BUILDING PIPELINE

Advancement leaders’ concerns about donor fatigue due to COVID-19

The struggle is real. Pipeline development during the COVID-19 crisis is proving to be difficult for higher ed advancement leaders. When combating donor fatigue, it’s important to remember that relationships drive giving. People are more likely to give to someone they know, like and trust than to a stranger. According to the “2020 State of AI in Advancement” report by Gravyty and the AI in Advancement Advisory Council (AAAC), 82% of advancement leaders believe that AI will be a part of the solution for challenges facing fundraising teams as a result of COVID-19. Here are some of their concerns regarding donor fatigue.

• 81% Donors’ financial situations have changed
• 55% Fully digital cultivation and solicitation approach is an unknown and may impact major gift relationships
• 44% Organization’s giving priorities no longer align with donor giving priorities
• 41% Donor relationships weren’t fully developed before the crisis; it’s hard to grow and maintain relationships without in-person meetings and travel