The Holy Grail of    Monthly Giving:Finding, Keeping and Loving         Sustainers            Subtitles                   ...
aboutCitizens use Care2 for: Starting or signing petitions                                 Nonprofits use Care2 for: Volun...
types of giving
7 great reasons to act       1. increases income       2. better relationships       3. donors stay longer
7 great reasons to act       4. predictability       5. savings       6. income grows over time       7. convenience
Cindy Williams gives $1000per year to 10 charitiesShe joins two monthlygiving programs at$25 per monthShe has $400 left   ...
monthly giving options     How many people give their          monthly gifts?  Electronic Funds Transfer (EFT)  credit car...
a few mythsit didn’t worksmall amount of moneyaccess to bank andcredit card infoour donors are too old
audit your program
essential components1. effective processing2. strong communications
essential components3. integrated marketing4. senior management support
recruiting monthly donors
Slide courtesy of James Julien, Public Outreach
Canada’s                                                  Vancouvermost                                                  I...
Marmot Recovery  Foundation
Marmot Recovery     Foundationannual average gift                      $25.38single gift donorsaverage annual             ...
monthly giving revenueshould increase annually
long term value of just50 new monthly donors
Nature Conservancy     of Canada
a changing landscape
the promise of monthly giving
the impact of ourinvestment 60% increase in 3 years 8,500 donors $2 million per year ~$235/yr per donor
diversifiedinvestmentstreammove between channelscapitalize on good resultsreach a diverse audience
finding monthlydonors            direct mail                  telemarketing                  direct response television   ...
loving your donors
- thank you calls- welcome kits- ask and listen- one receipt a year- gift amount is donor’s choice- no trades- personalize...
increasing thecommitment upgrade invitations mail, telephone & email 8% upgrade annually lifetime value is key
building a naturallegacy
thank you!               questions? contact us!   Harvey McKinnon   harvey@harveymckinnon.com   @harveymckinnon   Teva Har...
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
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The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers

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*Watch or download the full webinar (with audio and slides) at: http://bit.ly/c2grail

Want to find a new, stable source of income that also works as a loyalty booster to existing donors?

Three words: SUSTAINED GIVING PROGRAM

This webinar covers everything you want -- and need -- to know about monthly giving.

Starting with the basics, Harvey McKinnon, renowned expert on monthly giving, discusses why to have a monthly giving program and what it means for donor loyalty, along with the fundamental elements of all good monthly programs.

Next, Teva Harrison of the Nature Conservancy of Canada -- which has made a strategic decision to invest in a monthly program -- tells what works for her organization while sharing secrets, tips and best practices on how to find, keep and love these valuable donors.


In this webinar you'll learn:
-What metrics to look for in a monthly program (eg. typical conversion rates, retention rates)
-How to invite them, what to say, how often to say it
-When to use direct mail and when to use the phone to convert and upgrade
-Great examples from an organization with years of expertise in cultivating these valuable donors

Presenters:
-Harvey McKinnon (President, Harvey McKinnon Associates)
-Teva Harrison (Manager of Supporter Development, Nature Conservancy of Canada)
-Ryann Miller (Director of Nonprofit Services, Care2)

