Paola Espinosa:

Welcome to The Doing Good Lab podcast brought to you by Digizent. This is our space for exploring strategies, insights, and ideas to help nonprofits thrive. My name is Paola, and I’m thrilled to be your host. Today is our very first episode, and we are so excited for this podcast and even more excited that you’re here listening with us. In this episode, we’ll dive into one of the biggest challenges nonprofits face, how to improve donor response. Be sure to stick around until the end. We have a special free resource just for you that can help take your donor engagement to the next level. Today, I’m joined by two amazing guests who bring great experience, perspective, and wisdom to today’s conversation. Please welcome Jim Killion, our Chief Executive Officer at Digizent, and Aaron Sandoval, our Chief Creative Officer at Digizent.

Jim and Aaron, I’m so excited to have you both here. And before we jump in, I’d love for you to introduce yourselves and share a bit about your background. So, Jim, let’s start with you.

Jim Killion:
My background goes back a good ways, Pao. It’s fun to be here with a new opportunity to share a little bit about what I’ve learned, what we’ve learned, what clients have learned. I started out while in grad school and didn’t think I was going to be in fundraising or nonprofit communication, but I’ve been there for decades now. And I started in Direct Mail and Print. And then about 1996, 97, I started exploring the Internet and online and put together a group to learn what it was about. And did some exciting things then that look very simple now. But been doing pretty much digital exclusively for the last 25 years. Served about 300 clients over the years, most of them nonprofits. And so it’s. It’s fun to be able to talk about what works and what. Aaron, introduce yourself.

Aaron Sandoval:
Absolutely. But first of all, I think Jim’s being a little too humble. One of the things you gotta understand about Jim is he’s one of the early pioneers in this space, direct response space, relationship fundraising space, and he’s mentored the leaders of today’s leaders. And so it’s just an honor to be able to be with you, Jim. And I actually started my career working with you. That’s over 30 years now, and it’s been a real joy for me. And today I serve as Chief Creative Officer here at Digizent. And it’s been a fun journey, starting out in the early days of Internet development for nonprofits, early 90s learning so much, learning to code myself. I thankful I don’t need to do that anymore.

But being able to serve nonprofits in the area of usability, in the area of how do we make it easy for donors to engage with nonprofits, Leading a creative team, doing so. And so it’s been my joy to be a part of this for the last 30 years. And like Jim said, last 25 years, specifically in digital and now leading a team that does wonderful work here at Digizent.

Paola Espinosa:
Amazing backgrounds. Thank you so much for sharing! So for today’s episode, we really want to explore how to improve donor response. Donor engagement has a huge impact on the success of any nonprofit. And understanding what works and why can make all the difference. So to start us off, here’s a question for both of you. What is one of the most compelling donation appeals you have ever seen and why do you think it was so effective?

Aaron Sandoval:
One of the ones that I remember working with Jim on… this was a while back! Was a great project to try and drive. It was a name acquisition, but it included a donation aspect. And that was for an organization that was doing surgeries for children in Africa who had arms or legs that were, for whatever reason, had issues. And so they would come in and do the surgery to help the child. And afterwards they would put on a cast to the child would need further recovery. And this was a fun project we worked on where people could sign a cast. And when you signed up, right. And when you gave us your information, your name would literally be printed onto this sticker and would be put on an arm or a leg, on the cast of an arm or a leg of a child.

And it was such a great way to connect donors with what they were seeing and the impact of the life that was changed because of this. And so you could see your name, right, signed ‘Steve’ on, on the cast there. And it was a wonderful engagement. Jim, I don’t know if you remember much of that project and we did a while back.

Jim Killion:
It was really fun, Aaron. I sure do. Because so many parts had to fit together to make it work. And in that case, it was actually club foot and club foot to be corrected for a child to walk normally. If the surgeries happened early enough in life, that was correctable by really top surgeons. But they all required a cast, hence the cast and the signing of the cast. And I think one of the many things that worked with that because there were a lot of steps to it that we knew about, but the donor or the potential donor didn’t they didn’t know what was next. So you. It’s a, It’s a good principle. You always have to be clear. Don’t ask a person to do too much at one time. Be singular in your focus. Be aware that a child needs this surgery.

