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Vienna Keynote Highlights
- 1. In it for the Long Haul How Donor Retention and Major Gifts Can Transform Your NGO John Greenhoe, MA, CFRE Kalamazoo, Michigan USA
- 2. What I Have Learned • My Background – 17 years as MGO • Relationships Rule! • Why Do Donors Give?
- 3. Donors Give To … Causes They Believe In AND People They Trust!
- 4. Importance of Relationships • Individuals Approx. 80% of Giving (US) • Relationships, Trust
- 5. What (Especially Older) People Want • Consistency • Dependability • Integrity •Can They Trust You?
- 6. Problem #1: Donor Transiency • The Trend: “One and Done” • Fundraising Effectiveness Project (AFP) • Just 27% of New Donors Made 2nd Gift* *2012, US Non-Profits
- 8. Problem #1: Donor Transiency •Why? • Perception -- Charity “Didn’t Care” • Untimely/Cookie Cutter Thank Yous • Lack of Personal Attention
- 9. Problem #2: Fundraiser Turnover* •Average Tenure: 16 Months • Cost to Charities -- $127,650 USD *Penelope Burke, US Study
- 10. Problem #2: Fundraiser Turnover • Lack of Consistency in Donor Relationships • Loss of Donor Trust
- 11. “I’m extraordinarily patient, provided I get my own way in the end.” -Margaret Thatcher
- 12. John Greenhoe, MA, CFRE john.greenhoe@wmich.edu about.me/johngreenhoe Twitter: @jjgcfre
Editor's Notes
- Intro Fantastic to be here in Vienna I’m from a town in the US named Kalamazoo…funny name “boiling water” fast moving gurgling river – Native Americans Delighted to be here to talk to you about my personal perspectives on fundraising. Fortunate to have had international speaking opportunities in Italy, New Zealand and South Africa in recent years and always learn at least as much as I impart during my visits. One thing I have learned very quickly is that the American way is often not the best way … Having gotten that out of the way, I do believe that one area that Americans have made headway in is major gifts – asking for and receiving large sums of money from individuals
- I have spent a great deal of time pursuing major gifts and enjoy it. Worked for the last 14 years at my alma mater, Western Michigan University. It has taken me a while to become successful in this area, but at the same time I believe anyone can do it. I have been dealing with the public for my entire career, which includes working as a broadcast and print journalist, and as a spokesman for one of America’s top liberal arts colleges. The lesson I have learned, time and again, is that relationship building skills are absolutely critical. If you are going to raise major gifts, you must be good at working with people. People will not surrender large sums of money if they do not know you. You must be adaptable and work with people from different backgrounds and different political and religious beliefs. You must understand what they want, what makes them feel good, and ultimately what inspires them to give.
- There is no doubt that people will not give generously to your NGO if they do not believe in your mission. That is always going to be the top priority in giving. HOWEVER this is a people business. Major gifts simply will not happen without the relationship. Your donors must trust you. They want to be confident that you are going to put their money to productive use.
- Underscoring all of this is yet another pie chart showing where giving comes from. In the US, every year about 80 percent of all giving from individuals. It is the lions share. Only a small percentage comes from businesses or foundations. So, the personal one on one relationship becomes all the more important.
- Most of the people I work with are somewhere between 50 and 70 years of age. Older individuals needed to be treated differently that young people. What I have found probably will not surprise you. They want stability. Are YOU going to be there when you call? Are you CONSISTENT in your messages to them. Do you do what you say you will do? Can they count on you? Can they TRUST you? I have been at my University for 14 years now. I’m good at what I do. I have thought about leaving once or twice, but there are some challenges to that strategy. In major gift fundraising, tenure is very important. Every time you switch jobs, you are basically starting all over again. The longer you are at an organization, the more you get to know people. If people know you are commited to the organization they are more likely to trust you.
- So the whole idea of trust and consistency goes to the very heart of our fundraising challenge. It speaks to why most first time givers to an NGO do NOT make a second gift. Only 1 in 4 give again! It is far easier to retain a donor than to get a new donor.
- We are really blowing it!!! Things have got to change, or eventually the charitable sector is going to be in big trouble…
- The biggest reason people do not give again is that they don’t think their gift made a difference and that the charity did not care Evidence – the thank you was impersonal, arrive late, and did not give an indicate as to how their gift will be used In other words, there was no personal connection People want to be validated – helps them to feel good about giving
- Huge problem in fundraising is all of the hopping around There is no stability, no permanence; at my own University, donors complain about working with several different devel officers in a few years time – not good Research burke more
- People will not trust us if staff keeps changing; sends bad signal to donors, fly by night
- Former Prime Minister of the UK. The point is that everyone is self motivated and they want to achieve their objectives. When it comes to major gift fundraising, if you are patient enough typically things will turn out in your favor. Wait long enough, and your competitors will take shortcuts and eliminate themselves/