Donor Development for Charity Shop Donors
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A presentation developed for eproductive's (http://www.eproductive.com) first conference covering best practice for charity shops. This aims to encourage charities to examine and realise the full potential of their charity shop donors - through the data provided by the eproductive Gift Aid system - and better integrate their development and stewardship with other forms of giving, for better return on investment.
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Donor Development for Charity Shop Donors
- 1. Donor development for charity shop donors 10 November, 2009 Rachel Beer
- 2. Or: How to maximise loyalty, value and return on investment
- 4. What can you do to improve this?
- 5. How can you make sure you always raise as much as possible?
- 6. By looking after the donors you have as well as you possibly can…
- 7. By making them feel more loyal…
- 8. Increasing the chances of future donations…
- 9. Increasing the frequency of future donations…
- 10. Increasing the value of future donations…
- 11. Upping the feel- good factor!
- 14. Remember: Most people wouldn’t donate if they weren’t asked directly
- 19. How much is a direct mail donor worth per year? Excerpt from analysis conducted in 2009 Contact beautiful world for further details
- 20. How much are donors of charity shop goods worth to your charity?
- 23. What happens if this sample of 700 shops can increase repeat donations by just 10%?
- 24. They make an extra: £1,061,924* *Over 20 months
- 25. This equates to: £910 per shop / year 20 shop chain = £18,200 50 shop chain = £45,500 350 shop chain = £318,500
- 26. How can you achieve this?
- 30. Here are some real examples that I reviewed…
- 45. Rachel Beer beautiful world [email_address] 0207 739 6136 07970 965577 www.hellobeautifulworld.com Photos ©istockphoto / Presentation ©beautiful world UK Ltd. Please contact beautiful world if you wish to use any of the content, statistics or slides in this presentation.
Editor's Notes
- Much has been made of this in the press over the last few months
- Sample: 700 shops over avg 20 months
- Sample: 700 shops over avg 20 months
- The position of the legal blurb in this letter isn’t brilliant – it could be much further down, after some much more engaging, feel-good messages
- This letter starts out very coldly – there is a really long opening paragraph, which is not very easy to read, and it doesn’t even say thank you before it goes into the obligatory detail about their Gift Aid Declaration and copy required by HMRC. Obviously, this information must be included, but there are much better ways to do this. Including the point about ongoing need, and asking for further donations is smart though.
- This letter is just faultless. You’d feel very appreciated, and be much more inclined to support again in future, if you received this.
- The third paragraph of this letter reads: To continue to donate this money to help <charity name>, you need do nothing further. This is emboldened and stated nice and early on in the letter, which means the reader can skip over the rest of the HMRC regulation detail if they wish – and they’ve had all the most important messages up front; not least the thank you! A really good job.
- Any number of things
- This can help you to understand how best to look after, and develop, your donors