Be aware that you can help a child recover from this surgery. Here’s how you can do it. And when you do that, this will happen. So step by step, but always with clear benefit. Ideally, we’re wanting to have benefit from for the person who’s receiving the gift, the organization and the end recipient, a child, in this case, but also benefit for the donor. Not so much what’s in it for me, but is there a sense of confidence, satisfaction, meaning that I can have when I have helped through that? And so this campaign really had that on a lot of levels. And what went on from there, Aaron, as you recall, is once that initial relationship began, just as a… In a small way but tangible way, an amazing number of those people became donors to the organization and remain donors because they understood how they could make a difference in a child’s life. And so much of what that organization was doing impacted how a child would spend the whole rest of their life. Not just club foot, but many other conditions.

Aaron Sandoval:
And Jim, I think you bring up a really interesting point, and that is how to understand donor behavior. Because so many times organizations just try to sell the whole package, right? They want to just explain everything, and they don’t really take the time to understand where donors are coming from. They’ll make assumptions about what the donor knows or doesn’t know. And, and so really taking the time to understanding donor behavior is a key part of improving donor response. So how do you start doing that? How do you start understanding donor behavior?

Jim Killion:
Well, of course, there’s. There’s data to help us with that. There are patterns that are. That are general and specific, both the client into the area, the category that a nonprofit’s in, and the category that the recipient’s in. But I like to think of it, you talk about removing barriers. Let’s say there’s a wall between me and my neighbor. I can try to shout over the wall. And yet that compromises how well I’m heard, how well, if at all, I hear my neighbor. And it becomes an interchange that’s focused on just simply trying to get heard, not about the substance of the interchange. But if I go onto their side of the wall, I may have to walk a little further to a gate or some other point in the yard.

But if suddenly I’m on their side of the wall, seeing the situation from where they stand, where they live, then the chance to connect, to have what a professor of mine said in defining communication, it’s a meeting of meanings. You know, if you’re connecting, there’s a response, there’s a telling look or a telling response online or through the mail. But over time, if I don’t see this as a two way relationship, I am going to burn through my donor population because that’s just all I am, another donor, another one of thousands. And people pick up on that. The more mutually beneficial we can be, the stronger the relationship and ironically, the greater the benefit to the organization. Better than if it’s just give me, give me.

Aaron Sandoval:
And I think, Jim, it starts with that philosophy, you know, you’re talking about. It’s not just a list. It’s not just a number on a list. Your don ID is such and such. It really starts with a philosophy that people matter most. It starts with the idea that you got to honor the donor, you got to honor the person. How ways that you’ve tried to inject that into either campaigns or copy or whatever it might be throughout the years. I know we’ve done a lot of this together, but what are some of the ways that you think are important for people to consider when thinking about that, making people first?

Jim Killion:

Well, I think one of the ways it starts, apart from the data, apart from having donor profiles and sort of the more, let’s say, mechanical aspects of it becomes how well do I listen? You say, what do you mean listen? Well, listening has a lot of dimensions in fundraising. Am I asking and not getting anything? Am I asking and getting this kind of behavior or that kind of behavior? But it starts with me, fundamentally, as I’m learning about the donor, respecting them and not approaching them as: “Aaron, you need to give.” Why do I need to give? We need this, we need that. We, we, we instead of you. You can help, you can make a difference, you can change a life. You can be a part of what God is doing in the world.

You can be a part of how lives are changed. That starts to shift the focus in the dialogue. The more I talk about me, us and we, the less the person is inclined to listen. We all know gigantic egos and they’re not fun to be around. Don’t let your organization become a gigantic ego. That only is there to say, I need money from you.

