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Donor RetentionWhat you need to know and why you should care
© 2017 Hands-On Fundraising
• Principal, Hands-On Fundraising
• 29 years fundraising for nonprofits
• Donor communications, fundraising planning
• Committed donor love fanatic – because it works
About Mary
Donor Retention
© 2017 Hands-On Fundraising
Photo by Wynand van Poortvliet
Why it matters:
• 80% donors lost between 1st and 2nd gift
© 2017 Hands-On Fundraising
Why it matters:
• A 10% decrease in attrition = 200% increase in the lifetime value of your database
© 2017 Hands-On Fundraising
Why it matters:
• It costs 5-7 times more to acquire a donor than it does to keep one
© 2017 Hands-On Fundraising
Photo by Jay Castor
Drivers of loyalty from Adrian Sargeant
• Satisfaction
• Identification
• Trust
• Commitment
© 2017 Hands-On Fundraising
Photo by Robert Collins
Satisfaction
• How’s your customer service?
© 2017 Hands-On Fundraising
Photo by Drew Coffman
Identification
• Do your donors think of themselves as your donors?
© 2017 Hands-On Fundraising
Photo by Andrew Itaga
Trust
• Can you demonstrate you’re worthy of donors’ trust?
© 2017 Hands-On Fundraising
Photo by Liane Metzler
Commitment
• Are you in it for the long-haul?
© 2017 Hands-On Fundraising
Photo by Gabby Orcutt
Why do donors leave you?
• They’re tied to the cause, not the organization
• Something in their life changes
• Interactions with you have been disappointing
© 2017 Hands-On Fundraising
Passion for the cause
• Not the organization
© 2017 Hands-On Fundraising
Photo by Ian Schneider
Life changes
• Death, job loss or moves happen
© 2017 Hands-On Fundraising
Photo by Noah Silliman
How donors feel about you
• Do you show you care?
© 2017 Hands-On Fundraising
Photo by Paz Arando
What can you do to create loyal donors?
© 2017 Hands-On Fundraising
Photo by Cory Bouthillette
Culture of philanthropy
© 2017 Hands-On Fundraising
Commit to developing loyalty
• Organization-wide
© 2017 Hands-On Fundraising
Asking is not enough
Thank
Report
Ask
© 2017 Hands-On Fundraising
Ask
• Personal
• Specific & urgent
• Focused on what the donor can change, not your need for money
© 2017 Hands-On Fundraising
Thank
• Personal
• EMOTIONAL
• Prompt
• Specific
© 2017 Hands-On Fundraising
Report
• Tell donors what they did
© 2017 Hands-On Fundraising
Nashville Rescue Mission
Measure
• What you measure is what you do
© 2017 Hands-On Fundraising
Photo by Christian Kaindl
Why?
• Because $ raised don’t tell the whole story
© 2017 Hands-On Fundraising
Photo by Liam Pozz
Retention
• How to measure
© 2017 Hands-On Fundraising
# LY DONORS GIVING CY
# LY DONORS
Lifetime value
• How to measure
© 2017 Hands-On Fundraising
AVERAGE ANNUAL DONATION
ATTRITION RATE
Ask for the second gift soon
• Don’t wait until next year!
© 2017 Hands-On Fundraising
First gift retention After second gift
23%
60%
Ask for monthly gifts
• Prioritize a monthly gift program
© 2017 Hands-On Fundraising
60% - 80% retention
Talk – and listen – to your donors
• Ask for feedback – then act on it
© 2017 Hands-On Fundraising
Photo by Ugur Akdemir
Ask for feedback online
• Online after interactions (DonorVoice widget)
• Online, via surveys
© 2017 Hands-On Fundraising
Photo by Jonathan Simcoe
Ask for feedback through the mail
• Donor surveys can be relationship-builders
© 2017 Hands-On Fundraising
Reach out and touch someone
• Want to know what donors think? Call them!
© 2017 Hands-On Fundraising
Keep good data
• Bad data ruins good intentions
© 2017 Hands-On Fundraising
Photo by Markus Spiske
Communicate on their terms
© 2017 Hands-On Fundraising
Photo by Adrian Tormo
Be trustworthy
• Prove it - daily
© 2017 Hands-On Fundraising
Photo by Johannes Wredenmark
For example - Charity:Water
© 2017 Hands-On Fundraising
Donors have so many choices
• You are replaceable
© 2017 Hands-On Fundraising
Photo by Letizia Bordoni