Donor Centric Collective May 2018 Teach Me
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Donor Centricity Collective - Teach Me
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Donor Centric Collective May 2018 Teach Me
- 1. Donor Centricity Collective May 2018 “Teach Me” Adam Drinan adam@synergyfundraising.com.au
- 3. Being donor centric, is a bit like being pregnant.
- 4. You can’t be a “little bit” donor centric. You can’t pretend to be donor centric. If you really are donor centric, people will notice.
- 5. Would you be more donor centric? If you had more time or more budget?
- 6. Are you budgeting a set amount per donor for donor care? Including onboarding costs in ACQ budgets? Embracing the zero revenue line? Using the right messaging? Bundle Budgeting!
- 7. A lot of this isn’t about money or time. Some real Examples!
- 8. Get some help if You need it. But please, focus on value and keep it simple.
- 9. Here’s some quickfire ideas. Email me later adam@synergyfundraising.com.au I’ll send you a list of 25 ways to improve donor experience in the first 180 days.
- 10. Have a dial a donor day. They are the easiest calls to make. I’ll write the script for you now – live.
- 11. Send an old school postcard to EVERY new donor. Hand write a message and post them. Get a volunteer to do them! Can’t do this sort of thing? Go and work somewhere else.
- 12. Make it clear to your donors, that they aren’t just a number. Say “Thank you for your FIRST donation of $65.” Say “You’re so kind, and you’ve been supporting us for so many years” “Can we get you along for a tour and thank you in person?”
- 13. Don’t wait You can find out if your new donor supports other charities. You can find out if they give you more or less than others. You can find out if a donor is SUPER wealthy. Don’t acquire a donor and find this out in 12/24/36 months – find out NOW!
- 14. Stand out from the crowd! We all like to be asked. Even a NO can have a positive impact.
- 15. Support as many charities as you can and get their communications. Compare them to your own. If yours are better, make them even better. If yours are worse, fix them. If you need support internally be brave and show the differences.
Editor's Notes
- Thank you very much for coming today. Every fundraiser I know is busy and it’s often our professional development that comes second. So well done for taking the time to come today. My goal today is to generate some thought that leads to an action when you get back to your desk. My email address is on the screen- if you’ve got the guts to email me and tell me that I came up short I’ll personally send you your $10 back or donate it to your charity online
- I hate the term donor centric but it’s because we tend to spend more time talking about it being donor centric than actually BEING donor centric.
- 3
- You’ll hate me for saying this but the lack of budget and time is probably your own fault. It’s up to you to get more of both, and you can’t give up on this one. You need to articulate the benefits to your cause very clearly.
- Set a number – you’ll have the money and you’re more likely to use it. Include onboarding costs in acquisition so you know you can give new donors an amazing experience from day one. Don’t hide these costs – have a budget area that has no revenue. Use the right messaging Don’t say it’s going to cost say $125 to recruit a new donor. Say it’s going to cost $145 dollars to recruit a donor with a world class onboarding experience in the first 180 days. Bundle in resources at the right time.
- Who uses volunteers to make thank you calls? It’s free and the age of the volunteers often matches the age of the donors. Don’t have phone numbers? PCFA example – appended 4,500 phone numbers. I did some work in a previous life with Foodbank – Great organisation. They have a second gift rate of 42% (sector average is 26%) They send great newsletters about their supporters impact (which are ROI neutral) They call donors and thank them They hand sign receipts over a certain value They invite people to drop in and see their operation. They know more about their new donors than charities 100 times their size. It’s not about time or money – it’s more about attitude.
- I’ve heard of people paying anywhere between $10,000 to $60,000 on donor pathways, nursery programmes, donor “journeys” Quite often they overly complicated, difficult to implement and difficult to measure. Too much of the information is one way Too much of all this is via email so only 25% of the emails get opened. We have 5 senses and three can be used to engaged donors. I did a session recently with a great charity and we made plan to make sure they donors could see, hear and touch the key messaging.
- Look at this envelope my wife got from Canteen yesterday. It stood out and got opened first – even though it was one of the most basic cheapest envelopes we got that day. We all like to be asked – invite donors to come and visit you, hold an open day because two great things can happen. You’ll have a hundred people show up or you’ll have 3 people show up that get your full attention and a lot of love. Ask people if they can be your “donor of the month” and be profiled on Facebook – even people that say no will love the fact you’ve asked. The post itself takes 5 minutes. It’s a fact that people who get asked to upgrade their RG gift and say NO – have a better retention rate than people who were never asked – anyone know why?
- We’re about to have some time for Q&A. If you’re a bit like me and you’re not one to ask a question even though you want to – send me email or a message me on linked in and I’ll get back to you. And I just want to thank Joel for inviting me to speak today – thank you Joel. And a big thank you to all of you for coming!