Gary Goscenski Attracting And Keeping Donors

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Gary Goscenski Attracting And Keeping Donors

  1. 1. Attracting and Keeping Donors What You MUST Tell Your Donors
  2. 2. Overview Overview Donor Development Attracting Donors Growing Donors g Developing Donors Simple Plan Conclusions
  3. 3. Perspectives Consulting Group Perspectives Consulting Group, Inc. Since 1987, providing information and planning that make th dl i th t k the difference for: • Nonprofit Organizations • United Ways y • Religious Organizations • Governmental Organizations • Educational Institutions
  4. 4. Donor Development Using Research Attract Grow Develop e e op
  5. 5. Attract Perspectives Consulting Group, Inc. New donors contribute to organization
  6. 6. Perspectives ConsultingGrow Inc. Group, Donors contribute on a t ib t regular basis Donors increase the amount of their gift
  7. 7. Develop Perspectives Consulting Group, Inc. Donors bring g other donors to organization Donors contribute to special requests Donors advocate for organization
  8. 8. Attract
  9. 9. What Donors Need to Know to be Attracted 1) Aware of your issue 2) Perceive your issue to be important 3) Aware of your organization 4) P Perceive th t your organization i that i ti addresses the issue effectively
  10. 10. Issue Awareness Are you familiar with needle exchange programs? 70% 60% 55.0% 50% 40% 30% 20% 20.7% 18.3% % 5.5% % 3.0% 10% 0% Very Somewhat Not very Not Unsure/NA familiar Familiar familiar familiar at all *** Telephone survey of city residents
  11. 11. Issue Perception 60% 50% The county has 40% 41.7% sufficient arts 40.7% 30% activities and 20% cultural events 9.3% 5.0% 3.3% 10% 0% Strongly Disagree Agree Strongly Unsure/NA disagree agree *** Telephone survey of county residents
  12. 12. Organization Awareness Have you ever heard of an organization called _____? ? 43.7% Yes 50.3% No 6.0% Unsure *** Telephone survey of area residents
  13. 13. Organization Awareness Have you ever heard of an organization called _____? ? *** Telephone survey of area residents
  14. 14. Organization Perception Help/Assistance Help H l people (8 respondents) l d t) Helpful (40 respondents) Helping the community (2 respondents) Positive/Compliments Caring (2 respondents) 74.0% Words Good organization (2 respondents) 21.8% None Honesty & putting back into the 3.5% Unsure/NA community 0.8% Have not heard of Negative/Concerns Bad experience Crooks (4 respondents) Never seen them help anyone Not good (2 respondents) Spend too much money Yuck *** Telephone survey of county residents
  15. 15. Organization Perception Good place to go (19 respondents) Treatment (17 respondents) Helping/helpful (14 respondents) Cancer (11 respondents) Friends have gone there (10 respondents) Great place (7 respondents) Wife went there (6 respondents) Very good (6 respondents) Wonderful place (6 respondents) Pretty good (5 respondents) *** Telephone survey of county residents
  16. 16. Organization Perception Cancer Facility Positive Words Good/Great Miscellaneous Cancer (11 respondents) Big beautiful building Helping/helpful (14 Good place to go (19 resp.) Fundraising (3 Cancer treatment (3 respondents) Excellent facility respondents) Great place (7 resp.) respondents) Specialize in cancer (3 respondents) Good facility Wonderful place (6 Very good (6 respondents) Hope I don’t have to go Cancer center (2 respondents) State of the art respondents) Pretty good (5 respondents) Hospice Breast cancer Nice place (5 Good thing (4 respondents) If needed, they’re there People with cancer Family/Relative respondents) Good service (2 Just know it’s there Friends have gone there (10 Hope (3 respondents) respondents) Never been there Care/Treatment resp.) Help (2 respondents) Good to have it around (2 personally Treatment (17 respondents) Wife went there (7 respondents) Okay (2 respondents) resp.) Never been, heard good Caring (4 respondents) Dad went there (3 respondents) Outstanding (2 Do real good job things Excellent care (3 respondents) Family (2 respondents) respondents) Good Not just for elderly Good care (2 respondents) Husband (2 respondents) Best place Good collaboration Option for people Care center Brother-in-law had treatment Best thing I’ve been to Good idea Precaution More than physical - but total health Ex father-in-law went there Excellent service Good job Research center care First wife Exceptional Good job at advertising Research program Take care of patients Friend said it saved her life Fabulous Good results Was told to visit Grandmother Friendly Great Where to go when Services Mom died of cancer Glad it’s there Great place to volunteer referred Radiology (3 respondents) Mother volunteers Go there Wish it had been there 60 Blood transfusions Mother/brother Healing Negative Words years ago Checkups colonoscopy Positive results on parents Health Not satisfied (3 respondents) Chemotherapy Saved father-in-law Kind Death Coffee Second opinion for daughter Lots of good stuff Does not go there Cookies Took care of mother who survived Love them Fear Radiation Wife went there Peace Not crazy about it - lost friends Positive experience Not happy - been lied to - husband died in their care Staff Location Quick Not happy - wife died there Amazing staff Downtown (4 respondents) Relief Political Doctor Dunn Convenient (3 respondents) Support Sad Dr. L Park Street (3 respondents) Survival Sick people Staff West Michigan ( respondents) g (2 p ) Thoroughg Too far to walk Very nice people Another great place in Kalamazoo Trust Unsatisfied - couldn’t get wife in for 2 weeks Very nice staff Goes to Detroit Very compassionate Yuck Know location Very pleasant Wonderful Wonderful attention *** Telephone survey of county residents
  17. 17. Awareness and Perception Machine Issue Awareness Issue Perception Organization Awareness Organization Perception
  18. 18. What You Need to Know to Attract Donors • What is the a areness awareness of your issue? • What is the perception of your issue? y • What is the awareness of your organization? • What is the perception of your organization?
