Building Donor Loyalty

Building Donor Loyalty:How to Keep Your Donors Giving in Any Economy Tina Cincotti Use Twitter Hashtag #npweb Special Thanks To Our Sponsors

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Today’s Speaker Tina Cincotti Funding Change Training & Consulting Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars

Building Donor Loyalty: Best prac5ces for success in any economic climate Presented by: Tina Cinco<, Funding Change Training & Consul5ng 5na@fundingchangeconsul5ng.com 617-‐477-‐4505

Average aLri5on rate of 1st 5me donors in U.S. = 80%

ica5 on com mun isi5on vs of acquC ost

So, why do people stop giving? (Brace yourself for a stat a/ack…)

It’s not the economy, stupid… • 66 out of 100 people • Only 4 • 60% • Only 20%

Isn’t there any good news?

Donor Rela5ons 101 Three things donors want: 1. Thanks 2.  ConﬁrmaAon 3.  Report

Donor Rela5ons 101 Do these 3 things and… • 93% • 64% • 74%

#1 – Prompt, personal thanks.

48 Hours or less…

“On behalf of the board and staﬀ, I want to thank you… blah, blah…”

Does your “thank you” leLer…? •  Start with something unique? •  Personally address the donor? •  Give the donor the contact info for a real person they can be in touch with? •  Tell the donor what will be possible because of their giP? •  Talk to “you” the donor, not “we” the organizaAon? •  Say that a progress report will be sent?

#2 – Gi_ will be used as intended.

#3 – What was accomplished.

Most common oﬀenses •  Not donor centered •  Not enough “you”s •  Weak headlines •  Long leXer from Director •  Too much educaAon, not enough graAtude •  No stories •  Full of jargon & acronyms •  No real news or results •  Too much text, not enough photos/graphics

More ways to improve donor loyalty…

Sa5sfac5on is #1

Encourage feedback from donors

How are we doing?

Increase commitment…

Build trust…

Welcome new donors…

Welcome Kit •  Personalized cover leXer •  Most recent newsleXer or two •  Annual report •  Recent press clip or two •  InvitaAon to an upcoming program or event

Oﬀer choice in communica5ons…

Personalize & segment…

Throw cul5va5on par5es…

Your Ac5on Makes A Difference Please complete this form and we’ll keep in touch.  I will be a voice. I will speak out for the rights of women and girls. Let me know how.  I want to be counted. Make sure I’m on the EMA Fund mailing list and e-‐mail alert list.  I want to help. Send me informaAon about volunteer opportuniAes.  I want to fuel the fires of change. I’m sending in my financial giP to help the Women’s Fund do its important work.  I want to be part of a social change community. Invite me to gatherings where we talk about the issues facing women and girls, and figure out how to work together for progressive change. I know I can make a difference. Please print clearly. Name ____________________________________________________________ Address __________________________________________________________ Telephone number __________________________________________________ E-‐mail____________________________________________________________

Don’t treat your donors like…

Put relaAonship building on calendar… Relationship Building SolicitationJanFebMarAprMayJune Minimize solicitationsJuly b/t Memorial DayAug and Labor Day.SeptOctNovDec

How will I know if this is working?

How to evaluate donor rela5ons •  Donor retenAon rate •  Donor conversaAon rate •  No ask contacts •  PersonalizaAon •  Donor-‐iniAated contact •  Donor-‐centric communicaAons

MOST WANTED: OrganizaAonal culture of philanthropy

QuesAons?

Thank you! Want more advice? Sign up for my FREE e-‐newsle/er… Subscribe at www.fundingchangeconsulAng.com

Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors

Building Donor Loyalty

by NonprofitWebinars.com on Feb 02, 2011

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