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The power of emotion in donor retention

July 16, 2026 @ 2PM ET

Here's a little secret the data has been trying to tell us for years: donors don't stay because of your case statement, your logo, or how prestigious your institution is. They stay because of how you make them feel. Valued. Special. Like a good human who made the right decision. Like they matter.

The problem? Most of our communications are accidentally robotic, institution-obsessed, and about as emotionally warm as a parking receipt. And then we wonder why retention is in the basement.

In this fast, fun, and refreshingly tactical session, we'll roll up our sleeves and get emotion back into your donor communications—the kind of emotion that builds genuine loyalty and keeps donors giving year after year.

Come for the practical takeaways, stay for the permission to finally make your donor communications feel like they were written by a human who cares. Because if it doesn't benefit the donor—you guessed it—we don't do it

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Meet the speakers

Lynne Wester

Lynne Wester has been shaking up the fundraising world for more than 20 years. She strongly believes that donor relations is the key to unlocking fundraising success and that organizations must be as dedicated to the donor experience — or DX — as they are to the ask itself. Known for positively disrupting the status quo, Lynne helps organizations when they need it the most – when crisis or opportunity arrive.Lynne’s thought leadership is regularly featured in publications such as the Washington Post, Chronicle of Philanthropy, and CASE Currents. She is a four-time author and has contributed to two other books. She also hosts the #1 nonprofit fundraising podcast in the world — Fundraising is Funny — alongside T. Clay Buck, CFRE.

Connect with Lynne

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