692. Working Session: How to Grow Your Online Giving - Josh Burns
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Overview
In this Working Session, Jon and Becky are joined by digital strategist Josh Burns to rethink how nonprofits approach online giving — moving beyond quick wins and into strategies that actually build momentum. Together, they explore why so many organizations feel stuck growing digital revenue and how a shift toward relationship-first thinking can unlock more sustainable, long-term results.
From understanding the “digital donor gap” to building a simple growth framework rooted in human behavior, you’ll learn how to align your digital presence with real-world connection — and turn passive audiences into engaged, giving communities.
Top 3 Takeaways:
Online Giving Starts With Human Connection — Not Conversion: Digital channels may be the medium, but people are the mission. Learn how to ground your strategy in empathy, proximity, and real relationships so your messaging resonates beyond the screen and inspires meaningful action.
Use a Simple Growth Framework to Guide Strategy: Break down your digital ecosystem into three key stages — awareness, consideration, and action — and understand how each channel (social, website, email) plays a role in moving supporters toward deeper engagement and giving.
Play the Long Game With Story + Community: From email nurture to community-building spaces, discover how consistent storytelling and intentional engagement create the trust that leads to higher conversion over time — not just one-off gifts.
This episode is packed with practical, low-lift ways to strengthen your digital presence — whether you’re just getting started with email, refining your storytelling, or rethinking how you engage donors online.
Welcome back to Working Sessions: hands-on, clarity-filled conversations designed to help you move real work forward inside your organization.
Let’s get to work.
“This is not a silver bullet. It’s all rooted in human relationship at the end of the day.”
Episode Transcript
Download Full Episode Transcript Here
Episode Highlights:
Understanding the “Digital Donor Gap” (04:47)
Why Data + Humanity Must Work Together (06:52)
Digital Should Drive Real-World Action (07:27)
Breaking Silos: Learning From Programs + Donors (10:30)
The Feel–Know–Do Storytelling Framework (13:19)
The Digital Growth Framework: Awareness → Action (14:47)
First-Party Data + Building Direct Relationships (18:10)
Community-Building as a Growth Strategy (20:14)
Playing the Long Game With Email + Story (23:11)
Tracking Metrics + Setting Realistic Goals (25:05)
One Good Thing: Get Out of Your Comfort Zone (30:02)
Powerful Quotes
“Your digital presence should inspire human relationship and action in the real world.” — Josh Burns
“We have more data than ever before, but every data point is still a human being on the other side.” — Josh Burns
“Proximity breeds empathy — and digital should help us move people closer, not further away.” — Josh Burns
“Marketing needs to get out of its silo and go talk to people.” — Josh Burns
“If you want to tell better stories, start by listening to the people experiencing your impact.” — Josh Burns
“What do we want people to feel, know, and do? That’s where every strategy should start.” — Josh Burns
“Your digital strategy should complement and deepen the human relationships you’re already building.” — Josh Burns
“Online giving is a result of trust — not the starting point.” — Josh Burns
“We can’t lead with the ask. That’s not how relationships work.” — Josh Burns
“One of the most valuable things you can build today is first-party data — real relationships you can actually nurture.” — Josh Burns
“Most of your emails shouldn’t ask for money — they should build connection.” — Josh Burns
“When you give people access to community, engagement goes through the roof.” — Josh Burns
“Choose your moments to ask — not every message needs to be an appeal.” — Josh Burns
“If you’re not seeing results yet, it doesn’t mean it’s not working. Keep going.” — Josh Burns
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