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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.
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
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
“Improving donor retention by
just 10% can double the lifetime
value of your donor database.”
~ Adrian Sargeant, fundraising researcher
53% of donors leave due to the
charity’s lack of communication
~ Jay Love, Bloomerang
Are your donors in
love with you?
1. She spends her money and
2. She gives to you on a
3. She acts when you ask, and
asks when you act.
4. She raises money for you too.
9. She knows where her
10. She thinks giving to you
11. She talks about what you do.
Ways to tell if she’s in love…
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.
Use tools to manage
• 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
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
Make it easy for supporters to
find and connect with you
Start collecting names via…
• Your website
• Social media “likers” and “followers”
• Online actions
• Direct mail acquisition
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
• Welcome messages, thank yous
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
Be where your donors are
Establish a presence in the right channels…
• Researching your supporters‟ preferences
• Build the pages or systems you need to
get each channel up and running
• Cross-promote other channels regularly
Tell your donors why you
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
Build trust – show them you
Establish credibility by…
• Prominent trust seals
• Consistent design and copy
• Prompt receipts and thank yous
• Follow up on impact of giving
Making giving interesting
Help them make a difference through…
• Easy-to-use online donation forms
• Direct mail appeals with clear, simple
• Actions or advocacy, online and off
• Email outreach with timely opportunities to
make a difference
Grow in a way that makes
sense for your org
Before taking outreach to the next level, you
• Cost of establishing new channels or
• The initial returns you can expect
• Outside consulting or implementation
Build a foundation for success
Your donors need to…
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
Communicate where they are
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
Ask why they care – and use it
Make it easy to get involved –
Collect data and target and
At least one gift over the
previous two years
A sign gift within the past
Second gift, multiyear donor
Last gift > 18 months
Convert your loyal donors to
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
So tell us…
What is one thing
you will try?
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
- 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
• AFP: Fundraising Effectiveness Project
• Blackbaud: Show the Love
• NTEN: Nonprofit Donor Engagement Benchmark Study
• Urban Institute: Donor Retention
• "I Do." Engaging in a Committed Online Relationship
• That's Engaging: Keep Supporters Engaged Year
• How A Donor Communications Program Keeps Donors
Giving and Giving
• A Consumers Guide to Low Cost Donor Management
• 5 Ideas That Will Give Your Donors a Reason to Stick
• 12 Ways to Make Your Nonprofit‟s Monthly Giving
Program Stand Out
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
Upcoming Big Duck Trainings
Developing your brandraising strategy
Brandraising @ Big Duck
Shaping your organization's core identity
Social Media Strategy @ Big Duck
We’ll also be at the NTEN conference, you?