Samantha Cohen

Customizing a fundraising campaign that speaks to every generation isn’t just a question of whether an appeal should be delivered by postman or sent electronically to an inbox. The method of delivery matters, but so does its message, Blackbaud enterprise solutions engineer Samantha Cohen said at a Blackbaud Delivers event held earlier this month in Philadelphia. “It’s not just mail for the older and e-mail for the younger,” Cohen said. “It’s about what you say.” Demographics affect retention Cohen explained that fundraisers must remember that each age group seeks a different relationship with the institutions it supports. “It is much more than

Donor retention boils down to loyalty. “If you have a loyal constituent, you are able to retain them,” Blackbaud enterprise solutions engineer Samantha Cohen said at a Blackbaud Delivers event about donor retention held last week in Philadelphia. “A donor will talk about a hospital, a symphony, an animal-rescue organization that they support. A loyal donor will talk about my hospital, my symphony or my animal-rescue mission,” she said. “That my is a shift to loyalty. They are emotionally invested in that institution.” Every nonprofit should be striving for loyal donors, Cohen said. Organizations can achieve this by building relationships with donors