The document discusses using stories to retain donors and get repeat gifts ("the second gift"). It provides data showing that donor retention rates decrease significantly over time. Research indicates the top reasons donors stop giving are feeling unappreciated, not knowing how funds are used, and inability to afford it. The key drivers that keep donors committed are perceiving impact, clear expectations, timely thanks, input opportunities, and feeling appreciated. The presentation argues that sharing stories about impact is crucial to retention and encourages organizations to have donors share their own stories.

1. Using Stories to Get the Second Gift

2. Your presenters »
Jay Love
Chief Relationship Officer
Bloomerang
@JayBarclayLove
Heather Carroll
Executive Director,
Skaneateles Central School District

3. @JayBarclayLove
Why focus on the second gift?

4. https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
The 2017 results are in »
@JayBarclayLove

5. First-time donor retention »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
@JayBarclayLove

6. Repeat donor retention »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
@JayBarclayLove

7. Recurring donor retention »
@JayBarclayLove

8. Donor retention »
@JayBarclayLove

9. Gift amount matters »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
@JayBarclayLove

10. Gift amount matters »
https://bloomerang.co/blog/infographic-2017-fundraising-effectiveness-project-survey-report/
@JayBarclayLove

11. # 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 »
@JayBarclayLove

12. @JayBarclayLove

13. Why do donors leave?
@JayBarclayLove

14. • 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

15. • 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

16. Why do donors stay?
@JayBarclayLove

17. • 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

18. 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

19. Stories get the second gift!
@JayBarclayLove

20. @JayBarclayLove

21. @JayBarclayLove

22. @JayBarclayLove

24. @JayBarclayLove

25. @JayBarclayLove

26. @JayBarclayLove

27. @JayBarclayLove

34. More examples!
@JayBarclayLove

35. https://bloomerang.co/blog/and-the-bloomie-goes-to-the-oaks-academy/

36. https://bloomerang.co/blog/and-the-bloomie-goes-to-the-oaks-academy/

37. https://bloomerang.co/blog/and-the-bloomie-goes-to-the-oaks-academy/

39. https://bloomerang.co/blog/and-the-bloomie-goes-to-bishop-ward-high-school/

40. https://bloomerang.co/blog/and-the-bloomie-goes-to-bishop-ward-high-school/

41. https://bloomerang.co/blog/and-the-bloomie-goes-to-st-bernard-academy/

42. https://bloomerang.co/blog/and-the-bloomie-goes-to-st-bernard-academy/

43. @JayBarclayLove

44. @JayBarclayLove

45. @JayBarclayLove

46. @JayBarclayLove

47. @JayBarclayLove

48. Encourage donors to tell their story!
@JayBarclayLove

49. @JayBarclayLove

50. @JayBarclayLove

51. • “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

52. The for-profit world understands »
@JayBarclayLove

53. @JayBarclayLove

54. Homework!
@JayBarclayLove

55. @JayBarclayLove

56. • 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

57. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•Daily blog post
•Weekly webinars
•Downloadables
@JayBarclayLove

58. Questions?
jay.love@bloomerang.co
@JayBarclayLove
Free eBook »
https://bloomerang.co/staytogether/
@JayBarclayLove