Relationship Fundraising 3.0: Lessons from Social Psychology - Senior Forum

When: 09/25/2018 9:00 AM - 11:00 AM
CPCC Harris Campus

In this session Adrian Sargeant will explore the results of his major new research project on relationship fundraising. In it he examined the science underpinning how human beings form relationships with friends and family to see what might be learned for how nonprofits might build more meaningful relationships with their supporters.
Together, we'll explore the psychology of each stage of a relationship, from exploration through growth and commitment. He'll then map out the fundamental human needs that can be met through philanthropy and how an understanding of these dimensions can add real value for supporters in their giving. For the first time, Adrian will present hard data on how exposure to relationship fundraising actually makes donors feel. He'll demonstrate how a relationship focused approach enhances the wellbeing it generates for supporters and how giving can double as a consequence.
By the end of the session participants will be able to: 

  • Identify what segments of supporters might benefit from a relationship fundraising approach.
  • Understand what is meant by dispositional mindfulness and how communications can be designed with this in mind
  • Design fundraising communications that evoke a stronger sense of emotion.
  • Identify how what drives donor satisfaction with a relationship varies by relationship stage and understand the implications for communications design.
  • Reflect on the difference between why people give and what they are saying about themselves when they do.
  • Utilize the concept of donor identity to enhance the quality of the donor experience.
  • Understand the theories of self-verification and self-enhancement and how to use them to lift fundraising response.

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