Blue strike webinar recapturing lost donors - jan. 28, 2014

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Blue strike webinar recapturing lost donors - jan. 28, 2014

  1. 1. BLUE STRIKE Recapturing Lost Donors
  2. 2. WELCOME  This is a 45-minute webinar focused on one of the most common fundraising problems: lost donors.  Intended for development staff who have responsibility for individual giving.  Developed with advocacy organizations in mind.  Features straightforward, low -cost strategies for getting lapsed donors back on board. Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  3. 3. BLUE STRIKE: INSPIRING SUPPORT FOR CIVIC E N G A G E ME N T Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  4. 4. WEBINAR AGENDA  The first part of the webinar will focus on some of the most common reasons people stop giving.  In the second part, we will use that framework to prioritize a sample list of lapsed donors.  Then, we will talk about the strategies for getting priority donors back in the fold.  We will pause between each section for comments and questions.  And we will wrap up by 2:00 PM. Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  5. 5. ASSUMPTIONS  These are short-term lapsed donors; last gift was between 12 and 24 months ago.  We are looking for donors with a high probability of coming back as well as those who are worth a special effort.  Allocating resources carefully.  The goal is to develop a target list for high -touch contact and . . .  Bring donors back on board! Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  6. 6. RUN THE “LYBNT” LIST: ALL DONORS WHO GAVE LAST YEAR BUT NOT THIS Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  7. 7. NAME LAST GIFT LAST GIFT DATE AMOUNT Margaret Chen 2012-03-15 $1,000.00 Al Johnson 2012-06-20 $1,500.00 Henry Abrams 2012-08-25 $250.00 Carlos Gonzalez 2012-04-10 $100.00 Craig Arroyo 2012-12-31 $350.00 John Miller 2011-12-15 $2,500.00 Amanda Jones 2012-11-15 $250.00 Maria Salas 2011-12-31 $1,000.00 Mary Smith 2012-06-18 $250.00 Robert Stein 2012-08-20 REASON $750.00 Blue Strike Webinar: Recapturing Lost Donors January 28, 2014 PRIORITY
  8. 8. COMMON REASONS Blue Strike Webinar: Recapturing Lost Donors January 28, 2014 WHY DONORS STOP GIVING
  9. 9. NAME LAST GIFT LAST GIFT DATE AMOUNT REASON Margaret Chen 2012-03-15 $1,000.00 tribute gift Al Johnson 2012-06-20 $1,500.00 deceased Henry Abrams 2012-08-25 $250.00 suppressed Carlos Gonzalez 2012-04-10 $100.00 memorial gift Craig Arroyo 2012-12-31 $350.00 intermittent John Miller 2011-12-15 $2,500.00 angry donor Amanda Jones 2012-11-15 $250.00 crisis donor Maria Salas 2011-12-31 Mary Smith 2012-06-18 $1,000.00 unaware lapsed change in $250.00 circumstance Robert Stein 2012-08-20 $750.00 moved/changed Blue Strike Webinar: Recapturing Lost Donors January 28, 2014 PRIORITY
  10. 10. 1. QUESTION OR COMMENTS Does your organization have other common reasons for donors dropping off? Do any of the 10 reasons listed here NOT pertain to your organization? Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  11. 11. PRIORITY: YES, NO OR MAYBE? Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  12. 12. COMMON REASONS FOR LAPSED DONORS 1. Donor gave b/c business associate Priority? MAYBE 2. Deceased. Priority? MAYBE 3. Record was suppressed. Priority? YES 4. Memorial gifts. Priority? NO 5. Intermittent donors. Priority? YES Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  13. 13. COMMON REASONS (CONTINUED) 6. Angry donors. Priority? YES 7. Crisis givers. Priority ? NO 8. Unaware donors. Priority ? YES 9. Change in donor’s circumstances. Priority? YES 10. No address, no phone, no email. No contact info. YES Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  14. 14. NAME LAST GIFT LAST GIFT DATE AMOUNT REASON PRIORITY ? Margaret Chen 2012-03-15 $1,000.00 tribute gift Maybe Al Johnson 2012-06-20 $1,500.00 deceased Maybe Henry Abrams 2012-08-25 $250.00 suppressed Yes Carlos Gonzalez 2012-04-10 $100.00 memorial gift No Craig Arroyo 2012-12-31 $350.00 intermittent Yes John Miller 2011-12-15 $2,500.00 angry donor Amanda Jones 2012-11-15 $250.00 crisis donor Maria Salas 2011-12-31 Mary Smith Robert Stein Maybe No Yes 2012-06-18 $1,000.00 unaware lapsed change in $250.00 circumstance 2012-08-20 $750.00 moved/changed Yes Blue Strike Webinar: Recapturing Lost Donors January 28, 2014 Yes
