donor retention slides from 2016 nonprofit technology conference (16ntc)

Increasing Your Donor Retention

Creative Suitcase & YMCA of Austin

Increasing Your Donor Retention

Creative Suitcase & YMCA of Austin

Collaborative Noteshttp://po.st/retention-16NTC

#16NTCretention

Rachel ClemensPresident and Founder, Creative Suitcase@thesuitcase@rachelclemens

Introductions

Creative Suitcase & YMCA of Austin #16NTCretention

Sean DolesVP of Mission Advancement, YMCA of Austin@austinymca

Introductions

›❯ Making it easy to give›❯ Expressing gratitude to your donors›❯ Showcasing impact›❯ Implementing retention campaigns›❯ Measuring results

Our journey today

Median donor retention rate of 43%Current stats

For every 100 donors gained, 103 were lost

Current stats

For every $100 gained, $95 were lostCurrent stats

The donor journey

Making it easy to give

Simple online experiencesMaking it easy to give

Show impact right on the pageMaking it easy to give

Ask segmentation questions via donation formMaking it easy to give

Including good ol’ pledge cardsMaking it easy to give

Text to giveMaking it easy to give

Expressing gratitude

Immediate recognitionExpressing gratitude

Love and veggies,

Immediate recognition

Immediate recognitionExpressing gratitude

<<Salutation>>,

Thank you for your recent support of our 2015 YMCA of Austin Annual Campaign. Anne Frank said, “No one ever became poor from giving,” and we find that to be forever true. When people give, they become richer in the heart and soul.

Your gift of <<Pledge Amount>> is impacting and changing lives at the <<Campaign Branch>> branch each and every day. Because of your generosity, Barbara and her mother were able to take several of our Active Older Adult classes. Here is her thank you to you:

“I became a member of the Bastrop YMCA this past July. It was one of the best decisions I’ve ever made. I joined primarily for lap swimming at the State Park. But shortly after, I signed up for Aqua Fit and Aqua Zumba classes as well as continuingmy lap swimming. In August, I ventured out of my shell and joined the Senior Strength and Flexibility class...WOW! What a great workout. Your trainer is excellent and gives 100 percent to her participants. Then came enrollment for the Balance/Fall Prevention class, which I signed up for primarily for my mother, Barbara, who is 80 years old and lives with us. What a great class. Mom and I recently started the Chair Yoga class. It’s a perfect class for her. We are loving how we feel. Our mental and physical well-being has improved tremendously. Thank you YMCA!”

Your support and compassion are what make these successes possible. Your gift will help save lives and bring communities together.

YMCA of AustinAssociation Office

3208 Red River, Austin, TX 78705Tel: (512) 322-9622 Ext. 103

www.AustinYMCA.org

THANK YOU!

P.S. Inside you’ll find a drawing made especially for you by a child in our Y Afterschool program!

YOUR IMPACTYOUR COMMUNITY

P.S. Inside you’ll find a drawing made especially for you by a child in our Y Afterschool program!

Stewardship plan – by donation amountExpressing gratitude

YMCA of Austin ANNUAL CAMPAIGN STEWARDSHIP PLAN

Contributor $1 - $99 � 48-hour thank you letter and handmade bookmark/coloring page from Y-kid (as received; ongoing)

� Pledge completion letter and program highlight card (semi-weekly; ongoing)

� Impact Emails (Monthly; story/program relevant to the season)

� Emailed mid-year report (takes place of July Impact Email)

� Listing on website-version of Annual Report (May of following year)

� “We Did It” thank you email with Video (following Victory, takes place of April Impact Email)

� *First-time donors receive all of the above, plus a special welcome email, survey and year-end

Friend $100 - $499 � All “Contributor” benefits, plus: � Mailed Annual Report (May)

� Mailed Kid-from-Camp postcard (August)

� Giving Card (YMCA Members): Welcome Letter (letter will direct them to branch for key fob and

shirt) (as received; ongoing)

� Personalized thank you email with video (October)

� “Thanks for Giving” card (November Impact email) and “Happy New Year” card (January Impact

email)

Investor $500 - $999 � All “Friend” benefits, plus: � Invitation to Summer Camp Olympics (July) and Healthy Kids Day (April)

� Personal phone call from Annual Campaign Manager and/or Branch Executives (ongoing)

Strong Communities Circle (SCC) FRIEND: $1,000 - $2,999 � All “Investor” benefits, plus: � Recognition on our website giving page (June)

� Handwritten note from program participant (ongoing)

� Printed photo with personalized “Thank You” sign, mailed with handwritten note (July)

� SCC banner (24x48) to be hung in branch of choice (June)

� Invitation to Thanksgiving Breakfast (November) Strong Communities Circle SUPPORTER: $3,000 - $4,999 � All “SCC Friend” benefits, plus: � Mailed Annual Report, with personalized letter from the CEO (May of the following year)

� SCC banner (30x60 in place of 24x48) to be hung in branch of choice (June)

