1) The document provides best practices for building donor loyalty and keeping donors engaged. It discusses how most donors stop giving due to lack of communication rather than economic factors. 2) The key is providing donors with prompt thank you notes, confirmation their gift will be used as intended, and impact reports. Additional tips include customizing communications, gathering feedback, and hosting events to cultivate relationships. 3) Nonprofits are encouraged to evaluate their donor retention rates, personalized communications, and efforts to build an organizational culture of philanthropy in order to improve donor relations.

1. Building Donor Loyalty:
How to Keep Your Donors Giving in Any Economy
Tina Cincotti
Use Twitter Hashtag #npweb
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3. Today’s Speaker
Tina Cincotti
Funding Change Training &
Consulting
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4. Building
Donor
Loyalty:
Best
prac5ces
for
success
in
any
economic
climate
Presented
by:
Tina
Cinco<,
Funding
Change
Training
&
Consul5ng
5na@fundingchangeconsul5ng.com
617-­‐477-­‐4505

5. Average
aLri5on
rate
of
1st
5me
donors
in
U.S.
=
80%

6. ica5 on
com mun
isi5on
vs
of
acqu
C ost

7. So,
why
do
people
stop
giving?
(Brace
yourself
for
a
stat
a/ack…)

8. It’s
not
the
economy,
stupid…
• 66
out
of
100
people
• Only
4
• 60%
• Only
20%

9. Isn’t
there
any
good
news?

10. Donor
Rela5ons
101
Three
things
donors
want:
1. Thanks
2.
ConfirmaAon
3.
Report

11. Donor
Rela5ons
101
Do
these
3
things
and…
• 93%
• 64%
• 74%

12. #1
–
Prompt,
personal
thanks.

13. 48
Hours
or
less…

14. “On
behalf
of
the
board
and
staff,
I
want
to
thank
you…
blah,
blah…”

15. Does
your
“thank
you”
leLer…?
• Start
with
something
unique?
• Personally
address
the
donor?
• Give
the
donor
the
contact
info
for
a
real
person
they
can
be
in
touch
with?
• Tell
the
donor
what
will
be
possible
because
of
their
giP?
• Talk
to
“you”
the
donor,
not
“we”
the
organizaAon?
• Say
that
a
progress
report
will
be
sent?

16. #2
–
Gi_
will
be
used
as
intended.

17. #3
–
What
was
accomplished.

18. Most
common
offenses
• Not
donor
centered
• Not
enough
“you”s
• Weak
headlines
• Long
leXer
from
Director
• Too
much
educaAon,
not
enough
graAtude
• No
stories
• Full
of
jargon
&
acronyms
• No
real
news
or
results
• Too
much
text,
not
enough
photos/graphics

19. More
ways
to
improve
donor
loyalty…

20. Sa5sfac5on
is
#1

21. Encourage
feedback
from
donors

22. How
are
we
doing?

23. Increase
commitment…

24. Build
trust…

25. Welcome
new
donors…

26. Welcome
Kit
• Personalized
cover
leXer
• Most
recent
newsleXer
or
two
• Annual
report
• Recent
press
clip
or
two
• InvitaAon
to
an
upcoming
program
or
event

27. Offer
choice
in
communica5ons…

28. Personalize
&
segment…

29. Throw
cul5va5on
par5es…

30. Your
Ac5on
Makes
A
Difference
Please
complete
this
form
and
we’ll
keep
in
touch.

I
will
be
a
voice.
I
will
speak
out
for
the
rights
of
women
and
girls.
Let
me
know
how.

I
want
to
be
counted.
Make
sure
I’m
on
the
EMA
Fund
mailing
list
and
e-­‐mail
alert
list.

I
want
to
help.
Send
me
informaAon
about
volunteer
opportuniAes.

I
want
to
fuel
the
fires
of
change.
I’m
sending
in
my
financial
giP
to
help
the
Women’s
Fund
do
its
important
work.

I
want
to
be
part
of
a
social
change
community.
Invite
me
to
gatherings
where
we
talk
about
the
issues
facing
women
and
girls,
and
figure
out
how
to
work
together
for
progressive
change.
I
know
I
can
make
a
difference.
Please
print
clearly.
Name
____________________________________________________________
Address
__________________________________________________________
Telephone
number
__________________________________________________
E-­‐mail____________________________________________________________

31. Don’t
treat
your
donors
like…

32. Put
relaAonship
building
on
calendar…
Relationship Building Solicitation
Jan
Feb
Mar
Apr
May
June Minimize solicitations
July b/t Memorial Day
Aug and Labor Day.
Sept
Oct
Nov
Dec

33. How
will
I
know
if
this
is
working?

34. How
to
evaluate
donor
rela5ons
•
Donor
retenAon
rate
•
Donor
conversaAon
rate
•
No
ask
contacts
•
PersonalizaAon
•
Donor-­‐iniAated
contact
•
Donor-­‐centric
communicaAons

35. MOST
WANTED:
OrganizaAonal
culture
of
philanthropy

36. QuesAons?

37. Thank
you!
Want
more
advice?
Sign
up
for
my
FREE
e-­‐newsle/er…
Subscribe
at
www.fundingchangeconsulAng.com

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Chris Dumas
Chris@NonprofitWebinars.com
707-812-1234
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