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14 Ways to ReportBack to Donors:From Newsletters to Tw eetin @kiv g? ilm I’mAnnual Reports Kivi Leroux Miller President, Nonprofit Marketing Guide.com
What’s Happening Now • Donor attrition between first and second gift: 65% • Those saying their first gift was not as generous as it could have been: 75%Source: Penelope Burk - “Donor Centered Fundraising”
Nonprofits Say It’s Not Quite That Bad• Nonprofits have a donor retention rate of only 43.1 percent, meaning that 56.9 percent of their 2009 donors did not give in 2010.• Cumulative study results over the past five years: – Nonprofits lose over 50 percent of their donors between the first and second donation – Nonprofits lose 30 percent of those donors year after year – Nonprofits lose 30 percent of regular or sustainer givers from one year to the next.Source: Fundraising Effectiveness Project 2011 Results from Association of FundraisingProfessionals and The Center on Nonprofits and Philanthropy at the Urban Institute. Survey of 2,377nonprofits.
What Donors Want • Those saying getting a prompt, meaningful thank you, and follow-up results, will ensure second gift: 80% • Reporting back results is more important than individual recognitionSource: Penelope Burk - “Donor Centered Fundraising”
Donors Want Success Stories• Prompt and meaningful acknowledgment of gifts• + meaningful and measurable results on their last gift at work before being asked again• = 87% of donors indefinitely satisfied Source: Cygnus Applied Research
What They Want to Receive• Tax Receipt at End of Year• Reports on How Money Spent• Action Alerts• Success Stories Source: “The Wired Wealthy” by Convio,Sea Change Strategies, and Edge Research, 2008.
Where to Use Success Stories• Your Thank You Letters• Your Newsletters• Your Annual Report• Your Website• Everywhere Else Too! It’s All about Their Love for Your Good Cause – Return That Love with Great Success Stories
“Spine care” raised $5,000. “Zawadi” raised $50,000.Ten fold increase fromone edition of thenewsletter to the next,simply by switching fromcorporate storytelling todonor-centeredstorytelling.Thank you, Tom Ahern, for the example.