Day 21 – The Relationship Continuum

Write a communications plan to move donors along the relationship continuum.

Donors are real people who have genuine relationships with nonprofit organizations. More precisely, they have relationships with other people who represent those nonprofit organizations.

As a professional marketer, I want to connect with these kind-hearted individuals. My role as a nonprofit communicator is to nurture relationships with donors, volunteers and other key stakeholders. Communication helps to move the right people along a relationship continuum into deeper levels of intimacy, involvement and engagement.

Using a blend of the appropriate marketing techniques, I find great satisfaction in assisting people as they decide to move through the following stages of the continuum:

  1. Acquisition—giving for the first time.
  2. Retention—repeating the donation again and again.
  3. Engagement—becoming involved at a higher level on a sustained basis.

This idea was originally created as part of the Rejuvenation Project, a month-long challenge to find one actionable idea per day that could help me to 1) keep my batteries charged, 2) remain focused on career priorities and 3) rejuvenate the creative spirit.

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