The lobby test.

Your website is the lobby of your building.

It never closes the gift. But it absolutely sets the tone for everything that happens around it.

In this week's episode of The Intentional Fundraiser, I tell the story of a six-figure donor who tried to give on her phone in December, gave up three screens in, and mailed a check instead.

The gift still came. The dashboard still looked healthy.

And a loyal donor quietly filed away one piece of information about the organization she loves: this is harder than it should be.

We talk about why digital shapes what your largest donors believe about you, even the ones you have lunch with.

The four elements that matter most to a donor giving at the top of your file.

And the digital behavior signals sitting in your data right now that point toward your next major gift conversation.

Then I give you a twenty-minute audit you can run before your next staff meeting.

Here's my question for you: if a financial advisor researched your organization tomorrow, what one sentence would they report back to your donor?

Give it a listen, and share it with the person on your team who owns your website. This one is better as a conversation than a solo listen.

More from Tammy Zonker

Author of Calling All Heroes: Combining the Best of Donor-Centered and Community-Centered Fundraising for Greater Impact

Founder of Fundraising Transformed

President of Modern Institute for Charitable Giving

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