Aaron Sandoval:
One of my favorite stories that you’ve shared with me over the years has been at one point, I know you were serving this large educational institution that was fully funded by donors, and one of the things they did was to request photos of the donor. “Send us a photo of you.” And they put on the wall in the commons area or the dining room where the students would sit there and they’d see, these are the people that make it possible. It made a true connection to people who were receiving the benefit. They understood, they valued the donors, felt valued, because then you could send them photos of the photos. Right? And they could see the impact they’re having. And I’ve always loved that story because it really is about hearing deeply about your donors. You matter. You’re a person. You’re not just a donor ID.

Jim Killion:
Yeah. That idea actually came from a creative director that I worked with, that worked for me, and we had to adapt it to that particular educational institution. And it actually was a little easier to adapt because of the common dining area where we could put the photos. But it was not the biggest fundraising opportunity of the year. It didn’t set records for fundraising, but it set records for involvement. That’s important if you’re building a relationship, because, again, it’s not always about money. And I would argue, because that program just kept growing in every possible metric, that tha was a part of the growth. Oh, you care about me. What I even look like matters. The organization was in a major city, and so there are a lot of donors in that city.

Even though it was a national and international donor base, we actually had people coming by and going into the Development department or the Advancement Department and saying, do you think the president would like this photo of me or that photo of me? That’s how much they personalize the invitation. And it also says about something. Says something about building that trust with a person. We don’t give to monoliths. We don’t give to glass and stone or. Or grass or trees even. We give to people. People who are advocates for the buildings or the environment or the people. So building that trust, building that relationship through your leader or voice. And it doesn’t have to be the president or executive director. It can be someone else, but someone that clearly embodies the values.

So you do that, and suddenly you have a campaign like that, and people just flock to respond. Because now it’s not all about the organization. It’s about me, too.

Paola Espinosa:
So in that line of thinking, why do you think people donate? What moves donors to act?

Aaron Sandoval:
That’s a great question.

Jim Killion:
Yeah, it’s a great. It’s a great question. It’s Going to vary some. But I think the core issue there, Pao, is I want to believe I can make a difference. I want to be a part of something bigger than me. I want to help. I want to be part of a solution, not just a problem. It’s very aspirational and positive things that I. That drive the best giving relationships. Now you say, well, you know, we’re real effective, we just use guilt. Well, most people don’t admit that, but guilt is a very effective motivator. But it doesn’t last. It’s not healthy, doesn’t build relationships. Yes, some may sustain out of fear, but you’ll do much more out of hope, and I would dare say love, than fear and resentment. Aaron, what do you think about.

Aaron Sandoval:
Yeah, no, I agree with you. And I think part of it is that first connection that somebody has with a cause, something that really connects with their heart, with their passions. This becomes an avenue for me to make a difference in that regard. It satisfies a deep need, a yearning to help others. One of the things that I find really fascinating is most of the time during moments of crises, people end up giving more. Right. You would think, well, we’re going through economic crises. We’re going through a difficult situation like the pandemic a number of years ago. People understood the need and therefore they wanted to help because they could feel it in themselves. They would feel the impact of a crisis or whatever it might be. So they wanted to help. So there’s a deep connection to me wanting to be part of helping someone else. And so it’s a deep emotional decision. It’s not always logical, right? Because if you sit down and think, well, I’m giving my money away, it doesn’t make sense from that perspective. But it is when you think about it, from the sense of a longing to help others, a longing for that emotional connection. Certainly people do.

When they, when you start talking about plan giving at that layer, at that level, you are having more logical conversation. You’re looking at finances. But so many times it’s, how can I help the most? Right. How can I make an impact right now? And that’s one of the core elements of why it’s so important to honor and respect the donor in the process. Because that’s the, the connection, that’s the foundation of that relationship.

