This post comes from the Gravyty Fundraising Academy, a series that examines how fundraisers adapt and strategize to evolve what's possible through philanthropy.
Your guide for the Gravyty Fundraising Academy is Director of Customer Success, Lisa Alvezi. Lisa has worked with countless fundraisers across Higher Education, Health Care, and Nonprofit organizations to transform fundraising. As a former frontline fundraiser herself, her goal is to help you see better results from your fundraising efforts.
People give to people. As a fundraiser, how many times have you heard that mantra before? It's why our goal with every donor or giving prospect is to establish and build a human connection -- because those connections are fruitful.
The problem is that the way we develop human connections is through personal conversation and individualized touchpoints. Just like a barista who puts a personal touch on every coffee order creates a line of customers who aren't being served, there's a natural limit on a fundraiser's capacity to tailor everything they do for a single person, over-and-over again.
Recently, my Gravyty colleague, Kenna Wood, who wrote her Master's thesis on the topic of personalization, sat down with Thankview CEO, JD Beebe, to discuss ways that technology empowers fundraisers to personalize outreach at scale. The most telling part of their conversation was both agreed that using technology to feign personalization -- the way that mail merges, chatbots, and other marketing automation technologies work -- is precisely the wrong way to go. They focused their attention on technology that actually empowers fundraisers to personalize multiple touchpoints with prospects and donors alike, throughout the year.
I encourage you to view their conversation by clicking on the image below and ask yourself -- are you personally appealing to enough people to build human connections at scale?
If you’d like to learn more about how artificial intelligence can empower your fundraising staff to act as 2-3x its size, personally reach new donors, and inspire giving at scale, click the button below and let's connect.