Donor Attrition Rate BetweenFirst and Second Gift55-65%http://www.flickr.com/photos/mountainash/5082502256Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
Loss of Regular orSustaining Givers fromOne Year to the Next30%Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropyhttp://www.flickr.com/photos/tenaciousme/6860901697
First Gifts Not as Generousas They Could Have Been75%http://www.flickr.com/photos/alancleaver/4279482716Source: Cygnus Donor Survey
How dowe keepthe lovealive?http://www.flickr.com/photos/ideaablaze/4681998874
Source: Network for Good’s Online Giving Index: http://www.onlinegivingstudy.org/quarterlyindexWhy do people give somuch in December?Hint: It’s not really about the tax deduction.
You createcommunications thatare relevantto their lives.You understand yourdonors’ inner angels.12http://www.flickr.com/photos/epsos/8067736728
You createopportunities for peopleto connect and engage.You become afavorite organization.34http://www.flickr.com/photos/stickergiant/8046982406
People sayYes! whenyou ask them.You get whatyou need to achieveyour mission!65http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958Win!
Favorite Charities Get MoreHalf of donors give 2/3rds of their annualdonations to a single favorite charity.
5 Essential Toolsin Your DonorCommunications PlanNot Including Appeals or One-on-One Communications Like Phone Calls
1Genuine Thank YouLettersWithin 72 hours of each gift &at multiple milestones each year
Here’s One Approach . . .Greeting Card+ Progress Report+ Invitation= Awesome Thank You LetterKivi’s Formula for Thank You Letter Success
Positive and Personable!Results!InvitationTo Feel LikeWe Are ThereCredit toDonorsPersonableIntegrationMore Goodness to Come!Great PhotoReminder aboutConnection, andOther Activities
2Donor-CenteredNewsletter Articles4-12 times a year in print and/ormonthly or twice a month in email
“Spine care” raised $5,000.“Zawadi” raised $50,000.Thank you, Tom Ahern, for the example.Ten fold increase fromone edition of thenewsletter to the next,simply by switching fromcorporate storytelling todonor-centeredstorytelling.