How Engagement Centers Build Full-Funnel Revenue and ROI

The Engagement Center (EC) is a relatively new concept that has proven to be a game-changer in higher education fundraising.

These innovative hubs that combine the power of technology, data, and human touch deliver personalized and relevant experiences to your constituents at every stage of their journey.

The engagement center can be illustrated as the end of a funnel emptying into a larger vessel. The funnel represents all of the unaware, unengaged constituents who are not in touch with your fundraising efforts. The large vessel epitomizes a more significant revenue opportunity for donations and gifts from engaged constituents. This journey doesn’t end when the unaware become first-time donors. The engagement center nurtures those one-time donors and encourages them to repeat and increase their gifts.

It’s worth mentioning that this journey is not often perceived and explored holistically, especially in the fundraising space. Marketers analyze it through email open rates or social media engagement; engagement center managers monitor the performance of short-term campaigns; portfolio-owning fundraisers look at it through the lens of stewarding and nurturing their relationships with donors.

But in reality, if we adopt a comprehensive, non-fragmented view of the process, the engagement center becomes a catalyst for transformation, connecting the dots and guiding unaware prospects toward becoming high-value donors.

Funnel Theory — From Unaware to Loyal Giver

The journey to becoming a donor is a gradual and nuanced process. It’s crucial to understand that this won’t be an overnight transformation, and that it consists of several stages during which a potential donor interacts with your institution, forms an opinion about it, and develops a connection to your cause.

Recognizing the stages of this journey is key to developing effective engagement strategies.

Another important factor to bear in mind is that each donor journey is unique and influenced by their background, values, and the nature of their relationship with your institution.

This trajectory isn’t linear, meaning that their motivations and considerations evolve over time. Pinpointing and understanding this process enables us to create more meaningful and effective engagement strategies, paving the way for lasting donor relationships.

One of the ways to illustrate how potential donors move from being unaware of your cause to becoming a loyal giver is the so-called AIDA model. Borrowed from well-established marketing theory, AIDA stands for Awareness-Interest-Desire-Action.

The Basics of the AIDA Model

The AIDA model, a staple in understanding the psychological journey of engagement, has been around for over a century. Originally developed for the advertising industry, its principles are useful to the process of donor engagement in higher education.

Awareness

This is where the journey begins. Potential donors first become aware of your institution and its mission. This stage is all about visibility and introduction, and is achieved through diverse channels like engaging social media campaigns, community events, and compelling content marketing. Marketing and advertising research has shown that it can take up to seven impressions – or someone seeing your message, brand, advertisement, etc..seven times – for it to be remembered. The next stage can’t happen until a potential donor is aware of and remembers your message. The goal here is not just to inform but to also spark initial curiosity and interest, which leads us to the next stage.

Interest

Once potential donors are aware of your institution, the next step is to cultivate their interest. In marketing, the goal of this stage is to create market interest in buying a product or service. Through the fundraising lens, the goal at this stage should be creating interest in donating, either as a first-time or returning donor. This is done by sharing stories of impact and success, showcasing the unique achievements of your institution, and clearly articulating what sets your cause apart. The aim is to transform general awareness into a focused curiosity and a deeper connection with your mission, all of which will result in a desire to participate and contribute.

Desire

Transitioning from a state of interest to desire is about creating an emotional connection. This is where targeted communication plays an important role. Personalized outreach efforts, stories that demonstrate the tangible impact of contributions, and events that bring potential donors closer to your cause are crucial. The goal is to move beyond cognitive engagement to an emotional commitment to support your institution.

Action

The final step is converting this desire into action — in this case, making a donation. This stage is about removing barriers and making the process as easy and rewarding as possible. Whether it’s through a seamless online donation process, an in-person meeting, or providing various giving options, the focus is on facilitating a smooth transition from the intention to donate to the actual donation.

Establishing Loyalty

The donor journey doesn’t end with the first gift – the goal is to create and build upon a habit of giving that will last a lifetime. Committed donors will keep on giving if they feel valued and engaged.

This is where loyalty models come into play, offering strategic insights into nurturing and growing these vital relationships.

Understanding Donor Engagement Levels

To foster loyalty, understanding donor engagement levels is key.

This means tracking not just their donation history but also their interactions with your institution.

Are they attending events?

Do they volunteer with one of your departments?

Do they open and engage with your emails?

