Gary Goscenski Attracting And Keeping Donors

Attracting and Keeping DonorsAttracting and Keeping DonorsWhat You MUST Tell Your Donors

OverviewOverview

Donor DevelopmentDevelopment

Attracting DDonors

Growing Donorsg

Developing DonorsDonors

Simple PlanSimple Plan

Conclusions

Perspectives Consulting Group, Inc.Perspectives Consulting Group

Since 1987, providing information d l i th t k thand planning that make the

difference for:

• Nonprofit Organizations• United Waysy• Religious Organizations• Governmental Organizations• Educational Institutions

Using ResearchDonor Development

Attract

GrowGrow

Develope e op

Perspectives Consulting Group, Inc.Attract

New donors contribute to organizationorganization

Perspectives Consulting Group, Inc.Grow

Donors t ib tcontribute on a

regular basis

Donors increase the amount of

their gift

Perspectives Consulting Group, Inc.Develop

Donors bring gother donors to

organization

Donors contribute tocontribute to

special requests

Donors advocate for organization

Attract

What Donors Need to Know to be Attracted

1) Aware of your issue

2) Perceive your issue to be important

3) Aware of your organization

4) P i th t i ti4) Perceive that your organization addresses the issue effectively

Issue Awareness

Are you familiar with needle exchange programs?Are you familiar with needle exchange programs?

70%

55.0

%

40%

50%

60%% %

%20%

30%

40%

5.5%

18.3

%

20.7

3.0%

0%

10%

Very Somewhat Not very Not Unsure/NA

*** Telephone survey of city residents

Very familiar

Somewhat Familiar

Not very familiar

Not familiar at

all

Unsure/NA

Issue Perception

The county has50%

60%

The county has sufficient arts activities and 4

1.7

%

40

.7%

30%

40%

cultural events

5.0

%

3.3

% 9.3

%

0%

10%

20%

0%

Strongly disagree

Disagree Agree Strongly agree

Unsure/NA

*** Telephone survey of county residents

Organization Awareness

Have you ever heard of an organization called ?Have you ever heard of an organization called _____?

43.7% Yes

50.3% No

6.0% Unsure

*** Telephone survey of area residents


Have you ever heard of an organization called ?Have you ever heard of an organization called _____?

*** Telephone survey of area residents

Organization Perception

Help/AssistanceH l l (8 d t )Help people (8 respondents) Helpful (40 respondents)Helping the community (2 respondents)

Positive/ComplimentsCaring (2 respondents) Good organization (2 respondents) Honesty & putting back into the

74.0% Words

21.8% NoneHonesty & putting back into the community

Negative/Concerns

3.5% Unsure/NA

0.8% Have not heard of

Bad experience Crooks (4 respondents) Never seen them help anyone Not good (2 respondents)Not good (2 respondents) Spend too much money Yuck



Good place to go (19 respondents)Good place to go (19 respondents)Treatment (17 respondents)Helping/helpful (14 respondents)Cancer (11 respondents)Friends have gone there (10 respondents)Great place (7 respondents)Great place (7 respondents)Wife went there (6 respondents)Very good (6 respondents)Wonderful place (6 respondents)Wonderful place (6 respondents)Pretty good (5 respondents)



CancerCancer (11 respondents)Cancer treatment (3 respondents)Specialize in cancer (3 respondents)

FacilityBig beautiful buildingExcellent facilityGood facility

Good/GreatGood place to go (19 resp.)Great place (7 resp.)Very good (6 respondents)

MiscellaneousFundraising (3 respondents)Hope I don’t have to go

Positive WordsHelping/helpful (14 respondents)Wonderful place (6Specialize in cancer (3 respondents)

Cancer center (2 respondents)Breast cancerPeople with cancer

Care/TreatmentTreatment (17 respondents)Caring (4 respondents)

Good facilityState of the art

Family/RelativeFriends have gone there (10 resp.)Wife went there (7 respondents)Dad went there (3 respondents)

Very good (6 respondents)Pretty good (5 respondents)Good thing (4 respondents)Good service (2 respondents)Good to have it around (2 resp.)Do real good job

Hope I don’t have to goHospiceIf needed, they’re thereJust know it’s thereNever been there personallyNever been, heard good things

Wonderful place (6 respondents)Nice place (5 respondents)Hope (3 respondents)Help (2 respondents)Okay (2 respondents)Outstanding (2Caring (4 respondents)

Excellent care (3 respondents)Good care (2 respondents)Care centerMore than physical - but total health careTake care of patients

Dad went there (3 respondents)Family (2 respondents)Husband (2 respondents)Brother-in-law had treatmentEx father-in-law went thereFirst wifeFriend said it saved her lifeGrandmother

Do real good jobGoodGood collaborationGood ideaGood jobGood job at advertisingGood resultsGreat

thingsNot just for elderlyOption for peoplePrecautionResearch centerResearch programWas told to visitWhere to go when

