Building Donor Loyalty
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Building Donor Loyalty: How to Keep Your Donors Giving in Any Economy Tina Cincotti Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
description
It’s much more expensive for you to find a new donor than it is for you to keep a current donor. This webinar will explain the reasons donors often stop giving to your organization (it’s not the economy!) and how you can change that. You will learn what donors expect when they donate and how you can meet those expectations. Be prepared to receive lots of concrete strategies for increasing the number of donors who continue giving to your organization year after year.
Transcript of Building Donor Loyalty
Building Donor Loyalty: How to Keep Your Donors Giving in Any Economy
Tina Cincotti
Use Twitter Hashtag #npweb
Special Thanks To Our Sponsors
A Proud Sponsor of NonprofitWebinars.com
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
Today’s Speaker
Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
Tina Cincotti Funding Change Training &
Consulting
Building Donor Loyalty: Best prac5ces for success in any
economic climate
Presented by: Tina Cinco<, Funding Change Training & Consul5ng
[email protected] 617-‐477-‐4505
Average aLri5on rate of 1st 5me donors in U.S. = 80%
Cost of acquis
i5on vs communica5
on
So, why do people stop giving?
(Brace yourself for a stat a/ack…)
It’s not the economy, stupid…
• 66 out of 100 people • Only 4 • 60% • Only 20%
Isn’t there any good news?
Donor Rela5ons 101
Three things donors want:
1. Thanks 2. ConfirmaAon
3. Report
Do these 3 things and…
• 93% • 64% • 74%
Donor Rela5ons 101
#1 – Prompt, personal thanks.
48 Hours or less…
“On behalf of the board and staff, I
want to thank you… blah, blah…”
Does your “thank you” leLer…?
• Start with something unique? • Personally address the donor? • Give the donor the contact info for a real person they can be in touch with?
• Tell the donor what will be possible because of their giP?
• Talk to “you” the donor, not “we” the organizaAon?
• Say that a progress report will be sent?
#2 – Gi_ will be used as intended.
#3 – What was accomplished.
Most common offenses • Not donor centered • Not enough “you”s • Weak headlines
• Long leXer from Director
• Too much educaAon, not enough graAtude
• No stories • Full of jargon & acronyms
• No real news or results • Too much text, not enough photos/graphics
More ways to improve donor
loyalty…
Sa5sfac5on is #1
Encourage feedback from donors
How are we doing?
Increase commitment…
Build trust…
Welcome new donors…
Welcome Kit • Personalized cover leXer • Most recent newsleXer or two
• Annual report • Recent press clip or two • InvitaAon to an upcoming program or event
Offer choice in communica5ons…
Personalize & segment…
Throw cul5va5on par5es…
Your Ac5on Makes A Difference
Please complete this form and we’ll keep in touch.
I will be a voice. I will speak out for the rights of women and girls. Let me know how.
I want to be counted. Make sure I’m on the EMA Fund mailing list and e-‐mail alert list.
I want to help. Send me informaAon about volunteer opportuniAes.
I want to fuel the fires of change. I’m sending in my financial giP to help the Women’s Fund do its important work.
I want to be part of a social change community. Invite me to gatherings where we talk about the issues facing women and girls, and figure out how to work together for progressive change.
I know I can make a difference. Please print clearly.
Name ____________________________________________________________ Address __________________________________________________________ Telephone number __________________________________________________ E-‐mail____________________________________________________________
Don’t treat your donors like…
Relationship Building Solicitation Jan Feb Mar Apr May June Minimize solicitations July b/t Memorial Day Aug and Labor Day. Sept Oct Nov Dec
Put relaAonship building on calendar…
How will I know if this is working?
How to evaluate donor rela5ons
• Donor retenAon rate • Donor conversaAon rate • No ask contacts • PersonalizaAon • Donor-‐iniAated contact • Donor-‐centric communicaAons
MOST WANTED:
OrganizaAonal culture of
philanthropy
QuesAons?
Thank you!
Want more advice? Sign up for my FREE e-‐newsle/er…
Subscribe at www.fundingchangeconsulAng.com
Find the listings for our current season of webinars and register at
NonprofitWebinars.com
Chris Dumas [email protected]
707-812-1234
Special Thanks To Our Sponsors