Do they answer your calls?

What are their preferred channels of communication?

Are they advocates for your institution on social media?

This data can help you segment your donors effectively, tailoring your communication and engagement strategies to match their interests and level of involvement.

Loyalty Marketing Strategies

Loyalty marketing strategies in higher education go beyond transactions and financial gifts.

Use them to help create a sense of belonging and an emotional bond with your university. Personalized communication is a powerful tool as it allows you to achieve the next best thing to one-on-one communication with your donors. Acknowledge their past support, update them on the impact of their donations, and make them feel like an integral part of your institution’s journey.

The two most effective models for building loyalty with your donors are RFM Segmentation and the Loyalty Ladder. Both can help you understand and grow relationships with existing donors strategically.

RFM (Recency, Frequency, Monetary) Segmentation

This data-driven approach is used to segment donors or customers based on their past behavior. RFM stands for:

Recency, or how recently a donor has made a contribution.
Frequency, or how often they donate.
Monetary, or the total amount of money they have donated.

Here are some ways to apply the RFM model in your fundraising campaigns:

Prioritize recent donors in your engagement campaigns, as they have demonstrated current interest and support.
Nurture regular donors, even if they contribute smaller amounts, since they show a consistent commitment. Tailoring communications to acknowledge and encourage their ongoing support can strengthen their loyalty.
Recognize high-value donors through special programs or exclusive updates, thus reinforcing their importance to your institution and encouraging them to repeat their gifts.

The benefits of this model include:

Personalized engagement. By understanding these three aspects, you can adjust your communication and engagement strategies to fit each donor’s level of interaction with your institution. Building multi-channel cadences based on the RFM segments will allow you to communicate with donors in a way that resonates with each group.
Predictive analysis. RFM can help predict future giving patterns, enabling you to anticipate and plan your fundraising efforts more effectively and in a more targeted manner.

Loyalty Ladder

The Loyalty Ladder is a metaphorical representation of the stages a customer or donor goes through, from initial awareness to full loyalty. The rungs of the ladder represent different levels of engagement and commitment.

Here’s what it would look like in a higher education fundraising context:

Awareness. The donor knows about your school but hasn’t donated yet.
Interest. The donor shows interest, perhaps by attending events, subscribing to your newsletter, or volunteering with your university.
One-time. The donor makes their first contribution.
Repeat. The donor starts contributing on a somewhat regular basis.
Loyal. The donor consistently supports your institution.
Advocate. The donor actively promotes your institution, becoming a valuable ambassador of your cause.

The Loyalty Ladder helps with donor journey mapping and identifying key touchpoints for engagement and communication. Thanks to this, you can develop more effective strategies for moving them up the ladder. For instance, encouraging repeat donors to become loyal through recognition programs, and loyal donors to become advocates through ambassador initiatives.

Combining the RFM model with the Loyalty Ladder provides a comprehensive view of your donor base.

RFM gives you the quantitative data to segment donors, while the Loyalty Ladder offers a qualitative perspective on their emotional and engagement journey. This dual approach can greatly enhance your ability to nurture and grow donor relationships in a meaningful and mutually beneficial way.

The Logic Behind Gifts of All Sizes

According to the Pareto Principle, 80% of a company’s profit comes from 20% of their customers. Just like large purchases, substantial and annual gifts don’t exist in silos or vacuums.

The same applies to higher education fundraising — a relatively small segment of donors often contributes the majority of philanthropic revenue. In other words, it’s always the same people who donate larger amounts to your school.

Every time we successfully renew a donor and simultaneously increase their level of giving, that donor becomes more likely to give again, and in larger amounts.

So, how do you solicit and secure these larger donations?

Cultivate Deep Engagement

The likelihood of receiving larger gifts increases with how deeply the donor is engaged.

Engagement doesn’t refer only to the frequency of donations but also to the emotional investment in your institution.

Trying to involve donors in campus life, updating them on the impact of their contributions, connecting them with student callers with a similar academic background, and inviting them to participate in key events can deepen this engagement.

Personalized Outreach

This is more than just using a donor’s name in an email.

It’s about acknowledging their past support, understanding their motivations, and aligning your requests with their interests and capacity.

For instance, if a donor is particularly interested in a specific program or research area, updates and funding requests related to that area can be more effective.

Stewardship and Recognition

Regular and sincere expressions of gratitude go a long way.

