https://bloomerang.co/resources/speaking/ As fundraisers, we sometimes suffer from a lack of curiosity about our donors. So many of our donations are from people who we know very little about. And even our longest-running donor relationships continue despite not knowing how they feel about the relationship.The good news is that research shows that donors actually like it when we ask them questions about themselves and how they feel about our organization. Knowing that information can also be invaluable in guiding our donor communications efforts.Whether you're just now discovering the power of donor surveys, or you're looking to up your game, this session is for you!

1. The Hidden Power of Donor Surveys

2. Your presenter »
Jay Love
@JayBarclayLove
Chief Relationship Officer,
Bloomerang
• 36 Years of Technology Leadership
• Over 20,000 Database Installations
• Former Founder & CEO of eTapestry
• Former CEO of Master Software/Fund-Master
• Former Senior VP of Blackbaud
• Conner Prairie Museum Board Member
• AFP Ethics Committee
• Philanthropy Research Institute Board Member
• Innovation Fund at Butler University
• Founder, The Fundraising Standard
• Co-Chair of Indianapolis YMCA Capital Campaign
@JayBarclayLove

3. @JayBarclayLove
Why should you survey donors?

4. @JayBarclayLove

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For-profits know surveying customers
is the key to retention!
(why aren’t nonprofits doing this?)

11. Donor retention »
Source: Fundraising Effectiveness Project http://afpfep.org
45.5% 31.8% 64% 90+%
@JayBarclayLove

12. Donor retention over a decade »
@JayBarclayLove

13. New donor retention over the years »
Source: Fundraising Effectiveness Project http://afpfep.org
@JayBarclayLove

14. Repeat donor retention over the years »
Source: Fundraising Effectiveness Project http://afpfep.org
@JayBarclayLove

15. Recapturing lapsed donors is even harder »
Source: Fundraising Effectiveness Project http://afpfep.org
@JayBarclayLove

16. 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?
https://bloomerang.co/resources/guides/donor-retention-math-made-simple/
@JayBarclayLove

17. Donor retention math »
https://bloomerang.co/resources/guides/donor-retention-math-made-simple/
@JayBarclayLove

18. Why do donors leave?
@JayBarclayLove

19. • Landmark study by
Adrian Sargeant
• Survey to lapsed donors of
10 major U.S.-based
nonprofits
• Respondents were asked to
check each reason for
stopping their contributions
Why nonprofit donors leave »
http://www.campbellrinker.com/Managing_donor_defection.pdf
@JayBarclayLove

20. • 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 »
http://www.campbellrinker.com/Managing_donor_defection.pdf
@JayBarclayLove

21. Why do donors stay?
@JayBarclayLove

22. • 2011 study
• Survey of 1,200 recent (last 12 months), frequent (more
than 2 gifts to cause based charities) donors from over
250 nonprofit organizations
• Donors were given a list of 32 reasons why they might
continue giving
• Asked to rank them by order of importance
Key drivers of donor commitment »
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
@JayBarclayLove

23. Key drivers of donor commitment »
1. Donor perceives organization to be effective
2. Donor knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like they’re part of an important cause
6. Donor feels his or her involvement is appreciated
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
@JayBarclayLove

24. Key drivers of donor commitment »
1. Donor perceives organization to be effective
2. Donor knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like they’re part of an important cause
6. Donor feels his or her involvement is appreciated
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
@JayBarclayLove

25. Surveying is essential
to donor retention.
@JayBarclayLove

26. Who should you survey? »
@JayBarclayLove

27. • New donors
Who should you survey? »
@JayBarclayLove

28. • New donors
• Existing donors
Who should you survey? »
@JayBarclayLove

29. • New donors
• Existing donors
• Lapsed donors
Who should you survey? »
@JayBarclayLove

30. @JayBarclayLove
What should you ask? »
• How easy was it to donate?
• How well were you thanked? Communicated to?
• How closely connected do you feel to our org/cause?
• Are we doing a good job providing services?
• Why did you stop giving?

