Richard McPherson CEO New Donor Strategies

About Richard McPherson

Dick McPherson helps nonprofit organizations grow strategically, focusing on identifying new constituencies, increasing donor engagement, and embracing digital channels. He has advised PBS, NPR, Planned Parenthood (US),  Columbia and Cornell Universities, The United Nations Environment for Europe Program (Geneva), National Audubon Society, the Carter Center (Atlanta), and women's rights funds in the US, Europe and Hong Kong.

A leader in digital innovation, he advised Tina Fey Productions on their pro bono Facebook Live telethon for the ACLU in 2017, Stand for Rights, hosted  by Tom Hanks, which earned Facebook its first Emmy nomination. He also coached the Center for Investigative Reporting through their first Kickstarter campaign to create an online Freedom of Information Act service, which exceeded its goal by 300%. He has developed digital training for NPR stations through Greater Public, and advised PBS on its new video streaming service, Passport.

He taught digital strategy for nonprofits at Columbia University, New York University and UCLA, and led workshops throughout the US, in London, Amsterdam, Hong Kong and Kuala Lumpur, Malaysia. He is the author of Digital Giving: How Technology is Changing Charity (2007, iUniverse), considered a pioneering work. Dick is also an award-winning fiction writer. He is based in California.

"Success today requires two things above all: A relentless focus on data, even if it challenges our assumptions. And relevant, highly motivational messaging. In a busy, mobile-driven world, a dull, uninspiring message is the kiss of death."