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  • Hello, thanks so much for having me. I ’m here to talk about the monthly giving program at the Nature Conservancy of Canada, or NCC. In case you don ’t know us, NCC is Canada’s leading national land conservation organization, working to protect our natural lands and waters for the benefit of the wildlife that depend on them for survival, and of the generations of Canadians to come. We protect an average of 2 new properties every week, and in 50 years, we’ve helped to protect more than 2.6 million acres, but there’s much more to be done.
  • We ’ve been around for 50 years this November, and the fundraising landscape has changed dramatically over that time. Direct mail, the least expensive acquisition tool we have, no longer delivers massive response. As the cost to acquire each new donor rises, our focus shifts from bringing in as many donors as possible with tools like premiums, to finding fewer donors, but making sure that they’re the most committed donors, and keeping them engaged in our mission.
  • At the Nature Conservancy of Canada, we analyzed our file, and determined that the lifetime value of our monthly donors is approximately five times that of single gift donors. Because of this data, we decided to focus on growing our monthly file. To support this strategic position, we implemented a plan to test and diversify our acquisition channels. Simultaneously, we shifted resources to improve our donor care. It ’s important to us that our wonderful donors know how much we value them. If we want to keep these donors, we need to make our marketing choices with the donor at the centre.
  • Since these donors give an average of $235 each year, it ’s worth spending a bit more to bring them in the door.
  • We move our spending between channels based which program performs best so we can capitalize on good results. Using a variety of acquisition channels also helps us to reach a diverse audience. Each different channel reaches and engages a different segment of the population. Only by diversifying our source can we expand our reach. Our hope is to reach Canadians of all ages, living in urban and rural communities, with all different backgrounds, who share our values and want to be a part of the solution. Even in a perfect world, we couldn ’t find all of these people in one place, or by one method.
  • We ’ve tested renting email lists in the past without success, but we’re in our second year of testing online lead generation through Care2, and we’ve had some great results. The Care2 model is different because the model gets a new supporter to take action, then we’re able to develop a relationship built on that initial action. While we get to know the new supporters online through email and surveys, the majority of the donations occur offline, by phone or mail. Once a donor has engaged on more than one channel, the likeliness that we’ll retain them increases dramatically. So even though we only have one year of results from this group, we feel optimistic that they will retain well. This channel is also introducing us to a new segment of the population, and this community is wonderfully aligned with our mission.
  • These monthly donors are incredibly valuable, and now that you ’ve got them, you want them to stick around forever. So you want them to feel loved, and you want them to remember the amazing difference they are making for your cause. It’s important that we make sure that they feel included. Giving to NCC should make them feel good.
  • hyper-personalized thank you letters
  • Donors who upgrade retain better than those that don ’t change their gift amount. In fact, donors who decrease the amount that they give, but don’t cancel, also retain better. If you get a donor to do anything new, to re-engage, they stay longer. A downgrade is a continued commitment, on the donor ’s terms, which can be a very powerful choice.
  • The value with these donors is in the longevity. You want to have a lasting relationship with your donors, and monthly donors are making a commitment to making a difference, which you are nurturing. It ’s a wonderful opportunity to be a significant part of something wonderful. That might be why 1 in 3 of our confirmed bequests were first monthly donors. The commitment these donors are making to our work is really special.
  • The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers

    1. 1. The Holy Grail of Monthly Giving:Finding, Keeping and Loving Sustainers Subtitles Presented by: Harvey McKinnon, Harvey McKinnon Associates Teva Harrison, Nature Conservancy of Canada Ryann Miller, Care2
    2. 2. aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Commenting on blogs Traffic/Branding/Awareness Starting group (organizing) Joining nonprofits Advocacy Building Facebook fan base
    3. 3. types of giving
    4. 4. 7 great reasons to act 1. increases income 2. better relationships 3. donors stay longer
    5. 5. 7 great reasons to act 4. predictability 5. savings 6. income grows over time 7. convenience
    6. 6. Cindy Williams gives $1000per year to 10 charitiesShe joins two monthlygiving programs at$25 per monthShe has $400 left a case study
    7. 7. monthly giving options How many people give their monthly gifts? Electronic Funds Transfer (EFT) credit cards checks
    8. 8. a few mythsit didn’t worksmall amount of moneyaccess to bank andcredit card infoour donors are too old
    9. 9. audit your program
    10. 10. essential components1. effective processing2. strong communications
    11. 11. essential components3. integrated marketing4. senior management support
    12. 12. recruiting monthly donors
    13. 13. Slide courtesy of James Julien, Public Outreach
    14. 14. Canada’s Vancouvermost Islandendangered Marmotmammal there are only 35 left in the wild case study: small animal charity
    15. 15. Marmot Recovery Foundation
    16. 16. Marmot Recovery Foundationannual average gift $25.38single gift donorsaverage annual $155.40gift monthliesratio 6.12
    17. 17. monthly giving revenueshould increase annually
    18. 18. long term value of just50 new monthly donors
    19. 19. Nature Conservancy of Canada
    20. 20. a changing landscape
    21. 21. the promise of monthly giving
    22. 22. the impact of ourinvestment 60% increase in 3 years 8,500 donors $2 million per year ~$235/yr per donor
    23. 23. diversifiedinvestmentstreammove between channelscapitalize on good resultsreach a diverse audience
    24. 24. finding monthlydonors direct mail telemarketing direct response television street canvassers online lead generation
    25. 25. loving your donors
    26. 26. - thank you calls- welcome kits- ask and listen- one receipt a year- gift amount is donor’s choice- no trades- personalized email- newsletter, 3 times a year- special newsletter inserts- only selectively solicit- thank you video- hyper-personalized letters
    27. 27. increasing thecommitment upgrade invitations mail, telephone & email 8% upgrade annually lifetime value is key
    28. 28. building a naturallegacy
    29. 29. thank you! questions? contact us! Harvey McKinnon harvey@harveymckinnon.com @harveymckinnon Teva Harrison teva.harrison@natureconservancy.ca @robotpilot Ryann Miller ryannm@care2team.com @care2team
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