Ambassadors, follow‐up key to retaining ‘social donors’

• DOI: http://doi.org/10.1002/nba.30561
• Published date: 01 March 2019
• Date: 01 March 2019

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Vol. 354 March 2019

Ambassadors, follow-up key

to retaining ‘social donors’

New research shows that so-called social donors—

those who give to charity through event-based and

peer-to-peer fundraising—don’t typically have a deep

level of commitment or engagement with the organi-

zations they support, and therefore pose a challenge

to nonprots looking to expand their support beyond

their initial donations. But with proper follow-up

outreach and targeted communications, they hold

promise to become among your most loyal donors.

The research—published by OneCause, a provider

of cloud-based fundraising solutions for nonprots—

formally denes social donors as those for whom the

act of giving to a charity is centered around their so-

cial interactions. OneCause breaks that down further

into three main types of social donors:

• Event donors. Those who donate while attending

a ticketed fundraising event, like a gala, golf tourna-

ment or similar event.

• Sponsor donors. Those who sponsor someone in

a fundraising walk, run, ride or similar event.

Also in this issue

Conferences and Events: The Grant Managers Network

Annual Conference; the 2019 Nonprot Technology

Conference; and the Washington Non-Prot Legal &

Tax Conference ................................4

Industry News: All Good Work put excess ofce space to

use for social good ............................. 5

Philanthropy: Mission alignment key to scal

sponsorship arrangements, experts say .............6

New research shines light on hosts, participants of

giving circles ..................................6

Nonprot Research: Higher education sees surge in 2018

online giving mark ............................. 7

Survey shows lack of diversity among environment-

focused, funders, nonprots ......................7

Resources: Webinar explores nonprot communications

during crises; Charityhowto.com webinar focuses in on

social media in fundraising; Foundation Center offers

intro class on proposal writing ....................9

Employment Law: Legal cases that impact nonprots...10

News: Briefs from around the sector .............. 12

Blackbaud acquires

CSR rm YourCause

YourCause, a provider of enterprise philan-

thropy, corporate social responsibility and em-

ployee engagement technology, has been acquired

by Blackbaud, a leading cloud software company

serving the nonprot sector. Blackbaud purchased

YourCause for approximately $157 million in an

acquisition that closed just after the rst of the year.

According to Blackbaud, YourCause stood out

for its exible and scalable software offerings that

can serve a diverse customer portfolio, ranging

from major Fortune 500 companies to small busi-

nesses. The platform is used by some eight million

people to process more than $245,000 in donations

every business hour. The platform also helps em-

ployees coordinate and track their volunteer hours

and integrate their service with dollars-for-doers

and similar programs that reward volunteerism

with grants for their favored charities.

The acquisition will help Blackbaud in its quest

to provide software solutions to both nonprot

organizations and for-prot companies commit-

ted to social issues, the company said. Existing

YourCause customers will benet from Black-

baud’s connections to the nonprot community

and investments in research and development to

accelerate innovation of the YourCause product

offerings. Meanwhile, Blackbaud customers will

benet from an expansion of workplace giving

and volunteering support, while building a source

of new donors, volunteers and advocates, the

company said.

For more information, visit https://bit.

ly/2FKPmuh. ■

(See SOCIAL on page 2)