The Nonprofit Show

From Click to Connection: Building Donor Relationships Online


Listen Later

Online giving isn’t just the future of fundraising—it’s the now! Emily Kelly, National Accounts Manager at Bloomerang, delivers a practical, energizing roadmap for nonprofits to raise more money online—without adding more stress to already full plates.

This conversation is for any nonprofit ready to increase online giving, improve donor retention, and strengthen relationships in a digital-first world. Emily blends practical “fix it today” steps with a bigger vision for creating donor experiences that inspire giving, year after year.

Emily’s passion for relationship-building is woven through every tactic she shares. With a background in marriage and family therapy, she sees fundraising not as transactions, but as an opportunity for deeper human connection. “The power of please and thank you is so much more powerful than anything else,” she begins—a reminder that technology should serve relationships, not replace them.

Her first piece of advice is deceptively simple: make sure your donate button works. Too often, organizations overlook this basic step. Then, view your donation page through the eyes of a first-time visitor—would you feel compelled to give? Is it clear, inviting, and emotionally engaging? Placement matters too. The donate button should be easy to spot, ideally at the top of your page, without forcing visitors to search for it.

Emily urges nonprofits to offer multiple payment options—credit/debit cards, Apple Pay, Google Pay, ACH, and even Venmo—to meet donors where they are. Each generation prefers different tools and limiting payment methods risks losing potential gifts.

She also challenges organizations to reimagine the donor experience for online gifts. Segmentation is key—tailoring acknowledgments by gift size, donor type, or relationship history. A generic thank-you isn’t enough; donors want to feel seen and valued. Communication preference tracking—whether donors prefer email, phone, text, or snail mail—helps build authentic connections and increase retention.

And yes, the old-fashioned phone call is making a comeback. Emily shares research showing that calling a first-time donor within 24–48 hours makes them four times more likely to give again. Whether done by staff, volunteers, or board members, these calls create goodwill on both sides—reigniting board member engagement while deepening donor trust.

Emily’s philosophy is clear: treat every gift, whether $50 or $50,000, as the start of a relationship. One-time gifts can become long-term commitments—or even legacy gifts—when nonprofits follow up with gratitude, intentionality, and consistent communication.

Find us Live daily on YouTube!

Find us Live daily on LinkedIn!

Find us Live daily on X: @Nonprofit_Show

Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

Send us your ideas for Show Guests or Topics: [email protected]
Visit us on the web:The Nonprofit Show

...more
View all episodesView all episodes
Download on the App Store

The Nonprofit ShowBy American Nonprofit Academy

  • 5
  • 5
  • 5
  • 5
  • 5

5

3 ratings


More shows like The Nonprofit Show

View all
Planet Money by NPR

Planet Money

30,695 Listeners

Happier with Gretchen Rubin by Gretchen Rubin / The Onward Project

Happier with Gretchen Rubin

12,924 Listeners

Hidden Brain by Hidden Brain, Shankar Vedantam

Hidden Brain

43,744 Listeners

10% Happier with Dan Harris by 10% Happier

10% Happier with Dan Harris

12,608 Listeners

Nonprofits Are Messy: Lessons in Leadership | Fundraising | Board Development | Communications by Joan Garry

Nonprofits Are Messy: Lessons in Leadership | Fundraising | Board Development | Communications

314 Listeners

The Daily by The New York Times

The Daily

111,059 Listeners

Up First from NPR by NPR

Up First from NPR

55,993 Listeners

Small Nonprofit: Fundraising Tips, Leadership Strategies, and Community-Centric Solutions by Further Together: Fundraising Strategies for Nonprofit Organizations

Small Nonprofit: Fundraising Tips, Leadership Strategies, and Community-Centric Solutions

28 Listeners

Nonprofit Lowdown by Rhea Wong

Nonprofit Lowdown

128 Listeners

The Rest Is History by Goalhanger

The Rest Is History

13,362 Listeners

Nonprofit Mastermind Podcast by Brooke Richie-Babbage

Nonprofit Mastermind Podcast

75 Listeners

The Weekly Show with Jon Stewart by Comedy Central

The Weekly Show with Jon Stewart

10,641 Listeners

The Mel Robbins Podcast by Mel Robbins

The Mel Robbins Podcast

19,698 Listeners

Good Hang with Amy Poehler by The Ringer

Good Hang with Amy Poehler

8,655 Listeners

Nonprofits Now: Leading Today by The Chronicle of Philanthropy

Nonprofits Now: Leading Today

9 Listeners