Donor behavior matters, a lot.  And since donor attitudes CAUSE donor behavior, we’d argue they matter, a lot.  Consider this our bastardized version of the transitive property…

The two are however, very complementary with behavior providing the “who”  (i.e. targeting & selection) and attitudes providing the “why” (i.e. communications and marketing to educate, persuade and motivate).

Consider a very recent example from an IFC presentation by by Chuck Longfield, of Target/Blackbaud, which was, by all accounts, a great presentation.  Among his findings:

·         If someone calls you to change their address they are TEN times more likely to leave you a legacy (or upgrade, or set up a regular gift or anything else you might ask them to do).

What is the strategic implication here, get more people to tell you about their change of address or maybe, get more people to move and by extension, lobby congress to loosen the recently tightened lending restrictions so more people can afford homes and possibly relocate?

We are being overly facetious to make a point – by not explicitly pointing out that this very strong, undeniable relationship between change of address notification and future giving is NOT cause and effect (i.e. change of address causes them to be better donors) it almost creates or leaves open the possibility of that conclusion.

We know Chuck and he and the rest of the Target folks are very good and smart.  We’re certain they’d proffer practical and good suggestions around this finding such as recognizing this behavior as an indicator of a likely, committed, attitudinally loyal donor.  And as such, when the phone rings or email request comes in with change of address, be ready to fulfill that request and make a follow up ask.  To extend this logic, it probably makes sense to make it very easy – via promotion – for donors to provide your organization with their change of address.

This is all very practical and good insight.

What is better is to understand the true cause and effect; the former being the underlying motivations for this change of address notification.  If you figure out what the organization does to create those positive feelings and commitment in the donor, enough so that they, amid their busy lives and in the throes of a move, alert you to the situation, then you are really cooking with fire.  The goal becomes “making” – via communications, marketing, and fundraising – more of these donors.

Then, if they move, you can really go after them, and in fact, even if they don’t move (and of course the vast majority will not) – either way you win with a more strategic, donor attitude based framework to complement the behavior piece.