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Louis Diez
Executive Director, Annual Giving at Muhlenberg College
Louis Diez is the Executive Director of Annual Giving at Muhlenberg College, where he leads a team of seven professionals responsible for raising unrestricted and restricted current-use funds.13 He is also the founder of the Donor Participation Project and the Annual Fund Toolkit.1
Diez has a diverse educational background, holding an MBA from CUNEF, a PhD in Business Administration from Universidad Rey Juan Carlos (both in Spain), and an MM in Music Performance from the University of Tennessee.1 His professional experience includes:
- Teaching at the Lilly Family School of Philanthropy
- Director of the Annual Fund and Development Business Operations at the Baltimore Symphony Orchestra
- Leading Annual Fund development at Johns Hopkins SAIS and Maryville College in Tennessee4
Diez is known for his expertise in annual fund development, digital fundraising, and engagement strategies.4 He describes his superpower as "building communities of purpose that energize donors and raise both donor participation and major gifts".4
In response to declining donor counts during the pandemic, Diez started the Donor Participation Project, which has grown into a space for advancement professionals to discuss topics such as recurring gifts, the subscription economy, and donor engagement strategies.3
Diez's LinkedIn username is indeed louisdiez.2
Highlights
Donor relations is so much more than sending thank you letters.
It should be:
- *Regular updates to ALL your donors (“regular” nowadays means every week or so, not every quarter)
- *Opportunities to weigh in and help out on issues your nonprofit is wrestling with
- *Responsible for your “donor retention” metric
- *Recognizing multiple donor milestones: first gift, started a pledge, completed a pledge, consecutive years of giving...
- *Stewarding donors 1:1 AND in mass through social media (here “regular” means several times per day!)
- *In some ways (and this is an oversimplification), donor relations is the new annual giving. It could also be your new social media strategy.
In the Donor Participation Project, we’re thinking through what it takes (technology, resources, advocating to leadership) to make this happen for all your donors, not just the tip of the pyramid. Check us out if you’d like to join the conversation.
I've noticed a troubling trend:
As fundraising tech gets more sophisticated, our understanding of basic metrics is declining.
Case in point: This donor retention formula mix-up by a major vendor.
But here's the thing - no tech can replace solid fundamentals.
That's why at DPP, we're going back to basics:
- Rigorous metric definitions
- Peer-reviewed strategies
- Real-world testing
Because your mission deserves a rock-solid foundation.
Agree? Disagree? Tell us more!
