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Building Donor Loyalty: How to Keep Your Donors Giving in Any Economy

Tina Cincotti

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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…

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Chris Dumas [email protected]

707-812-1234

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