Don’t be so quick to answer in the affirmative. Sometimes treating a donor with dignity and respect and making your monthly nut come into direct conflict. Most of us, myself included, usually resolve those tensions in favor of making budget.

But that doesn’t make it right or even strategically smart. Dr. Adrian Sargeant has been preaching the gospel of donor-centricity since before I was a fundraiser. This video is a preview of a major study he is releasing soon on donor satisfaction. Even in this sneak peek he offers some practical wisdom for creating donor happiness, and by extension, donor loyalty. I’m excited to see the whole magilla in a couple of weeks!

The best two minutes you’ll spend this week at work.