  15. 15. 2. QUESTION OR COMMENTS Do you have any concerns about the low-priority groups? Do you prefer to give greater weight to high-dollar donors regardless of reason for lapse? Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  16. 16. SORT YOUR LIST USING DONOR GIVING HISTORY Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  17. 17. NEXT STEP: A SECOND CUT  Once you’ve prioritized your list based on the reason for not giving, you can push the low probability recaptures to the bottom of the list.  Then, you will want to sort by giving levels and giving history to focus your efforts on donors who are well worth your time to recapture, usually long-time donors, high dollar donors.  Other key stakeholders may merit special attention, such as former board members. Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  18. 18. RE-INSTATEMENT STRATEGIES Blue Strike Webinar: Recapturing Lost Donors January 28, 2014 FOR LAPSED DONORS
  19. 19. THE ABSOLUTE MINIMUM  Send a lapsed letter as soon as the fiscal year closes and you have a reasonable handle on who has fallen off.  Do not send a special appeal or additional program info. Just a one-page letter that says “your membership has expired” or “the date of your last gift was [date of last gift] and amount” with a request for renewed support and a deadline.  Include language that says, “if we somehow missed your gift, please contact us so we can update our records.” Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  20. 20. THE BLITZ  Send a personal email, mail a statement -style letter and make a personal phone call - all at the same time.  This all-at-once approach is designed to cut through the noise, to get their attention.  Make sure your contacts all reference one another .  Set aside a week to 10 days as a reinstatement campaign and enlist other staff.  Recruit and train interns to call as volunteers. Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  21. 21. ENGAGE VOLUNTEER LEADERS  Share lapsed list with board members or development committee members and ask for help with follow up.  Recruit volunteers for outreach, not fundraising .  Brief volunteers on the importance of these donors by highlighting their giving history.  Try three-way conference calls to facilitate calls.  Make calls in evenings or Sat/Sun afternoon. Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  22. 22. CHANGE THE ASK  Lower the threshold or minimum ask.  Develop affinity groups or new categories for donors who have to scale back.  Send a case statement that provides more substantive program info; an explanation for a position on issue.  Appeal to them with a special request, such as a matching campaign. Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  23. 23. 3. QUESTION OR COMMENTS Have you used other strategies that have been successful? Which donors seem to be the toughest to get back on board? Do you have any special categories for donors whose circumstances have changed? Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  24. 24. ADDITIONAL RESOURCES Blue Strike Webinar: Recapturing Lost Donors January 28, 2014 MORE INFO
  25. 25. PRESENTATIONS AND REPORTS The Hidden Gold in Your Donor File – Lapsed Donors Presentation by Becky Odom CFRE, Barton Cotton and Krista Humphrey, Nat'l Law Enforcement Officers Memorial Fund, direct mail, file segmentation, retention is the new acquisition Baby Come Back? Wooing Lapsed Donors Presentation by Amy Ricigliano, Planned Parenthood Federation of America, Nicole Titus, OMP, and Graham Hunter, Direct Media for the Direct Mail Association. See page 4. How to Write a Fundraising Letter that Wins them Back by Alan Sharp for Network for Good Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  26. 26. BLUE STRIKE: INSPIRING SUPPORT FOR CIVIC E N G A G E ME N T Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  27. 27. BLUE STRIKE WEBINARS Simple Tips for Publishing Your Donor List Tuesday, February 25, 2014 at 01:15 PM Introduce Your Board to Fundraising Tuesday, March 25, 2014 at 01:15 PM Sending Your Executive Director on Tour Tuesday, April 29, 2014 at 01:15 PM The Magic of Thank You Calls Tuesday, May 27, 2014 at 01:15 PM Charity Watchdogs: Managing Your Organization's Profile and Ranking Tuesday, June 24, 2014 at 01:15 PM Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
  28. 28. BLUESTRIKE.ORG THANK YOU! Blue Strike Webinar: Recapturing Lost Donors January 28, 2014

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