Dear friends,

GivingTuesday is in the home stretch, and I can’t wait to see our clients’ campaigns spring to life. I’m also eager to see results, track how incoming data informs strategy, and celebrate donors’ generosity. It’s a lot of work and an exciting time across the sector!

Museum Benchmarks

Last week the American Alliance of Museums (AAM) released its 2025 Annual National Snapshot of United States Museums, which is a difficult, but important read. Key findings include declining attendance and financial performance, suggesting a reversal of post-pandemic recovery. This is not shocking, given the negative impacts of executive orders and decreased government funding this year. But it is, as AAM described it, “a sobering story.”

Despite these challenges, the report also confirms that museums have delivered ambitious programming, including both traditional activities and expansions like educational support, workforce development, and wraparound services. This is an incredible feat, and I have tremendous respect for the museum leaders, fundraisers, staff, volunteers, and donors who make it possible. Your missions are vital, and Avalon is with you.

“This should be a wake-up call for policymakers and philanthropists alike.”

– American Alliance of Museums President & CEO Marilyn Jackson

“Conditional Optimism” for AI

Fundraising.AI shared its 2025 survey data tracking donor perception of AI. The good news is that AI anxiety has lifted, now that donors are more familiar with uses and opportunities. However, donor interest hinges on responsible use. In fact, standards like transparency and accountability are no longer merely reassurance; they’re a precondition. 92% of respondents expect nonprofits to “plainly disclose where and why AI is used, how humans remain in control, and what evidence shows the technology actually works.”

Big picture, Fundraising.AI concludes that donors have shifted from uncertainty to “conditional optimism.” This is aligned with Avalon’s approach: We are pursuing a dual goal to both leverage AI opportunities and aggressively steward trust, while also judiciously considering use and the environmental impact. I see these as distinctly important, but complementary commitments that together support our clients’ best interests.

The Rule of Seven

VP Rebecca Shapalis shared a helpful idea for stretching cornerstone content. According to the marketing Rule of Seven, great content is never “one and done.” Instead, marketers should “reuse, repurpose, and recycle” high-value content at least six more times, to create a flywheel. In fundraising, Rebecca noted, a great story or image can often have a longer life than we think. To put this into action, consider testing a repurposed asset for maximum marketing mileage.

Forbes Communications Council uses the following example to illustrate the Rule of Seven:

1. A white paper goes on to become…
2. An infographic,
3. Social media posts,
4. A blog post,
5. An e-book,
6. A webinar, and
7. Video content.

“Use cornerstone content a minimum of seven times.” 

– Mike Neumeier, Forbes Communications Council

Out and About

Senior director of client reporting and data management Kate Cecchini Beaver, senior director of data operations and analytics Ali Forsberg, senior VP Jackie Libby, and I attended Humane World for Animals’ To the Rescue! gala in New York City. It was a delightful evening of entertainment, great fundraising, fun swag, and delicious plant-based food. Avalon is proud to partner with Humane World for Animals on analytics to support their mission of creating a more humane society for animals through advocacy, rescue, and care. Thank you for an inspiring night!

(L-R) Allison, Kate, Ali, and Jackie at the Humane World for Animals To the Rescue! gala.

Thanksgiving Schedule

Avalon will be closed for Thanksgiving on Wednesday, November 26 – Friday, November 28. In addition, the Avalon Dispatch will take Thanksgiving week off. Enjoy the break, rest up for GivingTuesday, and Happy Thanksgiving!