Learn more about analytics and research best practices, as well as real world examples and solutions for nonprofits.

RECENT POSTS

Jan 18, 2019

Retiring the Term “Donor Engagement”

I woke up this morning with the need to cease using the term donor engagement. It needs to be laid to rest.

This is a serious personal drag because it now means I need to remove all those blogs we have written on the topic.

But nonetheless, I am retiring the word from my vocabulary. I think you should too. Here’s why:

  •  It’s a top down word.
    • You’d never here a donor say: “I’m going to engage with my favorite nonprofit organization today.” Donor engagement is an institutional term. And if we are truly to be donor-central, then we must retire the words and ways that don’t support that goal.
  • The term is a euphemism.
    • When development people say donor engagement they really mean is “let’s engage the donor with the hope that they give us more money.” Let’s be honest: donor engagement has become synonymous with donor cultivation.

Language is important. I believe donors want their nonprofits to sound like real people who are working in great movements to change the world for the better.

I think we need a new term, and it needs to be honest.

What do you think?

“GO BIG” ISN’T ALWAYS BEST

In 2013, we were chatting about how the technological movement known as “big data” was at its tipping point and it seemed that nothing was going to stop it. And… that was right. Nothing has stopped it. Since then, even large companies like ® are finding ways of using...

read more

Twenty Years of Knowing More

In September, Analytical Ones begins its 20th year providing fundraising analytics and donor behavior research for nonprofit organizations and their advertising agency partners. Over the past two decades, we have been fortunate to serve hundreds of clients. While many...

read more

ARCHIVES

© 2021 Analytical Ones