1.
8 Steps to
Fundraising Success
July 16, 2013
Kirsten Bullock, CFRE| Jay Love

2.
About Kirsten
• Camp
• Brother
• Theater
• Social Work
• Business
• Nonprofits

3.
STEP ONE:
Understand Your Environment

4.
FUNDRAISING MODEL

5.
STEP TWO:
Crystalize Your Vision

6.
STEP THREE:
Communicating Your Vision
(or the case for support)

7.
Case Statement
• The Need
• The Program
• The Cost
• Why You?

8.
STEP FOUR:
Who to Ask
• Linkage
• Ability
• Interest

9.
STEP FIVE:
Get the Word Out

10.
Raising Awareness
High Engagement
Recruit friends/family
Upgrade monthly donation
Signup for monthly giving
Renew single donation
Make single donation
Make a phone call
Write a letter
Attend a "real world" event
Sign petition
Viral / Tell a friend
Send an e-postcard
Subscribe to e-Alerts / Issue Alerts
Subscribe to eNewsletter
Visit website
Low Engagement Source: http://groundwire.org

11.
STEP SIX: Ask

12.
Asking for a Gift

13.
Fundraising Cycle

14.
STEP 7: YOUR PLAN

15.
Used with permission.

16.
STEP EIGHT: Build Your Team

17.
Visit www.HelpforSmallNonProfits.com/goldmine
to request your Fundraising Training Gold-Mine!
*Just $19.95 for shipping

18.
Double the Lifetime Value of
Your Database!
Jay B. Love
CEO & Co-Founder
Bloomerang
22

19.
“The total net contribution that a
customer/donor generates during
his/her lifetime in your database”
23
Defining Lifetime Value »

20.
“Active donor commitment is the enduring
passion for your nonprofit. Inspiring donors is
key for loyalty.”
- 101 Fundraising
Lifetime Value = Donor Commitment
24

21.
What does a 10% increase in donor
retention rates mean in terms of
LIFETIME dollars raised?
• 50%
• 100%
• 150-200%
Do you know your Retention %? »
25

22.
Improving donor retention rates by 10% can
improve LIFETIME dollars raised by?
• 150-200%!
(Do we have your attention yet?)
26
Is Retention important for NPO’s? »

23.
Let’s dig even deeper into “actual” NPO data . . .
27
This scares most NPO Board Members »
Donor Attrition Over Five Years
# of Donors Attrition
Rate
Donors
Remaining
After 1 Year
Donors
Remaining
After 2
Years
Donors
Remaining
After 3
Years
Donors
Remaining
After 4
Years
Donors
Remaining
After 5
Years
1,000 20% 800 640 512 410 328
1,000 40% 600 360 216 130 78
1,000 60% 400 160 64 26 10

24.
28

25.
Addressing the Retention Problem!
Is it a Donor Relationship Problem?
29

26.
CUE THE EXPERTS:
Dr. Adrian Sargeant
Bloomerang Chief Scientist
Professor of Fundraising at the Center on
Philanthropy at Indiana University holding
what is presently the world’s only endowed
chair in that discipline.
Top 10 Most Influential People in Fundraising
Renowned expert on Donor Retention and
Donor Loyalty
30
Mr. Tom Ahern
Bloomerang Donor
Communications Head Coach
One of the world’s top authorities on donor
communications
Author of 4 books on Donor Communications
Winner of 3 prestigious international IABC Gold
Quill awards

27.
DONOR RETENTION BEST PRACTICES
Dr. Adrian Sargeant
Bloomerang Chief Scientist
31
“A 10% improvement in retention can double
the LIFETIME value of your donor database!”

28.
# of Donors in Current 12 Months
(from the previous years pool)
Divided by
# of Donors in Previous 12 Months
Calculating Your Retention Rate »
32

29.
Donor Retention Made Simple
33

30.
$1000 +
$500 - $1000
$100 - $500
$25 and under annually
$25 - $100
Value
34
Value Segments »

31.
35

32.
Why Do Customers Leave?
(can this apply to donors . . .)
• Death 1%
• Relocation 3%
• Won by Competitor 5%
• Bad Complaint Handling 14%
• Lack of Interest from Us 77%
36

33.
Key Reasons For Donors Leaving
• No longer able to afford support
• No memory of ever supporting!
• Organization asked for inappropriate sums
• Feeling that other causes are more deserving
• Not reminded to give again
• Organization did not inform how monies were
used
• Did not feel connected!
37

34.
38

35.
Automatic Engagement Factors
39
• Recency and pattern of
giving
• Cash donors vs.
sustaining donors
• # of years giving +
• Upgrade /
Downgrade + -
• Lapsed -
• Event attendance +
• Opens email +
• Click links in emails +
• Unsubscribes
from email -
• Has stated
communication
preferences +
• Has inbound
interactions +
• Has soft credits +
• Volunteers +
• Social Media
(coming soon)
• …and a whole lot more!

36.
6 Key Retention Drivers
(That can double lifetime value)
• Drip feed mission performance data
• Connect often
• Be personal (SEGMENT)
• Develop like a good personal friendship
• Find & use numerous human connectors
• Always communicate what monies are doing!
40

37.
Conclusion:
So Strive For:
• Donor Satisfaction
• Donor Commitment/Engagement (which . . .)
• Donor Trust
• Donor Loyalty (close your eyes)
Doubling Your Lifetime Value = ?
41

38.
Questions?

39.
Contact Information:
Kirsten M. Bullock, MBA, CFRE
Growing Your Donors
kirsten@growingyourdonors.com
502.708.1020