Joe Garecht, founder of The Fundraising Authority and author of two books on fundraising, will outline the strategy that has helped him raise over $30 million during his fundraising career.

1. Using the Fundraising Funnel to
Maximize Your Fundraising
Presented by Joe Garecht
TheFundraisingAuthority.com

2. Joe Garecht
 Founder, The Fundraising Authority
 Author of The Non-Profit Fundraising Formula and The Silent Auction
Handbook
 Have raised over $30 million during my fundraising career
2

3. Jay B. Love
CEO and Co-Founder of Bloomerang
• 30 Years of Technology Leadership
• Over 20,000 Database Installations
• Former Founder & CEO of eTapestry
• Former CEO of Master
Software/Fund-Master
• AFP Board Member
• Chairman AFP Ethics Committee
• Center on Philanthropy at IU Board
Member
• Innovation Fund at Butler University
Board Member
• Gleaners Food Bank Board Member
• Co-Chair of Indianapolis YMCA Capital
Campaign
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4. The Donor Funnel
Prospect
Cultivate
Ask
Steward
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5. The Donor Funnel
PROSPECTING
CULTIVATION
ASKING
STEWARDSHIP
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6. Step #1: Prospecting
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7. Step #1: Prospecting
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8. Step #1: Prospecting
8

9. Step #1: Prospecting
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The BEST way to find new
prospects:
REFERRALS

10. Step #1: Prospecting
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The NEXT best way to find new
prospects:
Non-Ask Events!

11. Step #2: Cultivation
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12. Step #2: Cultivation
Relationships are built
between PEOPLE.
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13. Step #2: Cultivation
How Do You Build
Relationships?
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14. Step #3: Asking
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15. Step #3: Asking
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16. Step #3: Asking
What is your donor thinking?
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17. Step #3: Asking
What is an ASK?
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18. 18

19. How to Handle Donor Objections
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Make sure you understand the
objection.
Restate the question and
validate the concern.
Answer the objection.

20. Step #4: Stewardship
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21. Step #4: Stewardship
Keep
In
Touch
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22. Final Piece of the Puzzle
Effective use of a Donor Database allows the
“Donor Funnel” process to be a natural
progression of the relationship . . .

23. “Engagement” is the Linchpin
The word "linchpin" is also used figuratively to mean
"something [or someone] that holds the various elements
of a structure together."

24. Engagement is the KEY
To Donor Retention!

27. Yes, your eyes read correctly:
Over SIX out of every TEN Donors
from the previous year did NOT
donate at all the next year!

28. CUE THE EXPERTS:
Dr. Adrian Sargeant
Bloomerang Chief Scientist
Professor of Fundraising at the Center on
Philanthropy at Indiana University holding
what is presently the world’s only endowed
chair in that discipline.
Top 10 Most Influential People in Fundraising
Renowned expert on Donor Retention and
Donor Loyalty
Mr. Tom Ahern
Bloomerang Donor
Communications Head Coach
One of the world’s top authorities on donor
communications
Author of 4 books on Donor Communications
Winner of 3 prestigious international IABC Gold
Quill awards

29. DONOR RETENTION BEST PRACTICES
Dr. Adrian Sargeant
Bloomerang Chief Scientist
“A 10% improvement in retention can double
the LIFETIME value of your donor database!”

30. Donor Retention Made Simple
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31. 6 Key Retention Drivers
(That can double lifetime value)
• Drip feed mission performance data
• Connect often
• Be personal (SEGMENT)
• Develop like a good personal friendship
• Find & use numerous human connectors
• Always communicate what monies are doing!

32. # of Donors in Current 12 Months
(from the previous years pool)
Divided by
# of Donors in Previous 12 Months
Calculating Your Retention Rate »

34. Donor Retention Meter
• The Dow Jones of your database
• Measures back exactly 365 days
• Reflects changes daily, weekly and monthly
• Automatic, no guesswork
• What is watched is addressed

35. “The total net contribution that a
customer/donor generates during
his/her lifetime in your database”
Defining Lifetime Value

36. $1000 +
$500 - $1000
$100 - $500
$25 and under annually
$25 - $100
Value
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Value Segments »
Time

40. Automatic Engagement Factors
• Recency and pattern of
giving
• Cash donors vs.
sustaining donors
• # of years giving +
• Upgrade /
Downgrade + -
• Lapsed -
• Event attendance +
• Opens email +
• Click links in emails +
• Unsubscribes
from email -
• Has stated
communication
preferences +
• Has inbound
interactions +
• Has soft credits +
• Volunteers +
• Social Media
(coming soon)
• …and a whole lot more!

41. Engagement Level Graph
• The Donor “thermometer” of your database
• Updated automatically daily
• Adrian’s expert formulas/algorithms
• No user set-up required!
• Easy to filter and report on
• Springboard for major/legacy giving

42. What is the
donor’s
engagement
over time!
Highlight vital “retention” information
---

43. Timeline Highlights
• If you use Facebook you know it
• Everyone can use
• Adrian’s expert formulas/algorithms
• No user set-up required!
• Perfect for a smart phone or tablet
• Access ever donor “touch point” in seconds

44. Engagement Begins With The Thank You!

45. DONOR COMMUNICATION BEST PRACTICES
Mr. Tom Ahern
Bloomerang Donor Communications
Head Coach
"Successful direct mail appeals are quite simple. At
heart, they are love letters to donors & prospects,
woven through with clear cries for help."

49. 5 Acknowledgment Principles
(Drastically Improve First Year Donor Retention)
• 48 Hour Rule
• Be Different Than the Rest
• Handwritten Rule Written Communications
• State Exactly What the Monies will Fund
• Call or See in Person as Often as Possible

50. 5 Communication Strategy Practices
(Involve Your Entire Fundraising Team)
• Fully Map a Track for Each Key Segment
• Survey in 1st 90 Days, Then “Honor”
• Involve Human Connectors
• Nurture Means Personal
• Never Forget the “You” Test for EVERY “Touch”

51. Questions?
51
Joe Garecht
The Fundraising Authority
www.TheFundraisingAuthority.com
215.839.9085
joe@thefundraisingauthority.com
Jay B. Love
Bloomerang
www.bloomerang.co
317-513-8000
jay.love@bloomerang.co

52. Next Webinar
10/22 – 1pm
Keith Curtis
Recruiting and Building a
Strong Board
https:bloomerang.co/resources/webinars