Engagement strategies for higher donor retention

ENGAGEMENT STRATEGIES FORHIGHER DONOR RETENTIONSeptember 21, 2011

2010 Index of National Fundraising PerformanceSource: 2011 Target Analytics

Median 2010 Performance Index by Industry SectorSource: 2011 Target Analytics

Retention Rate ChangeSource: 2011 Target Analytics

Why Donors Stop Giving 46% of donors stop giving for reasons that are connected to “a failure to communicate.” • Feels charity is not fulfilling its mandate • Disagrees with change in direction • Lost interest in the cause • Believes that charity no longer needs donor’s support • Feels there are more compelling causes out there • Believes charity has not kept in touchSource: Cygnus Applied Research, Penelope Burke 5

Chip Grizzard’s Acknowledgement Survey Donations to 13 organizations December 2009 • 4 sent no acknowledgement • 3 acknowledged within two weeks • 1 acknowledged for wrong amount and did not make requested name change • 2 sent a generic postcard • Average time to receive acknowledgement was six weeksSource: Grizzard Blog 6

THE FIRST 90 DAYS 7

Impact – First 90 Days Aggressive Touch Points First 90 Days Typical Communication First 90 DaysSource: dmh 8

GETTING THE SECOND GIFT• Acknowledge gift within 48 – 72 hours• Welcome before regular appeals• Affirm with Thank You call or voice broadcast• Send strongest appeals early• Use multiple channels 9

The Salvation Army New DonorLoyalty Series• New Donor Welcome Thank You (24 hours)• Certificate of Thanks• Annual Fund with “5 Reasons to Say Yes” insert 10

The Salvation Army New Donor Loyalty Series

The Salvation Army New Donor Loyalty Series  Special Insert

The Salvation Army Donor Loyalty Series RETENTION 18

The Salvation Army Donor Loyalty Series GIFT FREQUENCY 19

The Salvation Army Donor Loyalty Series INCOME PER DONOR ON FILE 20

The Salvation Army Donor Loyalty Series CUMULATIVE DONOR VALUE Through 3/30/2010 21

SECOND GIFT CONVERSION SERIES 22

Second Gift Conversion SeriesObjective: Solicit and receive an additional gift from a new donor as quickly as possible. • New donors receive a “special” series after they join• Welcome and acknowledgement• Strongest offer (Child Survival)• Communication Preference Postcard 23

Welcome and Acknowledgement

Child Survival Appeal

Communication Preference Postcard

IMPACT:16%lift in new donor conversion 28

Prostate Cancer Foundation• Thank You and Welcome• Communication Preference Request• Donor Bill of Rights 29

The Prostate Cancer Foundation Thank You Welcome Package

The Prostate Cancer Foundation Bill of Rights

Prostate Cancer Foundation (PCF)Annual Survey• Introduced to schedule in 2006• Gauge donor’s knowledge of prostate cancer• Tell donors what PCF does for treatment and cure• Find out what donors want to receive• Understand donor’s interest in PCF 32

The Prostate Cancer Foundation January Survey Appeal

The Prostate Cancer Foundation Annual Survey

MULTI‐CHANNEL IMPACT 35

Animal Care ClientsSupporter Card Package with Web Contest Tie‐in

Animal Care ClientsSupporter Card Packagewith Web Contest Tie‐in(Email)

Animal Care ClientsSupporter Card Package with Web Contest Tie‐in(Social Media)

Animal Care ClientsSupporter Card Package with Web Contest Tie‐in(Capture of live voting results)

Voice Broadcast to New Donors• Thanks donor for gift• Welcomes to family• Commits to stretch donor’s gift to help homeless animals• Shares story of animal who was helped 40

IMPACT:32%higher response from new donors with voice broadcast thank you before first ask! 41

MULTI‐CHANNEL CULTIVATION TO ENHANCE RETENTION 42

Matching Gift• Increases donor’s giving power (gift goes twice as far)• Connects donors with a community of supporters (makes donors feel a part of something bigger) 43

SPCA of TexasMatching Gift Package

IMPACT:39%higher response from new donors receiving thank you call 45

THE ALS ASSOCIATION: MULTI‐CHANNEL ENHANCEMENT TOMATCHING GIFT 46

The ALS AssociationMatching Grant  Direct Mail

The ALS Association – Matching Grant• Integrated email from patient Cathy Speck• Shared her story• Included personal photographs in an interactive slideshow linked to donation page 48

The ALS AssociationMatching Grant  Digital Integration

IMPACT:41%Increase in net revenue per M over previous match grant (direct mail only) 53

THE BOWERY MISSION THANK YOU 54

The Bowery Mission• “See the good you made possible” open rate over 100% higher than all other• Major gift officers sent slideshow to major gift prospects• Placed slideshow on home page 57

Summary • Be intentional in communications efforts the first 90 days!• Welcome and affirm new donors• Ask for feedback• Use multiple channels to communicate (mail, phone, digital) 58

QUESTIONS???? 59

Website: Grizzard.comTwitter: @GrizzardCommFacebook: Facebook.comGrizzardCommContact: Debbi BarberPresident(404) 935‐7175debbi.barber@grizzard.com 60

Save the date!Webinar by Grizzard CEO, Chip GrizzardDecember 13, 2011: 2:00 pm – 3:00 pmWatch for more information coming soon. 61

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Engagement strategies for higher donor retention

by Grizzard Communications Group on Oct 12, 2011

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Engagement strategies for higher donor retention — Presentation Transcript