31. @JayBarclayLove
Existing
Donor
Example

32. @JayBarclayLove

33. @JayBarclayLove

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35. @JayBarclayLove
New Donor Example

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• Why did you choose us?
• What is your specific conservation interest/concern:
• How do you participate in conservation?
• A few personal details:

38. @JayBarclayLove
Lapsed donor recapture letter »

39. Surveys Can Help Fundraisers Uncover
the 4 Main Drivers of Donor Loyalty
@JayBarclayLove

40. • Satisfaction
• Trust
• Commitment
• Intimacy
4 Main Drivers of Donor Loyalty »
@JayBarclayLove
https://bloomerang.co/blog/how-surveys-can-help-fundraisers-uncover-the-4-main-drivers-of-donor-loyalty/

41. Satisfaction Questions
• I was thanked appropriately for my gift to
(insert charity name).
• Overall, I am satisfied with how I’ve been
treated.
• I believe I’ve done the right thing in
supporting (insert charity name).
Sample survey questions »
@JayBarclayLove

42. Trust Questions
• (Insert charity name) has a very high level of
integrity.
• (Insert charity name) can be counted on to
do what is right.
• I trust (insert charity name) to deliver the
outcomes it promises for its beneficiaries.
Sample survey questions »
@JayBarclayLove

43. Commitment Questions
• I care passionately about the work of (insert charity
name).
• My relationship with (insert charity name) is
something that I am very committed to.
• My relationship with (insert charity name) is very
important to me.
• (Insert charity name) is working to achieve a goal
that I care passionately about.
Sample survey questions »
@JayBarclayLove

44. Intimacy Questions
• I feel very closely connected to
(Organization).
• I feel that (Organization) and I were really
“meant for each other.”
• I feel warm when I think about
(Organization).
• I feel a sense of intimacy with (Organization).
Sample survey questions »
@JayBarclayLove

45. https://bloomerang.co/blog/category/donor-surveys/
@JayBarclayLove

46. @JayBarclayLove

47. Monitor each donor category »
@JayBarclayLove

48. Track changes over time »
@JayBarclayLove

49. • Track changes in sentiment over time.
• prove to leadership that…
• you need help
• what you’re doing is working
• Adjust your efforts if needed.
• not thanking well enough
• not communicating well enough
• Identify those who could give more.
• Prevent lapses before they occur!
What can you do with responses? »
@JayBarclayLove

50. Identify planned giving prospects »
https://bloomerang.co/blog/3-questions-that-will-identify-your-most-committed-donors/
@JayBarclayLove

51. Identify problems fast »
Source: Target Analytics, 2009 DonorCentrics US Recurring Giving Benchmarking Analysis
@JayBarclayLove

52. • 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 »
@JayBarclayLove

53. • I wasn’t thanked appropriately for my gift.
• The quality of service provided to me as a donor was poor.
• I didn’t enjoy (Organization)’s communications.
• This is not a cause that greatly interests me.
• (Organization) did not tell me how my money was used.
• (Organization) wrote to me too often.
What to ask lapsed donors »
@JayBarclayLove

54. • Use donor-centered language.
• Avoid jargon and acronyms.
• Introduce the survey with what you’ll do
with the information and how it helps.
• Ask “Is there anything else you’d like us
to know?”
• Invite them to answer if they’ve named
you in their estate plans.
Tips for crafting donor surveys »
@JayBarclayLove
https://bloomerang.co/blog/using-donor-satisfaction-and-commitment-surveys-to-find-your-best-donor-prospects/

55. • Don’t send the same survey to
every donor type.
• New, Existing, Lapsed
• Can go into more categories
if you want
• Be prepared to do something
with the information you gather.
• Experiment!
Final Thoughts »
@JayBarclayLove

56. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•Daily blog post
•Weekly webinars
•Downloadables
@JayBarclayLove

57. Questions?
jay.love@bloomerang.co
@JayBarclayLove
https://bloomerang.co/resources/guides
@JayBarclayLove