1026 Bloomerang Academy webinar slides

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4. Margie Worrell
Margie Worrell is the Curriculum Manager at
Bloomerang. She serves on the board of the
Peace Learning Center in Indianapolis, and has
worked extensively with nonprofits as both a
staff member and a lead volunteer. Her
passions include education, theatre, her two
children and her two small dogs.
Curriculum Manager, Product Marketing

5. Increase Retention for Giving
Tuesday Donors

6. Agenda
1.
2.
3.
4.
Why is Donor Retention so important
Final thoughts
Why do donors lapse, leave or stay loyal?
What is typical donor communication for
Giving Tuesday?
5.
What could we be doing and how can we do
it?

7. Giving Tuesday is a big deal…
https://www.givingtuesday.org/about/impact/

8. …and last year was no exception….
● $3.1 billion of critical support for
communities and causes donated in
just 24 hours in the US alone.
● 15% increase in giving since 2021.
● 35 million adults in the U.S.
participated in GivingTuesday in
some way, a 6% increase over 2021.
https://www.givingtuesday.org/about/impact/

9. …but 1/5th of Annual Nonprofit Revenue is
raised in December, much of it occurring on the
last two days.
$306,664,506.03 $312,022,738.40
$137,751,
040.92
$143,171,5
46.82

10. New Years Eve is bigger
10% of all giving happens in the last 3 days of the year (December daily giving)
https://neonone.com/resources/nonprofit-impact-trends-data-hub/

11. Why is Donor Retention
So Important?

12. POLL
Do you know your
donor retention rate?

13. All Donors in
Year #1
Return Donors in
Year #2 Donor
Retention
% Rate

14. Average Donor Retention Rates
Over the past few years
45.1% 47.2%
44.6% 45.4% 43.6%
41.6%
2016 2017 2018 2019 2020 2021
0%
10%
50%
40%
30%
20%
Source: Fundraising Effectiveness Project

15. Source: Fundraising Effectiveness Project
18.6%
First Time
Donors
41.6%
Average
Donors
(all donors,
all gifts)
60.7%
Repeat
Donors
Average Donor Retention Rates
As of Jan 2022

16. First-Time Donor Retention Rates
Over the past few years
25.3%
22.6%
24.4%
20.5% 20.3%
19.3% 18.6%
Source: Fundraising Effectiveness Project
INSIGHT: acquisition cost is higher than the initial gift.
FB, P2P make it easier than ever to donate

17. Repeat Donor Retention Rates
Over the past few years
63.2%
61% 63.4% 61.6% 61.3% 59.6% 60.7%
Source: Fundraising Effectiveness Project
INSIGHT: Once you get a 2nd gift, you’re in much better shape!

18. Cost of Donor
Acquisition vs.
Donor
Retention
It’s easier and cheaper to
retain a donor than it is to
acquire one Cost Per
Acquisition
5X
Cost per
renewal
Cost Per
Acquisition
2-3X
Initial donation
amount
Renewal Response
Rates
20-30X
Higher than
acquisition
response rates
Source: Fundraising Effectiveness Project

19. Why Donor Retention is Important
Original Retention Rate: 41%
Grand Total: $820,859 Grand Total: $1,277,208
Difference: $456,349
Improved Retention Rate: 51%

20. Why Donors Lapse,
Leave or Stay Loyal

21. Why Donors Stop Giving
2001 study by Adrian Sargeant
5% - Thought charity did not need them
8% - No info on how monies were used
9% - No memory of supporting
13% - Never got thanked for donating
16% - Death
18% - Poor service or communication
36% - Others more deserving
54% - Could no longer afford
INSIGHT: We can make
a meaningful impact
on the above reasons!

22. Why Donors
Keep Giving
2011 study by DonorVoice
1. Donor perceives organization to be effective
2. Donor knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like they’re part of an important cause
6. Donor feels his or her involvement is appreciated
7. Donor receives info showing who is being helped
ACTION: What is your thank you turnaround time?

23. What
Subscription-
based Donors
Tell Us
Source: IU Lilly School of Philanthropy
52% - Stories and experiences shared by the
people my gifts have helped
32% - Frequent updates about organization’s
programs and services
32% - Emails with my donations impact and
heartfelt thank you(s)
25% - Educational and interactive webinar
series related to the organization’s mission and
impact areas
Preferred communication and content
from nonprofit organizations they
support
INSIGHT: Stories, heartfelt
thank yous and impact-based
communications lead the way!

24. How to
Improve
Donor
Retention
1. Thank quickly + personally
2. Illustrate that you know who the donor is
3. Segment communications
4. Tell them how gifts are used / will be used
5. Tell them what comes next
6. Be curious about donor motivation and
solicit feedback
7. Prioritize monthly giving
ACTION: Pick one or
two to start.

