Analyzing Your Donor List
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This document discusses strategies for analyzing donor data from Pick.Click.Give. to increase donations to nonprofits. It recommends that nonprofits (1) analyze their donor database to identify trends in donor behavior, (2) compare donors who contribute for multiple years to those who don't, and (3) segment donors for tailored communications and recognition. The goal is to better understand current donors, attract new donors, and create a long-term donor base through relationship building and consistent thank you and reporting communications.
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1) Thank donors immediately after receiving a gift through phone calls, emails, or handwritten notes.
2) Develop a tiered donor recognition system with privileges based on donation level, from public acknowledgement at events to invitations to special donor events.
3) Involve donors in the organization's mission through opportunities like attending meetings, making calls, or providing input to deepen their connection.
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Easy ways to keep your donor data clean and manageable
Strategies for re-activating lapsed donors
How to leverage current donors to acquire new donors
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Here is a sample webbing exercise to identify potential donors:
You (Your Name)
Co-workers at current job:
- John Smith
- Sally Johnson
- Bob Williams
Friends from college:
- Mike Thomas
- Lisa Brown
- Jennifer Davis
Neighbors:
- The Johnsons
- The Wilsons
Family members:
- Parents
- Siblings
- Cousins
- Aunts/Uncles
Religious/Community Groups:
- Church members
- Club members
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Analyzing Your Donor List
- 1. Donor Analysis Heather Harris, The Foraker Group
- 2. Goals of Pick.Click.Give. • Increase number of donors to nonprofit organizations • Increase individual charitable giving • Build a culture of individual philanthropy Property of The Foraker Group 2014 2
- 3. Asset- Estate- Planned Giving Leadership / special gifts Endowment campaigns Capital and special campaigns Personal contact only Personal contact only Consistent Annual giving direct mail/ phone / Membership First Time donors Entry level – annual giving Special Events Universe of Prospects Donor Commitment Invest Donor Growth Involve--Interest Donor Contact Inform--Identify Personal contact, letter, phone call Renewed /upgraded Annual Donors Major Gifts Individuals, corporations, foundations 12/15/2014 Property of The Foraker Group 2014
- 4. Property of The Foraker Group 2014 Donor Relationship Expectations of Time • 30% Research – Your Case – Constituency identification • 30% Relationships Building – Education (mission connect) – Communication- LISTEN • 10% Request – All ways: face-to-face, mail, phone, web, events, proposals • 30% recognition / reporting – Strategic and consistent Relationship Building Request Recognition / Reporting Research 4
- 5. What we know about Pick.Click.Give. donors • 50% remain anonymous – Changes this year – Double your dividend sweepstakes Property of The Foraker Group 2014 5
- 6. Pick.Click.Give. Donors Property of The Foraker Group 2014 6 - 5,000 10,000 15,000 20,000 25,000 30,000 2009 2010 2011 2012 2013 4,782 9,522 18,668 22,885 26,130
- 7. Pick.Click.Give. Revenue Property of The Foraker Group 2014 7 $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 2009 2010 2011 2012 2013 $500,525 $908,250 $1,559,250 $2,164,575 $2,451,125
- 8. Pick.Click.Give. 2013 Male/Female Ratio Property of The Foraker Group 2014 8 37% 63% Individual Donors Male Female
- 9. Pick.Click.Give. 2013 Age Property of The Foraker Group 2014 9 14% 19% 16%19% 22% 11% 0 - 21 22 - 34 35 - 44 45 - 54 55 - 64 65+
- 10. Pick.Click.Give. 2013 Repeat Donors Property of The Foraker Group 2014 10 45% 24% 18% 9% 4% One Time 2nd Time 3rd Time 4th Time 5th Time
- 11. Analyzing Your Data • Donor Database • Comparative Analysis – Contributing 2 or more years – Contribution increase or decrease – Donors contribute outside of Pick.Click.Give. • Who are your donors? – Who do you know? – Who does your team know? – Who don’t you know? • Examples of successful donor analysis that you have found helpful? Property of The Foraker Group 2014 11
- 12. Property of The Foraker Group 2014 Make a Plan • Build a plan based on Relationship Cycle • Segment donors for donor recognition • Right communication to right donor – All need to be thanked – Tell a story, where does the donation go – Thank them again with a reminder • Danger Zones 12
- 13. Property of The Foraker Group 2014 Review • You have great data for research • Get to know your donors • Make a Plan • Say Thank you • Questions 13
- 14. Next Webinar Focusing your audience on your strategy: Creating long-term donors Laurie Wolf Thursday, November 13th 2:00-2:45pm Property of The Foraker Group 2014 14
- 15. For More Information www.pickclickgive.org Contact Us, Search function, information for donors and organizations www.forakergroup.org info@forakergroup.org (907) 743-1200 • toll-free (877) 834-5003 Educational Opportunities, Organizational Development, Shared Services, Advocacy Property of The Foraker Group 2014 15