Jim Killion:
Yeah. There was a study done a number of years ago, and the results of that study I’ve seen repeated in various forms, outcomes very similar, very validating of the basic finding and the the issue that was being surveyed was. And these aren’t the exact words, but the idea was, what do you want out of life? What’s most important to you? And the two dominant answers. And you can take words that play off of each of these people wanted a life that was happy, but they also wanted a life that was meaningful. Now, if it’s all about me, it’s pretty hard to get to meaningful. Short term I can get to happy. You know, the old epicurean wine, women and song, Tomorrow we die. I know epicureanism is a little more complex than that, but that is not at the heart of the donor.

It’s not at the heart of what motivates most of us. We need that meaningful part. And being a part of something bigger than us, helping others, making a difference, that’s a huge driver for a donor. Which then also suggests we need to, in this relationship, always report back. What is their gift doing? You say, here’s what it can do, here’s what it will do, what did it do? And so there are multiple ways to be reporting, but if we fall down on the reporting aspect, we develop cynical donors, distrusting donors, or in the language of the fundraiser, lapsed donors.

Aaron Sandoval:
Yeah. You create donors, one time donors who don’t return.

Jim Killion:
Yeah.

Paola Espinosa:
And I’m sure we all want to make that impact or be part of that change. But what would you say or what are some of the biggest challenges in trying to make this donor response?

Aaron Sandoval:
I think a lot of the times is we get or nonprofits will get too busy in trying to create the mechanisms that they forget to honor the donor in the process. I think, and this really relates to another point that I think we’ll talk and talk touch base on here in a little bit, and that is make it easy for donors. If this is an emotional connection. Right. You want to make sure that you don’t get in the way of the donor being able to give their gift, to be able to start the relationship with you. And so a lot of times we or nonprofit organizations tend to make it too complex to give.

They make it to the journey between me hearing the story and being able to give is suddenly way too long, way too many twists and turns and way too many opportunities to say, I like it, I’m on board, but maybe later and then they’re gone. Right.

And so I think that is one of the ways that we. That nonprofits can make it difficult to really work on that relationship with a donor. When you just get in the way.

Jim Killion:
You know, to that end, I have come to describe it as the dirty secret of eMarketing, eCommerce, and online fundraising. They share a common dirty secret, and that is how high the cart abandonment rate is. The dirty secret is high cart abandonment. And that happens whether you’re even with Amazon. That happens. Now. They’re very good at working to not have you abandoned. But think about it. How many times have you gone to a website, you’ve looked at something, you maybe didn’t even put it in your cart. Maybe you just clicked on that page. Maybe it was a, let’s say, a pair of shoes. So you looked at a certain size, or you went to a page and you clicked on it and it was a broader page. It was coolers for summer picnics. Then did you hear from the retailer: “Have you forgotten? Are you sure you don’t want this?.” And suddenly they’re coming back to you with emails or texts or whatever information they have on you, which is considerable to say don’t. Don’t abandon your shopping. It’s especially heightened when you’re in a cart and abandoned. Well, that happens with nonprofits, too, if we make it too complex. To your point, Aaron, we get partway through and we either get scared, we get frustrated, we get confused, we get conflicted in one way or another, and we don’t complete the cart.

Aaron Sandoval:
And I don’t think it’s just being frivolous, right? It’s not. Oh, I’m over here now. I’m going to go see another screen. I think there is. I remember a number of years ago being at a conference, and one of the people was. They were talking about a study they did on people arriving at a checkout screen. I think this is a commercial. But it was here. Here’s your credit card number. You can buy whatever you want. But they were studying, not their purchasing habits, but they were studying how physically people responded. And whenever it would get to a credit card screen where you had to put some form of financial information, people’s body language turned into a fight or flight mode. Right. You could sense the tension. And so people are really, in many ways, looking for a way out. They’re looking to say, I don’t really want to do this. I’m going to bail. And anything that we put in the way is going to give them an excuse to leave. And so the abandoned donation form is huge. And there are so many things that are. That are small details that we think that might not be important, but it makes a big difference. The order when you ask the question. Right. Imagine if the first thing I do to start a relationship with you is ask you for your credit card number. I don’t know who you are, I don’t know which. Let me ask you for the credit card. First of all, that’s going to be a big no. I’m not ready to give that information yet. And so little details like that lead to abandonment. And all forms are not created equal. Some are just ripe for people to just bail. And I think that’s one of, that’s a huge challenge in making that transition from somebody wanting to give right, somebody feeling that connection, that desire to help. But now they’re running into the real world of how a form is created and that really causes friction, that causes problems.