� Name Listed in Annual Report (April of the following year)

� Recognition in an annual Austin American-Statesman ad (August)

� Personal phone call – Youth phone-a-thon (semi-annually in May and September)

Be sure to thank your staff, board, volunteers, and campaigners

John E. HalliganJoe FischerNicolas KollaschTiffany Patterson

Lisa KadlecAlice FloraRenee DeeterNicholas FulghumLinda Brown

Keith HolmesPablo ValleJoseph FilakChun Yin Kitty HoOctavio Sanchez

James Corbett IISarah KreisnerMaria OcampoStephone Brown

Marco CanoToni BauerJessie PowellKrista WoldRose Bean

Mashariki CannonStephanie Touch

Jennifer Jane MatosMartha Samaniego

Amanda Hickey

Nicholas Van DinhSophia Bradford

Shelby HigginsCarlie Brandt

Barbara Stetzelberger

Kelly SapsteadMeghan BurgessAndrew GoetzKelsey Parker

Marilyn Breedlove

THANK YOU

FAMILY

TOWNLAKE STAFF

MAKING A DIFFERENCE

These staff members have generously donated to our Annual Campaign, showing their support of the YMCA and commitment to healthy living, youth development, and social responsibility.

Community

Philanthropy

Scott RoskillyAlison Bravenec

Liza OssenfortAdam West

Paul Owens-Troupe

Melissa KavanaghDonald Ian AtkinsonMary Ann Tumusiime

Barbara A LegereTony Fuentes

Julia Maloukis

Gregory Lynn ClarkNicholas Ryan BakerKathleen O’Connor-SchnackSean DevenportRhonda BadgettCammrynn Stith

Jude HickeyTeresa CarpenterRichard MorenoJoel ResendezPaul Owens-Troupe

Elena Hickey

Srajan Bhagat

Becky WellsJoel ResendezEmily Stoffels

Skylar Johnson

Maggie Savage

Holly Lee

Lily TracyTobias PerkinsHunter PerezJoaquin VillarrealLauren Bickford

Offline communicationsExpressing gratitude

DO GOOD FEEL GOODStudies show that giving is good for your health. Even better than that, it feels good! Do good and feel good by becoming a ‘Giving Card Member’ today.

Special Giving Card member benefits and events throughout the year...and a cool orange key fob!

To become a Giving Card Member, just add $10 to your monthly membership fees or make a $100+ donation to our Annual Campaign.

All donations help the Austin YMCA fulfill it’s mission to strengthen community.

Join today and start feeling good right away!

AustinYMCA.org l 512-730-9622

Online communicationsExpressing gratitude

Showcasing Impact

Showcasing impact

Infographics and data

Showcasing impact

Infographics and dataShowcasing impact

VideoShowcasing impact

Video seriesShowcasing impact

Video series: YMCA Project 52Showcasing impact

TimelinesShowcasing impact

MapsShowcasing impact

Implementing retention campaigns

Segmentation of your donors» By how much they gave» By areas of focus/interest» By age or other demographics» By how they gave

(online vs direct mail vs event)» By preferred method of communication» By when they gave

YMCA of Austin does mini-campaigns» Who we’re going to talk to» And when» By areas of focus/interest and time of year

Types of mini-campaigns» By focus area

• Summer camp• Water safety• Afterschool

» By time of year• Member-giving initiative• Giving tree (in branches)• Year-end

Summer&Giving&Campaign&Timeline&(Q2&’15)&&

& & & & &

March&‘15&

April&‘15&

May&–&Wk&1&‘15&

May&–&Wk&2&‘15&

May&–&Wk&3&‘15&

May&–&Wk&4&‘15&

Returning&Camper&Testimonial&Cultivation& ! !! ! ! ! !Camper&Testimonial&Photo& ! ! !! ! ! !Draft&Summer&Giving&Postcard& ! ! !! ! ! !Final&approval&of&Summer&Giving&Postcard& ! ! ! !! ! !Postcard&to&printer& ! ! ! !! ! !Draft&Email& ! ! ! ! ! !Draft&&&Schedule&Social&Media&Posts& ! ! !! ! ! !Postcard&in&homes& ! ! ! !! ! !Send&Email&&&Post&Social&Media&& ! ! ! !! ! !! !

Summer Camp Mini-CampaignImplementing retention campaigns

2015 YMCA of Austin Annual Campaign

THANK YOU from YMCA of Austin Summer Camp

We get to do a lot of creative

things here...so much more than

we would be doing at home all day.

-- Amir K., East Communities Y Camper

We get to do a lot of creative

things here...so much more than

we would be doing at home all day.

-- Amir K., East Communities Y Camper

Letter from Camp 2015.indd 1 7/7/2015 12:29:13 PM

Mini-Campaigns result in about:Implementing retention campaigns

Use technology to tell you more

Use technology to tell you moreImplementing retention campaigns

Reactivation campaigns» Benefits

• Engage lapsed donors• Clean database• Save costs• Stronger viable donors

Reactivation campaigns» Process:

• Define an active member period of time.• All others become segmented audience for campaign.• Define a message strategy.• Start with the "Hey we've missed you message" and end with

"This is the last time you will hear from us!"• Allow people to opt-in in each message.

