We find ourselves in the midst of an ever-changing communications landscape. In a society where digital platforms are a vital means of communication, our standard forms of dialogue have become video conferencing, Skype, and rapid-text communication. As professionals, we are keeping pace with our new Apple- and Android-based devices, BUT nothing can replace the impact of being present in face-to-face interactions. We are losing our understanding of “The Power of 1.”

“Donor Relations is the comprehensive effort of any non-profit that seeks philanthropic support to ensure that donors experience high-quality interactions with the organization that foster long-term engagement and investment.” ADRP Definition

Donor Relations and Stewardship, as defined by the ADRP, consist of the following four elements:

1. Gift Acceptance & Management
2. Acknowledgment
3. Donor Recognition
4. Reporting/Stewardship

These elements are all important in the donor relations gift cycle, whether it is the first gift given by a donor or his/her twenty-fourth. We steward with our reporting; we send acknowledgement and thank-you letters; and we often invite our donors to an event to acknowledge their gift or place their name on a wall, room, or in an area of high visibility as a thank-you and to let others know of the gift.

As most professionals in our field would agree, the practice of donor relations is an art and a science.  We are tasked with the scientific side of reporting outcomes and measuring gift impact to adequately report to the donor.  And we practice the fine art of donor relations to give recognition in a way that the donor will find meaningful. We manage our donor relationships in the context of the giving cycle, figuring out how best to connect with our donors to deliver a giving experience that will make them want to give again, and build affinity to the cause at hand.

I propose, however, that it’s the “relations” part of the equation that creates an above-average giving experience. It is the part that the donor feels most and which, I believe, leads to the feelings of gratitude for the opportunity to give, creating a stellar giving experience. This is where “The Power of 1” comes in.

“The Power of 1,” as I use the term, is the understanding that there is relational power unleashed when an individual (professional) understands the impact of being present, and makes the interaction number one. When you are present in an interaction, you create an experience. I create the professional experience of interacting with a grateful patient, who is eager to give, as well as the experience of representing the fundraising entity for which I work (or substitute the name of your own company or nonprofit). The experience you create is the most powerful way to inspire donors to become passionate about your cause.

The ultimate goals are to secure a gift and to adhere to the gift intent. However, if you seek to connect with “The Power of 1,” fostering long-term engagement and investment with your donor becomes a lot easier. Being present provides an increased opportunity to actively listen to a donor’s desires, gratitude, intent, and affinity for giving. This allows you to focus on resolving potential issues and barriers, as well as on promoting and accomplishing all the donor intends.

This article is not written to tell the reader how to do their donor relations work, but to reframe and challenge development professionals to think more about how we can connect with our donors on a personal level to create a different experience. “The Power of 1” directly impacts and fosters positive relationships, which are critical to the donor experience. 

How are you using “The Power of 1”?

Natalie Q. McGee
Associate Director, Grateful Patient Program
UC Davis Health Sciences Development & Alumni Relations

Natalie Q. McGee
Associate Director, Grateful Patient Program
UC Davis Health Sciences Development & Alumni Relations