The Art and Science of Retaining Digital Donors
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https://bloomerang.co/resources/speaking/ Retention is your most important fundraising strategy, and your online donors are seriously at risk. Among all your donors, they are the least likely to renew their gifts – unless you take specific, creative steps to engage and thank them. This session will help you discover how to maximize the retention rates of your digital donors. We will examine the attributes of online donors, and outline the retention strategies that work best for this slice of your donor database. Learning Outcomes: - Understand what makes online donors tick (their habits, patterns, likes and dislikes) - Learn how to formulate a retention strategy for online donors - Understand best practices in digital communications, including email gift acknowledgement and social media content.
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The Art and Science of Retaining Digital Donors
- 2. About Steven » @StevenShattuck Chief Engagement Officer, Bloomerang Co-founder/ED, Launch Cause Contributor: Fundraising Principles and Practice: Second Edition Member: Fundraising Effectiveness Project (FEP) Project Work Group, AFP Center for Fundraising Innovation (CFI) Fun facts: • 1st job: producing fundraising videos • prefers tea to coffee • allergic to rhubarb • won the David Letterman scholarship
- 3. Do you know your retention rate? @StevenShattuck
- 4. In our surveys, less than 45% of fundraisers knew their current donor retention rate. Do you know your retention rate? https://bloomerang.co/blog/infographic-the-state-of-donor-retention-in-2014 @StevenShattuck
- 5. @StevenShattuck http://afpfep.org Who is studying donor retention? »
- 6. The 2016 results are in » @StevenShattuck
- 7. First-time donor retention » @StevenShattuck
- 8. Repeat donor retention » @StevenShattuck
- 9. Donor Attrition Over Five Years # of Donors Attrition 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 So what? @StevenShattuck
- 10. Donor retention math » @StevenShattuck
- 11. @StevenShattuck Why do donors leave?
- 12. • 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 » @StevenShattuck Source: Adrian Sargeant, Managing Donor Defec`on, 2003
- 13. @StevenShattuck Why do donors stay?
- 14. @StevenShattuck Key drivers of donor 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. Source: Donor Voice, Donor Commitment Report, 2011
- 15. @StevenShattuck How to increase retention » • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone • Tell how gifts are used / will be used • Tell them what comes next • Keep lines of communication open
- 16. Why focus on online donors? @StevenShattuck
- 17. First-time donor retention » @StevenShattuck
- 18. How, where and when do we communicate that to online donors? @StevenShattuck
- 19. Do these 3 things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
- 20. 1. “Thank You” page 2. Email confirmation 3. Formal acknowledgment Do these 3 things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
- 21. • Communicate that donation was processed • Thank the donor • Communicate impact (text/photo/video) • Preview future communications • Give donor something to do next • Keep them on website to convert again! Confirmation page » @StevenShattuck https://bloomerang.co/blog/21-ideas-for-your-nonprofits-donation-confirmation-page
- 27. @StevenShattuck
- 28. • Should arrive immediately • Eye-catching subject line • Avoid role-based sender email address • Personal greeting • Thank the donor • Communicate impact (text/photo/video) • Give donor something to do next • Social sharing • Employer matching • Survey • Preview future communications • Include tax information Email confirmation » @StevenShattuck https://bloomerang.co/blog/19-point-donation-acknowledgement-email-checklist
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- 41. • Thank you for your donation! • Donation Confirmation from (ORGANIZATION) • Donation Receipt from (ORGANIZATION) • Confirmation – Donation Received • Donation Receipt • Thank you for your gift Boring email subject lines » @StevenShattuck https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
- 42. • You just changed a life • You just fed a family of four • You have given the gift of hope • You are a hero! Impactful email subject lines » @StevenShattuck https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
- 43. • info@nonprofit.org • development@nonprofit.org • no-reply@nonprofit.org • finance@nonprofit.org Destroy all role-based emails » @StevenShattuck https://bloomerang.co/blog/this-overlooked-detail-is-undermining-your-nonprofits-emails/
- 44. • Send a donor survey to 1st-time donors • Boosts retention even if they don’t respond • Respondents signify high-engagement • Email receipt 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/
- 45. • Arrive within 48 hours • Preview future communications • Utilize their communication preference! • Email • differentiate from receipt • Snail mail • handwritten note / signature • Phone call • voicemails are just as good Formal acknowledgement » @StevenShattuck
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- 49. @StevenShattuck • first-time donors who 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/
- 50. @StevenShattuck
- 51. Now what? Have a plan. @StevenShattuck
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- 53. Acknowledge donors differently » @StevenShattuck Above average gift amount At or below average gift amount Phone call Personal letter Email #2Email #1 (upgrade/recurring)
- 54. Prioritize monthly giving » Source: Target Analy`cs, 2015 DonorCentrics US Recurring Giving Benchmarking Analysis @StevenShattuck
- 55. Don’t forget social media » @StevenShattuck
- 56. • Isolate donors who haven’t given in 2+ years • Remove from direct mail sends • Send a lapsed donor survey • Invest in data services • NCOA • Deceased Suppression Processing Lapsed donors » @StevenShattuck
- 57. • 3 things: • “thank you” page • email confirmation • formal acknowledgement • Fast! • Donor-centric! • If you get a phone #, call! • Get that second gift. Final thoughts » @StevenShattuck
- 58. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables
- 59. @StevenShattuck Donation Thank You Email Template » https://bloomerang.co/resources/ downloadables/sample-donation- thank-you-email-template/
- 60. @StevenShattuck https://bloomerang.co/resources/downloadables/basic-thank-you-letter-template/ Snail mail letter template » 1. Personal intro 2. Thank you 3. Impact statement 4. Future communications 5. Another thank you 6. Personal signature 7. PS w/ additional action