Downloaded 31 times
Uploaded byBloomerang
Donor Communications That Engage and Retain Donors (INRN 2017)
The document discusses strategies for donor engagement and retention, emphasizing key drivers for commitment such as effective communication and timely gratitude. It presents statistics on donor retention rates and reasons for donor attrition, alongside recommendations for personalized stewardship and data segmentation. Overall, it highlights the importance of treating donors well to enhance their ongoing support for nonprofit organizations.
More Related Content
Similar to Donor Communications That Engage and Retain Donors (INRN 2017)
Donor Communications That Engage and Retain Donors (INRN 2017)
- 1. Donor Communications ThatEngage and Retain Donors
- 2. 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 • recipient of David Letterman scholarship About Steven » @StevenShattuck
- 3.
- 4. • The currentstate of donor retention • Communications segmentation • Online donor stewardship Agenda » @StevenShattuck
- 5.
- 6. The 2016 resultsare in » @StevenShattuck
- 7. First-time donor retention» @StevenShattuck
- 8. Repeat donor retention» @StevenShattuck
- 9. Retention by giftsize » @StevenShattuck
- 10.
- 11. Donor retention overa decade » @StevenShattuck
- 12. Donor Attrition OverFive 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/downloadables/donor-retention-math-made-simple @StevenShattuck
- 13. Donor retention math» @StevenShattuck
- 14. The cost ofpoor retention » Source: Adrian Sargeant - Lilly School of Philanthropy @StevenShattuck • Cost per acquisition = 5x cost per renewal • Cost per acquisition = 2-3x initial donation amount • break-even after 12-18 months • Renewal response rates = 20x30 higher than acquisition response rates
- 15. Importance of beinga chosen charity » The number of charities supported annually: • Income 50K – 2-3 • Income 100K – 3-4 • Income >100K – 4-5 • One is usually their church • Second is most likely their school Source: Philanthropy Panel Study - Lilly School of Philanthropy @StevenShattuck
- 16. Source: Philanthropy PanelStudy - Lilly School of Philanthropy @StevenShattuck
- 17.
- 18. @StevenShattuck • 2001 studyby 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
- 19. @StevenShattuck • 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
- 20.
- 21. @StevenShattuck • 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/
- 22. @StevenShattuck 1. Donor perceivesyour 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. Key drivers of donor commitment »
- 23. @StevenShattuck How to increaseretention » • Focus on first-time and above-average donors • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone (more “you” than “we”) • Tell how gifts are used / will be used • Tell them what comes next • Solicit feedback • Keep lines of communication open
- 24. @StevenShattuck Stewardship essentials » •Fast, personal gift acknowledgement • Segmented communications • Documented communications plan that includes non-appeals
- 25. @StevenShattuck The personal touch» • 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
- 26. Data Segmentation for storiesthat retain donors Data Segmentation Powers Stewardship
- 27. Communications segmenting » @StevenShattuck Aboveaverage gift amount At or below average gift amount
- 28. Differentiate the acknowledgement» @StevenShattuck Above average gift amount At or below average gift amount Letter # 1 Phone call (tour invite) Letter #2 Handwritten note Email/Letter #4 (Volunteer request) Email/Letter #3 (survey) (monthly upgrade)
- 29. Differentiate the appeal» @StevenShattuck Above average gift amount At or below average gift amount Ask #1 Ask #2 Ask #3 Ask #4
- 30. Segments per channel» @StevenShattuck Website Direct Mail/Ad Event
- 31. 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
- 32. Data Segmentation for storiesthat retain donors First-Time Donors
- 33. @StevenShattuck Why $100? » Source:http://afpfep.org
- 34. • 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
- 35.
- 36.
- 37.
- 38.
- 39.
