Diamonds in Your Database - Navigate 2021
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This document discusses strategies for identifying and cultivating potential major donors from an organization's existing donor database. It provides tips on focusing stewardship efforts on long-time loyal donors who have given consistently for 3-5+ years, monthly donors, volunteers who haven't yet donated, out-of-town donors, current/former service recipients, and others who show signals of higher capacity or engagement with the organization. The key message is that the best prospects are often hidden in plain sight in an organization's existing donor data, rather than relying solely on wealthy strangers.
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Diamonds in Your Database - Navigate 2021
- 1. Diamonds in the Rough: Finding The Hidden Gems In Your Donor Database
- 2. @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 Your presenter »
- 4. @StevenShattuck $1000 + $500 - $1000 $100 - $500 $25 and under annually $25 - $100
- 5. @StevenShattuck • bequests • major gifts • reactivation • a monthly commitment • a second gift • a first gift • further engagement Credit: Tony Elischer
- 6. @StevenShattuck • 1st-time donors • donors who have given for 3-5+ consecutive years • monthly donors • donors who upgrade • volunteers who have not yet donated (including board members, fundraisers) • donors who complain directly or answer surveys negatively / donors who answer surveys positively • current / former service recipients • out-of-town donors, not from P2P or memorial (if you are a local org) • donors who give you updated contact info (unprompted) • donors who submit matching gifts from their employer • adult children (especially daughters) of parents who give surviving relatives of deceased long- time donors • aging, childless donors • donors who just had their first child • contact person at a company that sends volunteers • employees of a corporate sponsor • donors who use check, vs credit card • donors who use American Express, vs Visa/Mastercard Our prospect list »
- 7. Long-Time Loyals (3-5 Years) (regardless of gift amount) / multiple gifts
- 8. @StevenShattuck • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association) Who are the best prospects? »
- 9. @StevenShattuck It’s not rich people »
- 10. @StevenShattuck Who are the best prospects? »
- 11. Monthly Donors
- 12. @StevenShattuck • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association) Who are the best prospects? »
- 13. @StevenShattuck • 7x more likely to leave a bequest! • Typically overlooked because monthly gifts are small • Retained over a long period of time (consistent givers) • They believe in you, they trust you • Don’t just send the same boring 12 receipts! Monthly donors »
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- 20. Contact Person at Company Who Sends Volunteers Volunteers Who Have Not Yet Given
- 21. @StevenShattuck Volunteers are 10x more likely to donate to your charity than non-volunteers! http://www.fidelitycharitable.org/docs/ Volunteerism-Charitable-Giving-2009- Executive-Summary.pdf Volunteerism is a strong signal »
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- 25. Out-of-Town/State Donors (not P2P or Memorial)
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- 31. @StevenShattuck • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association) Who are the best prospects? »
- 33. @StevenShattuck • they understand the value of your mission • gives them a sense of pride / empowerment / dignity • they could have higher capacity some day • they may higher capacity now (because of you!) • doesn’t just have to be schools/hospitals Service recipients »
- 34. @StevenShattuck 1. Previous giving to your nonprofit (how much $?) 2. Previous giving to nonprofits like yours (how much $?) 3. Participation as a Foundation Trustee 4. Political Giving 5. Real Estate Ownership https://bloomerang.co/blog/how-to-use-data-to-identify-your-best-prospective-donors/ Capacity signals »
- 35. @StevenShattuck Pay attention to… » • donors who give you updated contact info (unprompted) • donors who upgrade (higher retention rates according to DonorCentrics) • donors who submit matching gifts from their employer • monthly donors who give an extra “13th” gift • adult children (especially daughters) of parents who give • surviving relatives of deceased long-time donors • donors who just had their first child • check > credit card • American Express > Visa/Mastercard
- 36. @StevenShattuck Final thoughts » • your best prospects aren’t rich strangers • segment your list, steward, then wealth screen • longevity > gift amount • get to know new donors • create a 1st-time donor communications plan • ask current donors how they feel about you • create standing reports to identify “teapot” donors
- 37. https://bloomerang.co/resources •Templates •Case Studies •Research •Daily blog post •Weekly webinars •eBooks/guides @StevenShattuck