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Maximizing Your Donor Database for Fundraising Success with Steven Shattuck - AFP Michiana 2017
The document discusses strategies for maximizing the effectiveness of donor databases to improve fundraising success. It highlights the importance of donor retention, data segmentation, and personalized communication to engage and retain donors effectively. Key statistics and principles are provided to help nonprofits understand why donors leave and stay, emphasizing timely acknowledgments and tailored interactions based on donor behavior.
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Maximizing Your Donor Database for Fundraising Success with Steven Shattuck - AFP Michiana 2017
- 1. Maximizing Your DonorDatabase for Fundraising Success
- 2. Your presenter » @StevenShattuck StevenShattuck @StevenShattuck Chief Engagement Officer - Bloomerang Contributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business. Speaker: Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, ANN, PRSA, Planet Philanthropy, Cause Camp, PANO, SCANPO, LANO, VFRI, RMPI, FREML, Colorado Nonprofits, Montana Nonprofits, Nonprofit Storytelling Conference, Idaho Nonprofits, Washington Nonprofits, INRN, DSAIA, LeadingAge
- 3. @StevenShattuck What is thegoal of a donor database?
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- 7. # of DonorsAttrition Rate Donors Remaining After 1 Year Donors Remaining After 2 Years Donors Remaining After 3 Years Donors Remaining After 4 Years Donors Remaining After 5 Years 1,000 20% 800 640 512 410 328 1,000 40% 600 360 216 130 78 1,000 60% 400 160 64 26 10 Donor attrition over 5 years » @StevenShattuck (1% increase in retention = $45,634 annually)
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- 10. • 5% -thought charity did not need them • 8% - no info on how monies were used • 9% - no memory of supporting • 13% - never got thanked for donating • 16% - death • 18% - poor service or communication • 36% - others more deserving • 54% - could no longer afford Why nonprofit donors leave » https://www.linkedin.com/today/post/article/20140520191728-746287-- infographic-why-donors-stop-their-support @StevenShattuck
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- 13. @StevenShattuck Key drivers ofdonor commitment » 1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives a timely thank you. 4. Donor receives opportunities to make his or her views known. 5. Donor is given the feeling that he or she is part of an important cause. 6. Donor feels his or her involvement is appreciated. 7. Donor receives information showing who is being helped.
- 15. @StevenShattuck What is donordata segmentation »
- 16. @StevenShattuck What is donordata segmentation » • Treating donors uniquely based on recency, frequency, type and amount of giving. • not sending the same thank you letter to everyone • not sending the same appeal to everyone • not sending the same anything to everyone!
- 17. Data Segmentation for storiesthat retain donors Data Segmentation Powers Stewardship
- 18. 1. First-time donors •</> $100 2. Monthly recurring donors • monthly gift x12 < average annual gift amount 3. Lapsed donors (+2 years) 4. Volunteers who have not yet donated 5. Donors who share feedback / criticism 6. Donors who have interacted via social media 6 powerful buckets segments » @StevenShattuck
- 19. Data Segmentation for storiesthat retain donors First-Time Donors
- 20. @StevenShattuck Why $100? » Source:http://afpfep.org
- 21. • Arrive within48 hours • Utilize their communication preference! • Thank profusely • Acknowledge the campaign / channel • Tell how gift will be used / how others have been • Preview future communications • Invite for a tour • Ask for feedback / send a survey • Convert into monthly donors (based on gift size) and/or volunteers Gift acknowledgement principles » @StevenShattuck
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- 27. @StevenShattuck • first-time donorswho get a personal thank you within 48 hours are 4x more likely to give a second gift (Tom Ahern) • a three-minute thank-you call will boost first-year retention by 30%. (Roger Craver / The Agitator) • a thank-you call from a board member to a newly acquired donor within 24 hours of receiving the gifts will increase their next gift by 39%. (Penelope Burk) http://www.nonprofithub.org/fundraising/excuses-need-call-every-new-donor http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx The personal touch » http://www.clairification.com/thank-you-calls-ebook/
