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Donor Relationship Management
The document outlines the principles of donor relationship management (DRM), emphasizing the importance of understanding and valuing the donor's perspective to maximize their engagement and support. It critiques traditional approaches to donor acquisition and retention, advocating for a shift towards a more donor-centric strategy that prioritizes nurturing relationships. Recognizing that donors ultimately control the relationship, organizations are encouraged to invest in understanding their needs and preferences to achieve better fundraising outcomes.
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Donor Relationship Management
- 1. Donor Relationship Management IncreasingFundraising efficiency through Evaluation Yogesh Aggarwal – Global Director Yellow Umbrella
- 2. Acquisition A Gamble •Donor is the winning you get…. but – Do you know Why you won? – Do you know Value of Win ? – Did you win because anyone at that time would have Won? – Can you increase probability of Win?
- 3. How are youAcquiring? • Like A Credit Card company • Like A Time Share • Like A Life Insurance company • Like A Real Estate Company • Like AN FMCG How You are acquiring will define How your should Retain
- 4. Few Questions forfoundation of DRM • Why did a Donor Give you ? • What is in for him? • Does he give to others? • Is it cause ? • Is it your name? • Is it because of the sales person ? • Who is He?
- 5. Introduction Donor Relationship Management isthe development and maintenance of mutually beneficial long-term relationship with strategically significant Donors. It is concerned with the creation, development and enhancement of individualized donor relationships with carefully targeted donors and donor groups resulting in maximizing their total Value association with the NGO.
- 6. WE Don’t Owna Donor Base– In fact, the opposite is true. WE Belong to the Donor.
- 7. 3 Things WeNeed to Stop Thinking and Stop Doing 1. We need to stop thinking we own the relationship… because we don’t 2. We Need to stop relying on the same old one-dimensional pyramid 3. We need to stop believing acquisition is the main key to growing our file
- 8. - What yousend - When you send it - Which channel - Whether to open - When to open - Whether to read - Whether to respond - When to respond - How much to give - Which channel to use The Fundraising Dialogue Sender Receiver
- 9. BUT WE INSISTON THINKING IT’S ABOUT US • We ACQUIRE Donors … ‘hostage-taking’ phase • We RECAPTURE them, if they lapse ‘Why Have You Foresaken Us?’ letter • Put them through a CONVERSION program Our language reflects our attitude
- 10. Proof the publiccraves a relationship that’s more about them? Introducing one of the most successful new acquisition offers in the past 5 years…
- 12. Interesting, isn't it? The Offer that explicitly promises We Don’t Want a Relationship, Is Very Successful at Starting a Relationship
- 13. Why Does ThisWork? - Because this offer tells the donor ‘you’re in charge of this relationship’ The donor’s need for control is that deep
- 14. The Results: • Morethan 25% of people responded • Generated more 10 times of the Normal outcome. • Giving from 20 year+ donor core has been increasing for the first time in years
- 15. The Organizations that Recognizethe Donor OWNS THE RELATIONSHIP Will be the Biggest Winners in the Decade Ahead.
- 16. A PROFOUND ATTITUDINALSHIFT: • Identify the people who really matter • Commit to a true donor-centric approach • Focus on engagement and donor service • A zealous commitment to nurturing the relationship
- 17. Transaction Pyramid Low Value High Value GivingProfile • Recency • Frequency • Amount
- 18. Transaction and ActionPyramid Low Value High Value Giving Profile • Recency • Frequency • Amount Activity Profile • # of channels • Volunteer? • Special Events 18
- 19. Transaction, Action andAttributes Pyramid Low Value High Value Giving Profile • Recency • Frequency • Amount Activity Profile • # of channels • Volunteer? • Special Events You Know How To Rank the Donor Attributes • Age • Wealth • Health
- 20. But Do YouKnow How they Rank You?
- 21. How Do YouRank in Donor Pyramid? • Are you a Priority in Donor’s life? … or just one of many? • Does He/she give you more than He/she gives to other charities … or less? • Is it unusual for Donor to support you? … or does He/she donates to everyone?
- 22. How He/She Supports OtherCharities Also Tells You How Much they Value You? How You Rank?
- 23. Passion Pyramid DONOR 2DONOR1 • Gives to only 2-3 charities • Gives you twice as much as she gives to others • Gives to lots of organizations • Gives more to others than you
- 24. Who’s More PassionateAbout You? Low Passion High Passion Donor 2 • Gives to lots of organizations • Gives more to others than you Donor 1 • Gives to only 2-3 charities • Gives you twice as much as she gives to others
- 25. • Most ofthe organizations Selected ‘High Passion’ names who did NOT meet their longstanding planned giving select criteria. Instance #1 Value Pyramid Low Value Passion Pyramid Low Passion % RESPONSE FROM THAT SEGMENT?
- 26. We may bethe ONLY INDUSTRY In the world That doesn’t view RETENTION as the key to growth! 26
- 27. The most importantgoals for nonprofit communications strategies in 2013 4% 7% 12% 18% 20% 22% 22% 30% 45% 52% 57% 0% 10% 20% 30% 40% 50% 60% All Other Responses Retaining Current Participants Acquiring New Volunteers Building Print or Email List Acquiring New Program Partipants Creating Website Traffic Thought Leadership / Positioning as an Expert Retaining Current Donors General Brand Awareness Engaging Our Community Acquiring New Donors NonprofitMarketingGuide.com survey
- 28. The most importantgoals for nonprofit communications strategies in 2013 7% 30% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 All Other Responses Retaining Current Participants Acquiring New Volunteers Building Print or Email List Acquiring New Program Partipants Creating Website Traffic Thought Leadership / Positioning as an Expert Retaining Current Donors General Brand Awareness Engaging Our Community Acquiring New Donors NonprofitMarketingGuide.com survey
- 29. KEYS TO RETENTION: Committo Greater investment, focused on: • Truly knowing your best supporters; their interests, their needs • Using the Whole pyramid: Transactions, Actions, Attributes … and Passion • Nurturing true relationships through superior donor service
- 30. The Reality: The donordoesn’t belong to us. We belong to them. And unless we do more to embrace this mindset, we are not going to have the best Donor Relationship Management.
- 31.