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How to Retain your COVID Emergency Donors

Lisa Maska at BridgeOnline 2020

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How to Retain your COVID Emergency Donors

  1. 1. HOW TO RETAIN YOUR COVID EMERGENCY DONORS Moderator : Lisa Maska, CFRE, Partner, Lautman Maska Neill & Company Panelists: Jay Haddad, Manager of Individual Giving, The Actors Fund Vera Eastman, Marketing Manager, Doctors Without Borders/ Médecins Sans Frontières (MSF) July 16, 2020 Session Sponsored by:
  2. 2. How to Retain YourCOVID Emergency Donors Lisa Maska Jay Haddad Vera Eastman
  3. 3. TheGoals for Today Learning Outcome #1 How to welcome new emergency donors into your organization. Learning Outcome #2 How to introduce them to your broader mission and get that key second gift. Learning Outcome #3 Direct response strategies to inspire these donors to keep giving.
  4. 4. Quick Look atWhere WeAre O V E R A L L G I V I N G T R E N D S
  5. 5. Ten-year Median Revenue Growth: 48.6% SOURCE: BLACKBAUD donorCentrics® Index of Direct Marketing Fundraising
  6. 6. Ten-year Median Donor Decline: 12.2% SOURCE: BLACKBAUD donorCentrics® Index of Direct Marketing Fundraising
  7. 7. Revenue Per Donor Increased 4.5% In 2019 SOURCE: BLACKBAUD donorCentrics® Index of Direct Marketing Fundraising
  8. 8. Retention Specifics SOURCE: BLACKBAUD donorCentrics® Index of Direct Marketing Fundraising
  9. 9. And then we come to 2020...  January and February were up slightly over the prior year.  In late March, giving came to a grinding halt - distraction resulting from nationwide quarantines.  Starting in April, giving rebounded:  Social service groups seeing 300% lift - or more.  Average gifts increased.  Dramatic increase in $1K+ gifts.  Even non-COVID groups seeing strong results.
  10. 10. Best Practices to Increase New Donor Retention
  11. 11. Today’s New DonorsAre MoreValuable Than Ever  But 2020 brings huge challenges in keeping your new donors' attention:  Anxiety around COVID-19 pandemic  Economic uncertainty  Volatile news cycles  Election (which may not be decided in a day)
  12. 12. The Basics Thank them meaningfully 01 Show impact 02 Introduce them to your broader mission 03 Give them a variety of things to respond to 04 Include what they gave to initially! 05
  13. 13. Most Importantly… Have a Plan (but don't be afraid to change it) DetermineWhat IsWorking (and then do more of it)
  14. 14. Assess Performance Constantly Timing is Key Move non-responders into Acquisition Consider modeling to prioritize higher value donors
  15. 15. T H E A C T O R S F U N D
  16. 16. HowCOVID-19 AffectedOur Community  Immediate increase in need for medical services and insurance  Shutdown of Broadway & regional theatres and Film/TV production nationally  Lockdown ofThe Home  Move to telehealth services for Health Center, temporary closure of physical offices in NY/LA/Chicago
  17. 17. WhatWe Did To Raise MoneyAnd Acquire New Donors  Emergency appeal via mail and email (by end of March to current and lapsed donors)  Online events  Emergency May acquisition package (without usual benefits)
  18. 18. 50% Increase in New Mail Donors Acquired (March 2020- present)
  19. 19. Over 200% Increase in NewOnline Donors Acquired (March 2020- present)
  20. 20. Our Plan for Retention N E W D O N O R R E T E N T I O N S T R AT E G Y
  21. 21. N E W D O N O R R E T E N T I O N S T R A T E G Y
  22. 22. Welcoming These Donors IntoThe Organization CHANNEL-SPECIFIC ACKNOWLEDGMENTS  Auto-generated emails for online gifts  Outsourced letters for offline gifts INDIVIDUAL EMAIL/TELEPHONE OUTREACH  Personally thanking and updating progress for all donors of $1,000+
  23. 23. Introducing ThemToThe Broader Mission
  24. 24. Offering a variety of different messages and themes
  25. 25. Engaging With and Inspiring These Donors To Keep Giving
  26. 26. D O C T O R S W I T H O U T B O R D E R S
  27. 27. HowCOVID-19 Affected OurWorld  Respond to the pandemic — we had to respond including in places where our infrastructure did not exist  Disrupted supply chains — difficult to source critically needed PPE  Travel restrictions affected some field staff (but not local in-country staff)  Adapt all current projects to COVID-19 protocols, including in places like refugee camps where there is no running water
  28. 28. 53% increase in New Donors Acquired (March 2020- present)
  29. 29. Big Lift inAll Control Packages Post- COVID  50% increase in response rates to all controls (Tote, Map, Nutrition) – whether or not a COVID buckslip was present  Surge in $1K+ gifts from first time donors!
  30. 30. Over 300% Increase in NewOnline Donors Acquired (March 2020- present)
  31. 31. Our Plan for Retention N E W D O N O R R E T E N T I O N S T R AT E G Y
  32. 32. NEW ONLINE DONORS Acknowledgement: General thank you Welcome series immediately after join All new donors receive appeal and cultivation emails throughout the year N E W D O N O R R E T E N T I O N S T R A T E G Y NEW MAIL DONORS General Acknowledgement COVID-19 Photo Card Package Go Straight into Appeals…
  33. 33. COVID-19 Follow Up June COVID-19 Response Report July Normal Mission Focus (Nutrition) Added 2nd Urgentgram Acq August Normal Mission Focus (Matching Gift) Sept Normal Mission Focus (Pediatrics) Sept Supporter Card Renewal (segment and version language with COVID-19 join messaging) Oct Year in Review (segment and version language with COVID-19 join messaging Nov Normal Mission Focus (Holiday Card—emergency donors no ask) Nov Year End FU (segment and version with COVID-19 messaging) Non-Givers ALSO Get Urgentgram Acq Dec Renewal Series (segment and version language with COVID-19 join messaging) Jan.–Mar. N E W D O N O R R E T E N T I O N S T R A T E G Y , C O N ’ T .
  34. 34. Welcoming These Donors IntoThe Organization
  35. 35. Introducing ThemToThe Broader Mission (online)
  36. 36. Introducing ThemTo The Broader Mission (Mail)
  37. 37. OfferingA VarietyOf Different Messages AndThemes
  38. 38. Engaging With and Inspiring These Donors To Keep Giving
  39. 39. QUESTIONS?
  40. 40. HOW TO RETA IN YOUR COV ID EMERGEN CY DON ORS Lisa Maska, CFRE, Lautman Maska Neill & Company lmaska@lautmandc.com Jay Haddad, The Actors Fund jhaddad@actorsfund.org Vera Eastman, Doctors Without Borders vera.eastman@newyork.msf.org Thanks for joining us! Session Sponsored by:

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