Romancing the Donor
Getting the Second Date Online
Updated from content originally presented at BBCON
Danielle Johnson Vermenton
Senior Interactive Consultant
AFP Planet Philanthropy 2014

Blackbaud Confidential 2
You need to stop measuring success
by whether or not you meet the
needs of your annual budgets.

Blackbaud Confidential 3
Instead, have a plan that is
strategic & sustainable
that builds long term support

Blackbaud Confidential 4
What’s the reality?

Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=20015
For every 100
new or returning
donors
105 were lost and
gave nothing
For every $100 in
new, renewed or
increased support
$96 was lost from
lapsed and smaller
gifts
AFP FEP Study 2013

46% of donors stop giving
for reasons that are connected
to “a failure to communicate.”
Source: Donor-Center Fundraising

Key reasons they leave
No memory of ever giving
Did not feel connected to the organization
Not asked to give again
No longer able to afford support
Other causes are more deserving
Never heard how the donation was used

All reasons that can be linked to a
failure to communicate
Key reasons they leave

Preferences are changing

Friends & Family

Are you their favorite charity?
More than half of donors received
information from their favorite charity’s
website and by email
NTEN & Charity Dynamics Report

Are you their favorite charity?
When looking for information/updates,
a website is a donors top choice
NTEN & Charity Dynamics Report

Are you their favorite charity?
Donors aged 50+ preferred visiting the
website and receiving email to stay in
touch with their favorite charity
NTEN & Charity Dynamics Report

Email Appeals
website
Videos
blog
twitter
FB
Are your efforts
coordinated?

How can you
improve & retain
donors?
How do you get
beyond the
noise?

FOCUS

FOCUS ON WHAT MATTERS

Keep
Convert
Find
Check out Flip The Funnel by Joe Jaffee
Flip your focus on
keeping donors

A 10% change in
retention can
increase the life
time value of a
donor base up to
200%
- Dr Adrian Sargeant

Have an online
gratitude
(with attitude)
strategy
With every point of contact
it is about building.

Get interactive on your website
Run a Donor Welcome Series
Create Impact Messaging
Go beyond the eNews
Get social with your audience
Use engagement surveys
Go viral with videos

Shout it from the mountain top!
Interactive ‘thank you’ page
Add or link to videos
Use big, bold photos
Let donors be social
Create mission moments
Optimize everything for mobile
GET INTERACTIVE ON YOUR WEBSITE

Insight from the Index ReportDONOR WELCOME SERIES
Should be automated
Give examples of impact
Provide next steps
Focus on new donors
Check out npENGAGE for more ideas
on a donor welcome series

Insight from the Index ReportSEND IMPACT MESSAGES
Give data a face & story
Do it often – programs, events, finances
Make it relatable
Make it bite sized

Blackbaud Confidential

BEYOND THE ENEWS
Find reasons to be creative
Look for holidays, events, & occasions
Stand out among the crowd
Remind donors why they love you

BEYOND THE ENEWS

Share photos and tag the donor
Tweet program news & mission moments
Ask clients, recipients, donors to post their stories
Use your FB or twitter covers to say TY
Celebrate donors on your blog
Use images & videos (get the highest clicks)
GET SOCIAL

Insight from the Index ReportASK FOR FEEDBACK
Ask for their story
No more than 10 questions
Once a year
Survey donors
Offline & Online

Insight from the Index ReportUSE VIDEOS TO MAKE A CONNECTION
Make it come to life with video & music (for free!) http://animoto.com/

Final thoughts: It’s all about themMOVING FORWARD
Have a 7 point plan
Communicate & connect often
Tell great stories, share results
Change the focus
Provide multiple touch points
Get feedback and monitor changes

NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report
http://www.nonprofitdonorengagement.com/
The Next Generation of American Giving
https://www.blackbaud.com/files/resources/downloads/08.13.CORP.NextGenGiving.Tipsheet.pdf
http://www.convio.com/files/next-gen-whitepaper.pdf
Penelope Burke’s blog
http://www.burksblog.com/
NonProfit Marketing Guide
http://www.nonprofitmarketingguide.com/resources/aboutus/meet-kivi-leroux-miller/
Inbound Zombie – All things social media
https://www.facebook.com/InboundZombie
The Millennial Impact Report
http://www.themillennialimpact.com/
Donor Retention: What do we know and what can we do about it?
http://www.afpnet.org/files/ContentDocuments/Donor_Retention_What_Do_We_Know.pdf
resources