How To Raise: How to Build Raving Fans: Mapping and Measuring the Donor Journey

What turns a curious supporter into a lifelong donor who gives again and again—and even leaves a legacy gift? This session introduces a proven donor-centric pathway that uses practical metrics and systems thinking to guide donor engagement from first contact to final bequest. You’ll explore what defines a “raving fan” of a nonprofit and how to cultivate them using insights from real-world case studies. Learn how to apply the laws of philanthropy, uncover hidden generosity in your database, and create a strategy that sustains giving over the long term. Presented by Malcolm Sproull—strategist, consultant, and author of Cracking Generosity—this session draws on decades of experience helping organizations uncover the hidden patterns that lead to transformational giving. Learning Objectives: 1. Identify High-Potential Donors: Learn how to recognize and engage individuals with the motivation and capacity to become deeply committed supporters. 2. Map and Measure the Donor Journey: Gain practical tools to track donor progress from initial engagement to legacy giving using metrics that matter. 3. Apply Donor-Centric Systems Thinking: Understand how to use systems thinking and the laws of philanthropy to build a development approach that inspires long-term generosity.