Recognizing their contributions through public acknowledgment, personalized thank-you notes, or exclusive events can make donors feel valued and appreciated, increasing their propensity to give again.

Lifecycle Mapping

Track the journey of your major donors.

Understanding their giving patterns over the years can provide insights into when they are most likely to give and how much they might be willing to contribute.

This information can guide your engagement strategies and offer clues as to how you may be able to replicate this behavior in the next generation of major donors.

How to Build the Funnel?

The journey through the donor funnel is both systematic and nuanced, guiding potential donors from initial awareness to the final giving decision. Understanding what happens at each stage is crucial for designing effective donor engagement and acquisition strategies.

We’ve already discussed the anatomy of the AIDA model and what happens at each stage. Let’s focus on the last two phases of the process, Desire and Action, and see how the engagement center can facilitate and accelerate the transition between thinking about making a donation and actually taking action.

At the heart of university fundraising, the “Desire” stage is where prospects transform from passive observers to active participants. Here’s how the engagement centers catalyze this change:

1. Addressing Potential Donors’ Questions

At this stage, donors are intrigued and want to learn more about the necessity of donating to your school, changes to programs since they were involved, current students’ needs, the impact of their donations, or the university’s long-term goals.

To provide in-depth, relevant information, highlighting how each contribution significantly impacts students’ lives, research, and the university community, engagement centers should have knowledgeable staff, including well-trained student employees, on board.

2. Focus on Personal Contact

The human element becomes crucial when it comes to encouraging prospects to take action.

Potential donors often require personal interaction to feel confident in their decision. Engagement centers should offer opportunities for one-on-one conversations, whether through direct calls, live chats, or in-person meetings.

Storytelling is an excellent tool for connecting the donor’s values and the university’s mission.

Sharing video success stories of how donations have changed lives, advanced research, or improved facilities can turn a prospect’s interest into a strong desire to contribute.

3. Adopt a Donor-Centric Approach

The main goal of your engagement center should be to build relationships based on the donor’s interests, motivations, and preferences.

Personalizing communications, acknowledging past contributions, and understanding the donor’s connection to the university are key. All this will ensure a steady stream of donations, convert potential donors into loyal supporters, and help you grow and cultivate a high-value donor base.

Here are some tactics you can use.

Identify why donors give. This involves researching their backgrounds, interests, and past giving history. For university donors, motivations could range from a personal connection to the institution, a desire to support specific research areas, to wanting to contribute to student scholarships. Tailoring communication and engagement based on these motivations shows donors that the university values their specific interests.
Providing regular feedback about how donations are used is crucial in maintaining transparency and trust. Providing donors with reports, updates on projects they’ve funded, or invitations to see the impact of their contributions firsthand can deepen their engagement and commitment
Plan ahead. Instead of focusing solely on the immediate donation, a donor-centric strategy looks at the long-term relationship. This involves regular engagement beyond the donation cycle, such as keeping in touch even when not actively seeking funds, and celebrating milestones or achievements with the donor.
Ensure ethical and respectful fundraising practices. This includes respecting donor privacy, being transparent about how funds are used, and respecting donors’ wishes.

4. How to Build a High-Value Donor Base?

In addition to adopting a donor-centric approach, there are a few other changes you can make to your strategy to optimize building a solid, high-value donor base.

5. Leverage a Multi-Channel Approach

The evolution of university fundraising doesn’t mean abandoning traditional strategies, but instead involves developing a synergy between old-school and digital outreach.

This sophisticated blend of diverse communication platforms includes email, SMS, social media, phone calls, direct mail, and even personalized videos.
Implementing these varied channels is not just about spreading a message across different mediums; it’s about creating a cohesive and engaging donor journey that resonates with the donors’ preferences and behaviors.

The key to effectively managing this multi-channel approach lies in building well-structured communication cadences. A “cadence,” another term from the sales vocabulary, refers to an automated, strategically planned series of interconnected, meaningful touchpoints.

This communication pattern is designed to nurture constituents, keeping them engaged and guiding them seamlessly from one stage of their journey to the next.

Why are cadences so important for your fundraising efforts?

Strategic Timing and Frequency

Cadences help in determining the optimal timing and frequency of communications across different channels.
This strategic planning ensures that messages are neither too sparse, risking loss of engagement, nor too frequent, which could lead to donor fatigue.

