Everything you do after someone makes their first donation will determine if they will give that all-important second gift. 50-80% never do. And this is costing you money. Why? Because it’s much more expensive to find a new donor than it is for you to keep a current donor. This webinar will explain the reasons donors often stop giving to your organization and what you can do to change that.

1. After The Gift:
How To Build A Satisfied, Loyal Donor Base
Tina Cincotti
June 20, 2012
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. www.mission.do
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4. Today’s Speaker
Tina Cincotti
Owner & Principal Consultant,
Funding Change Training & Consulting
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership
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7. Average attrition rate of 1st time
donors in U.S. = 80%

9. This is not
good…not good
at all….

14. Comparison of Two Approaches
Transaction Relationship
Fundraising Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response, Lifetime value
return on
investment,
amount of gift
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis

15. Comparison of Two Approaches
Transaction Relationship
Fundraising Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response, Lifetime value
return on
investment,
amount of gift
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis

16. So, why do
people stop
giving?

20. Isn’t there any
good news?

28. “On behalf of the
board and staff, I
want to thank you…
blah, blah…”

29. “Thank you for your
generous gift of…”

30. Opera has a home in
Boston and it’s all because
of you.

31. A warm place to sleep.
A steady job. The keys
to their own apartment.

32. Did Chris Jahnke
knock your socks off or
what?

50. We sent 220 volunteers to
Joplin to help them rebuild.
Ten families are now living
in their homes again.

51. You helped send 220
volunteers to Joplin. Ten
homes were rebuilt and
families are living there
again.

60. More ways to
improve donor
loyalty…

61. THE BIG
THREE

62. 1. Satisfaction
2. Commitment
3. Trust

63. Cue the Rolling Stones...
Satisfaction is #1

64. Encourage feedback from donors

65. How are we doing?

68. Build trust…

72. BEYOND
THE BIG
THREE

74. Board +
“thank you” call
means
37% bigger gifts

75. Welcome Kit
• Personalized cover letter
• Most recent newsletter
• Annual report
• Recent press clip
• Invitation to an upcoming program
or event
• Maybe a sticker, pin or magnet

76. Offer choice in communications…

77. Personalize & segment…

78. Throw cultivation parties…

79. How will I
know if this
is working?

80. What’s your retention rate?

81. What’s your conversion rate?

90. Thank you for spending your valuable
time with me today!
Please stay in touch. -- Tina
617-477-4505
tina@fundingchangeconsulting.com
TinaFCC on Twitter
www.fundingchangeconsulting.com

91. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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