WHAT THE FUNDRAISING
142: Unlocking Donor Engagement: Understanding How Fundraiser Behavior Leads to Donor Behavior
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“At the end of the day, that’s really what it’s about. We can talk about dollar goals all day long, but from a donor perspective, they want to see that they’re helping somebody.”
– Jessica Channell-IIer
Episode #142
Overview
In this episode of What the Fundraising Podcast…
In the world of philanthropy, Jessica Channell-Iler’s journey was anything but ordinary. As the Director of Fundraising, Intelligence, Analytics, and Reporting at the University of Nevada, Las Vegas, Jessica’s navigated the labyrinth of higher education fundraising for two decades. Harnessing the power of data-driven decision-making, she’s deftly amalgamated her knowledge of analytics and fundraising intelligence to build robust bonds between fundraisers and donors, blending the precision of data science with the delicate art of relationship-building.
In this episode, Jessica and I delve into the intricate relationship between fundraising activities and donor behavior. There’s a tendency in our sector to view donor behavior as a meteorological phenomenon – as if it randomly occurs without provocation. However, donor behavior often mirrors fundraiser actions; the latter acts as a leading indicator, while the former is a lagging indicator. I’m intrigued to explore what transpires when we scrutinize this correlation closely – which behaviors yield the most impact and thus require prioritization? What shifts when we actively track our actions, rather than solely focusing on the end result?
Jessica’s current focus is on understanding the relationship between fundraising activities and donor behavior makes her the perfect person to discuss this with. Her mission is to uncover the drivers of productivity and to refine the approach, particularly in the mid-level giving space. Through her work, Jessica continues to inspire a culture of giving that is aligned with the interests and capacities of her constituents.
EPISODE HIGHLIGHTS
- Introducing Jessica Channell IIer
- What is an Advancement Office?
- Positions in an Advancement Office
- Relationship between Fundraiser Behavior and Donor Behavior
- Relationship between Fundraiser Behavior and Donor Behavior (continued)
- Top Engagement Indicators for Giving
- The Importance of Genuine Engagement
- Understanding Constituent Frustration and Relationship
- Identifying Interests and Indicators of Affinity
- Being Transparent and Purposeful in Engagement
- Retention and Stewardship
- The Importance of Diverse Fundraiser Behavior
- Reflecting Field Behavior in Technology
- Defining Desired Fundraiser Behavior
- The Flexibility of Development Officers
- Customizing Behaviors to Organization's Reality
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Jessica Channell-Iler
ADDITIONAL RESOURCES
- Many thanks to our sponsor, Bloomerang for making this episode possible. Bloomerang offers donor management and online fundraising software that helps small to medium nonprofits, like First Tee of Greater Akron, a nonprofit that empowers kids and teens through the game of golf. After just one year with Bloomerang they doubled their unique donors, improved donor stewardship, and raised more funds. Head to bloomerang.com/whatthefundraising to learn more about Bloomerang.
- If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link.
- If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point
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TIPS AND TOOLS TO IMPLEMENT TODAY
- Understanding the relationship between fundraiser and donor behavior is like understanding the two sides of a coin. The correlation and connection are at the heart of composing engaging and effective fundraising strategies because the ripple effect of a fundraiser's actions can greatly influence the donor's behavior.
- Knowing the indicators of engagement and interests outside of just the money moving into your organization can be incredibly helpful. The key here lies in looking beyond past giving data and gaining a holistic view of the donors' engagements and interests.
- Retention and stewardship are anchors that hold the ship of fundraising in place. They enable the nurturing of long-term relationships with donors through the right balance of appreciation, recognition, and consistency.
- In the journey of a fundraiser, diverse behavior can be key to discovering what works best in different circumstances. Jessica emphasizes avoiding traditional one-size-fits-all approaches, making clear the importance of adapting to the unique needs and capacities of each individual organization.
- In the fundraising world, genuine engagement carries significant weight. Not only does it help to foster a relationship with donors, but it's also the best way to understand their passions, interests, and capacities.
FAVORITE QUOTES
- “At the end of the day, that's really what it's about. We can talk about dollar goals all day long, but from a donor perspective, they want to see that they're helping somebody.” - Jessica Channell-IIer
- “If you can get out of the script and if you understand where their true heart lies and where they want to enhance an impact, then you're able to make a real connection and have a more successful fundraising campaign.” - Jessica Channell-IIer
- “There's a third piece there and that particularly in larger shops where you have the luxury of prospect development and that is your enhancement of that relationship. It is the understanding and honing of ask amounts. It is an understanding of what the constituents actually capable of. And when you add that in, it becomes about both the engagement, the propensity to give altogether, and then how that translates into the interest of whatever it is you're trying to fund.” - Jessica Channell-IIer
- “In the case of retention, I would look at Acknowledgment and stewardship. Are you saying thank you enough? And I don't mean in tchotchkes and that kind of stuff. I just mean what is that behavior? Are your development officers getting to the ask and ghosting them, moving on to the next, so that there is some corruption in the relationship movement at that end? They're not coming back? And why aren't they coming back?” - Jessica Channell-IIer
- “So if you're really stewarding people, you are making certain that they are receiving that the intent of what their gift is meant for is truly applied and the impact of that was communicated back in some way and making certain that they remain engaged because of that.” - Jessica Channell-IIer
- “The question I always ask is, what behavior do you need right now to get you to where you want to go?”- Jessica Channell-IIer
- “I'm there to facilitate what they want. And at the end of the day, that's my job. I'm not here to push anything. I'm not here to sell anything. I'm here to make their dreams come true. And if you're outright and honest and transparent about the whole thing, hi, I'm here. I understand you were once engaged with this. How can we get you back engaged? How can we help facilitate what it is that you want to do?” - Jessica Channell-IIer
- “There is a direct correlation there between the behavior and the result. The question that I bring to the table is how does your work week, as it goes, directly affect that?” - Jessica Channell-IIer
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Get to know Jessica:
Jessica is the Director of Fundraising Intelligence, Data Analytics, and Reporting at the University of Nevada, Las Vegas
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I teach nonprofit fundraisers to bring in more gifts from the RIGHT donors… so they can stop hounding people for money. Fundraising doesn’t have to be uncomfortable.
- CEO & Creator of the Power Partners Formula™
- Disruptor in the funding sector, changing lives everyday
- Relentlessly committed to the movement of money into the nonprofit sector
- Focused on win-win partnerships that allow fundraisers to be authentic and empowered in their work
- Over 15 years working in nonprofits (managing director and ED of multiple fast-growth organizations)
MALLORY ERICKSON