Personalized Donor Experiences

Different donors might respond better to different channels — some may prefer email updates, while others engage more with social media or personal calls. A well-designed cadence can cater to these preferences, enhancing donor satisfaction and engagement.

Seamless Integration of Various Channels

A well-thought-out, multi-channel cadence ensures that the message being communicated via a multitude of channels is both consistent and tailored to the medium.
For instance, social media can be used for broader engagement and awareness, while emails can carry more detailed and personalized content.

Measurable Outcomes

Cadences allow you to track and measure the effectiveness of different channels and strategies.

This data can be invaluable in tweaking your outreach to improve engagement and conversion rates.

Guiding Donors Through the Giving Journey

A well-planned cadence maps out the donor journey, providing timely and relevant touchpoints that guide potential donors from awareness to action.

Each interaction is designed to build upon the previous one, moving the donor closer to making a contribution smoothly and gradually.

Long-Term Relationship Nurturing

Beyond immediate fundraising goals, cadences play a vital role in long-term relationship building. Regular, thoughtfully timed touchpoints help you stay top of mind with your audience, paving the way for ongoing support and future contributions.

Prioritize Stewardship and Relationship-Building

Stewardship is vital for sustaining long-term support and creating a strong, engaged donor community. It’s about creating a meaningful, ongoing dialogue with donors, which is characterized by gratitude and respect.

To get this part of the process right, take the following steps:

Develop a comprehensive stewardship plan that outlines how the university will engage with donors at different levels and through various phases of their giving journey.
Keep in touch with donors regularly. This could range from sending customized newsletters, impact reports, and invitations to special events, to more personal gestures like handwritten notes or anniversary acknowledgments of their first gift.
Introduce donor recognition programs. Recognizing donors publicly (if they agree to it) can promote stewardship. This could include naming opportunities, donor walls, or special mentions in university publications and at events. Such recognition not only honors the donor’s contribution but also inspires others.
Explore engagement opportunities beyond giving. Offering donors chances to engage with the university beyond just financial contributions fosters a deeper sense of connection. This could involve inviting them to guest lectures, involving them in mentorship programs, or offering them roles in advisory committees
Include event-based stewardship. Hosting virtual or in-person special events that are exclusively for donors is an excellent way to build relationships. These events can range from informal gatherings to gala dinners, or behind-the-scenes tours of new facilities funded by donations.
Build a culture of gratitude. Instilling a culture of gratitude throughout the university, where every interaction with a donor is infused with appreciation and respect, is essential. This should be a university-wide ethos embraced by everyone from the fundraising team to the university leadership.
Leverage technology for relationship-building. Make the most of a CRM and donor engagement platform to maintain detailed records of donor interactions, preferences, and feedback. This data can be used to tailor future communications and ensure that each donor’s experience is personal and meaningful.

Define and Differentiate the Engagement Center vs. Phonathon

University fundraising has undergone a significant transformation over the past few years.

The traditional phonathon, once a cornerstone of these efforts, has evolved into what is now known as the Engagement Center (EC). This shift marks much more than a “rebrand” or simple update of nomenclature. Rather, it denotes a major change in the approach, strategy, and technology used in university fundraising initiatives.

Let’s delve into what each of these concepts entails and how they differ.

The Phonathon — An Emphasis on Quantity

At its core, the phonathon model is straightforward – it can be described as dialing for dollars. This approach prioritized quantity above all else, with the primary goal of making as many phone calls as possible in a given period. Phonathon campaigns were typically characterized by their singular focus on the telephone as the main, and often only, channel of communication.

While there might have been a few mail pieces or emails sprinkled in, the overwhelming majority of outreach was conducted via phone.

In the phonathon model, the emphasis was squarely on bringing in as many donations as possible, often at the expense of deeper engagement or stewardship.

The conversations tended to be transactional and focused on immediate asks. For instance, if a donor felt that a $300 contribution was too much, the immediate counteroffer might be set at $200, with little consideration for the donor’s personal circumstances or preferences.

This approach left little room for personalization or understanding of the donor’s specific situation, such as their preferred timing for giving, the channel of communication, or the particular field/program they’re interested in. The phonathon method, while effective in its time, often overlooked the importance of building lasting relationships with donors and understanding their individual connection to the university.

