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.

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
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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
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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
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5. What we know about
Pick.Click.Give. donors
• 50% remain anonymous
– Changes this year
– Double your dividend sweepstakes
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6. Pick.Click.Give. Donors
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-
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
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$-
$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
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37%
63%
Individual Donors
Male
Female

9. Pick.Click.Give. 2013 Age
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14%
19%
16%19%
22%
11%
0 - 21
22 - 34
35 - 44
45 - 54
55 - 64
65+

10. Pick.Click.Give. 2013 Repeat Donors
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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?
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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
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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
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14. Next Webinar
Focusing your audience on your strategy:
Creating long-term donors
Laurie Wolf
Thursday, November 13th 2:00-2:45pm
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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
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