VP, Membership & Advocacy National Audubon Society
Audubon had a problem. The deep passion that donors had for birds wasn’t translating into trust and passion for Audubon and its work. And we could see it in the numbers. Fundraising is a lagging indicator of brand and engagement, and decades of transactional and technical, policy-focused language had drained the donor conversation of emotional content. But, at the time, Audubon’s leadership wasn’t able to provide the kind of organizational direction that most of us rely on as fundraisers. So, we had to do it ourselves.
Flash forward six years: Audubon is defying the trends in fundraising and has exceeded the financial goals of four strategic plans. The work initiated by the fundraising team is now a key component of the new organization-wide Flight Plan. In this session, learn how it starts with the simple acceptance that we are all fundraisers, and we are all communicators.
Learning Objectives:
By attending this session participants will learn how Audubon’s fundraising leaders and partners rebuilt trust and closed the passion gap with donors through focused research.
By attending this session participants will learn case studies on how to rebuild trust and close the passion gap with donors through language testing, and messaging strategies.
By attending this session participants will take away some critical tools that you can use in to better connect with both your donors and your executive team.
