Building Lifelong Donor Loyalty

You Had Me At Hello
Building a Sustainable Donor
Stewardship Program
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Anne Peyton, CFRE
5/29/14
1pm EDT

Your Presenter
Anne Peyton, CFRE
Yellow Brick Road Consulting
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35 years of experience in and with
nonprofits of all kinds, based in
Vermont, member of the Association of
Philanthropic Counsel.
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Anne serves on the board of the
Association of Philanthropic Counsel
and on the Upper Valley Land Trust.
Former board service includes the
Vermont Community Loan Fund and
the Upper Valley Region of the New
Hampshire Charitable Foundation.
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Goals of this Webinar
• Appreciate your donors’ participation in
your organization’s philanthropy
• Appreciate the importance of donor
stewardship in building donor loyalty.
• Strengthen the role of board members in
your development program
(c) YellowBrickRoadConsulting.com

What Donors Want… 
To feel good
To feel loved
To feel smart
To feel needed
To feel important
To belong
To see their values in action
To WIN!
-‐ Tom Ahern, Aherncomm.com

Achieving Lifetime Donor Loyalty

Overview of Donor Stewardship

The GOOD… the BAD… the UGLY
The GOOD: 34% of donors who received a personal thank you call
said they would give again because of the call.
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The BAD: 94% of donors say that charities they support never or
hardly ever call them up without asking for another gift.
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The UGLY: 98% say that charities never or hardly ever pay them a
visit without asking for MONEY.
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65% of donors who make a first gift never make a second gift, and
they leave largely due to over-‐soliciting and our insisting on
unrestricted giving.
Penelope Burk, cygresearch.com

Stewardship Program
• Increasing your productivity
• Managing your infrastructure
• Setting your goals
• Managing your time
• Planning your visit
• Making appointments
• Having conversations
• Follow up and what’s next

Good Stewardship = Engaged Donors  
• Feeling: interested, engaged, recognized,
appreciated
• Acting: volunteering, participating,
spreading the message, bringing others
along
• Giving: regularly, to priorities of the
organization, in usable ways, and
stretching in capacity
Based upon Julia Emlen, Intentional Stewardship, CASE 2008

Managing Your Infrastructure

Message Delivery
DONOR

WE ARE GREAT! OUTCOMES
Corporate marketing

Marketing outcomes as purpose
Organization
Donor-‐centered marketing
DONOR OUTCOMES

Managing Your Time 
Covey’s Time Management Matrix
Stephen R. Covey, First Things First 1994

Managing Your Time 
Getting OUT of the Office 
Requires Planning and Commitment  
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• Pick One Day a Week for Donor Visits – Aim for at least 2 appointments for each day
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• Don’t be a slave to urgency – Turn off your email notification!
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• Block out time on your calendar every week to:
– Prioritize which donors to visit
– Make appointments
– Make visits and follow up
Adapted from Joe Tumolo, www. joetumolo.com

Making Appointments 
Getting An Appointment -‐ Tips
• Give specific choices for times and place
• Think through your goal of the visit relative to location
(office, home, restaurant)
• Email and call if you have both
• The Perseverance Rule
• Call 3 times and email 3 times before giving up (with busy
working people, 4 outreaches over a month).
• Set Expectations
• If asked, tell your donor your intentions for the visit.

Bertolt-‐Brecht
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Transforming guest to participant…
transforming donor to investor.
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Kay Sprinkel Grace, Beyond Fundraising, 1997
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Stewardship – get donors
‘into the kitchen.’
Having Conversations

Having Conversations 
Prepare the experience for your donors
• Stories and statistics
• Appreciate what the donor has done
• Why you’re involved, your passion
• Responses to common questions
• Be ready to invite him or her to volunteer,
to become more engaged

Listening to What Donors Care About
• What do you love about the organization?
• What would you like to protect?
• What do we do well?
• How can we improve what we do?
• How well are we communicating with you? More?
Less? media?
• Conduct philanthropic surveys regularly
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• FOLLOW UP

Donor Readiness – ‘Listening the Gift’
• Has an active interest in the mission?
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• Has a history of involvement?
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• Feels a kinship with others in the organization?
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• Is knowledgeable and engaged about the plan for
the future or a proposed project?
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Andrea Kihlstedt and Catherine P. Schwartz,
Capital Campaigns, 2nd ed, Aspen, 2004

Arc of Asking

Rainmakers – a strong
asker who rushes to
close. Give the donor
time to convince herself.
Go-‐Getters –resist closing
and enjoy the moment so
much. Don’t leave the close
for the end.
Kindred Spirits –likely to
put off the ask to avoid
confrontation. Find the
courage to get the ask on
the table and the courage
to ask again after
answering questions.
Mission Controllers -‐ an
urge to control how
things unfold. Let the
ask unfold naturally, give
it some breathing room.
The donor might not be
ready to close.
AskingMatters.com
“Asking” Styles

Follow Up and What’s Next 
Sample Trip Report

Resources
• Ahern, Seeing Through A Donor’s Eyes
• Ahern/Joyaux, Keep Your Donors
• Burk, Donor-‐Centered Fundraising and Donor-‐Centered Leadership
• Burnett, Relationship Fundraising
• Joyaux, Strategic Fund Development
• Emlen, Intentional Stewardship…Highest Level of Philanthropy
• Grace, Beyond Fundraising
• Kihlstadt, Capital Campaigns
• Nonprofit Research Collaborative reports, surveys
• Panas, Power Questions and Sobel and Panas, Power Relationships
• Sargeant, Building Donor Loyalty
• Sargeant et al, Fundraising Principles and Practices
• Stroman, Asking About Asking
Calculating Donor Retention:
• http://www.youtube.com/watch?v=CqfayQRzpKM
• http://www.lorijacobwith.com/free-‐resources/downloadable-‐materials.htm

Presenter
Anne Peyton CPF CFRE
www.YellowBrickRoadConsulting.com
Anne@YellowBrickRoadConsulting.com
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The resource list is a sample of our
professional body of knowledge
and practical actions.

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Next Webinar:
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Donor Thank You Videos, Infographics,
and Other Fun Ways to Say Thanks
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Kivi Leroux Miller
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Thursday, June 5th – 1:00pm EDT
https://bloomerang.co/resources/webinars

Building Lifelong Donor Loyalty

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