109. Digital Heartbeats: Engaging Major Donors in a Virtual World
About this episode
Have you ever wondered why, in a world where we can reach thousands with a single click, it sometimes feels harder than ever to truly connect with our most valued supporters? As a fundraiser, I’ve faced this challenge head-on—navigating the digital noise while striving to build genuine, lasting relationships with major donors. If you’re a major gift officer, development director, executive director, or board member, you know that the stakes have never been higher.
Donor expectations are shifting fast, and the old playbook just doesn’t cut it anymore. In this post, I’ll share hard-won lessons, practical strategies, and inspiring stories that will help you rise above the digital clutter and create authentic, transformational connections with your donors—no matter the medium. By the end, you’ll walk away with actionable insights you can use right now to deepen engagement and inspire generosity.
The Digital Shift: Challenges and Opportunities
When I first started in fundraising, handwritten notes and in-person meetings were the gold standard. I remember working with a donor—let’s call her Margaret—who cherished those personal touches. Then the world changed. The pandemic forced us all online, and I worried that digital communication would feel impersonal. But when I sent Margaret a heartfelt video message, she was genuinely touched. She told me, “Seeing your face and hearing your voice made all the difference.” That moment taught me something crucial: it’s not about the medium, but the message and the intentionality behind it.
Today, more than 60% of donors prefer to give online, and nearly half say that regular email communications keep them engaged. Even our most seasoned major donors are comfortable with video calls, digital reports, and interactive updates. But here’s the challenge—while digital tools make it easier to reach donors, they also make it easier to lose them. The average donor retention rate has dropped below 43%. Generic outreach just doesn’t work anymore.
So, how do I ensure every donor feels seen, valued, and inspired in a digital-first world? It starts with embracing both high-tech and high-touch strategies.
Personalization: The Secret Sauce
Personalization isn’t just a buzzword—it’s the heart of effective donor engagement. I use my CRM to track donor interests, giving history, and communication preferences. I never send a “Dear Friend” email to a major donor. Instead, I reference their last gift, highlight a project they care about, or mention a recent conversation. When I worked with an organization that segmented their major donor list by interest—arts, education, healthcare—we saw open rates soar and donors began replying, sharing feedback, and even forwarding messages to friends.
Here’s a quick exercise: open your CRM and list the last five major donor communications you sent. Were they personalized? If not, set a goal to personalize your next five touchpoints. You might be surprised by the results.
Storytelling and Visuals: Bringing Impact to Life
Donors want to see the difference they’re making. I love sharing behind-the-scenes videos, photo diaries, and real-time updates. Social media posts with faces get significantly more engagement, and stories are far more memorable than facts alone. I once sent a donor a short video tour of a project they helped fund—nothing fancy, just a quick clip on my phone. The donor called me in tears, saying, “I finally feel like I can see the difference I’m making.” That’s the magic of storytelling.
Think of storytelling as both a window and a mirror. It lets donors look into your mission and see their impact, but it also reflects their values and aspirations back to them. When donors see themselves in your story, they’re inspired to give—and to keep giving.
Automation with a Human Touch
Automation tools like Bloomerang, Sumac, BombBomb, and ThankView have been game-changers for me. They help streamline routine tasks—receipts, reminders, even birthday messages—so I can focus on personal outreach. But I never let automation replace my human touch. For example, using ThankView to send personalized video thank-yous after every major gift increased donor retention by 27% for one organization I advised. And it took less time than writing individual emails!
This week, I challenge you: try sending a video thank-you to a donor. It doesn’t have to be perfect—just heartfelt. Mention a specific project or milestone, and see how they respond.
Making Giving Easy and Enjoyable
A seamless, mobile-friendly donation process is non-negotiable. I regularly test our online forms and ask friends or board members to make test donations. Their feedback helps me identify and fix any snags quickly, ensuring every donor has a positive experience.
Two-Way Engagement and Celebrating Milestones
Donors don’t want to be talked at—they want to be heard. I use polls, surveys, and “reply back” campaigns to invite feedback. Virtual coffees and digital town halls have led to some of my most meaningful conversations with donors. And I never miss a giving anniversary or donor birthday. Recognition increases donor retention and turns one-time donors into lifelong supporters.
Technology will keep evolving, but the need for authentic connection never will.
By combining the best digital tools with a genuine human touch, I’ve seen relationships deepen, trust grow, and generosity soar. If you’re ready to transform your donor engagement, start with one intentional act this week—personalize an email, pick up the phone, or send a quick video message. The smallest gesture can spark a ripple of generosity.
I’d love to hear your thoughts and experiences! Leave a comment below and share this post with colleagues who could benefit from these insights—or invite them to listen to the full episode of The Intentional Fundraiser podcast. Together, we can keep transforming our fundraising so we can transform the world.
With heaps of gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
“It wasn’t about the medium—it was about the message, the connection, and the intentionality behind it.”
Tammy Zonker, Founder & President, Fundraising Transformed / President & Dean, Modern Institute for Charitable Giving
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