One Today

May 23, 2013

The Agitator beat us to it, but we think this is great too. 

It’s Google’s new One Today app for Android.

Why is it great? It’s unlikely that it will ever raise big bucks for any of the featured organizations… and it isn’t sustainable revenue at just one dollar a pop.

It’s actually about habit.

One of our esteemed colleagues, an analyst at Target Analytics, has a theory that one reason we see shrinking donor pools these days is because we’re no longer a church-going culture. And it doesn’t have anything to do with religion, values or morals. It’s about the passing of the offering plate each week – about people growing up surrounded by habitual giving – about it being a part of their lives.

This app has the potential to be a habit-developer for the next generation. And that’s a good thing.

From an organizational point of view – that’s really what great donor retention is – developing the habit of giving, fostered by the great communications and solicitation work you do year round.