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Annual Giving Campaign: Acquiring, Renewing, and Upgrading Donors
 

Annual Giving Campaign: Acquiring, Renewing, and Upgrading Donors

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This presentation looks at the basics of an annual giving fundraising campaign, specifically how to acquire new donors, retain them year to year, and increase their annual giving. ...

This presentation looks at the basics of an annual giving fundraising campaign, specifically how to acquire new donors, retain them year to year, and increase their annual giving.

I gave this presentation on September 10, 2008 at the Detroit Fundraising Summit (Wayne State University), sponsored by Center for Non-Profit Success.

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    Annual Giving Campaign: Acquiring, Renewing, and Upgrading Donors Annual Giving Campaign: Acquiring, Renewing, and Upgrading Donors Presentation Transcript

    • Annual Giving Campaigns:Chris LeBrun, MBA Detroit Fundraising SummitAndrews University Sponsored by Center for NonProfit SuccessBerrien Springs, MI September 10, 2008
    • First GiftLegacy Repeat Gift GiftMajor Regular Gift Giving Upgrade
    • Separating the Best from the Rest
    • First  Acquiring donors may be the mostGift important function in fundraising process  Lays the foundation for all fundraising  Brings greater depth to organization  Replaces donors lost in attrition  New major donor prospects in the pipeline
    • First  New constituent-donorsGift  Hardest type of donor acquisition  Introduce constituents to the organization  Don’t focus on gift amount  Existing constituent-donors  Already in your database  Natural connection with organization  Focus on participation
    • First  Keep expectations lowGift  Response rates of 1 – 2% are GREAT!  Costs $1.00 – $1.25 to raise $1.00  Place an emphasis on introductory gifts
    • First  Consider the intangibles during acquisitionGift  Age and/or reputation of the organization  The perceived importance of the cause  Make-up of your list can effect results
    • First  Acquisition uses impersonal methodsGift  Acquisition mailings  Online giving  Special Events  Word of mouth  What doesn’t work as well  Phone solicitation  Personal visits
    • They Did it Once, Now Get Them to Do It Again
    • Repeat  Repeat gifts provide a multitude of info Gifts  Separate donors from occasional/event gifts  Identify a connection to “The Cause”  Affirm solicitation methods  Identifies donors who can give more
    • Repeat  Only one chance to make a first impression Gifts  Processing time of first gift  Donors watch how gift is received and used  Thank yous are natural renewal solicitations  Recognition can lead to personal visits
    • Repeat  Renewal often impersonal but not generic Gifts  Phone solicitation  Renewal Mailings  Special Events  Automatic giving  Recovering lapsed donors  Other methods  Personal Visits  Gift clubs (emphasis on consecutive giving)
    • Repeat  ROI is greater for repeat than acquisition Gifts  Response rates up to 20 – 30%  Cost to raise a dollar only about 20 cents  Gift amounts are higher
    • Ensuring the Future of the Organization
    •  Securing upgrade gifts helps to fulfillUpgrade the goal of annual giving campaigns Gifts  Identify major gift prospects  Increase annual support for organization  Insure the future goals of the organization are met
    •  Upgrade gifts are often the result ofUpgrade being able to engage donors Gifts  Strong stewardship program  Personal solicitations  Phone solicitations  Volunteering  Gift clubs  Segmented mailings
    • Direct Advice for Direct Mail
    • Tips &  Response rates are higherTricks  Increased competition  Other charities  For-profit direct mail marketing  How can you get them inside?  Tease them  “Handwritten” addresses  Pictures  Odd shape envelopes  Bulky mail
    • Tips &  Segmenting takes time but it’s worth itTricks  Increases your response rate  Solicit for several projects in one mailing  Ask for an appropriate gift amount  Allows an impersonal medium to feel personal  Reminds each donor of their connection to the organization
    • Tips &  Variable Data Printing (VDP) allows eachTricks donor to receive customized mailings  Personalized letters/envelopes  Demographics (age, region, history, etc.)  Target projects / areas of interest  Reminds them of their giving history  Solicit the right gift amount
    • Tips &  Higher costs with VDP but also higher ROITricks  5.35 % response for fundraising acquisition*  Compare with 1-2% for acquisition  VDP increases response rate:  +44% with one area of variable info**  +45% with color (no variable)**  +135% with color and one variable**  +500% with color and multiple variables** Sources * The Direct Marketing Association ** Romano & Broudy
    • Tips &  Email allows segmentation and VDPTricks  Cost is minimal and reduces over time  Response rates aren’t as high but response times are faster  Online acquisition gift amounts are typically higher  Multi-channel donors renew at much higher rates than single-channel donors
    • lebrunc@andrews.edu