14 Ways to Share Results with Donors

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

That’s Not Always Easy to Deliver

Some Have It Easier Than Others• Life savers and life changers can tell client success stories over and over.

A Common ChallengeNot knowingwhat to measure,how to measure,or measuring thewrong thing

Another Common ChallengeToo many dots inbetween . . .Not wanting totake credit forhelping,facilitating, orpartnerships

Yet Another Common ChallengeNot knowing the“real” people orhavinginsurmountableprivacy concernsif you do

What’s the Point?• Translate what you do into why you do it• Explain the meaning behind every day tasks• What’s changed because of your activities?

Don’t Fear the Big Picture: Frame ItYour supportersbelieve YOU aretheir connectionto the big issuesthey care about!

Personal, FriendlyThank You Letters 1

My Easy Thank You FormulaGreeting Card +Progress Report +Invitation =Powerful Thank You Letter!

Donor-Centered Openings• You made my day.• I have a great story to share with you.• Look what you’ve made possible.• I am so thankful for people like you.• You’ve given hope to . . .

Nature.org/thanks

Photos in ThankYou Cards 2

Donor-CenteredArticles 3

“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.

Thank you, Jeff Brooks, for the example.

Client/ImpactTestimonials 4

Letters from Clients• 76% of donors say getting a thank you letter from someone who benefited from the charity’s work was very meaningful. (Burk)

Dramatic Stories 5

Basic Success Story Structure• Houston, We Have a Problem• Here’s What We Are Going to Try• Here’s What Happens if We Fail• Yes! It Worked!• Throw in a Few Unexpected Benefits

Act I:Introduces thecharacter, hissituation, andhis goal.

Act II:Characterfacesobstacles.Tensionmounts.

Act III:Action peaks.Charactertriumphs,gets payoff.

Timeline orTime Lapse 6

Real TimeDashboards 7

Befores and Afters 8

Ed Givens, helped back into housing by Skid Row Housing TrustThank you, Kat Johnson, for the example.

Behind the Scenes 9

Positive and Personable! Results! Invitation Great Photo To Feel Like We Are ThereCredit toDonors More Goodness to Come! Personable Integration Reminder about Connection, and Other Activities

Executive DirectorUpdates 10

Infographics 11

Results of OutsideEvaluations 12

“New andImproved” AnnualReports 13

Video AnnualReports 14

Remember Your Goal . . .• Donor Retention• Better Understanding• See Themselves as Having Impact= Future Support

Kivi Leroux Miller@kivilmFacebook.com/nonprofitmarketingguidekivi@ecoscribe.com

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14 Ways to Share Results with Donors

by Kivi Leroux Miller on Jun 28, 2012

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