Description

How can nonprofits build stronger, long-term donor relationships? In this episode of Agents of Nonprofit, I sit down with Leigh Sandison, founder of Real Path, to discuss the importance of modernizing donor engagement strategies. Leigh shares insights from her journey in both corporate and nonprofit sectors, highlighting the gaps she noticed in fundraising approaches. She explains why many organizations struggle with donor retention, how outdated assumptions hinder fundraising success, and what nonprofits can do to build more effective, data-driven donor relationships.

Topics We Cover:

• Leigh Sandison’s career journey from Macmillan Cancer Support to founding Real Path
• The common mistakes nonprofits make when mapping the donor journey
• Why many fundraising strategies are based on internal assumptions rather than real donor insights
• How qualitative research, like donor interviews, can reshape engagement strategies
• The challenges of donor segmentation and why nonprofits often attract the same demographics
• The cost of acquiring new donors vs. retaining existing ones – and why retention is key
• Strategies for calculating and increasing donor lifetime value (LTV)
• Hidden costs of donor acquisition and why nonprofits need to track their true fundraising expenses

To Learn More and Connect with Leigh:
Email Leigh@RealPath.ca
RealPath.ca
Leigh Sandison on LinkedIn

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