2. Your Presenter
Jay B. Love
!
• 30 Years of Technology Leadership
• Over 20,000 Database Installations
• Former Founder & CEO of eTapestry
• Former CEO of Master Software/Fund-‐Master
• AFP Board Member
• AFP Ethics Committee Chairman
• Center on Philanthropy at IU Board Member
• Innovation Fund at Butler University Board Member
• Gleaners Food Bank Board Member
• Co-‐Chair of Indianapolis YMCA Capital Campaign
3
3. Do you know your retention rate?
In our surveys, less than
45% of fundraisers
knew their current
donor retention rate.
4. The 2013 FEP results are in »
6 out of every 10 donors do not give again!
6. Donor Attrition Over Five Years
So what?
# of Donors Attrition
Rate
Donors
Remaining
After 1 Year
Donors
Remaining
After 2
Years
Donors
Remaining
After 3
Years
Donors
Remaining
After 4
Years
Donors
Remaining
After 5
Years
1,000 20% 800 640 512 410 328
1,000 40% 600 360 216 130 78
1,000 60% 400 160 64 26 10
https://bloomerang.co/retention
7. Why nonprofit donors leave »
• 5% -‐ thought charity did not need them
• 8% -‐ no info on how monies were used
• 9% -‐ no memory of supporting
• 13% -‐ never got thanked for donating
• 16% -‐ death
• 18% -‐ poor service or communication
• 36% -‐ others more deserving
• 54% -‐ could no longer afford
https://www.linkedin.com/today/post/article/20140520191728-746287--infographic-why-donors-stop-their-support
10. Cue the experts »
A significant
number of donors lapse
because they find
the communications
they receive
inappropriate.
- Dr. Adrian Sergeant,
Bloomerang Chief Scientist
http://www.afpnet.org/files/ContentDocuments/Donor_Retention_What_Do_We_Know.pdf
11. Cue the experts »
“Are your charity's
fundraising, advocacy
or other "persuasion"
communications
riddled with common,
hidden flaws that limit
their effectiveness?”
- Tom Ahern,
Bloomerang Donor
Communications Head Coach
12. Goal of donor communications »
You send a message...
...and you want action!
13. First, ask yourself »
1. What do I know about the target audience?
2. What does that knowledge suggest I do?
3. What are the obstacles?
16. Why were you successful? »
• How did you grab my attention?
• How did you stir my emotion?
• How did you make your case so I cared?
• How did you talk to me personally?
• How did you advance the case story?
• How were you relevant to the reader?
• How were you relevant to the times?
24. Disqualify other
sources of
income
Demonstrate
importance of
donors’ work
Ask #4
Shift responsibility for the success of the mission onto
donors’ shoulders
39. Ask Yourself (Acquisitions) »
1. Who are you (your promise)?
2. What do you want?
3. Why should I trust you?
4. Why do you matter?
5. How do you relate to me?
6. What’s the rush?
40. Ask Yourself (Renewals) »
1. What did you do with my prior gift?
2. Are you grateful?
3. What do you want now?
4. Do you have proof?
5. Again: Who are you?
6. What’s the rush?
41. Personalize! »
• Use the person’s name
• Use the pronouns “you” and “I”
• Include an audience attribute:
“As a parent, you know....”
• Geography: “As a resident of...”
• Hand-‐written touches
42.
43. Secret to Success #3 »
Make your donors the solution to
some local problem.
44. Dr. Adrian Sargeant: Why Donors Stay Loyal »
They’re aware of consequences
!
“Someone might be hurt if I don’t give.”
45. “…the purpose is to get the
reader involved long enough and
interested enough to make a
positive decision. Nothing else.”
-‐-‐ Jerry Huntsinger
49. Multiple Asks
Logo
[ Optional important message ]
Dear Ms. Smith,
If you’re like me, the sight of kids
running around on stage in silly
costumes makes you giggle with
delight.
Sincerely,
Ms. Sincerity Champion, ED ! PS: ytuytggygkigkygkygigikgy
Ask!
Ask!
Ask!
Ask!
50. The purpose of donor communications:
To get inside a person’s home or office ...
... and carry on a brief, persuasive
“conversation in print,” hoping it
will earn your cause a gift.
54. Donor Communications Checklist »
• Is the letter a conversation – or a brochure?
• Is the opening sentence short?
• Is it personal (“you” and “I”)?
• Have I said why I’m here? (“I’m writing to you today
because...”)
• Does it make a promise?
• Is there urgency?
• Are there at least 3 asks?
• Does it entertain (tell a story, offer news)?
• Is the donor the hero?
56. Neuroscience says…
“Coming across new information triggers a
chemical reaction that makes us feel good,
which in turns causes us to seek out even
more of it.”
Source: Wall Street Journal article by Lee Gomes, on USC neuroscientist, Dr. Irving
Biederman; published March 12, 2008
57. Dear Jane Sample,
!
Our doctors call it "Day Zero.”
!
It’s the day you come back from the dead.
59. Also “new-‐ish”
Words like secret, hidden, hints, tips,
update, private, confidential, mystery,
discover, unveil, expose, reveal, divulge.
Phrases like "Did you know?", "Myths
and Facts," "Frequently Asked
Questions," "Heard on the Blog."
61. “Focus on the SMIT (single most important thing)
you want to tell someone, right now. Ideally
focused on a story about an individual.”
-‐-‐ Jonathon Grapsas
66. “Giving is not about a calculation of
what you are buying,” Yale economics
professor, Dean Karlan, proved.
“It is about participating in a fight.”
The New York Times | March 9, 2008
69. They are not giving to this, at least not initially
Memphis Child Advocacy Center
Helping Victims
Become Children Again
They are giving to this
70. Donors don’t give to your
organization.
They give through your
organization to:
• fix a problem they worry about
• sustain or expand a solution they believe in
• get more of what they’re interested in
• feel like they’ve made a difference
72. 9 Secrets to Success »
1. Mental nods
2. Not about you, it’s about the donor
3. Make your donor the solution to a problem
4. 1st paragraph: 10 words or less
5. Multiple asks
6. Don’t bore me
7. Know your SMIT
8. As long as it needs to be
9. Colloquial language