Branding your giving programs to attract, retain, and upgrade donors

Farra Trompeter, co-director, and Ishmam R. Rahman, deputy director, mid-level giving at International Rescue Committee (IRC), will explore why and how to brand donor giving programs (mid-level, monthly, and planned giving) and how to build a connection between them so that donors feel a sense of community and belonging.

By sharing insights and examples from a recent project between Big Duck and IRC, Farra and Ishmam will review how to understand donor motivations through surveys and interviews. They’ll examine the ways we factored equity into our processes and outputs, in an effort to move away from traditional “best practices” which can cause harm to your clients. They’ll share how you can establish an ecosystem between giving programs, and use it as a tool to retain, upgrade, and convert donors and also explore how to create sub-brands for different kinds of giving like mid-level, monthly, and planned that link back to your primary brand and tools you can use to re-introduce giving programs to your staff and community.

Attendees will learn:

• How to conduct research to uncover donor insights and motivations
• Ways to decide how and if you should brand giving programs
• New ideas for using branding to attract, retain, and upgrade donors