But what does that mean? It’s key to retaining donors, but how can we understand the level or type of personalization that donors are seeking?  

Why not start by asking them? You likely have donors on the board of your foundation or hospital that are willing to share their insights and perspectives. They give and continue giving for a reason, but do you know the why behind it? Understanding their stories and specific perspectives could be an addition to your communication strategy.  

During the AHP Marketing and Communications mini course, presenter Mike Beall, principal consultant and communications practice leader at Accordant, states that one of the most effective ways to do this is through a donor insight panel.  

What is a Donor Insight Panel? 

A donor insight panel is a small group of donors, usually 12 or fewer, who come together to discuss what resonates with them when it comes to communication and stewardship. Ideally, some of these individuals may already serve on your board, meaning you’re hearing from people who are both committed to and familiar with your mission. 

Invite them to a session focused specifically on campaign communications. Ask them questions like: 

A True Personalization Example 

Let’s look at Catherine’s story that was shared during a donor insight panel.  

Catherine, a long-time donor and member of the hospital’s board, first gave to the hospital that saved her life seven years ago. However, she stated that this was not the reason that inspired her to give. 

The morning after her emergency procedure, Catherine’s daughter and granddaughter brought her a hand-painted coffee mug, filled with flowers. A nurse noticed the care behind the gesture, found a vase for the flowers (one she had received earlier that morning as an anniversary present), and cleaned the hand-painted mug, so Catherine would always be able to use that mug instead of disposable cups during her recovery period. 

This simple act made Catherine feel like family. It moved her so deeply that she decided to give back to the hospital. 

If the foundation hadn’t asked Catherine directly, they never would have heard this powerful story. That’s why a donor insight panel is key to discovering new stories that really matter. 

You Have the Story, Now What? 

Instead of just publishing an article about Catherine’s story or making it a headline in their newsletter, the foundation honored it.  

The staff at the hospital found a photo of the mug, recreated it with a local artisan, and shared the story in a personal, thoughtful way.  

Catherine did not just receive a thank-you card, but a genuine reflection of her experience with the hospital. That’s the kind of personalization donors mean. 

When you uncover a great story from a donor, take the time to brainstorm how you can show gratitude and thank them in a meaningful way.  

Resource-Smart Personalization Strategies 

What if you’re short on time or already stretched thin? Personalization is incredibly important, but it can also be incredibly time-consuming. We get it. However, it can still be implemented with limited resources. Here’s how: 

Take the Next Step 

Don't underestimate the power of personalized communication with your donors. A donor insight panel is just one way to make your donors feel heard.  

The AHP Marketing and Communications Masterclass dives into more practical ways to improve your foundation’s communications.