Outstanding (2 respondents)Best placeBest thing I’ve been toExcellent serviceExceptionalFabulousFriendlyGrandmother

Mom died of cancerMother volunteersMother/brotherPositive results on parentsSaved father-in-lawSecond opinion for daughterTook care of mother who survived

GreatGreat place to volunteer

Where to go when referredWish it had been there 60 years ago

FriendlyGlad it’s thereGo thereHealingHealthKindLots of good stuffLove them

Negative WordsNot satisfied (3 respondents)DeathDoes not go thereFear

ServicesRadiology (3 respondents)Blood transfusionsCheckups colonoscopyChemotherapyCoffeeCookies Took care of mother who survived

Wife went there

LocationDowntown (4 respondents)Convenient (3 respondents)Park Street (3 respondents)West Michigan (2 respondents)

Love themPeacePositive experienceQuickReliefSupportSurvivalThorough

FearNot crazy about it - lost friendsNot happy - been lied to - husband died in their careNot happy - wife died therePoliticalSadSick peopleToo far to walk

Radiation

StaffAmazing staffDoctor DunnDr. LStaff


g ( p )Another great place in KalamazooGoes to DetroitKnow location

gTrustVery compassionateVery pleasantWonderfulWonderful attention

Unsatisfied - couldn’t get wife in for 2 weeksYuck

Very nice peopleVery nice staff

Awareness and Perception Machine

Issue Awareness

Issue Perception


Organization PerceptionPerception

What You Need to Know to Attract Donors

What is the a areness• What is the awareness of your issue?

• What is the perceptionof your issue?y

• What is the awareness of your organization?

• What is the perception of your organization?

Relevance

Relevance:- relation to the matter at hand- practical and social applicability

Y tt ti d ill b b dYour success attracting donors will be based on how relevant your issue and organization is to donorsdonors.

Grow

What Donors Need to Know to Grow

What did you accomplish with my contribution?What did you accomplish with my contribution?

Did you use my contribution effectively?y y y

Did you thank me?

Did you ask nicely?

Accomplish with Contribution

Donors were 60%70%80%

asked about communicating th i t f %19

.4% 64

.5%

2.5%30%

40%50%60%

the impact of their contribution 3.

6%

1

12

0%10%20%

Exceeded Met Did not meet Unsure/NAexpectations expectations expectations

*** Mail survey of recent donors

Use Contribution Effectively

Donors rating the effectiveness

% Respondentsthe effectiveness

of the organization at

Very effective 46.6%

Somewhat effective 44.4%gaddressing community

Neither effective nor ineffective 5.0%

Somewhat ineffective 1.4%

needs Very ineffective 0.0%

Unsure/NA 2.5%


Did You Thank Me?

Respondents% Total Respondents were asked to

indicate their top

Respondents

Thank-you letter 61.3%

Receipt for tax purposes 52.0% indicate their top choices of ways they would like

No thanks necessary 50.6%

Annual recognition publication 8.9%

Lapel pin 7.9% yto be thanked or recognized for

th i

p p

Thank-you phone call 7.9%

Small gathering reception 3.6%

Recognition lunch or dinner 3.3%their

participation as a donor

g

Small gift 1.1%

Other 2.9%

Unsure/NA*** Mail survey of recent donors

donorUnsure/NA

* Responses total more than 100% as respondents were able to name up tothree ways they would like to be thanked

*** Mail survey of donors

Building a Relationship - AskingDid You Ask Nicely?

R dRespondents were asked how

satisfied they% Respondents

satisfied they were with the fundraising

Very satisfied 41.6%

Satisfied 26.7%

N i h i fi d di i fi d 22 3%fundraising

process and how they had been

Neither satisfied nor dissatisfied 22.3%

Dissatisfied 3.5%

Very dissatisfied 5 0% asked to contribute.

Very dissatisfied 5.0%

Unsure/NA 1.0%



Perspectives Consulting Group, Inc.2007 Charitable Giving & Volunteerism Survey

5.2% of Michigan

h h ldhouseholds said they had

financialfinancial resources

available to donate to

charity

Perspectives Consulting Group, Inc.Donor Communication

What to say

How to say it

Wh t itWhen to say it

How often toHow often to say it

What to Say

Most important factor when deciding to give to aMost important factor when deciding to give to a nonprofit/charitable organization

2006

Statistics about results of the charity 37.3%

Information about the trust and accountability of the charity 26.0%

Stories about the impact of the charity on people's lives 25.0%

Unsure/NA 11.7%


How to Say It

Where do you get information about the district?

Sources Parents Community

h l lSchool newsletters 85.5% 73.5%

Children 59.8% 7.1%

Newspaper 40.2% 53.4%

Parent-teacher conference 40.2% 4.6%

District Web site 38.5% 11.7%

Neighbors/Friends/Relatives 34.2% 42.0%

School staff 28.2% 11.7%

Meeting/Presentation 21.4% 7.1%

Television 10.3% 11.0%

*** Telephone survey of district residents

Radio 7.7% 7.1%

When to Say It

When would you prefer to receive information about y pthe 2006 Gilmore Keyboard Festival?

