Getting Donors to Fall in Love with You

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Slides presented at February 2014 501TechNYC meeting.

Landing that first donation is hard—but getting the second gift can be even harder. We will explore 11 ways you can tell if your donors love you. Through examples from nonprofits of all sizes, we will offer tips on new techniques you can try to woo current donors, lapsed donors, and even unsuspecting would-be donors (aka ‘prospects’) into everlasting love.

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Getting Donors to Fall in Love with You

  1. 1. Getting your donors to fall in love with you #501TechNYC Farra Trompeter | Big Duck Will Nolan | Parent Project Muscular Dystrophy February 12, 2014
  2. 2. #501TechNYC @Farra @BigDuck @ParentProjectMD
  3. 3. What we’ll discuss •  Why this matters •  Ways to tell if your donors love you •  How to get donors to fall in love with you •  Resources
  4. 4. Why are you here?
  5. 5. Talk amongst yourselves •  Name •  Organization •  I donate to ______ because ________.
  6. 6. Why am I here?
  7. 7. 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
  8. 8. http://www.businessinsider.com/how-to-pick-up-a-co-worker-carefully-2011-3
  9. 9. Keeping donors is getting harder • Donor retention rates dropping (now 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
  10. 10. “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
  11. 11. 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
  12. 12. Are your donors in love with you?
  13. 13. 1. She spends her money and her time.
  14. 14. 2. She gives to you on a regular basis.
  15. 15. 3. She acts when you ask, and asks when you act.
  16. 16. 4. She raises money for you too.
  17. 17. 5. She reads what you send.
  18. 18. 6. She answers when you call.
  19. 19. 7. She comes to your parties.
  20. 20. 8. She wears it on her sleeve.
  21. 21. 9. She knows where her money goes.
  22. 22. 10. She thinks giving to you is easy.
  23. 23. 11. She talks about what you do.
  24. 24. BONUS: She stars in your videos http://philanthropy.com/blogs/prospecting/university-thanks-big-donors-with-a-rap-video/31593
  25. 25. Ways to tell if she’s in love… 1.  She volunteers. 2.  She gives regularly. 3.  She takes action. 4.  She asks friends to give. 5.  She cares what you have to say. 6.  She answers the phone. 7.  She attends events. 8.  She buys and wears your goodies. 9.  She feels good about giving to you. 10.  She gives to you --- again. 11.  She understands you and talks about it.
  26. 26. How to do it…
  27. 27. 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
  28. 28. 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
  29. 29. These tools will allow you to… get some donor love!
  30. 30. Case Study: Parent Project Muscular Dystrophy
  31. 31. 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
  32. 32. Let’s dive in!
  33. 33. Let’s dive in!
  34. 34. Let’s dive in!
  35. 35. 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
  36. 36. Let’s dive in!
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. bigducknyc.com
  43. 43. v
  44. 44. v
  45. 45. 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
  46. 46. http://e-benchmarksstudy.com/
  47. 47. Takeaways
  48. 48. 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
  49. 49. Find your hook
  50. 50. Communicate where they are http://www.achieveguidance.com/blog/
  51. 51. Understand why they give http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf •  I believe in the cause [65%] •  I want to help make change happen [30%] •  I have friends/family who support it [20%] •  I know someone who has recvd services [19%] •  The charity asked for my help [18%] •  I want to set a good example [16%] •  I want to connect with others… [15%] •  I have recvd services from this org [12%]
  52. 52. Ask why they care – and use it http://www.parentprojectmd.org
  53. 53. http://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media Diversify Calls-to-Action
  54. 54. Make it easy to get involved – beyond donating http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf
  55. 55. Collect data and target and segment asks http://www.pursuant.com/blog/ 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, multi- year donor Lapsed donors Last gift > 18 months Reactivation gift Nondonors Never given First gift
  56. 56. Convert your loyal donors to monthly donors http://michaelrosensays.wordpress.com/ 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
  57. 57. So tell us… What is one thing you will try?
  58. 58. Resources
  59. 59. 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
  60. 60. Research •  AFP: Fundraising Effectiveness Project http://www.afpnet.org/files/ContentDocuments/ FEP2011FinalReport.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_BenchmarkReport_Final.pdf •  Urban Institute: Donor Retention Matters http://www.urban.org/UploadedPDF/412731-Donor- Retention-Matters.pdf
  61. 61. 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
  62. 62. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck
  63. 63. Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra
  64. 64. Contact Will will@parentprojectmd.org twitter.com/parentprojectmd facebook.com/parentprojectmd www.parentprojectmd.org
  65. 65. Thanks!

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