Donor Relationship Management
Increasing Fundraising efficiency through Evaluation
Yogesh Aggarwal – Global Director
Yello...
Acquisition A Gamble
• Donor is the winning you get…. but
– Do you know Why you won?
– Do you know Value of Win ?
– Did yo...
How are you Acquiring?
• Like A Credit Card company
• Like A Time Share
• Like A Life Insurance company
• Like A Real Esta...
Few Questions for foundation of DRM
• Why did a Donor Give you ?
• What is in for him?
• Does he give to others?
• Is it c...
Introduction
Donor Relationship Management
is the development and
maintenance of mutually beneficial
long-term relationshi...
WE Don’t Own a Donor Base–
In fact, the opposite is true.
WE Belong to the Donor.
3 Things We Need to Stop
Thinking and Stop Doing
1. We need to stop thinking we own the
relationship… because we don’t
2. ...
- What you send
- When you send it
- Which channel
- Whether to open
- When to open
- Whether to read
- Whether to respond...
BUT WE INSIST ON THINKING IT’S ABOUT US
• We ACQUIRE Donors … ‘hostage-taking’
phase
• We RECAPTURE them, if they lapse
‘W...
Proof the public craves a
relationship that’s more about
them?
Introducing one of the most
successful new acquisition offe...
Interesting, isn't it ?
The Offer that explicitly promises
We Don’t Want a Relationship,
Is Very Successful at
Starting a ...
Why Does This Work?
- Because this offer tells the donor ‘you’re
in charge of this relationship’
The donor’s need for cont...
The Results:
• More than 25% of people responded
• Generated more 10 times of the Normal
outcome.
• Giving from 20 year+ d...
The Organizations
that Recognize the Donor
OWNS THE RELATIONSHIP
Will be the Biggest Winners in the
Decade Ahead.
A PROFOUND ATTITUDINAL SHIFT:
• Identify the people who really matter
• Commit to a true donor-centric approach
• Focus on...
Transaction Pyramid
Low Value
High
Value
Giving Profile
• Recency
• Frequency
• Amount
Transaction and Action Pyramid
Low Value
High
Value
Giving Profile
• Recency
• Frequency
• Amount
Activity Profile
• # of ...
Transaction, Action and Attributes Pyramid
Low Value
High
Value
Giving Profile
• Recency
• Frequency
• Amount
Activity Pro...
But Do You Know
How they Rank
You?
How Do You Rank in Donor Pyramid?
• Are you a Priority in Donor’s life?
… or just one of many?
• Does He/she give you more...
How He/She Supports
Other Charities
Also Tells You How Much
they Value You?
How You Rank?
Passion Pyramid
DONOR 2DONOR 1
• Gives to only 2-3 charities
• Gives you twice as much
as she gives to others
• Gives to l...
Who’s More Passionate About You?
Low
Passion
High
Passion
Donor 2
• Gives to lots of
organizations
• Gives more to
others ...
• Most of the organizations Selected ‘High Passion’ names
who did NOT meet their longstanding planned giving select
criter...
We may be the
ONLY INDUSTRY
In the world
That doesn’t view
RETENTION
as the key to growth!
26
The most important goals for nonprofit
communications strategies in 2013
4%
7%
12%
18%
20%
22%
22%
30%
45%
52%
57%
0% 10% ...
The most important goals for nonprofit
communications strategies in 2013
7%
30%
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35
All Othe...
KEYS TO RETENTION:
Commit to Greater investment, focused on:
• Truly knowing your best supporters; their
interests, their ...
The Reality:
The donor doesn’t belong to us.
We belong to them.
And unless we do more to embrace
this mindset, we are not ...
Thank You
Donor Relationship Management
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Donor Relationship Management

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"Donor Relationship Management - Increasing Fundraising efficiency through Evaluation".

Given the importance of individual donors to the sector, it is vital to understand how to cultivate relationship with donors to increase Retention.Donor Relationship can be grown and fostered to improve retention and key financial behaviors over time. What is required is a theory based view of how these relationships form and how to measure and systematically impact them in simple, straightforward ways. This session treats you to an approach which transforms your one time Donor to a Lifetime Donor.

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Donor Relationship Management

