Getting More Donors: 7 Common Mistakes Ministries Make

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Presentation covers 7 common mistakes that impact growing your donor base. Recommendations for communication with your leadership about donor acquisition, budgeting to reach growth goals, using analytics for maximum impact and much more.

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Getting More Donors: 7 Common Mistakes Ministries Make

  1. 1. Getting More Donors: The 7 Most Common Mistakes Ministries Make (and how to avoid them) January 28, 2010
  2. 2. Doug Shaw Webinar Presenter Chairman, Douglas Shaw & Associates Mike Buwalda Webinar Host Don Shisler Webinar Presenter President of Union Gospel Mission of Tarrant County, Texas
  3. 3. Preparation Analytics Execution
  4. 4. Preparation
  5. 5. Preparation: <ul><li>Not knowing why you’re acquiring new donors </li></ul><ul><ul><li>What are your ministry’s growth goals? </li></ul></ul><ul><ul><li>What is your acquisition history? (Are you netting more new donors? Losing donors?) </li></ul></ul><ul><ul><li>Do you need donor acquisition to make money? </li></ul></ul><ul><ul><li>Do you need to grow your file even if it means investing? </li></ul></ul>
  6. 6. Preparation: <ul><li>Not preparing your leadership for donor acquisition </li></ul><ul><li>Do they realize it’s an investment strategy and not necessarily an immediate income-producing strategy? </li></ul><ul><li>Have you shown them the long-term value of a donor? </li></ul>
  7. 7. Preparation: <ul><li>Not budgeting according to your growth goals </li></ul><ul><li>Do you budget according to your historical trends? </li></ul><ul><li>Do you budget in order to grow? </li></ul>
  8. 8. Preparation: <ul><li>Not adequately preparing for the influx of new donors </li></ul><ul><li>Do you have enough trained data entry people? </li></ul><ul><li>Do you have enough entry stations? </li></ul><ul><li>Do you have the ability to rapidly enter and send thank you letters? </li></ul>
  9. 9. Analytics
  10. 10. Analytics: <ul><li>Not conducting detailed analytics of past efforts </li></ul><ul><li>What channels have worked the best? </li></ul><ul><li>What is your cost per donor (CPD) for each channel? </li></ul><ul><li>What is an acceptable CPD for your ministry? </li></ul><ul><li>What channels produce the greatest Long-Term Donor Value (LTDV)? Not knowing how to calculate LTDV? </li></ul><ul><li>What is your current breakeven time? What is acceptable? </li></ul>
  11. 11. Analytics: <ul><li>Not taking the time and energy to determine where your current donors are located </li></ul><ul><li>Are there specific areas where you have attempted acquisition that have not worked? </li></ul><ul><li>What areas have been the most productive? </li></ul><ul><li>Do your current strategies line up with this information? </li></ul>
  12. 12. Execution
  13. 13. Execution: <ul><li>Changing your “control” approach without testing </li></ul><ul><li>What strategies have proven themselves over time? </li></ul><ul><li>Do you have solid reasons for changing your control? </li></ul><ul><li>Are you letting your new donors tell you what works? </li></ul><ul><li>Are you changing your control because you are tired of it? </li></ul><ul><li>Are you being pressured to change your control by someone who doesn’t understand the principles of direct response? </li></ul>
  14. 14. Questions and Answers Doug Shaw Webinar Presenter Chairman, Douglas Shaw & Associates Don Shisler Webinar Presenter President of Union Gospel Mission Mike Buwalda Webinar Host
  15. 15. Doug Shaw Webinar Presenter Chairman, Douglas Shaw & Associates Don Shisler Webinar Presenter President of Union Gospel Mission Mike Buwalda Webinar Host Thank you for joining us. If you would like a copy of this presentation, please send an email to: [email_address]

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