The document provides strategies to improve donor retention, highlighting that nonprofits only retained 43% of donors in 2014. Key principles include the importance of first impressions, donor-centric communication, personal engagement, and timely second asks to cultivate ongoing support. It also suggests practical steps for creating a comprehensive new donor engagement series to enhance donor experience and commitment.

1. KEEP THE DONORS YOU WORK SO
HARD TO GET:
Proven Tips & Tricks
for Improving Donor Retention
with Alyssa Boger

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3. YOUR PRESENTER
ALYSSA BOGER
VP, Client Strategy
Alyssa.Boger@pursuant.com

5. Ø Nonprofits only retained 43% of donors in 2014.
Ø For every 100 donors gained, 103 were lost.
Ø For every $100 gained, $95 was lost.

6. The Key to Improving Donor Retention

7. Put Yourself in Your Donor’s Shoes
Questions to ask:
• What brought them to your organization in the first place?
• What are their desires and expectations?
• What inspires them and moves them to action?
• What do they need to become one of your most loyal
supporters?

8. Common Challenges to Donor Retention
1. A Shotgun Approach to
Acquisition
2. Greater Expectations
from Donors
3. Limited Resources and
Bandwidth
4. Scattered Data

9. 5 Proven Principles
for Keeping New
Donors Year After
Year

10. #1 First impressions matter.
What is the first piece
of communication a
new donor receives
from your organization?

11. #1 First impressions matter.
New donors should receive:
• A personalized thank you
message in the same
channel they made their
gift.
• Messaging that
communicates the impact
of their donation.

12. #1 First impressions matter.
PRACTICAL STEP: Make small donations
to peer organizations to see what type of
new donor engagement process you
experience.

13. #2 It’s not about you, it’s about them.
Donors don’t want to hear
what you are doing.
Share with donors what
they are making possible
through you.

14. #2 It’s not about you, it’s about them.
7
Proven Principles for
New Donor Retention
What are their desires and expectations? What inspires them and moves them to action? What
every now and again?
1. First impressions matter.
ideally in the channel they made their gift, with messaging that communicates the impact of
Z Put it into practice:
2. It’s not about you, it’s about them.
Z Put it into practice:
7
Proven Principles for
New Donor Retention
What are their desires and expectations? What inspires them and moves them to action? What
every now and again?
1. First impressions matter.
ideally in the channel they made their gift, with messaging that communicates the impact of
Z Put it into practice:
2. It’s not about you, it’s about them.
Z Put it into practice:

15. #2 It’s not about you, it’s about them.
PRACTICAL STEP:
How are you framing
your messaging? Is it
organization-centric
or donor-centric?
Organization-Centric Donor-Centric
Language focuses on
We/Us
Language focuses on You/
the donor
Donors are donations
and gifts are
transactions.
Donors are investors who
are making your mission
possible.
Communication tells
what the org and staff do
Communication shares with
the donor the impact their
support makes possible
First-time donors are
assumed to be on-board
with the cause
First-time donors represent
opportunities for relationship

16. #3 Be personal.
For-profit companies
target customers with
products tailored and
personalized to their
interests.
Your donors expect the
same from you.

17. #3 Be personal.
PRACTICAL STEP:
List the different ways your
organization acquires new
donors and all of the areas
to which new donors can
give.
How can you communicate
to these various audiences
in a personal way?

18. #4 Bring your mission to life.
Donors want
information that will
inspire them,
encourage them, help
them, and engage
them . . . and they
don’t always want to
receive it through a
direct mail letter.

19. #4 Bring your mission to life.
PRACTICAL STEP:
Brainstorm new,
immersive methods
that you can use to
deliver your
organization’s story.

20. #5 Don’t be shy. Ask for that second gift!
Everything you do in the first
30 days following a new
donor’s gift should lead to a
second ask.

21. #5 Don’t be shy. Ask for that second gift!
PRACTICAL STEP: Use a
calendar to plot out the days
between a new donor’s
first gift and when they
receive a second ask from
your organization.
If it’s more than 30 days,
think about ways to shorten
the gap.

22. 4 Elements of a
New Donor Engagement Series

23. #1: The Thank-You.
• Comes within two days of a
donor making their first gift
• Message mirrors the channel in
which the donor gave
• Personal and donor-centric

24. #1: The Thank-You.
Partner Example:
Pepperdine University

25. #2: Communicate the Gift’s Impact.
• Explain your case for support
• Send the week following a donor’s first gift
• Use video when possible

26. #2: Communicate the Gift’s Impact.
Partner Example: GAIN USA

27. #3: Help the Donor Get Involved.
• Ask donors for feedback in a
short online survey
• Invite them to become social
ambassadors
• Share upcoming events and
volunteer opportunities

28. #3: Help the Donor Get Involved.
Partner Example:
FamilyLife

29. #4: Invite donors to continue their impact.
• Make second ask within 21-30
days of your new donor’s first
gift
• Share tangible outcomes of the
donor’s first gift

30. #4: Invite donors to continue their impact.
Partner Example:
Community Health Network Foundation
I’m writing to express my deepest gratitude. Because you were there…standing
with Community Health Network Foundation…a woman fighting cancer has
hope… an injured child received the exceptional care he needed to recover…and a
family is able to celebrate another birthday with their loved one.
Yet, every day more people turn to Community for the best possible patient care.
They need you to be there for them, too.
That’s why I’m asking you to become a monthly donor to Community Health
Network Foundation. Your steadfast, ongoing support will ensure that Community
can provide patients exceptional care and support for as long as they need it.
Please use the enclosed response form to indicate the amount you would like to
give monthly as a Community Partner member.Thank you for caring about your
neighbors and your Community.
Sincerely,
Joyce Irwin
President and CEO, Community Health Network Foundation
Joyce Irwin
Dear Mr. and Mrs. Koepfer,
Your first monthly gift of
$15 would make such a
difference.

31. How to Build Your
Own New Donor
Engagement Series

32. New Donor Engagement Series

33. 10 Steps for Creating a New Donor Engagement Series
ü Assess your current communications.
ü Map out your new donor inception points & develop a personal message
for each.
ü Identify 3 things your new donor’s first gift makes possible.
ü Find one great story, and tell it well.
ü Identify 3 ways your new donor can get involved.
ü Articulate 3 reasons for a second gift.
ü Put your engagement series together.
ü Make a messaging timeline.
ü Automate.
ü Wash, rinse, repeat.

34. Keep the Donors You Work So Hard to Get!

35. Recommended Pursuant Resources
www.pursuant.com/intelligent-fundraiser

36. How We Can Help
• Strategic planning
• Goal setting
• Building consensus
• Case and story development
• Online / offline communications
• Social media strategy and execution
• Landing pages
• Technology infrastructure
• Video production
• Follow up stewardship communications
• And much more

37. QUESTIONS?

38. Contact Michael King
Contact Michael today to find out how
Pursuant can help you.
Michael King
VP, Client Solutions
Michael.King@pursuant.com
214-866-7764

39. Intelligent fundraising.