For the past 20 years, thousands of fundraising professionals around the nation have attended the Bridge Conference. Co-hosted by the Direct Marketing Association of Washington (DMAW) and AFP DC, the three-day event explores how fundraising, marketing, and technology interact to drive success for nonprofits. The conference offers over 100 sessions across various topics, from donor retention, email deliverability, to data management. It even includes a Solutions Showcase with exhibitors and hands-on demos. When I shared that this would be my first time attending the conference, a knowing grin quickly appeared on my coworkers’ faces. I couldn’t have prepared for what followed, all I could do was bring my notebook, my curiosity, and my iced coffee.
The author at the 20th Annual Bridge to Integrated Marketing & Fundraising Conference
I was ready to listen in on sessions that would provide insight into successful fundraising, but I gained knowledge far beyond the big picture of donations and email campaigns. I learned about the details that no one considers when compiling a moving email, like the importance of delivering the right message at the right time on the right channel. The precision and strategy behind each campaign requires not only a creative mind, but also one that understands the needs of their audience.
The very first session I attended tackled the differing engagement tactics of each age demographic. Being a part of Gen Z, I immediately recognized what my peers would lean towards to feel inspired and motivated by an organization. What we lacked during COVID is what we search for in action, in-person events and tangible engagement such as volunteering or peer-to-peer happenings. But what I found particularly interesting are the preferences of other generations. While millennials would rather receive newsletters and attend events, Gen X prefers to be a part of the organization’s board, assisting in the leadership and advisory side of engagement. Baby boomers enjoy updates on the organization’s efforts through emails, specifically personal stories and communication on how their donations are making a real impact. Each generation is different, but what remains constant is knowing that their engagement is actionable and making a true difference in the mission of the organization.
The biggest takeaway from a session I joined on the second day that explored advocacy and fundraising is that consistency and recognition of unique moments is key. It is imperative for an organization to “know your moment” so that you don’t miss out on an opportunity that could greatly impact a chance of giving. In these pivotal moments, be sure to give donors and your audience the correct tools and educational resources so the call to action is easier to navigate. Remaining consistent in your cause and demonstrating your deep understanding of and commitment to fixing root problems determines the success of your organization’s ability to advocate effectively.
I was familiar with the communication aspect of nonprofits, but direct mail and digital marketing was a completely new perspective that I hadn’t considered before.
After experiencing the three-day event, I now understand why my coworkers immediately grinned when I shared that it was my first time at this conference. Attending this event is so much more than learning about the logistics and strategies behind fundraising. It’s about connecting with people who share the same passion as you, a passion to support causes that make a lasting impact on communities around the globe.