Double Your DonorsYour Four Step Plan

Fewer Donors Are Giving**The Chronicle of Philanthropy, June 2018

66.20%

55.50%

2000 2014

Fewer Givers Giving

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But They are Giving More

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Why?* *The Chronicle of Philanthropy June, 2018

National Reasons

1. Concentration of wealth

2. Generation “X” is smaller

3. More ways to support causes

4. Less giving to religion

Organizational Reasons

1. Major gift focused (relationship based, donor-centric)

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Is This Your Shop?

Direct Mail

Events and Sponsorships

Major Gifts

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Dual Goals

• Increase your donors AND

• Increase revenue

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Organization Building Blocks in Place?

Mission Vision Values

Plan Priorities

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BIG Ideas Beget BIG Gifts

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Demonstrate Impact at Every Level

• Save or change a life – smaller gifts

• Solve a societal problem – larger gifts

• But it depends!9

Step One: Investigate

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Realized Table of GiftsGiving Level Number of Gifts 3

years agoNumber of Gifts 2 Years ago

Number of Gifts Last Year

Number of Donors Rated

$100,000 0 2 0 5

$50,000 0 5 1 10

$25,000 0 7 4 20

$10,000 2 13 8 41

$5,000 10 15 20 37

$2,500 6 15 25 51

$1,000 27 40 31 75

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Name by Name, Identify Your Critical Few

Major Gift Level

High Capacity/Less

Engaged

High Capacity/More

Engaged

Lower Capacity

Lower Interest

Lower Capacity High Interest

Middle Donor Level

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Leadership Commitment?

Constituency High Medium Low

CEO X

Rest of senior staff X

Program staff X

Board X

Volunteer leadership X

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Personal Capital

Human

Intellectual

Network

Financial

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“All In” Ernie Ludy, Founder Medstat

Ask & Close Metrics• Asks made within donor plan timeline

• Yes/Success Rates

• % of closed gifts to requests made

• % of amount received to amount requested

• % of amount received to capacity rating

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Existing Lapsed New

*Roger M. Craver

Likelihood of Obtaining an

Additional Gift60% -70%

20% -40%

2%

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Crunch More Numbers

• Retention rate• New, 2-4 years, long loyal

• Dollars raised/lost

• Upgrade & conversion rates

• New Donors• Dollars raised/lost

• Return on Investment/Cost per Dollar Raised

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Evaluating Calls & Visits

Call Metrics

• Approaches with most success

• Email, Note, Call

• From whom

• Number of calls to get one appointment

• Time of day with most success

• Day of the week with most success

• Three reasons with most success

Visit Metrics

• Number of visits

• Visit plans completed

• Visit outcomes

• Visit yield (long-term)

• Manage calendars

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The Tarnside Curve of Involvement*Developed by Patrick Boggen, Tarnside Consulting, UK

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Know Your E (engagement) Scores

Attended visionmeeting

Hosted an event Raised money Introducedpotential donors

Served on high level committee

5 points 3 points 3 points 2 points 5 points

Participated inDay of Service

Took tour and brought a friend

Trustee Provided high level advice

Provided high level expertise

3 points 3 points 8 points 4 points 4 points

Attended Annual Gala

In touch with program staff

In touch with other donors

Took part in our signature walk

Participated in satisfaction survey

1 point 2 points 3 points 2 points 1 point

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Donor Satisfaction

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Step Two: Write Your Plan

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Projected Table of Gifts

Gifts

Amount

Number of

Gifts Needed Subtotal Cumulative % Needed Identified Closed Gifts

Prospects

Still NeededNeeded

Factor

$100,000 1 $100,000 $100,000 10% 3 3 3

40% $50,000 2 $100,000 $200,000 20% 6 6 3

$25,000 6 $150,000 $350,000 35% 18 18 3

$10,000 15 $150,000 $500,000 50% 45 45 3

40% $5,000 25 $125,000 $625,000 63% 75 75 3

$2,500 45 $112,500 $737,500 74% 135 135 3

Number of Prospects

$1,000,000

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• SMART overarching (integrated) goals

• Clear action steps

• RASCI for each step

Your Plan

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Pipeline Goals

1. Increase donor retention for year one donors from x to y by

2. Increase donor retention among $1,000 from x to y by

3. Increase donor satisfaction from 81% to 95% by

4. Increase upgrades from 25% to 50% by

5. Acquire 50% new donors for signature event

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10 Reasons Why Monthly Giving is a Good Idea**McKinnon and Target Analytics

1. Likely to give 100 to 1,200 more

2. More likely to participate in special events and drives

3. Tend to stay for five to 10 years

4. Revenue is predictable

5. Are younger and our population is aging

6. Lower fundraising costs

7. Convenient for donors and the organization

8. Lifetime revenue per donor is higher

9. Sustainers over five years consistently give 2-4 times as much as donors who give once a year

10. Loyal donors include you in their wills

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Step Three: Achievable Strategies

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Middle Donor Program (Middle and Major Gift Program)

1. Vision meetings

2. Donor Visits

3. Strategic Follow-up

4. Stewardship

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Vision (Issue) Meetings

• Goals

• Setting

• Invitation

• Program

• Evaluate

• Follow up

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Donor Visits

• Discovery

• Donor Plan

• Engagement implementation and follow up

• Solicitation

• Close

• Stewardship30

Strategic Follow-up

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Stewardship is Your Super Power

Retention and Upgrades Acquisition and Retention

• Attracts new donors

• Keeps new donors

• Spreads the word

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Trust at the Heart of the Matter

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Stewardship

1. Thank within 24 to 72 hours

2. Call, especially new donors

3. Welcome packages

4. Invitation

5. Recognize

6. Demonstrate impact through reports, videos, experiences (moments), visits

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Segment Your Market

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Program, Calendar, Policies and Materials

Tailor and Personalize for mid-level and top donors & volunteers

Part of Major Gift Donor Strategies

Metrics and Donor Satisfaction

Write a Stewardship Plan

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• CEO

• Senior and program staff

• Beneficiaries and their families

• Marketing & Communications colleagues

• Trustees, volunteers

• “Graduates”

• Everyone!

Enlist Others (Find Champions)

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Develop or Strengthen Culture of Philanthropy

• “Everyone understands, embraces, believes in, and acts on his or her role in philanthropy in an ethical, donor-centric manner.” * *The Osborne Group, Inc.

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Create a Suite of Tools• Micro-documentaries (2

minutes or less)

• Webinars

• Photos

• Experiences

• Reports

• Phone calls

• Visits

• Periscope

• KEEP IT FRESH

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Step Four: Make It Happen

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Get Started

• Everything doesn’t have to be perfect straight out the gate

• Begin

• Measure

• Course Correction

• Celebrate wins along the way

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• Visit us: www.theosbornegroup.com for freepodcasts, blog posts, videos and tools

• Contact us: mail@theosbornegroup.com 914-428-7777

• Follow us on Twitter @kareneosborne, @bobosborne17

• Connect on LinkedIn Karen Osborne, Robert Osborne, Jr., Laurel McCombs

This presentation is the copyrighted property of The Osborne Group, Inc. (TOG) It cannot be used, copied, sold or given away without written permission from TOG

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