Loving Your Donors

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Did you know the best way to build a robust individual giving program is to keep your current donors giving year after year, upgrading to larger and larger gifts, while you work on finding new prospects to add to the mix?


Join Pamela Grow for a discussion on how to build better and stronger relationships with your donors. She will give you a step-by-step program for keeping your donors giving year-after-year.

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Loving Your Donors

  1. 1. Loving Your Donors 5 THINGS YOU CAN START DOING RIGHT NOW TO CREATE LIFETIME DONOR RELATIONSHIPS
  2. 2. ABOUT ME Publisher: The Grow Report weekly enews Author •Five Days to Foundation Grants •Simple Development Systems Founder Simple Development Systems | The Membership Program Co-creator 100 Donors in 90 Days The Donor Retention Project DONOR-FOCUSED DEVELOPMENT: FROM THE GROUND UP
  3. 3. DO YOU KNOW YOUR RETENTION RATE? “Over 70% of people that we recruit into organizations never come back and make another gift, so we’re caught on this treadmill where we have to spend lots of money on acquisition which most nonprofits lose money on anyway, just to stand still.” - Dr. Adrian Sargeant
  4. 4. A SIMPLE WAY TO CALCULATE https://bloomerang.co/retention
  5. 5. Remember... the cost to acquire a new donor is 6-7 times that to retain existing donors.
  6. 6. Increase your donor retention by just 10% today and you can enhance the lifetime value of your donor base by 200%
  7. 7. “taking positive steps to reduce gift and donor losses is the least expensive strategy for increasing fundraising income.” Roger Craver
  8. 8. ARE YOU READY TO STOP YOUR ORGANIZATION’S LEAKY BUCKET??
  9. 9. 5 THINGS YOU CAN START DOING RIGHT NOW TO CREATE LIFETIME DONOR RELATIONSHIPS QUODSI FUISSET NE MEI. EAM AN JUSTO DETRACTO. DUO AT IDQUE DETRACTO.
  10. 10. How did you get here?
  11. 11. “Quodsi ne mei. Eam an justo detracto. Duo at idque integre detracto, in alia agam. At eam odio probatus. Porro mediocritatem”
  12. 12. THIS IS HOW MY THANK YOU LETTERS USED TO READ...
  13. 13. 5 THINGS YOU CAN START DOING RIGHT NOW Start with your thank you letter
  14. 14. SAY THANK YOU LIKE YOU MEAN IT!
  15. 15. 7 COMPONENTS OF AN IDEAL THANK YOU LETTER 1.Personalization. 2.A captivating opening. 3.Impact. 4.Let them know how they can be in touch. 5.Have you referenced their gift amount and/or past giving? 6.Is it donor-focused? 7.Hand-sign your thank you letters.
  16. 16. BEFORE...
  17. 17. AFTER
  18. 18. PUT ‘EM IN A BINDER! •Thank you for annual fund donation •Thank you for in-kind donation •Thank you for board gift •Thank you for bequest gift •Thank you for in-memoriam gift •Thank you for foundation grant •Initial thank you for monthly gift •Thank you for bequest gift •Direct mail thank you for online gift/ email thank you for online gift
  19. 19. DON’T FORGET YOUR EMAIL THANK YOU
  20. 20. WHAT’S YOUR PLAN FOR NEW DONORS?
  21. 21. FOR NEW DONORS...WITHIN 60 DAYS OF THE THANK YOU LETTER •Follow up with a welcome kit •Thank you calls •Call them with an invitation to join your organization’s monthly giving program •Your thoughts?
  22. 22. WHAT GOES IN A FIRST-TIME DONOR WELCOME KIT? •New donor newsletter •FAQ statement •“Pass it on” packet •Invitation to join monthly giving •Annual report •Donation envelope
  23. 23. WELCOME NEWSLETTER
  24. 24. “PASS IT ON” PACKET QUODSI FUISSET NE MEI. EAM AN JUSTO DETRACTO. DUO AT IDQUE DETRACTO.
  25. 25. AND WHAT ABOUT YOUR LAPSED DONORS? Let them know you love them and miss them and want them
  26. 26. 5 THINGS YOU CAN START DOING RIGHT NOW 1. Start with your thank you letter 2. Thank you calls
  27. 27. “A thank you call to a newly acquired donor yields 40% more revenue in year two.” Penelope Burk, Fundraising Statistician
  28. 28. DAILY GRATITUDE CALLS
  29. 29. CREATE A RITUAL “The one thing that we have done is to phone every donor when the donation is received and thank them BEFORE doing anything else.” Sharon Evans President BC Schizophrenia Society Penticton BC V2A 5K2
  30. 30. 5 THINGS YOU CAN START DOING RIGHT NOW Start with your thank you letter Show impact before you ask for another gift Thank you calls
  31. 31. SHOW IMPACT •Newsletters •Impact reports •Email updates •Welcome kit •Facebook; social media posts •Get your program staff involved •Your thoughts?
  32. 32. Social Media
  33. 33. VIDEO
  34. 34. 5 THINGS YOU CAN START DOING RIGHT NOW Start with your thank you letter Show impact before you ask for another gift How well do you know your donors? Surveying Thank you calls
  35. 35. WHAT DO YOUR DONORS REALLY THINK?
  36. 36. SAMPLE SURVEY QUESTIONS What donors say they want and what they actually respond to are two different things. 1.What first motivated you to support us? 2.What area/s of our work are you most passionate about? 3.For animal rights organizations, ask about their pets Personal questions: Level of education, employment status, date of birth give you a good idea of who your best donors are.
  37. 37. 5 THINGS YOU CAN START DOING RIGHT NOW Start with your thank you letter Show impact before you ask for another gift How well do you know your donors? Surveying Thank you calls Get your board on board!
  38. 38. “Stop asking your board members to find new
  39. 39. CULTIVATE AN ATTITUDE OF GRATITUDE WITHIN YOUR BOARD •Board thank you calls •Handwritten thank you notes from board members •Encourage board members to share impact stories •Have board members invite donors to insider events •Ask donors for advice •Your thoughts?
  40. 40. WE’VE COVERED... Why you should care about retention How to write the perfect thank you letter Donor calls Showing impact Getting board involved in the process
  41. 41. “The top of the pyramid isn’t people with money. It’s people with deep connection to the mission. We’ve all seen instances where people without a lot of dispensable income really stretched to make a significant gift to something that matters to them — to an organization where they feel engaged in the work, connected to the leaders, on fire about the impact. My husband and I have done that, when we were leaders on boards, and we’re not rich. If we think about the top of the pyramid (or triangle) being the people with fire in their belly about our work, it takes the focus off rich people. I’d rather have a donor base full of people without a lot of resources who care deeply, than with rich people who don’t.” Susan Howlett
  42. 42. You must see your current donors as the valuable assets that they are!
  43. 43. RESOURCES
  44. 44. QUESTION TIME
  45. 45. A YEAR’S WORTH OF TRAINING & SUPPORT

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