http://nonprofitstorytellingconference.com/2017-schedule A donor database isn't meant to be just a bucket of names and transactions. So often, though, it's treated that way, leading to poor retention rates and increased pressure to acquire new donors in inefficient ways. In this session, Steven Shattuck, Chief Engagement Officer at Bloomerang, will provide practical advice on how to unlock the true potential of your donor database. Learning objectives: Easy ways to keep your donor data clean and manageable Strategies for re-activating lapsed donors How to leverage current donors to acquire new donors

1. Uncovering "New" Donors In Your Database

2. About Steven »
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
@StevenShattuck

3. @StevenShattuck

4. @StevenShattuck

5. @StevenShattuck

6. @StevenShattuck

7. @StevenShattuck

8. @StevenShattuck

9. @StevenShattuck

10. @StevenShattuck

11. @StevenShattuck

12. @StevenShattuck

13. @StevenShattuck

14. @StevenShattuck

15. @StevenShattuck

16. @StevenShattuck
Source: Fundraising Effectiveness Project http://afpfep.org

17. Bare Minimum Donor Segments »
• 1st time donors
• monthly donors
• donors who also volunteer / fundraise
• donors who give multiple times per year
• donors who have given for 5+ consecutive years
• donors who give for (x) reason
• donors who give to (x) fund
• donors who give above / below (x) $ amount
• #GivingTuesday donors
• lapsed donors
@StevenShattuck

18. “Hidden” Donor Segments »
• board members
• employees
• constituents of corporate supporters / vendors
• constituents of a benefactor
• current / former service recipients
• volunteers
• friends / family of loyal donors (referrals)
@StevenShattuck

19. 100% Board Giving »
• not optional / not a “nice thing to have”
• $1 is board giving
• they don’t all have to give the same amount
• make it an expectation for new board members
• be creative when introducing it to current board members
• #GivingTuesday can be a great excuse to get a gift
@StevenShattuck
https://bloomerang.co/blog/dont-have-100-board-giving-givingtuesday-might-be-the-answer/

20. Employee Giving »
@StevenShattuck

21. @StevenShattuck
Constituents of Corporate Supporters / Vendors »
• employees of
sponsors
• employees of
vendors
• corporate gifts

22. @StevenShattuck
https://bloomerang.co/blog/this-nonprofit-volunteer-acknowledgement-puts-all-others-to-shame/

23. @StevenShattuck

24. @StevenShattuck

25. Volunteers Who Have Not Yet Donated »
• volunteers are 10x more likely to donate to than non-
volunteers! (source: fidelity charitable)
• make a point to get to know them on-site
• flatter them publicly on social media
• thank quickly and personally (tell a story)
• don’t be afraid to ask!
• ASK! WTF IS YOUR PROBLEM?
• introduce monthly giving at a small intro amount
@StevenShattuck

26. @StevenShattuck

27. @StevenShattuck
https://bloomerang.co/blog/and-the-bloomie-goes-to-boys-girls-clubs-of-indianapolis/

28. @StevenShattuck
Constituents of a Benefactor »

29. • they understand the value of your mission
• they may have higher capacity to give (because of you!)
@StevenShattuck
Former Service Recipients »
Current Service Recipients »
• they understand the value of your mission
• gives them a sense of pride / empowerment / dignity
• they could have higher capacity some day

30. @StevenShattuck
Former Service Recipients »

31. @StevenShattuck
• individual donors who are not
clinic service recipients
• parents of children who
received service and/or grown
children (alumni)
• clinical employees/volunteers
(doctors, nurses, psychologists,
etc.)
• non-clinical volunteers
Former Service Recipients »

32. @StevenShattuck

33. @StevenShattuck
• prioritize monthly giving among low capacity/low
historic giving, especially among parents ($3 per
month, for example)
• begin major gift workflow for high capacity/high
engagement donors, especially among clinicians or
clinical volunteers
• identify and appeal to high-engagement constituents,
like volunteers, who have never donated
• re-engage lapsed donors:
• "we miss you" campaign w/ recent success
stories
• lapsed donor survey
• NCOA
• deceased suppression
• contact info append services
Former Service Recipients »

34. @StevenShattuck
Current Service Recipients »

35. Referrals from Current Donors »
@StevenShattuck
• 80 percent of donors would recommend the organizations
they support to another potential donor,
• referrals from existing donors are roughly 3x more likely to
turn into closed gifts than referrals from local accountants
and attorneys
- Kevin Strickland, Not For Profit Group
https://trust.guidestar.org/blog/why-arent-fundraisers-asking-for-referrals-coaching-tips-for-not-for-profit-managers

36. Referrals from Current Donors »
@StevenShattuck
• Document ideal donor profile
• Isolate top 25 donors
• Have them invite referrals to
introductory events (no ask)
• Fundraiser follows up after
- Chad Barger, CFRE
http://productivefundraising.com/how-to-earn-more-donor-referrals/

37. Referrals from Current Donors »
@StevenShattuck
http://www.benevon.com/benevon-model-for-nonprofit-fundraising

38. P2P / Memorial Gifts »
@StevenShattuck
• Have the fundraiser send the gift acknowledgement
• Have the fundraiser explain why they support the org
• Have the fundraiser ask the donor that they consider
continuing to support the org
• Have the fundraiser introduce the donor to someone
at the org
https://bloomerang.co/blog/2-hard-to-retain-donors-and-what-to-do-about-them

39. Lapsed Donors »
@StevenShattuck
• Isolate donors who haven’t given in 2+ years
• Further segment by frequency / recency / channel / amount
• Do something different with them
• Call / write and say thanks for past giving
• Send a lapsed donor survey (don’t let them see that phrase)
• Send a stewardship piece (impact story)
• Invite them in for a tour or out for coffee
• Invest in data services
• NCOA
• Deceased Suppression Processing
• Email / Phone Append

40. @StevenShattuck
Final Thoughts »
• segment your data
• don’t be afraid to ask volunteers to give
• make 100% board giving a 2018 goal
• who is connected to your mission that has never given?
• go overboard with appreciation
• do something with lapsed donors
• invest in data services

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

42. @StevenShattuck
Questions?
steven.shattuck@bloomerang.co
@StevenShattuck
Slides and free eBook »
bloomerang.co/npstoryconf