What does value mean to your donors?

According to a recent post from McKinsey (link below), US citizens rank value as their first choice in trying a new brand. Most nonprofits I have worked with are pleased with the number of donors and investments (small an big) realized so far in 2020.

Looking at the McKinsey findings, nonprofit leaders must examine current, recently lapsed and newly acquired donors and ask a very hard question. This must be asked only through the lens of the donor - not the agency. What is the value I am giving my donors? This is a comprehensive plan and not only saying thank-you. It must include caring about donors' welfare during these changes times and also knowledge that their relationship with you might change. It may grow, shrink back for a bit, move in timing or expand in need. Realizing and understanding those moves is how value is added. Yes, keep them informed of what is happening with your programs and services. Send them the e-news. Remember the value is when you include the donor in the exchange.

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19?cid=other-eml-alt-mip-mck&hdpid=9e710493-2f3e-48a8-a802-ca5619957b07&hctky=11949259&hlkid=3d27368b904949f2bea1d81517f66703