Dear friends,

Happy September! It is still officially summer, but school is back in session and fundraisers are starting our busy season. This can be a bittersweet time of year, but I do enjoy it. To those of you with kids, I love all the back-to-school photos on social media, so thank you for sharing. I hope your families are settling into smooth routines.

Speaking of fall, Avalon is gearing up for DAF Day on October 10. Our client teams are planning campaigns, and Avalon Analytics is reviewing each client’s readiness for DAF reporting. We assert that DAF giving from members and donors is direct marketing giving. Not only have DAF grants surged, but our analysis indicates more donors are shifting their giving channel to DAFs. As a result, DAF activity impacts strategy across a fundraising program—informing not only campaigns, but also acknowledgments, cultivation, attribution, and analytics. See the blue-grey area below for an example of how we’ve seen DAF giving grow!

We also continue to evaluate processes for accessibility. To improve fundraising communications for people with vision impairments, Avalon has been testing extensively in our Fundraising Choice Points program and sharing resources like our Dark Mode Guide. We were intrigued to see “Accessibility by Design,” a Bridge Conference session with Meghan Sharon and Amanda Swadlo from TrueSense Marketing and Sandy Shin from Braille Institute of America. Here are three suggestions from their presentation:

1. The Braille Institute created a free and downloadable font called “Atkinson Hyperlegible,” specifically designed for people with low vision. Each letter is distinct and therefore easier for screen readers to recognize, which improves readability for everyone.
2. Check Apple VoiceOver or Google Screen Reader to hear how your campaign sounds to people who rely on these kinds of tools. This can also illuminate spots where you need to clarify or improve the flow of your message.
3. Alt text for digital images should be standard practice now. But have you thought about using this space to restate your ask? Here’s an example: “Harold, a rescue dog, is giving you puppy dog eyes in the hopes you’ll support the Giving Day campaign.”

Regarding message, analytics VP Sarah Birnie shared an important reminder from Jeff Brooks at Future Fundraising Now: “Giving is packed with benefits for givers.” Fundraisers should promote those benefits, and not just talk about the organization itself. For some nonprofits, including many member organizations, these benefits are tangible—but connection and the joy of making a difference also count. As Jeff points out, consumer benefits are at the heart of commercial marketing, and the psychology applies to nonprofits as well.

Finally, I was delighted by a LinkedIn shoutout from freelance writer and Maryland Food Bank (MFB) donor Kristin Hanson. She noted the excellence of MFB’s recent postcard campaign, which thanked donors for their partnership without a direct ask, and she pledged to make an additional gift. It’s a good reminder that cultivation remains important. Kudos to MFB for the shoutout!