How to Enhance Donor Loyalty


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How to Enhance Donor Loyalty presented by Bridget Brandt at Sage Summit 2011. Want loyal donors? Then you must engage them! This presentation will provide you with ideas and ways to nurture donors online and touch lightly on the tools for engagement: Sage Fundraising 50, Sage Fundraising Online and Sage Millennium.

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How to Enhance Donor Loyalty

  1. 1. Improving Donor Engagement Online Bridget Brandt Brisbane Consulting & Sage
  2. 2. Agenda <ul><li>Do you have engaged donors? </li></ul><ul><li>Engage them online </li></ul><ul><ul><li>New </li></ul></ul><ul><ul><li>Established </li></ul></ul><ul><li>Tools to Engage </li></ul><ul><li>Q&A </li></ul>
  3. 3. What are “Engaged Donors” <ul><li>Engaged Donors are those who are taking ACTIONS </li></ul><ul><ul><li>Donate </li></ul></ul><ul><ul><li>Attend events </li></ul></ul><ul><ul><li>Volunteer </li></ul></ul><ul><ul><li>Recruit new donors </li></ul></ul><ul><li>Engaged Donors are those who are a part of your “Community” </li></ul><ul><ul><li>Interacting and communicating WITH your organization </li></ul></ul><ul><ul><li>Interacting and communicating with others ABOUT your organization (online and offline) </li></ul></ul><ul><ul><li>Building a relationship </li></ul></ul>
  4. 4. Why do you want “Engaged Donors”? <ul><li>More cost-effective to renew a donor than find a new donors </li></ul><ul><li>Engaged donors extend your organization’s reach into the world </li></ul><ul><li>Engaged donors do more: </li></ul><ul><ul><li>More frequent donations, larger donations </li></ul></ul><ul><ul><li>Take more actions </li></ul></ul><ul><ul><li>Tell more people about your organization </li></ul></ul><ul><ul><li>Peer to Peer fundraising </li></ul></ul>
  5. 5. How to Tell if Your Donors Are “Engaged” <ul><li>They are taking actions </li></ul><ul><ul><li>Back to the definition of an engaged donor </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Increased mentions </li></ul></ul><ul><ul><li>Increased fans / followers </li></ul></ul><ul><li>Increased traffic to website </li></ul><ul><ul><li>From social media, emails, etc. </li></ul></ul>
  6. 6. <ul><li>Ideas to Nurture Engagement Online </li></ul>
  7. 7. Mind the Gap <ul><li>The “Engagement Gap” </li></ul><ul><ul><li>The gap between a first time donor and an “engaged donor” </li></ul></ul><ul><li>What do you do with your first time donors? </li></ul><ul><li>Need multiple ways / methods to get involved </li></ul><ul><li>Need a graduated offering of actions </li></ul><ul><ul><li>Start simple (forward this email) </li></ul></ul><ul><ul><li>Move on to more involved actions (peer to peer fundraising) </li></ul></ul>
  8. 8. ASK! <ul><li>1) Ask them to do small favors </li></ul><ul><ul><li>Tell a friend, forward email, sign petition, comment on blog, volunteer </li></ul></ul><ul><ul><li>Every simple action will deepen the engagement and bond </li></ul></ul><ul><li>2) Ask them what they want / need / care about </li></ul><ul><ul><li>Easy way to engage and get them to do a small favor </li></ul></ul><ul><ul><li>The results will allow you to tailor content to what they care about </li></ul></ul>
  9. 9. Events <ul><li>In person and online events </li></ul><ul><ul><li>In person - Gala, meetups, etc. </li></ul></ul><ul><ul><li>Online - webinars, online chats, Tweets, etc. </li></ul></ul><ul><li>Get to know them on a personal level </li></ul><ul><ul><li>Deepen the bond and cultivate those major donors </li></ul></ul><ul><li>Smaller niche events </li></ul><ul><ul><li>Eg. Women’s Caucus or Austin Chapter </li></ul></ul><ul><ul><li>Easier for individuals to connect </li></ul></ul>
