14 Ways to Share Results with Donors
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Need creative ideas for how to share results with your donors and other supporters? Look no further than this presentation!
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14 Ways to Share Results with Donors
- 1. 14 Ways to Report Back to Donors: From Newsletters to Tw eetin @kiv g? ilm I’m Annual Reports Kivi Leroux Miller President, Nonprofit Marketing Guide.com
- 2. What’s Happening Now • Donor attrition between first and second gift: 65% • Those saying their first gift was not as generous as it could have been: 75% Source: Penelope Burk - “Donor Centered Fundraising”
- 3. Nonprofits Say It’s Not Quite That Bad • Nonprofits have a donor retention rate of only 43.1 percent, meaning that 56.9 percent of their 2009 donors did not give in 2010. • Cumulative study results over the past five years: – Nonprofits lose over 50 percent of their donors between the first and second donation – Nonprofits lose 30 percent of those donors year after year – Nonprofits lose 30 percent of regular or sustainer givers from one year to the next. Source: Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy at the Urban Institute. Survey of 2,377 nonprofits.
- 4. What Donors Want • Those saying getting a prompt, meaningful thank you, and follow-up results, will ensure second gift: 80% • Reporting back results is more important than individual recognition Source: Penelope Burk - “Donor Centered Fundraising”
- 5. Donors Want Success Stories • Prompt and meaningful acknowledgment of gifts • + meaningful and measurable results on their last gift at work before being asked again • = 87% of donors indefinitely satisfied Source: Cygnus Applied Research
- 6. What They Want to Receive • Tax Receipt at End of Year • Reports on How Money Spent • Action Alerts • Success Stories Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
- 7. Where to Use Success Stories • Your Thank You Letters • Your Newsletters • Your Annual Report • Your Website • Everywhere Else Too! It’s All about Their Love for Your Good Cause – Return That Love with Great Success Stories
- 8. That’s Not Always Easy to Deliver
- 9. Some Have It Easier Than Others • Life savers and life changers can tell client success stories over and over.
- 10. A Common Challenge Not knowing what to measure, how to measure, or measuring the wrong thing
- 11. Another Common Challenge Too many dots in between . . . Not wanting to take credit for helping, facilitating, or partnerships
- 12. Yet Another Common Challenge Not knowing the “real” people or having insurmountable privacy concerns if you do
- 13. What’s the Point? • Translate what you do into why you do it • Explain the meaning behind every day tasks • What’s changed because of your activities?
- 14. Don’t Fear the Big Picture: Frame It Your supporters believe YOU are their connection to the big issues they care about!
- 15. Personal, Friendly Thank You Letters 1
- 16. My Easy Thank You Formula Greeting Card + Progress Report + Invitation = Powerful Thank You Letter!
- 17. Donor-Centered Openings • You made my day. • I have a great story to share with you. • Look what you’ve made possible. • I am so thankful for people like you. • You’ve given hope to . . .
- 18. Donor-Centered Openings • You made my day. • I have a great story to share with you. • Look what you’ve made possible. • I am so thankful for people like you. • You’ve given hope to . . .
- 21. Photos in Thank You Cards 2
- 23. Donor-Centered Articles 3
- 24. “Spine care” raised $5,000. “Zawadi” raised $50,000. Ten fold increase from one edition of the newsletter to the next, simply by switching from corporate storytelling to donor-centered storytelling. Thank you, Tom Ahern, for the example.
- 25. Thank you, Jeff Brooks, for the example.
- 27. Letters from Clients • 76% of donors say getting a thank you letter from someone who benefited from the charity’s work was very meaningful. (Burk)
- 29. Dramatic Stories 5
- 30. Basic Success Story Structure • Houston, We Have a Problem • Here’s What We Are Going to Try • Here’s What Happens if We Fail • Yes! It Worked! • Throw in a Few Unexpected Benefits
- 31. Act I: Introduces the character, his situation, and his goal.
- 33. Act III: Action peaks. Character triumphs, gets payoff.
- 35. Timeline or Time Lapse 6
- 37. Real Time Dashboards 7
- 39. Befores and Afters 8
- 41. Ed Givens, helped back into housing by Skid Row Housing Trust Thank you, Kat Johnson, for the example.
- 42. Behind the Scenes 9
- 44. Positive and Personable! Results! Invitation Great Photo To Feel Like We Are There Credit to Donors More Goodness to Come! Personable Integration Reminder about Connection, and Other Activities
- 45. Executive Director Updates 10
- 47. Infographics 11
- 54. Video Annual Reports 14
- 56. Remember Your Goal . . . • Donor Retention • Better Understanding • See Themselves as Having Impact = Future Support
Notas del editor
- The majority of donors we studied said that indefinite loyalty was the product of receiving prompt and meaningful acknowledgment whenever they gave and getting meaningful and measurable results on their last gift at work before being asked for another one. Eighty-seven percent of Study donors said that this is all it takes for them to be fully and indefinitely satisfied.
- After Control over Frequency and Content, this is what they generally prefer
- What to Measure? Different fields have same kinds of problems, like arts organizations – we know that art and entertainment improve our quality of life, but it’s hard to measure. Measuring the Wrong Thing: Take the example of Ronald McDonald House Charities (RMHC) . RMHC used to measure the number of houses, the number of families served and the number of dollars raised. These seemed logical, and no one really questioned them. But when RMHC engaged some of its key stakeholders (e.g. hospitals and McDonald's franchisees) they found that the hospitals most valued the impact that RMHC had on patient satisfaction, bed turnover and children's adherence to treatment. Franchisees valued the impact RMHC had on consumer "trust" and employee turnover. When RMHC began measuring and communicating these outcomes, higher revenues followed almost immediately.
- You know the success story is out there, but there are too many dots in between you and that success. Orgs that talk about assisting, facilitating, doing a lot partnerships
- This is the same exercise that you have to go through to create a good annual report. Advocacy organizations – spend a lot of time commenting on federal environmental regulations that bureaucrats in DC are writing. Talking about that would be a total bore. So where’s the success story? Corporations hire huge law firms to bog down the process of writing the rules that are supposed to make our air and water cleaner. We represent YOU, your family, your community in those debates. We give you a voice.
- Embrace the baby steps. Use phrases like “important first step” or “the missing link” – whichever metaphor works best for you.
- Introduce the character in time and place . Reveal his goal and set the story in motion.
- The conflict. Obstacles appear. Progress is made, but more obstacles appear and the character hits the low
- The action peaks. Finally triumphs over the obstacles. Character reaches pay off.
- Ed Givens was profiled by Steve Lopez inthe LA Times. he had been on the streets for 30 years – a chronic alcoholic with a wild temper.