  19. 19. Relevance Relevance: - relation to the matter at hand - practical and social applicability Your success attracting donors will b b Y tt ti d ill be based on d how relevant your issue and organization is to donors. donors
  20. 20. Grow
  21. 21. What Donors Need to Know to Grow What did you accomplish with my contribution? Did you use my contribution effectively? y y y Did you thank me? Did you ask nicely?
  22. 22. Accomplish with Contribution 80% 70% Donors were 60% 64.5% asked about 50% 19.4% 40% communicating 2.5% 30% 1 12 20% 3.6% % the impact of th i tf 10% their contribution 0% Exceeded Met Did not meet Unsure/NA expectations expectations expectations *** Mail survey of recent donors
  23. 23. Use Contribution Effectively Donors rating % Respondents the effectiveness Very effective 46.6% of the Somewhat effective 44.4% organization at g Neither effective nor ineffective 5.0% addressing Somewhat ineffective 1.4% community Very ineffective 0.0% needs Unsure/NA 2.5% *** Mail survey of recent donors
  24. 24. Did You Thank Me? % Total Respondents Respondents were asked to Thank-you letter 61.3% Receipt for tax purposes 52.0% indicate their top No thanks necessary 50.6% choices of ways Annual recognition publication 8.9% they would like y Lapel p p pin 7.9% to be thanked or Thank-you phone call 7.9% Small gathering reception 3.6% recognized for Recognition lunch or dinner g 3.3% their th i Small gift 1.1% participation as a Other 2.9% Unsure/NA donor *** Mail survey of recent donors * Responses total more than 100% as respondents were able to name up to three ways they would like to be thanked *** Mail survey of donors
  25. 25. Building a Relationship -Ask Nicely? Did You Asking Respondents R d were asked how % Respondents satisfied they Very satisfied 41.6% were with the Satisfied 26.7% fundraising Neither i fi d N i h satisfied nor di dissatisfied i fi d 22.3% 22 3% process and how Dissatisfied 3.5% they had been Very dissatisfied 5.0% 5 0% asked to Unsure/NA 1.0% contribute. *** Telephone survey of county residents *** Mail survey of recent donors
  26. 26. 2007 Charitable Giving & Volunteerism Survey Perspectives Consulting Group, Inc. 5.2% of Michigan households h h ld said they had financial resources available to donate to charity
  27. 27. Donor Communication Perspectives Consulting Group, Inc. What to say How to say it When t Wh to say it How often to say it
  28. 28. What to Say Most important factor when deciding to give to a nonprofit/charitable organization 2006 Statistics about results of the charity 37.3% Information about the trust and accountability of the charity 26.0% Stories about the impact of the charity on people's lives 25.0% Unsure/NA 11.7% *** Telephone survey of county residents
  29. 29. How to Say It Where do you get information about the district? Sources Parents Community School newsletters hl l 85.5% 73.5% Children 59.8% 7.1% Newspaper 40.2% 53.4% Parent-teacher conference 40.2% 4.6% District Web site 38.5% 11.7% Neighbors/Friends/Relatives 34.2% 42.0% School staff 28.2% 11.7% Meeting/Presentation 21.4% 7.1% Television 10.3% 11.0% Radio 7.7% 7.1% *** Telephone survey of district residents
  30. 30. When to Say It When would you prefer to receive information about yp the 2006 Gilmore Keyboard Festival? % First-time % Out-of-state attendees attendees About six months ahead (November 2005) 29.7% 46.1% About three months ahead (February 2006) 42.8% 36.3% From t months to two weeks ahead (M h/A il 2006) F two th t t k h d (March/April 20.7% 20 7% 7.8% 7 8% Less than two weeks ahead (Mid-April 2006) 0.7% 0.0% Unsure/NA 6.2% 9.8% *** Mail survey of festival attendees
  31. 31. When to Say It United Way donors were asked when they decided y y the amount of their donation to United Way % Respondents During the campaign 61.0% 61 0% Before the campaign in July or August 15.5% Before the campaign in January, February or March January 12.0% 12 0% Before the campaign in April, May or June 4.0% Unsure/NA 7.5% 7 5% *** Mail survey of donors
  32. 32. Communication - Frequency to How Often Say It Donors were 60% asked how often 50% 45.9% 40% they would like to 30% receive information 25.1% % 20% 24.0% % 2.9% on the impact and 2.2% 10% results of their 0% Monthly Quarterly Twice a Annually Unsure/NA contribution t ib ti year *** Mail survey of recent donors *** Telephone survey of donors
  33. 33. What You Need to Know to Grow Donors Do donors understand what you have done with their contribution? Do donors think you used their contribution effectively? Do donors feel adequately thanked? Do donors feel you asked nicely?