  10. 10. Listen / Connect with Influencers <ul><li>Always remember that engagement is a conversation </li></ul><ul><li>Don’t just listen on your site, go where the conversations are already taking place </li></ul><ul><ul><li>Facebook, Twitter, etc. </li></ul></ul><ul><ul><li>Largest growth on Facebook is 35+ year olds, with the 55+ crowd growing at 922% </li></ul></ul><ul><li>Join the conversations in an authentic way </li></ul><ul><li>Accept and respond to criticism </li></ul><ul><li>Identify Influencers and engage them separately </li></ul><ul><ul><li>Provide extra support to help them spread the word </li></ul></ul>
  11. 11. Give Them the Content They Want <ul><li>Community Philanthropy 2.0 survey, donors (30-49) want to hear about: </li></ul><ul><ul><li>Organizational Impact (80%) </li></ul></ul><ul><ul><li>Success Stories (74%) </li></ul></ul><ul><ul><li>More details about the organization (71%) </li></ul></ul><ul><ul><li>Info on financial accountability (43%) </li></ul></ul><ul><li>Segment and tailor your content </li></ul><ul><ul><li>Examples - Lady Bird Johnson Wildflower Center </li></ul></ul><ul><li>Make it easy to pass it on </li></ul><ul><ul><li>Tell-A-Friend / Forward This Page </li></ul></ul>
  12. 12. Make It Easy <ul><li>Make it easy to stay in touch </li></ul><ul><ul><li>Capture emails, blog updates, RSS feeds </li></ul></ul><ul><li>Make it easy to spread the word </li></ul><ul><ul><li>Tell-A-Friend / Email this Page </li></ul></ul><ul><ul><li>Social Media Icons </li></ul></ul><ul><li>Make it easy to interact </li></ul><ul><ul><li>Blog commenting </li></ul></ul><ul><ul><li>Online forums </li></ul></ul><ul><ul><li>Facebook and Twitter widgets on website </li></ul></ul>
  13. 13. Nurturing Engagement in New Versus Established Donors
  14. 14. Nurturing New Donors <ul><li>Welcome Email(s) </li></ul><ul><ul><li>1st 30 days is key - Research in retail sector </li></ul></ul><ul><ul><li>Higher open rates, click-throughs, and actions </li></ul></ul><ul><li>Special invitations to events / opportunities </li></ul><ul><ul><li>“ Since you are a new donor…..” </li></ul></ul><ul><li>Give updates on how their donations are helping </li></ul><ul><ul><li>Give specific examples / Use emotion </li></ul></ul><ul><li>Ask them to tell others </li></ul><ul><ul><li>Tell-A-Friend scripts, social media, etc. </li></ul></ul>
  15. 15. Nurturing Established Donors <ul><li>Identify your most passionate donors and give them additional support </li></ul><ul><ul><li>Need to identify them (CRM, Sage Fundraising Online, etc.) </li></ul></ul><ul><ul><li>Help them to spread the word </li></ul></ul><ul><li>Segment and speak directly to them </li></ul><ul><ul><li>Online tools make this much easier </li></ul></ul><ul><ul><li>Separate emails for your top supporters </li></ul></ul><ul><li>Special Recognition </li></ul><ul><ul><li>Events for repeat donors only (VIP’s) </li></ul></ul><ul><ul><li>Recognize at live events and in print </li></ul></ul><ul><ul><ul><li>Name tags / Badges in community / Article in newsletter </li></ul></ul></ul>
  16. 16. Tools to Engage Donors <ul><li>Constituent Relationship Management (CRM) </li></ul><ul><li>Tell-A-Friend / Send this article </li></ul><ul><li>Google alerts </li></ul><ul><li>Social media icons </li></ul><ul><li>Sage Fundraising Online </li></ul>
  17. 17. Conclusion <ul><li>Donor engagement can lead to many good outcomes </li></ul><ul><li>Only YOU can figure out what works for YOUR organization </li></ul>
  18. 18. Question and Answer <ul><li>Contact Matthew McDonald: </li></ul><ul><li>Contact Sage: </li></ul><ul><li>Bridget <dot> Brandt <at> sage <dot> com </li></ul><ul><li> </li></ul><ul><li>800-811-0961 </li></ul>