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- 29. Acknowledge donors differently» @StevenShattuck Above average gift amount At or below average gift amount
- 30. Segment by givingchannel » @StevenShattuck Website Direct Mail/Ad Event
- 31. Data Segmentation for storiesthat retain donors Monthly Donors
- 32. Monthly giving » Source:Target Analytics, 2015 DonorCentrics US Recurring Giving Benchmarking Analysis @StevenShattuck
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- 34. @StevenShattuck Don’t send thesame 12 receipts »
- 35. @StevenShattuck Don’t send thesame 12 receipts »
- 36. • Always addressthem as monthly donors. • Modest upgrade appeal depending on other engagement signals • “Your gift of $x does this. A gift of $x would do this.” • Don’t hesitate to make stand-alone gift asks. • A unique appeal just for them. @StevenShattuck Monthly donors: upgrade » https://bloomerang.co/blog/why-segmenting-your-sustaining-donors-is-crucial-for-growth/
- 37. Data Segmentation for storiesthat retain donors Lapsed Donors (+2 years)
- 38. • Isolate donorswho haven’t given in 2+ years • Remove from direct mail sends • Send a lapsed donor survey • Invest in data services: • NCOA (they moved) • Deceased Suppression Processing (they died) Lapsed donors » @StevenShattuck
- 39. 2 common “oneand dones” » @StevenShattuck
- 40. • Memorial donors •Thank (if you can), then isolate • Peer-to-peer donors • Have first gift acknowledgement come from fundraiser, not benefiting org • (Re)introduce the charity • Explain why fundraiser supports it • Ask for donor to continue support @StevenShattuck https://bloomerang.co/blog/3-tips-for-improving-p2p-donor-retention/ 2 common “one and dones” »
- 41. Data Segmentation for storiesthat retain donors Volunteers Who Have Not Yet Donated
- 42. Lowest of low-hangingfruit » @StevenShattuck http://www.fidelitycharitable.org/docs/Volunteerism-Charitable-Giving-2009-Executive-Summary.pdf • Volunteers are 10x more likely to donate than non-volunteers. • Get to know their goals for volunteering, then translate it into donation impact. • Ask for an appropriate amount (can be a monthly commitment). • Convert into fundraisers!
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- 44. Use social mediato say thank you » @StevenShattuck
- 45. @StevenShattuck Use social mediato say thank you »
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- 47. Data Segmentation for storiesthat retain donors Donors Who Have Shared Feedback / Criticism
- 48. • Send asurvey to new donors • Boosts retention even if they don’t respond • Respondents signify high-engagement • Email confirmation is a great place to include • Google Forms or SurveyMonkey Survey » @StevenShattuck http://t.co/XMUTnvjThP https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/
- 49. • “Why doyou give?” • “What’s your connection to the cause?” • Group similar answers together into segments • Tailor communication accordingly Secret sub-segment » @StevenShattuck
- 50. Keep donors happy» @StevenShattuck Source: Target Analytics, 2009 DonorCentrics US Recurring Giving Benchmarking Analysis
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- 56. Data Segmentation for storiesthat retain donors Social Media Users
- 57. Proactively collect socialcontact info » @StevenShattuck missed opportunity?
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- 59. Respond to theirbragging » @StevenShattuck
- 60. Ask for likesin confirmation » @StevenShattuck
- 61. Save social infoin database » @StevenShattuck
- 62. Leverage them later» http://socialmediatoday.com/sashattuck/2431046/how-college-used-social-media-raise-465k-one-day @StevenShattuck
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- 64. Other engagement signals» @StevenShattuck • Upgrade / Downgrade + - • Event attendance + • Opens email + • Clicks emails + • Unsubscribes from email - • Changes communication preferences + • Changes contact info • Has inbound interactions + • Has soft credits +
- 65. • Treat yourconstituents differently! • Multiple versions/variations: • thank you letters (outcomes) • appeals (uses) • newsletters (interests) • stewardship pieces (stories) • Survey early and often • Data is king Final thoughts » @StevenShattuck
- 66. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Dailyblog post •Weekly webinars •Downloadables
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