  1. 1. Donor Relationship Management Increasing Fundraising efficiency through Evaluation Yogesh Aggarwal – Global Director Yellow Umbrella
  2. 2. Acquisition A Gamble • Donor is the winning you get…. but – Do you know Why you won? – Do you know Value of Win ? – Did you win because anyone at that time would have Won? – Can you increase probability of Win?
  3. 3. How are you Acquiring? • Like A Credit Card company • Like A Time Share • Like A Life Insurance company • Like A Real Estate Company • Like AN FMCG How You are acquiring will define How your should Retain
  4. 4. Few Questions for foundation of DRM • Why did a Donor Give you ? • What is in for him? • Does he give to others? • Is it cause ? • Is it your name? • Is it because of the sales person ? • Who is He?
  5. 5. Introduction Donor Relationship Management is the development and maintenance of mutually beneficial long-term relationship with strategically significant Donors. It is concerned with the creation, development and enhancement of individualized donor relationships with carefully targeted donors and donor groups resulting in maximizing their total Value association with the NGO.
  6. 6. WE Don’t Own a Donor Base– In fact, the opposite is true. WE Belong to the Donor.
  7. 7. 3 Things We Need to Stop Thinking and Stop Doing 1. We need to stop thinking we own the relationship… because we don’t 2. We Need to stop relying on the same old one-dimensional pyramid 3. We need to stop believing acquisition is the main key to growing our file
  8. 8. - What you send - When you send it - Which channel - Whether to open - When to open - Whether to read - Whether to respond - When to respond - How much to give - Which channel to use The Fundraising Dialogue Sender Receiver
  9. 9. BUT WE INSIST ON THINKING IT’S ABOUT US • We ACQUIRE Donors … ‘hostage-taking’ phase • We RECAPTURE them, if they lapse ‘Why Have You Foresaken Us?’ letter • Put them through a CONVERSION program Our language reflects our attitude
  10. 10. Proof the public craves a relationship that’s more about them? Introducing one of the most successful new acquisition offers in the past 5 years…
  11. 11. Interesting, isn't it ? The Offer that explicitly promises We Don’t Want a Relationship, Is Very Successful at Starting a Relationship
  12. 12. Why Does This Work? - Because this offer tells the donor ‘you’re in charge of this relationship’ The donor’s need for control is that deep
  13. 13. The Results: • More than 25% of people responded • Generated more 10 times of the Normal outcome. • Giving from 20 year+ donor core has been increasing for the first time in years
  14. 14. The Organizations that Recognize the Donor OWNS THE RELATIONSHIP Will be the Biggest Winners in the Decade Ahead.
  15. 15. A PROFOUND ATTITUDINAL SHIFT: • Identify the people who really matter • Commit to a true donor-centric approach • Focus on engagement and donor service • A zealous commitment to nurturing the relationship
  16. 16. Transaction Pyramid Low Value High Value Giving Profile • Recency • Frequency • Amount
  17. 17. Transaction and Action Pyramid Low Value High Value Giving Profile • Recency • Frequency • Amount Activity Profile • # of channels • Volunteer? • Special Events 18
  18. 18. Transaction, Action and Attributes Pyramid Low Value High Value Giving Profile • Recency • Frequency • Amount Activity Profile • # of channels • Volunteer? • Special Events You Know How To Rank the Donor Attributes • Age • Wealth • Health
  19. 19. But Do You Know How they Rank You?
  20. 20. How Do You Rank in Donor Pyramid? • Are you a Priority in Donor’s life? … or just one of many? • Does He/she give you more than He/she gives to other charities … or less? • Is it unusual for Donor to support you? … or does He/she donates to everyone?
  21. 21. How He/She Supports Other Charities Also Tells You How Much they Value You? How You Rank?
  22. 22. Passion Pyramid DONOR 2DONOR 1 • Gives to only 2-3 charities • Gives you twice as much as she gives to others • Gives to lots of organizations • Gives more to others than you
  23. 23. Who’s More Passionate About You? Low Passion High Passion Donor 2 • Gives to lots of organizations • Gives more to others than you Donor 1 • Gives to only 2-3 charities • Gives you twice as much as she gives to others
  24. 24. • Most of the organizations Selected ‘High Passion’ names who did NOT meet their longstanding planned giving select criteria. Instance #1 Value Pyramid Low Value Passion Pyramid Low Passion % RESPONSE FROM THAT SEGMENT?
  25. 25. We may be the ONLY INDUSTRY In the world That doesn’t view RETENTION as the key to growth! 26
  26. 26. The most important goals for nonprofit communications strategies in 2013 4% 7% 12% 18% 20% 22% 22% 30% 45% 52% 57% 0% 10% 20% 30% 40% 50% 60% All Other Responses Retaining Current Participants Acquiring New Volunteers Building Print or Email List Acquiring New Program Partipants Creating Website Traffic Thought Leadership / Positioning as an Expert Retaining Current Donors General Brand Awareness Engaging Our Community Acquiring New Donors NonprofitMarketingGuide.com survey
  27. 27. The most important goals for nonprofit communications strategies in 2013 7% 30% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 All Other Responses Retaining Current Participants Acquiring New Volunteers Building Print or Email List Acquiring New Program Partipants Creating Website Traffic Thought Leadership / Positioning as an Expert Retaining Current Donors General Brand Awareness Engaging Our Community Acquiring New Donors NonprofitMarketingGuide.com survey
  28. 28. KEYS TO RETENTION: Commit to Greater investment, focused on: • Truly knowing your best supporters; their interests, their needs • Using the Whole pyramid: Transactions, Actions, Attributes … and Passion • Nurturing true relationships through superior donor service
  29. 29. The Reality: The donor doesn’t belong to us. We belong to them. And unless we do more to embrace this mindset, we are not going to have the best Donor Relationship Management.
  30. 30. Thank You
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