Ethan Wasserman, Senior Director of Paid Media at the National Multiple Sclerosis Society, joins Greg Sobiech to talk about the real forces reshaping digital fundraising, and why AI alone won’t save your strategy. With 15+ years leading large-scale digital programs, Ethan brings a rare mix of experimentation discipline, practical data skills, and a deep respect for the human side of giving.

In this conversation, Ethan explains how younger donors make decisions, why “experiential giving” is rising, and what nonprofits get wrong about testing and technology. He also shares the surprising lesson he learned from a Google penalty early in his career — and how it shaped the way he approaches marketing today.

👉 Whether you're a non-profit leader, digital fundraiser, or marketer trying to make sense of the AI wave, this episode will help you think sharper, test smarter, and avoid the traps of over-automation.

In this episode, we explore:

👉 Why AI is changing fundraising — and what it still *can’t* replace

👉 How to design experiments that actually teach you something

👉 What younger donors really want (it’s not what you think)

👉 Why donor engagement must feel more like an experience, not a transaction

👉 How to use data without becoming dependent on algorithms

👉 The biggest misconception nonprofits have about technology partners

Chapters

📌 Links

Listen to more Giving Growth episodes: https://delvedeeper.com/podcast/

Connect with Greg Sobiech: https://www.linkedin.com/in/gsobiech/

Connect with Ethan Wasserman: https://www.linkedin.com/in/ethanwasserman/

Giving Growth is brought to you by Delve Deeper: https://delvedeeper.com/

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