% First-time % Out-of-state

attendees attendees

About six months ahead (November 2005) 29.7% 46.1%

About three months ahead (February 2006) 42.8% 36.3%

F t th t t k h d (M h/A il 2006) 20 7% 7 8%From two months to two weeks ahead (March/April 2006) 20.7% 7.8%

Less than two weeks ahead (Mid-April 2006) 0.7% 0.0%

Unsure/NA 6.2% 9.8%

*** Mail survey of festival attendees

When to Say It

United Way donors were asked when they decided y ythe amount of their donation to United Way

% Respondents

During the campaign 61 0%During the campaign 61.0%

Before the campaign in July or August 15.5%

Before the campaign in January February or March 12 0%Before the campaign in January, February or March 12.0%

Before the campaign in April, May or June 4.0%

Unsure/NA 7 5%

*** Mail survey of donors

Unsure/NA 7.5%

Communication - FrequencyHow Often to Say It

Donors were asked how often50%

60%

asked how often they would like to

receive information 45.9

%

% %20%

30%

40%

50%

on the impact and results of their

t ib ti2.

2%

2.9%

24.0

%

25.1

%

0%

10%

20%

Monthly Quarterly Twice a Annually Unsure/NA contributionMonthly Quarterly Twice ayear

Annually Unsure/NA


*** Telephone survey of donors

What You Need to Know to Grow Donors

Do donors understand what you have done withDo donors understand what you have done with their contribution?

Do donors think you used their contribution effectively?

Do donors feel adequately thanked?

Do donors feel you asked nicely?

Consistency

ConsistencConsistency:- agreement or harmony of parts or featuresto one another or a wholeto one another or a whole

A consistent response to donors aboutptheir contribution, asking appropriately,and thanking donors is essentialf i dfor growing donors.

Develop

What Donors Need to Know to Develop

This organization meets or exceeds myThis organization meets or exceeds my expectations

Key Elements of the Donor Experience

Impact of contributionImpact of contribution

Effectively using contributiony g

Thanking

Asking

Overall giving experience

Test Your Donor Experience

Thank You!

Test Your Donor Experience

Communicate the impact of your contribution?

Impact of Contribution

Donors were 60%70%80%

asked about communicating th i t f %19

.4% 64

.5%

2.5%30%

40%50%60%

the impact of their contribution 3.

6%

1

12

0%10%20%



Effectively Using Contribution

Donors were

%60%70%80%

asked about how effectively the

i ti %

66.3

%

30%40%50%60%

organization was using their

contribution

3.6%

27.2

%

2.9%

0%10%20%

Exceeded Met Did not meet Unsure/NAcontribution Exceededexpectations

Metexpectations

Did not meetexpectations

Unsure/NA


Thanking

Donors were %50%

60%

70%

Donors were asked about how

they were 4.1%

57.3

%

%20%

30%

40%

50%

ythanked 2.

2%

34

6.5%

0%

10%

20%



Asking

Donors were

%70%80%90%

asked about the solicitation or f d i i

22.2

% 71.3

%

30%40%50%60%

fundraising process 3.

2%

3.2%

0%10%20%



Overall Experience

Donors were %70%80%90%

asked about their overall

i ith9.

4%

76.3

%

30%40%50%60%70%

experience with the organization 3.

2%

1

1.1%

0%10%20%



Perspectives Consulting Group, Inc.2007 Charitable Giving & Volunteerism Survey

11.3% of MichiganMichigan

residents said they had time available to volunteer

What You Need to Know to Develop Donors

What are donors’ expectations?What are donors expectations?

Are you exceeding their expectations?e you e ceed g e e pec a o s

Power

Po erPower:- ability to act or produce an effect

Providing donors an opportunity to maximize their power is the key to developing donors.p y p g

Perspectives Consulting Group, Inc.Donors Expect

R lRelevance

Consistency

Power

Simple Plan

Understand your donors

Focus your effortsefforts

Create the donorCreate the donor experience

Understand Your Donors

What is the awareness and perception of your issue?

Wh t i th d ti fWhat is the awareness and perception of your organization?

What are donors’ expectations and are you meeting those expectations?p

Focus Your Efforts

Attract

GrowGrow

Develope e op

Create the Donor Experience

C i i f ib iCommunicate impact of contribution

Effectively using contributionEffectively using contribution

ThankingThanking

Asking

Overall giving experience

ConclusionsConclusions

Conclusions

Attract

Grow Relevance

Consistency

DevelopPower

www.perspec.com

E-mail: [email protected]

Phone: (269) 657-5400 or (800) PCG-9994

Health & Medicine

Gary Goscenski Attracting And Keeping Donors