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Secrets of the 2nd Gift – 

the Key to Donor Retention
Your presenter »
@StevenShattuck
Jay Love

@JayBarclayLove

Chief Relationship Officer, 

Bloomerang

• 33 Years of Techno...
@JayBarclayLove
Why focus on the second gift?
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
The 2017 results are in »
@Ja...
First-time donor retention »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
...
Repeat donor retention »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
@Jay...
Recurring donor retention »
@JayBarclayLove
Donor retention »
@JayBarclayLove
Gift amount matters »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
@JayBar...
# of Donors Attrition
Rate
Donors
Remaining
After 1 Year
Donors
Remaining
After 2
Years
Donors
Remaining
After 3
Years
Don...
Why do donors leave?
@JayBarclayLove
• 2001 study by 

Adrian Sargeant
• Survey to lapsed donors of
10 major U.S.-based
nonprofits
• Respondents were asked to
...
• 5% - thought charity did not need them
• 8% - no info on how monies were used
• 9% - no memory of supporting
• 13% - nev...
Why do donors stay?
@JayBarclayLove
• 2011 study
• Survey of 1,200 recent (last 12 months), frequent (more
than 2 gifts to cause based charities) donors from ...
1. Donor perceives organization produces outcomes
2. Donor knows what to expect with each interaction
3. Donor receives a ...
Stories get the second gift!
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
Email receipt »
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
• “Why did you first give?”
• “What’s your connection to the cause?”
• “What would you like to hear from us?”
• Let them t...
The for-profit world understands »
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
@JayBarclayLove
Homework?
@JayBarclayLove
• Treat your first-time donors like royalty
• they have lowest retention rates!
• Tell them the impact they will have
• Te...
https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•Daily blog post
•Weekly webinars
•Downloadabl...
Questions?
jay.love@bloomerang.co
@JayBarclayLove
Free eBook »
https://bloomerang.co/staytogether/
@JayBarclayLove
Secrets of the 2nd Gift – 
the Key to Donor Retention
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Secrets of the 2nd Gift – 
the Key to Donor Retention

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Published on

https://bloomerang.co/resources/speaking/

Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.

In this session, nonprofit technology veteran Jay Love will make the case for why donors should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.

You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!

Learning Outcomes:

- Explore current research on donor loyalty and retention

- Understand the importance of donor lifetime value

- Learn new donor communications techniques that get the second gift

Published in: Government & Nonprofit
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  • Jay Love's presentation- Secrets of the 2nd Gift: Key to Donor Retention- on April 24th in Springfield, Ohio at AFP was informative, meaningful and powerful! Thanks for sharing your gifts! Blessings, Linda G. Butler, GSAFP President
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Secrets of the 2nd Gift – 
the Key to Donor Retention

  1. 1. Secrets of the 2nd Gift – 
 the Key to Donor Retention
  2. 2. Your presenter » @StevenShattuck Jay Love
 @JayBarclayLove
 Chief Relationship Officer, 
 Bloomerang
 • 33 Years of Technology Leadership • Over 20,000 Database Installations • Former Founder & CEO of eTapestry • Former CEO of Master Software/Fund-Master * Former Senior VP of Blackbaud • Conner Prarie Museum Board Member • AFP Ethics Committee • Rogare Research Institute Board Member • Innovation Fund at Butler University • Co-Chair of Indianapolis YMCA Capital Campaign
  3. 3. @JayBarclayLove Why focus on the second gift?
  4. 4. https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/ The 2017 results are in » @JayBarclayLove
  5. 5. First-time donor retention » https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/ @JayBarclayLove
  6. 6. Repeat donor retention » https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/ @JayBarclayLove
  7. 7. Recurring donor retention » @JayBarclayLove
  8. 8. Donor retention » @JayBarclayLove
  9. 9. Gift amount matters » https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/ @JayBarclayLove
  10. 10. # 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 Donor attrition over 5 years » (1% increase in retention = $45,634 annually) @JayBarclayLove
  11. 11. Why do donors leave? @JayBarclayLove
  12. 12. • 2001 study by 
 Adrian Sargeant • Survey to lapsed donors of 10 major U.S.-based nonprofits • Respondents were asked to check each reason for stopping their contributions Why nonprofit donors leave » http://www.campbellrinker.com/Managing_donor_defection.pdf @JayBarclayLove
  13. 13. • 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 Why nonprofit donors leave » http://www.campbellrinker.com/Managing_donor_defection.pdf @JayBarclayLove
  14. 14. Why do donors stay? @JayBarclayLove
  15. 15. • 2011 study • Survey of 1,200 recent (last 12 months), frequent (more than 2 gifts to cause based charities) donors from over 250 nonprofit organizations • Donors were given a list of 32 reasons why they might continue giving • Asked to rank them by order of importance Key drivers of donor commitment » http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/ @JayBarclayLove
  16. 16. 1. Donor perceives organization produces outcomes 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 Key drivers of donor commitment » @JayBarclayLove
  17. 17. Stories get the second gift! @JayBarclayLove
  18. 18. @JayBarclayLove
  19. 19. @JayBarclayLove
  20. 20. @JayBarclayLove
  21. 21. @JayBarclayLove
  22. 22. @JayBarclayLove
  23. 23. @JayBarclayLove
  24. 24. Email receipt » @JayBarclayLove
  25. 25. @JayBarclayLove
  26. 26. @JayBarclayLove
  27. 27. @JayBarclayLove
  28. 28. @JayBarclayLove
  29. 29. @JayBarclayLove
  30. 30. • “Why did you first give?” • “What’s your connection to the cause?” • “What would you like to hear from us?” • Let them tell their story! Other Survey Question Ideas » https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/ @JayBarclayLove
  31. 31. The for-profit world understands » @JayBarclayLove
  32. 32. @JayBarclayLove
  33. 33. @JayBarclayLove
  34. 34. @JayBarclayLove
  35. 35. Homework?
  36. 36. @JayBarclayLove
  37. 37. • Treat your first-time donors like royalty • they have lowest retention rates! • Tell them the impact they will have • Tell them the impact they have had • Be unique! • Survey early • let them tell their story! Final thoughts » @JayBarclayLove
  38. 38. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables @JayBarclayLove
  39. 39. Questions? jay.love@bloomerang.co @JayBarclayLove Free eBook » https://bloomerang.co/staytogether/ @JayBarclayLove

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