After The Gift: How To Build A Satisfied, Loyal Donor Base

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Everything you do after someone makes their first donation will determine if they will give that all-important second gift. 50-80% never do. And this is costing you money. Why? Because it’s much more expensive to find a new donor than it is for you to keep a current donor. This webinar will explain the reasons donors often stop giving to your organization and what you can do to change that.

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After The Gift: How To Build A Satisfied, Loyal Donor Base

  1. 1. After The Gift: How To Build A Satisfied, Loyal Donor Base Tina Cincotti June 20, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. www.mission.doA Service Of: Sponsored by:
  4. 4. Today’s Speaker Tina Cincotti Owner & Principal Consultant, Funding Change Training & ConsultingAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Average attrition rate of 1st time donors in U.S. = 80%
  6. 6. This is notgood…not good at all….
  7. 7. Comparison of Two Approaches Transaction Relationship Fundraising FundraisingFocus Soliciting donations Retaining donorsKey measures Immediate response, Lifetime value return on investment, amount of giftOrientation Urgency of cause Donor relationshipTime scale Short LongCustomer service Little emphasis Major emphasis
  8. 8. Comparison of Two Approaches Transaction Relationship Fundraising FundraisingFocus Soliciting donations Retaining donorsKey measures Immediate response, Lifetime value return on investment, amount of giftOrientation Urgency of cause Donor relationshipTime scale Short LongCustomer service Little emphasis Major emphasis
  9. 9. So, why dopeople stop giving?
  10. 10. Isn’t there any good news?
  11. 11. “On behalf of the board and staff, Iwant to thank you… blah, blah…”
  12. 12. “Thank you for your generous gift of…”
  13. 13. Opera has a home inBoston and it’s all becauseof you.
  14. 14. A warm place to sleep.A steady job. The keysto their own apartment.
  15. 15. Did Chris Jahnkeknock your socks off orwhat?
  16. 16. We sent 220 volunteers toJoplin to help them rebuild.Ten families are now livingin their homes again.
  17. 17. You helped send 220volunteers to Joplin. Tenhomes were rebuilt andfamilies are living thereagain.
  18. 18. More ways toimprove donor loyalty…
  19. 19. THE BIG THREE
  20. 20. 1. Satisfaction2. Commitment3. Trust
  21. 21. Cue the Rolling Stones...Satisfaction is #1
  22. 22. Encourage feedback from donors
  23. 23. How are we doing?
  24. 24. Build trust…
  25. 25. BEYONDTHE BIG THREE
  26. 26. Board +“thank you” call means37% bigger gifts
  27. 27. Welcome Kit• Personalized cover letter• Most recent newsletter• Annual report• Recent press clip• Invitation to an upcoming program or event• Maybe a sticker, pin or magnet
  28. 28. Offer choice in communications…
  29. 29. Personalize & segment…
  30. 30. Throw cultivation parties…
  31. 31. How will Iknow if thisis working?
  32. 32. What’s your retention rate?
  33. 33. What’s your conversion rate?
  34. 34. Thank you for spending your valuable time with me today! Please stay in touch. -- Tina 617-477-4505 tina@fundingchangeconsulting.com TinaFCC on Twitter www.fundingchangeconsulting.com
  35. 35. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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