Jim Killion:
I remember that study, Aaron. I remember you and I talking about it when we both were made aware of it. And the other little tidbit there that always struck me is that fight or flight response, the body language that wasn’t just some amateur. I think that’s what the person looks like. They had a group of FBI profilers.

Aaron Sandoval:
Yeah, that’s right.

Jim Killion:
They paid to come and read the response of people to hitchhike on that a bit. I remember we had a client that was a well known organization with a large donor file. They’d been around a number of years, niche audience but a big audience. And their abandonment rate was 82%. Only 18% of people that started their online donation form completed it.

Aaron Sandoval:
My goodness.

Jim Killion:
So that’s just scandalous. And it’s one of the reasons, one of the key reasons why we started FlexFormz (https://flexformz.com/) a number of years ago. We wanted to make donation forms easier to create, easier to customize, but most importantly easier for the donor to use. We wanted to cut that abandonment rate and we’ve been very successful with that. Now we’ve had a number of people honestly go to school and copy us, but they haven’t figured out all the secrets yet. I’m not sure it’s not rocket science. It’s a lot of donor behavior observation, a lot of data, a lot of real world testing. But again, key today, even with as common as it is to buy online, setting up your donation form in a way that’s easy, non threatening and urges and motivates completion, is huge.

Aaron Sandoval:
And it wasn’t even that long ago where so many non profit organizations would have commercial shopping carts as their checkout for a donations. You’d have to add a donation to a shopping cart. And you have to know I don’t want to put in a shipping address. And many of them required you to create an account to give. Right.

And so it was just so many barriers. Again, that goes against the really two big themes we’re talking about right now. One is honor the donor. People come first. And second, make it easy. And I think when you do that, when you create these very complex issues, you’re not honoring them. Maybe you’re making it easy for yourself as an organization. Well, we need to know all these fields about them, but you’re not honoring the person who just wants to give. And then you’re really getting in the way. You’re creating every single opportunity for them to walk away and give you nothing. And so.

Jim Killion:

Exactly.

Aaron Sandoval:

I think that’s why designing a form the right way is so crucial.

Jim Killion:
The first half of my career was spent with direct mail fundraising, with the Internet head been invented yet. And. But the issue was the same barriers to giving. How do we reduce those barriers? How to lift your response at year end is make it simpler. Make your ask more compelling, but not complex. Make the opportunity clear and bigger than the donor, but don’t make it overwhelming or confusing. So there’s a lot of basics that have to come together, but it makes a big difference. Which reminds me, you know, one of the things, Aaron, that you and I have just. We’ve tested and we’ve seen so many people frankly, just get it wrong. And that’s put too many choices on your donation form.

That was the same case all the way back when were in direct mail and reply devices, reply slips, whatever you wanted to call them. Too many choices. It locks people up. I don’t know. I need to think about that. I need to ask my husband, I need to ask my wife. I need to pray about it, I need to sleep about it. You know, all kinds of excuses with choices. If you have more than three suggested amounts on a form, print or online, you’re kidding yourself. You’re saying, well, I’m giving them more opportunities because we have. You gotta land the plane, you gotta make the Runway much narrower or people do nothing.

Aaron Sandoval:
And there’s so many studies that show that three is that great number, right? Three options is really the most ideal number of choices to make available.

