This document provides tips and strategies for retaining first-time donors based on research. It finds that 43.6% of first-time donors do not give a second gift. However, providing a fast personal thank you, such as within 48 hours, can increase the likelihood of a second gift by 4x. Other key factors that influence donor retention and commitment include the donor perceiving the organization is effective, knowing what to expect from communications, receiving timely thanks and impact reports, and feeling appreciated. The document recommends segmentation of donors and strong storytelling focused on outcomes to improve retention.

1. - Great Things from Small Beginnings -
A Guide to Retaining First-Time Donors

2. About Presenter »
@StevenShattuck
Steven Sha
tt
uck
Chief Engagement O
ffi
cer, Bloomerang
Author: Robots Make Bad Fundraisers
Contributor: Fundraising Principles and Prac
ti
ce: Second Edi
ti
on
Member: Fundraising E
ff
ec
ti
veness Project (FEP) Project Work
Group, AFP Center for Fundraising Innova
ti
on (CFI), Study
Fundraising Steering Group at the Hartsook Centre for
Sustainable Philanthropy at Plymouth University
Fun facts:
• 1st job: producing fundraising videos
• prefers tea to co
ff
ee
• allergic to rhubarb
• won the David Le
tt
erman scholarship

3. @StevenShattuck
Why focus on first-time donors?

4. @StevenShattuck
“According to the ancient Chinese proverb,
a journey of a thousand miles must begin with a single step.”
-- John F. Kennedy

5. @StevenShattuck
http://afpfep.org
A study of donor retention »
176 million transactions from more than 20,000
organizations and $80 billion in donations since 2005.

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Donor retention »
Source: Fundraising Effectiveness Project http://afpfep.org
43.6% 19.3% 59.6%

7. @StevenShattuck
Donor retention over the years »
Source: Fundraising Effectiveness Project http://afpfep.org

8. @StevenShattuck
Donor retention »
Source: Fundraising Effectiveness Project http://afpfep.org
43.6% 19.3% 59.6%
62%
20%

9. @StevenShattuck
There was some good news »
Overall giving increased by 10.6% in 2020 as compared to 2019,
spurred by an increase in new and reactivated donors.
Source: Fundraising Effectiveness Project http://afpfep.org

10. @StevenShattuck
Impact of improving average retention »

11. @StevenShattuck
Impact of improving 1st-time retention »

12. @StevenShattuck
Why do donors leave?

13. @StevenShattuck
• 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

14. @StevenShattuck
• 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

15. @StevenShattuck
Why do donors stay?

16. @StevenShattuck
• 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/

17. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives organization to be effective
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
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/

18. @StevenShattuck
How can we give new donors »
• A fast thank you
• Impact stories
• Preview of future communications
• A feedback mechanism
• A second opportunity to give, quickly
• …all in a donor-centric way?

19. Data Segmentation
for stories that retain donors
Data Segmentation
Powers Retention

20. @StevenShattuck
Heather Carroll
Executive Director at
Skaneateles Education
Foundation

21. @StevenShattuck

22. @StevenShattuck
The fast, personal touch »
• first-time donors who get a personal thank you within 48
hours are 4x more likely to give a second gift
(McConkey-Johnston International UK)
• a thank-you call from a board member to a newly acquired
donor within 24 hours of receiving the gifts will increase
their next gift by 39%.
(Penelope Burk)
http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx

23. @StevenShattuck
The fast, personal touch »
• first-time donors who get a personal thank you within 48
hours are 4x more likely to give a second gift
(McConkey-Johnston International UK)
• a thank-you call from a board member to a newly acquired
donor within 24 hours of receiving the gifts will increase
their next gift by 39%.
(Penelope Burk)
http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx

24. @StevenShattuck
Bloomerang research »
https://bloomerang.co/blog/actually-calling-donors-to-thank-them-does-make-them-more-likely-to-give-again-and-give-more/

25. @StevenShattuck
Bloomerang research »
https://bloomerang.co/blog/actually-calling-donors-to-thank-them-does-make-them-more-likely-to-give-again-and-give-more/

26. @StevenShattuck
Bloomerang research »
https://bloomerang.co/blog/actually-calling-donors-to-thank-them-does-make-them-more-likely-to-give-again-and-give-more/

27. @StevenShattuck

28. @StevenShattuck

29. @StevenShattuck

30. @StevenShattuck
https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS

31. @StevenShattuck
https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS

32. @StevenShattuck
Key drivers of donor commitment »
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
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/

33. @StevenShattuck
https://bloomerang.co/blog/category/donor-surveys/

34. @StevenShattuck

35. • Memorial donors
• Thank (if you can), then isolate
• Peer-to-peer donors
• Have first gift acknowledgement come from
fundraiser, not benefiting org
• (Re)introduce the charity
• Explain why fundraiser supports it
• Ask for donor to continue support
@StevenShattuck
https://bloomerang.co/blog/3-tips-for-improving-p2p-donor-retention/
2 common “one and dones” »

36. • Segment your communications.
• Strong, impact storytelling.
• Create a written comms plan for new donors.
• Have a second gift strategy.
• Weave in surveys.
• Steward, then solicit.
Final thoughts »
@StevenShattuck

37. https://bloomerang.co/resources
•Templates
•Case Studies
•Research
•Daily blog post
•Weekly webinars
•eBooks/guides
@StevenShattuck

38. Questions?
steven.shattuck@bloomerang.co
@StevenShattuck
Free eBooks »
@StevenShattuck
https://bloomerang.co/resources/guides/