For decades, nonprofit fundraising has depended on intuition, repetition, and uniform scripts. While passion and mission have always fueled donor engagement, the operational systems behind donor acquisition and retention have lagged behind advances in data analytics and behavioral science. As economic uncertainty reshapes donor behavior, the limitations of traditional fundraising approaches have become increasingly evident.
In response to this challenge, Naroa Mena developed two original frameworks—the Donor Sustainability Index (DSI)and the Donor Engagement Communication Model (DECM)—designed to professionalize fundraising operations through predictive analysis and psychologically aligned communication.
From Intuition to Intelligence
Industry research consistently shows that recurring donors form the financial backbone of nonprofit organizations. However, many frontline teams continue to apply identical ask strategies across all demographics, overlooking differences in income stability, life stage, and financial comfort. This approach often leads to early donor attrition and weakened lifetime value.
Through extensive field analysis across U.S. fundraising markets, Naroa identified a key insight: donor longevity is closely tied to realistic affordability and income consistency, particularly when segmented by age. This observation became the foundation of the DSI Model, a predictive system that categorizes donors into sustainability tiers based on behavioral indicators and financial alignment.
By matching contribution levels to donor capacity, the DSI Model reframed sustainability not as pressure, but as partnership.
Measurable Change in Retention and Stability
The implementation of the DSI Model delivered immediate and measurable results. Organizations adopting the framework saw donor retention increase from 66.9 percent to 93.5 percent, a shift leadership teams described as unprecedented within their operations. Beyond improved metrics, the model introduced a new ethical standard—prioritizing donor well-being as a driver of long-term impact.
As a result, the DSI Model was integrated into training programs and operational planning, redefining how teams assessed donor quality and long-term value.
Why Communication Still Matters
While predictive analytics improved donor sustainability, another critical issue persisted: how fundraisers communicated. Many acquisition conversations remained transactional, relying on outdated sales language inconsistent with research on trust, empathy, and prosocial decision-making.
To address this gap, Naroa developed the Donor Engagement Communication Model (DECM)—a structured, behaviorally informed communication framework grounded in negotiation theory and philanthropic psychology.
The DECM Shift: Conversations That Respect Psychology
The DECM Model guides fundraisers through a three-stage engagement process:
- Empathetic acknowledgment to reduce resistance
- Value-centered framing that highlights mission impact
- Clear, action-driven requests that encourage commitment
When deployed across multiple fundraising offices, the DECM Model produced 35 to 45 percent increases in key performance indicators. More importantly, it transformed conversation quality—making interactions more respectful, consistent, and aligned with donor motivation rather than pressure.
Leadership teams noted that the DECM Model elevated professionalism, strengthened team confidence, and improved donor trust across markets.
A Systemic Approach to Modern Fundraising
Individually, the DSI and DECM Models solve distinct problems. Together, they form a comprehensive system that addresses both the structural and human dimensions of fundraising:
- The DSI Model determines who should give—and at what level
- The DECM Model determines how that conversation should happen
This integrated approach has resulted in improved revenue predictability, stronger donor relationships, and scalable best practices rooted in evidence rather than tradition.
Looking Forward
As nonprofits adapt to changing donor expectations and economic pressures, the future of fundraising will depend on systems that balance empathy with analytics. Naroa Mena’s DSI and DECM Models represent a step toward that future—one where sustainability, trust, and impact are not competing goals, but interconnected outcomes.
By embedding behavioral intelligence into both donor selection and communication, these frameworks offer nonprofits a pathway to long-term resilience and meaningful growth.
