Slides presented on February 11, 2014 by Farra Trompeter in partnership with Guidestar USA.
Using examples from nonprofits of all sizes, this webinar explored new techniques you can try to woo current donors, lapsed donors, and even unsuspecting would-be donors (aka “prospects”) into everlasting love.
10. Use your brand to drive
fundraising communications
• Feature your „big idea‟ and personality
• Bring your audience into the story
• Consistently connect your messaging
across channels
#GetDonorLove
12. Keeping donors is getting harder
• Donor retention rates dropping
• Overall is 41%
• New donor retention rate is 27%
• Recurring gift donors = 10% of U.S. donors
• Cost to acquire a new donor 6-7x cost to
retain an existing donor
http://www.npengage.com/ and Blackbaud
#GetDonorLove
13. “Improving donor retention by
just 10% can double the lifetime
value of your donor database.”
~ Adrian Sargeant, fundraising researcher
http://www.etsy.com/listing/57289587/dollar-origami-mini-double-valentine
#GetDonorLove
14. 53% of donors leave due to the
charity’s lack of communication
~ Jay Love, Bloomerang
http://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support
#GetDonorLove
27. Ways to tell if she’s in love…
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
She volunteers.
She gives regularly.
She takes action.
She asks friends to give.
She cares what you have to say.
She answers the phone.
She attends events.
She buys and wears your goodies.
She feels good about giving to you.
She gives to you --- again.
She understands you and talks about it.
#GetDonorLove
29. Use tools to manage
fundraising communications
• CRM/donor database
• Customizable donation pages
• Email blasts and message scheduling
• Peer-to-peer or social fundraising
• Event ticketing and promotion
• Advocacy campaigns
• Social media integration
#GetDonorLove
31. These tools will allow you to…
• Segment your database
• Send targeted communications, including
welcome series, triggered emails
• Give your supporter non-$ actions to take
• Support donors as fundraisers
• Help you add names to your list
• Track how supporters engage with you
across communications channels
#GetDonorLove
33. Make it easy for supporters to
find and connect with you
Start collecting names via…
• Events
• Your website
• Social media “likers” and “followers”
• Online actions
• Direct mail acquisition
#GetDonorLove
37. Help your donors understand
and know who you are
Establish your voice and identity via…
• Clear, visible explanations of your mission
• Regular signers & faces of your
organization
• Welcome messages, thank yous
#GetDonorLove
41. Let your donors know when
they will hear from you
Stay relevant and top-of-mind by…
• Regular frequency of messages
• Messages that feel relevant
• A clear explanation of supporters‟ role
#GetDonorLove
42.
43.
44. Be where your donors are
Establish a presence in the right channels…
• Researching your supporters‟ preferences
and habits
• Build the pages or systems you need to
get each channel up and running
• Cross-promote other channels regularly
#GetDonorLove
45.
46.
47.
48.
49. Tell your donors why you
need them
Establish the need for support by…
• Making a case for giving before any “ask”
• Connect it to your big picture mission
• Back it up with specific needs
• Ending other actions with a donation ask
#GetDonorLove
50.
51.
52.
53. Build trust – show them you
are legit
Establish credibility by…
• Prominent trust seals
• Consistent design and copy
• Prompt receipts and thank yous
• Follow up on impact of giving
#GetDonorLove
54.
55.
56.