25. What is the typical
donor communication
for Giving Tuesday
donations?

26. Steven’s Great $5 Donor Communications
Experiment
What do you see here that could be improved upon?

27. What could we be doing
and how can we do it?

28. Five things you can
do now to increase
your retention
from Giving
Tuesday
1. Thank your donors!
2. Segment and
communicate promptly
3. Phone calls to first time
donors
4. Send a survey to get
their input
5. Share impact storytelling
to emphasize the
importance of their
donation

29. Consider segmenting your donors
New donor and repeating donor
New donors
All donors for
your Giving
Tuesday
campaign – Find
the average
donation amount
from this group
Repeat donors
Repeat donors,
above average
donation
amount
Repeat donors,
below average
donation
amount
New donors,
above average
donation
amount
New donors,
below average
donation
amount

30. Consider segmenting your donors
After you segment, create different follow-up plans
Repeat donor –
below average
donation
amount
New donor –
below average
donation
amount
New donor –
above average
donation
amount
Repeat donor –
above average
donation
amount
Consider calling them? This
could start to build a new
relationship. A three-minute
phone call will boost 1st
year retention by 30%.
Acknowledge their first gift
and explain how it will be
used. Tell a story and set
stage for what will come
next.
Do something special?
Consider sending a video
thank you. Recognize that
they have gone above and
beyond. Consider follow-up
for recurring giving.
Acknowledge their gift with
gratitude. Consider
reaching out to get
feedback.

31. Consider
phone calls for
first-time
donors
Research into the efficacy of phone
calls to first-time donors
First-time donors who get a personal thank
you within 48 hours are 4x more likely to give
a second gift. (McConkey-Johnston International UK)
A thank-you call from a board member to a
newly acquired donor within 24 hours of
receiving the gifts will increase their next gift
by 39%. (Penelope Burk)
Thank-you calls to first-time donors
increases:
● the retention rate
● speed to second gift
● the amount of the second gift
Source: Bloomerang, June 2022

32. Phone Calls to First-time Donors
Increases RETENTION
37.3%
32.4%
55.1%
% Retained
Source: Bloomerang, June 2022

33. Phone Calls to First-time Donors
Increases SPEED-to-second-gift
312
259
163
# of days until 2nd gift (median)
Source: Bloomerang, June 2022

34. Phone Calls to First-time Donors
Increases second gift AMOUNT
$60
$100 $100
Median 2nd gift amount
Source: Bloomerang, June 2022

35. The Personal
Touch Works
Personal emails + video

36. Survey your
donors

37. Use impact
storytelling to
help donors
understand the
importance of
their gift

38. Putting all the pieces together

39. Demo these four in
Bloomerang
1. Phone calls to first time donors
2. Segment and communicate promptly
3. Send a survey to get their input
4. Share impact storytelling to emphasize the
importance of their donation

40. Wrap Up
1. Make retention a priority
2. Segment your communications
3. Say thanks thoughtfully before asking
4. Pick up the phone
5. Ask for their input
6. Tell stories of impact

41. “Putting our donor retention rate in front of us every day has been invaluable.
Our retention rate has risen to 70%, and we aim to increase it even more.”
-Kristen Westermann, Godparents of Tanzania
https://bloomerang.co/product/mobile-app/

42. Resources
Knowledgebase
Donor Retention Wheel Basics
First-time Donor Call Basics
The Fundraiser’s Guide to Loving Lapsed Donors
Donor Engagement Surveys Basics
Send or Schedule Emails
Bloomerang Academy
Recapture Lapsing Donors
Giving Tuesday: Designing Engaging Emails
List Segmentation

43. Resources
Other resources
Donor Retention Calculator (article with active donor retention calculator)
What’s The Impact of Improving First-Time Donor Retention? (article)
What Is Donor Retention? (article)
The Art and Science of Retaining Digital Donors (downloadable ebook)
Personalized Communications: The Key To Donor Retention (video with transcript)
The Best GIving Tuesday Email Subject Lines of 2022 (article)
A Guide to Donor Retention (article)
5 Ways to Build Relationships and Increase Donor Retention (webinar)
Storytelling To Help Donors Understand the Value of their Dollar (video with transcript)
How Can Nonprofits Move From Exploitative Storytelling To Justice-Oriented Storytelling? (article)

44. Resources
Bloomerang Knowledgebase and Support Portal

45. Make a referral, get $250
Send us your referral
When we receive your
referral one of our Account
Executives will get in touch
and let them know you
suggested we connect.
Seeing is believing
If your referral is interested
in becoming a Bloomerang
customer we’ll set up a
live, personalized demo.
Get $250 for your
nonprofit
Once your referral is a
Bloomerang customer for
120 days we'll send you
$250 as a cash donation,
Amazon Gift Card, or
invoice credit.
Ready to refer? Visit bloomerang.com/refer

46. Poll
1. Make retention a priority
2. Segment your communications
3. Say thanks thoughtfully before asking
4. Pick up the phone
5. Ask for their input
6. Tell stories of impact

47. Thank you for attending!
Visit our website to see more upcoming
Bloomerang Academy webinars!