- 40. • Send adonor 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 / SurveyMonkey / Formstack Survey » @StevenShattuck https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/
- 41. • Why didyou first give to our organization? • What interests you most about organization? Why? What is less interesting to you? Why? • Why do you give to our organization? How would you describe our mission? What does it mean to you? • What are the most critical results you expect our organization to produce? • What do you tell others about us? How do you describe this organization to others? • Why does this cause matter to you? Why now in particular? @StevenShattuck https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/ Survey question ideas »
- 42. Data Segmentation for storiesthat retain donors Monthly Donors
- 43. Monthly giving » Source:Target Analytics, 2015 DonorCentrics US Recurring Giving Benchmarking Analysis @StevenShattuck
- 44.
- 45. @StevenShattuck Don’t send thesame 12 receipts »
- 46. @StevenShattuck Don’t send thesame 12 receipts »
- 47. • 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/
- 48. Data Segmentation for storiesthat retain donors Lapsed Donors (+2 years)
- 49. • 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
- 50. 2 common “oneand dones” » @StevenShattuck
- 51. • 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” »
- 52. Data Segmentation for storiesthat retain donors Volunteers Who Have Not Yet Donated
- 53. 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!
- 54.
- 55. Use social mediato say thank you » @StevenShattuck
- 56. @StevenShattuck Use social mediato say thank you »
- 57.
- 58. Data Segmentation for storiesthat retain donors Donors Who Have Shared Feedback / Criticism
- 59. • 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/
- 60. • “Why doyou give?” • “What’s your connection to the cause?” • Group similar answers together into segments • Tailor communication accordingly Secret sub-segment » @StevenShattuck
- 61. Keep donors happy» @StevenShattuck Source: Target Analytics, 2009 DonorCentrics US Recurring Giving Benchmarking Analysis
- 62.
- 63.
- 64.
- 65.
- 66.
- 67. Data Segmentation for storiesthat retain donors Social Media Engagers
- 68. Proactively collect socialcontact info » @StevenShattuck missed opportunity?
- 69.
- 70. Respond to theirbragging » @StevenShattuck
- 71. Ask for likesin confirmation » @StevenShattuck
- 72. Save social infoin database » @StevenShattuck
- 73. Leverage them later» http://socialmediatoday.com/sashattuck/2431046/how-college-used-social-media-raise-465k-one-day @StevenShattuck
- 74.
- 75. 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 +
- 76. • 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
- 77. • It’s notabout you. It’s about the donor. • Segment your donors. • Create a written comms plan for each segment. • Concentrate on first-time donors. • Get that second gift. • Personalize! • Steward, then solicit. Final thoughts » @StevenShattuck
- 78. The Future ofFundraisingbreak
- 79. The Future ofFundraisingdigital stewardship
- 80. How can wemake online donors feel truly special? @StevenShattuck
- 81. Do these 3things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
- 82. 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
- 83. • Communicate thatdonation 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
- 84.
- 85.
- 86.
- 87.
- 88.
- 89.
- 90. • Should arriveimmediately • 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
- 91.
- 92.
- 93.
- 94.
- 95.
- 96.
- 97.
- 98.
- 99.
- 100.
- 101.
- 102.
- 103. • Thank youfor 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/
- 104. • You justchanged 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/
- 105. • [email protected] • [email protected] •[email protected] • [email protected] Destroy all role-based emails » @StevenShattuck https://bloomerang.co/blog/this-overlooked-detail-is-undermining-your-nonprofits-emails/
- 106. • Arrive within48 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
- 107.
- 108.
- 109.
- 110. @StevenShattuck Can acquisition trumpretention?
- 111.
- 112. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Dailyblog post •Weekly webinars •Downloadables
- 113. @StevenShattuck Donation Thank You Email Template» https://bloomerang.co/resources/ downloadables/sample-donation- thank-you-email-template/
- 114. @StevenShattuck https://bloomerang.co/resources/downloadables/basic-thank-you-letter-template/ Snail mail lettertemplate » 1. Personal intro 2. Thank you 3. Impact statement 4. Future communications 5. Another thank you 6. Personal signature 7. PS w/ additional action
- 115.