Having said that, it’s important to emphasize that the phone is still one of the most powerful and cost-effective tools for acquiring and retaining donors while simultaneously nurturing the overall constituent relationship. But only if you can get them to pick up and answer. That’s where the multi-channel approach embodied in the engagement center comes in. It’s all about cumulative efforts and paving the way for the big ask(s).

When the phone is part of a more complex and strategically structured cadence, you can harness its true potential as a communication medium.

The Engagement Center — Quality Comes First

In stark contrast to the old-school phonathon model, the Engagement Center represents a more modern, donor-centric approach to university fundraising. This shift, influenced by digital engagement, emphasizes the importance of quality interactions over the quantity of outreach attempts, fostering a more meaningful connection between the university and its constituents.

Here are the key benefits you can achieve by implementing the Engagement Center:

Donor Centricity

The Engagement Center philosophy revolves around offering constituents the flexibility to make or fulfill a gift at the time and through a medium that is most convenient for them.

This approach acknowledges and respects each donor’s preferences, whether they choose to engage via phone, email, text, or even social media platforms.

By accommodating these preferences, the Engagement Center creates a more personalized and respectful fundraising experience, thus showing potential donors that they’re not just a number (or worse, perceived as a human ATM), but are valued members of the university community. Such an approach both enhances donor experience and fosters a deeper sense of connection and belonging, reinforcing the idea that their involvement and support are integral to the university’s success and growth.

Meaningful Relationships and Stewardship

Unlike the phonathon, where the emphasis is on dialing for dollars, the Engagement Center prioritizes the quality of donor interactions and stewardship.

This model involves thoughtful work to connect constituents with the university in a personalized and impactful way. The conversations are no longer about making immediate asks, but rather about understanding the unique relationship each donor has with the university and aligning your goals with theirs.

Reducing Donor Fatigue and Building Loyalty

Rather than insisting on the sheer volume of outreach attempts, the Engagement Center model aims to reduce donor fatigue by diversifying touchpoints and nurturing relationships. This approach recognizes that bombarding constituents with frequent asks via the phone can be counterproductive.

By reducing the number of attempts on each record, the Engagement Center not only avoids overwhelming donors but also cultivates a more positive and lasting relationship with them. While this might initially result in a reduction in the total number of gifts due to its less transactional nature, the Engagement Center paves the way for a more engaged and loyal donor base.

Over time, this loyalty should translate into donors who are not only more consistent in their giving, but also more generous.

Pipeline Development and Bridging the Gap Between Annual Gifts and Major Gifts

The Engagement Center significantly improves the scalability of university fundraising efforts without sacrificing personalization and a human touch.

However, not all constituents and donors have the same affinities and capacities. In other words, apart from building more meaningful relationships with donors, it’s crucial to identify high-capacity constituents and connect them with dedicated major gift officers.

How do you do that?

By introducing mid-level initiatives.

Identifying Major Donors

In traditional fundraising models, there’s often a stark divide between annual and major gifts, with the former being smaller, more frequent contributions, and the latter being large, highly impactful donations.

Mid-level programs, like Leadership Annual Giving (LAG) or Digital Experience Officer (DXO) initiatives, are designed to bridge this gap. DXO stands for a variation of Donor Experience Officers, Digital Experience Officers, Donor Engagement Officers (also called DEOs), Individual Giving Officers (IGOs), and the like. These are the staff members dedicated to this mid-level group of constituents

Their job is to target donors with the potential for higher giving but are not yet at the major gift level. This approach ensures that potential major donors don’t slip through the cracks and become lost in the broader pool of annual givers.

It’s worth noting, however, that mid-level donors are the people who will either one day become major donors but haven’t yet gotten there, or who will always stay within this segment — they will never donate large enough gifts for MGOs but will consistently donate more than average annual gifts.

So, the leadership or DXO level doesn’t necessarily have to be a passthrough on someone’s way from Annual Giving to a Major Gift Officer, as some folks may have maxed out their giving capacity at the “Leadership Gift” level. After all, a “Major Gift” means one thing in the context of institutional giving thresholds, but may well mean something altogether different for the donor themself.

Maximizing Major Gift Officers’ Time

On the other hand, these mid-level programs serve the purpose of improving the productivity of major gift officers.