Paola Espinosa:
And I’m sure that donor behavior has changed over the years. But now that we are talking to make it easier for donors, can you give or share with us some more basic tips to make it easier for the donors to give?

Aaron Sandoval:
I think you start with clarity. Jim, I think about. We’ve talked many times over this. This one button, right? The million dollar button. We’ve talked about and how we help an organization, but it really wasn’t any magic to it. There was clarity around it. Jim, why don’t you talk a little bit about that button and how that idea came together, that concept.

Jim Killion:
Yeah, it was one of the more unusual things. Thank you, Aaron. It was a client that wanted, as most nonprofits do, they wanted to have more monthly donors, obviously a good thing to have. And so I said to the client, well, what if we put this simple button on the giving form? And the giving forms were not as refined as now. This was, this is some years ago, it’s still online. And it encouraged a monthly gift. And the language was pretty simple and direct. A lot of benefit allayed fears, talked about what good would come out of it all in one button. So obviously the words were pretty precise. So fast forward a few months, actually close to a year later and I got a call out of the blue from the client and the client said, thank you for the million dollars.

I said, you’re welcome. Did we get a really large gift? No, it’s your million dollar button. Since we added that button, we’ve gained a million dollars more. First year in monthly giving. It’s like, wow, I thought it would work, I thought it would help. But for an organization the size they were a mid sized organization, million Dollar Lift is quite a bit. But to your point, Aaron, really it was, keep it simple, keep it direct. And while you go on to add more to the answer there, I’m gonna find that button. Share the exact wording in a minute.

Aaron Sandoval:
Yeah, absolutely. I want to share one more thing. That’s a great question. What are some tips? I think most organizations would be absolutely surprised if they looked at their numbers and saw how many people come to their site or engage with any other giving forms on a mobile device. It’s way higher than you think you might think. Well, I know a good amount of them do. It’s going to be for many organizations over half, way over half. So how are more than half of your donors experiencing that relationship with your organization on a smaller device? It’s very different than on a desktop. And so one small tip I’d encourage every organization to do is try it out, look at what it looks like on your phone. You probably would be surprised at how difficult it might be. How much friction is there?

Everything from font sizes, is it easy to read on a screen? Are you considering things like dark mode on the form, Is it breaking because of that? Or the images that you’re putting in relationship to the form so big that it makes the form smaller on the mobile device. So I would encourage you to go to your organizational site and click on the give now and see what it feels like to do that on a mobile device. You know, many ways giving on mobile their tools to make it easier, whether it be using Autofill or even Express Donate. One of the great things that we do with FlexFormz (https://flexformz.com) forms is the ability to do that quickly give through Apple Pay or Google Pay. But with those things missing, it’s really hard to type on some of these mobile devices. And so just think about what that experience looks like.

Jim Killion:
You know, let me just hitchhike on that just real quickly. The commercial world probably a decade ago crossed over on device for reading emails and not just reading email, but visiting websites. Crossed over from desktop laptop to mobile device almost exclusively phone, some tablet over 50% went to phone. Nonprofits have been slower because it tends to be a little different category in a person’s mind. It’s not a news site. It’s not you’re looking for sports scores. You’re not just doing a quick map or this or that. But now we’re finding and we have a monthly maintenance program and reporting that across many clients that give us stats. And I would say on average we’re very close to half of the visitors to our nonprofit client sites are coming on their phone. So that experience suddenly is hugely different.

Let me just throw in too what that million dollar button said. This was in a condensed font. No, not too super condensed. Above the button it said recurring credit card giving is easy exclamation point. Simple emotional fact inside the button. Can you help? Every month, question mark. You’ll make a lasting difference. And then another little triangular arrow. That’s it. Three lines. Recurring credit card giving is easy. Can you help? Every month we’re asking for the gift and being specific about monthly, you’ll make a lasting difference, which is benefit those three lines a million dollars more. You know the other thing we need to say, we’d be remiss if we didn’t add it in. There’s so much to say because there are so many principles active here.

