Are you truly representing the diversity of your constituent and donor base?
THE KEY POINT
The Key Point
Along with explaining the “why” of giving, you must share “for whom” and “with whom” in ways that offer donors the chance to connect personally. Mix up your imagery, voices, and messages to allow that to happen, and you’ll amplify the joy of giving and make giving more “sticky.”
Broader Context: In sales, political advocacy, and social movements, connection to key spokespeople has been understood as a critical factor for decades. Every brand has invested in social influencers and building social networks to drive success. Connection is the primary driver of increased mental health, recovery, and long-term happiness. Because humans are social creatures, everything that is socially connected works better for us.