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NRB Research Symposium - Chris Wilson
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NRB Research Symposium - Chris Wilson



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  • 1. National Religious BroadcastersMeasuring and Improving Donor Engagement
    Chris Wilson
    Partner & CEO
    Bryon Allen
    Partner & COO
  • 2. Contents
  • 3. The Problem
  • 4. An increasing number of radio ministry donors are aging and are on fixed incomes. This presents challenges when soliciting them for donations.
  • 5. Through a series of national donor research surveys, WPA has found that a majority of U.S. donors anticipate giving only the same amount that they did the previous year.
    WPA Trend Analysis
  • 6. There are a number of factors that can contribute to a decline in donations for an organization.
  • 7. In a May 2011 survey for a charitable organization, WPA found that more donors plan to give less to that organization in the next year than they have in the previous year.
    WPA Analysis of a charitable organization’s donors from May 2011
  • 8. Typology of Donors
  • 9. WPA has found that most charitable donors fit into three different types of donors.
  • 10. Personality-Centered Donors
  • 11. Mission-Centered Donors
  • 12. Program-Centered Donors
  • 13. Building Mission-Centered Engagement
  • 14. The Three “A’s”
  • 15. Affect
  • 16. Affect
  • 17. How WPA Measures ‘Affect’
  • 18. Alignment
  • 19. Alignment
  • 20. For this particular organization priority one is the most important to them when they decide to support an organization. Further, when asked an open ended question about why they support the organization, the work on saving life is clearly the driving factor.
  • 21. Attachment
  • 22. Attachment
  • 23. All of these measures help an organization understand the intention of their donors to donate and how to communicate with them.
  • 24. Conclusion
  • 25. Conclusion
    Building and maintaining donor engagement has been a priority of both research and action in the ministry community for some time.
    • Wilson Perkins Allen has found that not all engagement is equal. We have found that there are three main types of donor engagement:
    • 26. Personality-Centered Donors
    • 27. Mission-Centered Donors
    • 28. Program-Centered Donors
    • 29. Each of these types of donors have their own unique set of characteristics as well as their own set of challenges as the organization tries to keep them as long-term donors.
    • 30. Working to convert existing donors to a Mission-Centered pattern of engagement is the best way to build a sustainable donor base.
    • 31. Using the right tools to measure the level of engagement in an organization’s donors is key to understanding how to communicate with those donors.
  • Contact
  • 32. For additional information about this or any other of our services, please feel free to contact:
    Bryon Allen
    Partner & COO
    Chris Wilson
    Partner & CEO