But that is no matter how a potential donor or a current donor or a lapsed donor or just a friend looks at your site, whether it’s on a phone, maybe on a tablet. Unlikely. Or on a desktop laptop. No matter where they’re coming from. An email from social media, from paid media. No matter what, more than half your gifts are likely to come through your homepage of your website. That button typically invest in the upper right corner. What color is it? It needs to be a warm color. We’ve tested the daylights out of that one. Red is best. You can go to orange. Blue or green is not nearly as good, no matter how pretty it might be.

So you need to optimize your website because even though you think, well, they’re going to give off a link or a button on an email or on a social campaign, for whatever reason, they’re going to come through your website. If you don’t have a clear direct path, single click to the form and immediately get into it. Not with a credit card, but with less menacing information, less scary. You’re going to leave a lot of donations ungiven if your website is not friendly, clear, simple, and we specialize in that.

Aaron Sandoval:
That clarity is super important. And as a reminder, as you look at your site and as you look at the way that you’re developing your digital connection with donors, we’d love to help out. So feel free to visit https://digizent.com/ and see ways in which Digizent might be able to help you craft a great experience for your donors. We ultimately want you to develop a deep relationship with your donors. And so as we talk about the two main topics we talked about today was really caring and understanding about what makes your donor care about what you do, how do you honor them? And then second, how do you make it easy for them to engage? Those are things that we are all passionate about. And really it’s the basis on which we can construct so many things. And you know what?

Over the next few episodes, we’ll talk about that some more. There’s just so much, it’s a rich tapestry, but it kind of builds off of those two things. Are you building a relationship with a person? It’s a deep relationship. And are you making it easy for them to engage?

Jim Killion:
We have something we say at Digizent. What’s most important at Digizent, Pao?

Paola Espinosa:
People. People are most important.

Jim Killion:
Yes. And in the healthy donor organization relationship, it’s not about the mechanics. It’s about the people. They’re most important.

Paola Espinosa:
That’s right.

Aaron Sandoval:
Today is one of the things that we talked about was the whole concept of making it easier. One of the whole areas that we didn’t get into this conversation. But I do want to be able to leave you, the listener to a gift I want to give you. We want to give you on how to make it easier for somebody to engage with email. There’s so much in relationship to email, from deliverability to can people read it on their mobile device? Can they open it in Outlook in a different way than Gmail? There’s so many details there. And so we want to give you a guide on how to manage design craft email that makes it easy for the person to engage, the recipient to engage. And if you want to get a hold of this guide, it’s our gift to you.

There is a link in the show notes where you can get access to this guide. I think it’s going to be a great addition to the resources you have in developing email.

Jim Killion:
You know, Aaron and Pao, there are increasingly good tools out there to help you craft an email. When it comes to email because it’s so ubiquitous. And if you’re at work, you’re getting 200 emails a day. If you’re at home, you’re getting an average of 40. We all think we can do email. We can, but most of us do it really poorly. So this free guide to improving and making effective email, it’s hugely valuable.

Paola Espinosa:
Well, Aaron, Jim, thank you for this episode. Thank you for sharing your vision and expertise on this fundamental topic. Thank you for this interesting episode. It was an honor to be here with you.

Jim Killion:
You’re welcome. Thank you, Pao!

Paola Espinosa:
Well, we hope you found today’s episode helpful as you work toward growing your nonprofit impact. Now that you have a better understanding of donor behavior, challenges and expectations, you can start taking meaningful steps to improve your approach, making it easier for donors to respond and engage with your organization. At Digizent, we are here to help you expand your donor base, deepen engagement, and increase donations through innovative digital solutions. Are you ready to take your donor development to the next level? If so, visit us at https://digizent.com/ to learn more about how we can help you achieve your mission. Thanks for listening and we’ll see you next time on The Doing Good Lab podcast. For more information and resources, please visit https://digizent.com/podcast.