Katherine Niederer-Morris discusses how she increased donor retention rates at Lena Pope, a nonprofit that helps families in need, to 43%. She focuses on keeping an accurate donor database through regular reporting and address updates. She also emphasizes building personal relationships through frequent communication, coffee meetings to learn donor interests, and suggesting shared reading materials. Niederer-Morris credits leadership support, personalized thank you letters, and planned improvements like informal annual reports and construction tours for helping increase retention.

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Lessons from a Fundraising Insider:
How our Donor Retention
Rates grew to 43%

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Meet the #npEXPERTS

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Katherine Niederer-Morris
I’m a passionate philanthropist,
fundraising nerd and former
member of the Stock Market Club
at Argyle Middle School. I’m
Katherine and I’m a small shop
fundraiser.
http://www.lenapope.org
http://www.katherinemorris.org
@KatOnALeash

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http://www.lenapope.org
The mission of Lena Pope is to help
create hope, happiness, and
success for children and families.
When it started in 1930, Lena Pope
was a home for orphans and
children in need in the Fort Worth
area. Lena Pope has evolved to
meet the changing needs of our
community. Our focus is on
empowering families to stay
together. We do this by focusing in
two major program areas.

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How did
we do it?

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Keeping a Healthy Database

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Keeping a Healthy Database
1. “Monday morning” reporting
a. New donor
b. Donors over $250
c. Consecutive donors
d. LYBUNT/SYBUNT
2. Address updates
a. Mail house
b. Post office returns
3. Action tracking
a. Global ads for mailing
b. Personal thank you letters
c. Phone calls
d. Solicitor info

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• 50-70 emails a week
• Lots of phone calls
• Personal letters & notes
• …. with no response.
Being Comfortable with Silence

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Focused on Courting New Donors

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• New donor packet - $4.70 (ugh!)
• Not listening to donors
• Asking for the second gift to quick
What hasn’t worked?

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What HAS worked?
• Fast email response (short and to the point)
• Super personal tone
• Don’t start with “Thank You”
• Tell them about the impact
• Ask them to go have lunch/coffee

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Lots of Coffee Dates

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My Go-to Questions...
1. Are you from the area? (People like to give)
2. How’d you get connected with Lena Pope?
3. What other nonprofits are you involved with? (Helps ID interests)
4. How did you like … (event, giving exp., etc)
5. Would you like to come see more?

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Keeping it Interesting

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Suggested reading...
1. TMZ
2. The Invention of Wings
3. Foodie
4. Travel to new places (Go Spurs Go!)
5. Local activities

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Additional Key Drivers
Leadership
I’ve been very fortunate to work for a Director and Executive Director
who allow me to be creative and take risks.
Thank Yous
We had one letter that was sent to everyone regardless of the gift,
program or purpose. Now, we have 12.

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Whats on the horizon...
Annual Reports
Changing annual reports from super formal to short form with lots of
imagery.
“Hard hat tours” “Hard hat tours” of new building (in construction).
Thank Yous Revamping thank you letter from exec. dir.
Infographics Visual stewardship reports (al la the INFOGRAPHIC)

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Building a Community of Sharing
Connecting with peers, sharing my thoughts and experience, leveraging social
media. http://www.katherinemorris.org

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