Creating a Branded Giving Ecosystem to Attract, Retain, and Upgrade Donors

Presentation Summary: In this session, you’ll explore why and how to brand donor giving programs (mid-level, monthly, and planned giving) and how to build a connection between them so that your donors feel a sense of community and belonging. By sharing insights and examples from a recent project between Big Duck and the International Rescue Committee (IRC), we’ll review with you how to understand donor motivations through surveys and interviews. You’ll examine the ways we factored equity into our processes and outputs, in an effort to move away from traditional “best practices” which can cause harm to beneficiaries. We’ll share with you how you can establish an ecosystem between giving programs, and use it as a tool to retain, upgrade, and convert donors. We’ll also explore how you can create sub-brands for different kinds of giving, like mid-level, monthly, and planned giving that link back to your primary brand, as well as tools you can use to re-introduce giving programs to your staff and community.