57. Making giving interesting
and simple
Help them make a difference through…
• Easy-to-use online donation forms
• Direct mail appeals with clear, simple
reply devices
• Actions or advocacy, online and off
• Email outreach with timely opportunities to
make a difference
#GetDonorLove
69. Grow in a way that makes
sense for your org
Before taking outreach to the next level, you
might consider…
• Cost of establishing new channels or
offerings
• The initial returns you can expect
• Outside consulting or implementation
you‟ll need
#GetDonorLove
72. Build a foundation for success
Your donors need to…
1. Exist
2. Know who the heck you are
3. Expect communications from you
4. See you where they already are
5. Know why their support is needed
6. Trust that you‟re legit
7. Be able to help easily
8. Be big enough to justify the expense
#GetDonorLove
74. Understand why they give
•
•
•
•
•
•
•
•
I believe in the cause
I want to help make change happen
I have friends/family who support it
I know someone who has recvd services
The charity asked for my help
I want to set a good example
I want to connect with others…
I have recvd services from this org
[65%]
[30%]
[20%]
[19%]
[18%]
[16%]
[15%]
[12%]
http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf
#GetDonorLove
75. Ask why they care – and use it
http://www.parentprojectmd.org
#GetDonorLove
77. Make it easy to get involved –
beyond donating
http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf
#GetDonorLove
78. Collect data and target and
segment asks
Segment
Criteria
Goal
Key multi-year
donors
At least one gift over the
previous two years
Upgrade/automatic
recurring gift
New/one-time
donors
A sign gift within the past
18 months
Second gift, multiyear donor
Lapsed donors
Last gift > 18 months
Reactivation gift
Nondonors
Never given
First gift
http://www.pursuant.com/blog/
#GetDonorLove
79. Convert your loyal donors to
monthly donors
Target:
•
Existing donors, $10+, 2+ gifts in past year
•
Existing donors, 1 gifts/year, past 2+ years
•
Lapsed donors who just came back and had
previously given frequently
•
New donors who may find this convenient
http://michaelrosensays.wordpress.com/
#GetDonorLove
83. Posts and Books
•
The Duck Call Blog: www.bigducknyc.com/blog
•
- Five approaches to keep your donors engaged
- 11 ways you can tell your donors love you
- Four ways to show your donors some love
- Engaging your supporters with online actions
Books:
- Building Donor Loyalty
by Adrian Sargeant and Elaine Jay
- Keep Your Donors: The Guide to Better
Communications & Stronger Relationships
by Tom Ahern and Simone P. Joyaux
#GetDonorLove
84. Research
• AFP: Fundraising Effectiveness Project
http://www.afpnet.org/files/ContentDocuments/FEP2011
FinalReport.pdf
• Blackbaud: Show the Love
[eBook]http://bit.ly/npexperts-2014-npengage-launch
• NTEN: Nonprofit Donor Engagement Benchmark Study
http://www.nonprofitdonorengagement.com/CD_Nten_B
enchmarkReport_Final.pdf
• Urban Institute: Donor Retention
Mattershttp://www.urban.org/UploadedPDF/412731Donor-Retention-Matters.pdf
#GetDonorLove
85. Articles
• "I Do." Engaging in a Committed Online Relationship
• That's Engaging: Keep Supporters Engaged Year
'Round
• How A Donor Communications Program Keeps Donors
Giving and Giving
• A Consumers Guide to Low Cost Donor Management
Systems
• 5 Ideas That Will Give Your Donors a Reason to Stick
Around
• 12 Ways to Make Your Nonprofit‟s Monthly Giving
Program Stand Out
http://bitly.com/donorlove
#GetDonorLove
88. Big Duck can help!
• Assess your donor communications
(including social media) and develop a
strategy for deeper engagement
• Plan, create, and evaluate a multichannel
fundraising or outreach campaign
• Provide as-needed consulting or coaching
hello@bigducknyc.com
#GetDonorLove
89. Upcoming Big Duck Trainings
2/13
2/18
2/20
3/25
Developing your brandraising strategy
Brandraising @ Big Duck
Shaping your organization's core identity
Social Media Strategy @ Big Duck
http://www.bigducknyc.com/workshops
We’ll also be at the NTEN conference, you?
#GetDonorLove
A little bit about big duck going from freelance to agency
FIRST, BE CLEAR ON WHAT YOU”RE TALKING ABOUT: Know your own brand. Make sure everything you say or do reinforces a coherent and compelling identity. Our model for understanding how your brand informs all communications.BUT YOUR BRAND IALONE SN’T ENOUGH.
Show parts of these infographics?http://www.nonprofitmarketingblog.com/comments/the_great_donor_exodus_and_what_to_do_about_ithttp://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support
5% thought charity didn’t need them, 8% no info on how $ used, 9% non memory of supporting, 13% never got thanked, 18% poor service of communicatin
Email collection online, direct mail BRE, Cure Duchenne petition, Twitter and Facebook pages
Built up twitter list through conversation
Email capture, social media icons
Email capture, social media icons
Mission, Pat’s blog, welcome message, thank you screen
Kivi’s frequency stuff, NOT press releases, I/you language, web/welcome language
Facebook page, community page, brandraising research/surveys?
Enews donation asks, more than just “donate now”
Trust seals, design/copy – not new design, inconsistent experience,
Kivi’s frequency stuff, NOT press releases, I/you language, web/welcome language
ROI stuff – graph of response rates from direct mail and email, blackbaudinfographic, M+R benchmarlks
Show parts of these infographics?http://www.nonprofitmarketingblog.com/comments/the_great_donor_exodus_and_what_to_do_about_ithttp://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support