Using Surveys To Build Better Donor Relationships | Adrian Sargeant | NIO Summit 2019 is a FREE course courtesy of NextAfter
1 Lesson / 16 Minutes / FREE
Dr. Adrian Sargeant, CEO at The Philanthropy Centre, was the first professor of fundraising. He spoke at our annual NIO Summit about Philanthropic Studies and joined us in the interview circle to talk about donor psychology and the use of surveys.
He and his partner studied relationship marketing. This has been a practice in the commercial sector for many years. They wanted to learn from the psychology of how people form relationships to understand how organizations could build better relationships with donors.
In social psychology, like in the context of speed dating, to move past the first step in the relationship, people need to feel something.
In the same way, emotion is critical in fundraising.