Activating the Giving Funnel: How Wilbraham & Monson is Attacking Donor Churn
Faced with a situation that confronts nearly every independent school — an overall decline in donors coupled with lower-than-they’d-like donor retention — WMA decided to take a new approach that's modeled after for-profit sales and marketing.
Hear how the development team has leveraged data and technology to quickly prioritize and deliver personalized appeals and stewardship to hundreds of donors. They’ve flipped the typical Pyramid approach upside down to activate the Giving Funnel and deliver a major gift level of experience to 2,500 mid-level donors.
In this session, we’ll talk about adding donor churn to development’s list of must-track statistics, how to prioritize connections with high-potential donors, and ways to turn your team’s focus toward delivering a fantastic experience, every time, to increase donor retention and giving.
Mark Aimone, Director of Advancement; , Wilbraham & Monson Academy; and Mike Nagel, Manager of Customer and Product Marketing, EverTrue