  34. 34. Consistency Consistency: Consistenc - agreement or harmony of parts or features to one another or a whole A consistent response to donors about p their contribution, asking appropriately, and thanking donors is essential for f growing donors. id
  35. 35. Develop
  36. 36. What Donors Need to Know to Develop This organization meets or exceeds my expectations
  37. 37. Key Elements of the Donor Experience Impact of contribution Effectively using contribution y g Thanking Asking Overall giving experience
  38. 38. Test Your Donor Experience Thank You!
  39. 39. Test Your Donor Experience Communicate the impact of your contribution?
  40. 40. Impact of Contribution 80% 70% Donors were 60% 64.5% asked about 50% 19.4% 40% communicating 2.5% 30% 1 12 20% 3.6% % the impact of th i tf 10% their contribution 0% Exceeded Met Did not meet Unsure/NA expectations expectations expectations *** Mail survey of recent donors
  41. 41. Effectively Using Contribution 80% Donors were 70% 60% 66.3% % asked about how 50% 40% effectively the 30% organization was i ti % 27.2% 20% 3.6% 2.9% 10% using their 0% Exceeded Met Did not meet Unsure/NA contribution expectations expectations expectations *** Mail survey of recent donors
  42. 42. Thanking 70% 60% Donors were 57.3% % 50% asked about how 40% 30% 4.1% they were y 20% 6.5% % 34 2.2% thanked 10% 0% Exceeded Met Did not meet Unsure/NA expectations expectations expectations *** Mail survey of recent donors
  43. 43. Asking 90% 80% Donors were 70% 71.3% % 60% asked about the 50% 22.2% 40% solicitation or 30% fundraising f d ii 20% 3.2% 3.2% 10% process 0% Exceeded Met Did not meet Unsure/NA expectations expectations expectations *** Mail survey of recent donors
  44. 44. Overall Experience 90% 80% Donors were 70% % 76.3% 60% asked about 50% their overall 40% 19.4% 30% experience with i ith 20% 3.2% 1.1% 10% the organization 0% Exceeded Met Did not meet Unsure/NA expectations expectations expectations *** Mail survey of recent donors
  45. 45. 2007 Charitable Giving & Volunteerism Survey Perspectives Consulting Group, Inc. 11.3% of Michigan residents said they had time available to volunteer
  46. 46. What You Need to Know to Develop Donors What are donors’ expectations? donors Are you e ceed g their e pec a o s e exceeding e expectations?
  47. 47. Power Power: Po er - ability to act or produce an effect Providing donors an opportunity to maximize their power is the key to developing donors. p y pg
  48. 48. Donors Expect Perspectives Consulting Group, Inc. Relevance Rl Consistency Power
  49. 49. Simple Plan Understand your donors Focus your efforts Create the donor experience
  50. 50. Understand Your Donors What is the awareness and perception of your issue? What i th Wh t is the awareness and perception of your d ti f organization? What are donors’ expectations and are you meeting those expectations? p
  51. 51. Focus Your Efforts Attract Grow Develop e e op
  52. 52. Create the Donor Experience Communicate i C i impact of contribution f ib i Effectively using contribution Thanking Asking Overall giving experience
  53. 53. Conclusions
  54. 54. Conclusions Attract Grow Relevance Consistency Power Develop
  55. 55. www.perspec.com E-mail: info@perspec.com Phone: (269) 657-5400 or (800) PCG-9994

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