Without a mid-level strategy, their portfolios will be cluttered with prospects who are not yet ready for major gift solicitation – or perhaps those who will never give at the MGO level but will always give well above the average annual donor level

An intentional mid-level giving program helps streamline the focus of major gift officers, allowing them to concentrate on the most promising prospects, while mid-level donors receive the attention they deserve through LAG or DXO programs.

Revenue Impact of the Engagement Center

Setting up a well-planned and functioning Engagement Center within a university’s advancement strategy is more than just an operational shift; it’s an endeavor with a significant return on investment (ROI).

Let’s explore the multifaceted ways the Engagement Center can amplify your revenue.

Enhancing Fundraiser and Annual Giving Effectiveness

The engagement center empowers individual student fundraisers and streamlines the entire Annual Giving program.

By providing specialized support, resources, and tools, the Engagement Center allows full-time fundraisers to focus on what they do best — building relationships and securing higher-level gifts. This well-orchestrated effort translates to a higher effectiveness rate in fundraising campaigns and initiatives, directly impacting the bottom line.

Accelerating Donor Journeys

The Engagement Center helps move constituents swiftly through the donor journey.

Thanks to targeted strategies and automation tools, it ensures that donors progress smoothly from the initial engagement to regular contributions and, eventually, to major giving.

Increasing Volume and Quality of Constituent Interactions

A key metric of success for an Engagement Center is the combined quantity and quality of interactions with constituents.

By leveraging a donor engagement solution, the engagement center helps fundraisers initiate more meaningful conversations with potential donors. Such a platform:

puts all relevant prospect and donor information at fundraisers’ fingertips
organizes donors based on prior engagement and behavior
prioritizes donors based on their likelihood to give
provides talking tracks that help student fundraisers better engage donors

All this means that the system will determine and prioritize the “best” donors for your student fundraisers to call, display all the relevant information about those constituents, and help your student fundraisers navigate the conversations successfully by guiding them through tailored talking points.

Donor engagement software serves to automate workflows and maximize efficiency while simultaneously improving the quality and “scalability” of personalized, donor-centric interactions.

The goal is to help ensure that these student-constituent touchpoints resonate deeply, make a lasting impact, and ultimately foster strong relationships.

Elevating Engagement Through Strategic Touchpoints

The impact of personalized touchpoints in increasing engagement cannot be overstated. Studies have shown that 56% of donors say they would become repeat givers if they received personalized messages.

The EC’s role in carefully crafting and executing these touchpoints – whether through events, communications, or personal outreach – is critical.

Each touchpoint is an opportunity to strengthen your relationship with donors and increase their level of awareness, interest, and affinity.

Dynamic Constituent Prioritization and Segmentation

Through dynamic segmentation and prioritization of constituents, the Engagement Center allows you to tailor your approach to different donor groups more effectively. This means you’ll be able to reach each cohort at the right time with the right message.

By avoiding over-solicitation and ensuring that each interaction adds value, the engagement center maintains a loyal relationship with donors and prevents donor fatigue.

Impact on DXO/LAG

Ensuring a Steady Flow of Repeat Contributors

An effective Engagement Center is instrumental in nurturing a regular flow of repeat contributors who can potentially be transitioned over to DXO/LAG officers for further cultivation and discovery. This is crucial for sustaining a high-quality pipeline and growing the donor base at these more advanced levels of giving.

Identifying High-Level Constituents

One of the key roles of the engagement center is the identification and nurturing of repeat contributors, as well as those with higher giving potential. By streamlining this process and intentionally passing opportunities to DXO/LAG officers, the engagement center can help secure larger donations on a regular basis and build a more predictable, sustainable pipeline for your institution.

Providing Data for Segmentation and Targeting

Successful university fundraising initiatives heavily rely on the use of relevant data. The engagement center is indispensable in gathering, analyzing, and contextualizing data for segmentation and targeting. This fuels the work of the Prospect Research team and paves the way for more precise and effective fundraising strategies, ensuring that departmental efforts are always focused on the most promising prospects.

By delivering personalized, multi-channel outreach at scale, the engagement center offers each institution a unique “big data” opportunity, determining which channels, strategies, and approaches work best for each donor segment and which should be adjusted.

Such a data-driven approach ensures the effectiveness of current campaigns while at the same time laying the foundation for future fundraising success by building a rich repository of insights and lessons learned. In this way, an intentional and data-driven engagement center can be responsible for a more engaged donor base, a sustainable donor pipeline, and ultimately, the highest possible ROI.

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