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

This session 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 by the International Rescue Committee (IRC), Farra Trompeter, co-director, Sophie Davidson, planned giving officer at Earthjustice, Ishmam R. Rahman, director, audience & donor strategy at the International Rescue Committee will review how to understand donor motivations through surveys and interviews.

We’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. We’ll share how you can establish an ecosystem between giving programs, and use it as a tool to retain, upgrade, and convert donors. We’ll 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.