Measuring Results

Database considerations» Explore needs before features» Frequent needs are:

• talks to other systems• auto cleans/verifies data• moves management• wealth screening components• automates marketing communications• integrates with events• keeps data safe• triggers out of date credit card reminders• easy reporting

Measuring results

Report card with key metricsMeasuring results

ANNUAL%CAMPAIGN%METRICS%SCORECARDMetropolitan%Office

2014 2015BUDGET%&%TOTAL%RAISED%IN%ANNUAL%CAMPAIGNTotal&revenue&budget $472,000 $526,300.00Total&raised&in&campaign $382,735.94 $402,712.35%&of&revenue&from&campaign 81% 77%%&growth&over&previous&year 3% 5%%&of&goal&pledged 102% 92%GIFTSTotal&number&of&pledges 351 321#&First&Time&Donors 119 81

MAJOR%GIFTS%AND%RENEWALSTotal&Number& 88 89Total&Dollar&Amount $333,867.36 $356,321.10%&total&raised&from&Major&Gifts 87% 88%#&of&$1,000+&gifts 88 89#&of&$1,000+&renewed 60 70%&of&$1000+&renewed 68% 79%#&under&$1,000& 267 232#&under&$1000&renewed 102 115%&under&$1000&renewed& 38% 50%

BOARD%GIVING#&of&Board&Members 27 28#&of&Board&Donors 27 26%&Board&Giving 100% 93%#&Productive&Board&Campaigners 21 18%&Productive&Board&Campaigners 78% 64%

MEMBER%DONATIONSTotal&Member&Units 867 882Total&#&Member&Gifts 67 64%&Member&Donors 8% 7%

STAFF%GIVING#&Total&Staff 22 22%&Staff&Donors 86% 95%#&of&Staff&Donors 19 21CAMPAIGNERS:%PRODUCTIVITY%(2%OR%MORE%GIFTS)%&%RENEWALS#&Recruited&Campaigners 48 46#&Productive&Campaigners 34 35%&Productive&Campaigners 71% 76%

2014 2015

Action plans to address key goalsMeasuring results

Goal%2:!!Major%Gifts%&%Renewals!!

•! Trend:!Relatively!same!amount!of!major!donors!without!increase!in!businesses!or!outside!community!

contributing!financially.!Increase!from!2013!to!2014!by!15%.!!

•! Goal:!To%increase%major%gift%total%by%3%%by%focusing%on%stewardship%of%current%donors%and%recruitment%of%new%businesses%to%support%our%cause%and%impact%in%the%community.!!

•! Action%Plan:%Educate%and%engage%our%current%donors%&%make%introductions%to%prospective%donors%in%order%to%advocate%for%the%Y%as%a%Charity%of%Choice%while%building%relationships%with%community%donors.%%%

%Calendar:%Month% Goal% Who?% Status%June! Create!resource%document!of!surrounding!businesses!and!

philanthropic!agencies!with!a!similar!mission.!Make!contact!and!

determine!giving!calendar!and!requirements.!!!

Staff!&!Board!

Development!

Committee!!

Behind…not!

started!!!

July! Create!resource%document!of!Hays!Members!who!have!the!capacity!of!

giving!a!major!gift.!Make!contact!list!and!distribute!to!board!&!staff!to!

see!who!has!connections.!!Board!divides!resource%document!and!other!potential!prospects!and!complete!giving!calendar!and!written%engagement%plan.!!

Staff!&!Board! Not!started.!!

support!

from!Dev!

on!I+wave!!

August! Development!a!case!statement!&!set!major!gifts!calendar!to!include!

establishing!a!POC,!Program!Tours,!and!visits!with!

staff/volunteers/program!participants.!!

Staff!&!

Board.!!Lead!

by!AC!Chair.!!

September! Annual!Campaign!up+date!letter!sent!to!all!previous!major!donors.!!Up+

date!letter!includes!program!tour!dates.!!Thank!you!video!from!staff!to!

all!major!donors!via!email.!!

Staff.!! !

October! Personal!visit!with!previous!donors!that!would!include!the!donor!ask!

for!the!2015!campaign.!Call!all!board!and!staff!to!get!up+date!on!where!

they!are!on!their!engagement%plan.!!!!

Campaign!

Chair,!ED,!

and!Board!

Chair.!!!

November! Board!retreat.!!All!returning!major!gifts!have!been!solicited!and!pledge!

card!turned!in.!!Up+date!to!all!in!major!gifts!engagement!plan.!!

All!! !

December! Annual!Campaign!Social!on!! All!! !

January! Reports!to!board!on!major!gift!securement!and!next!steps!for!campaign!

at!board%meeting.%%!Board!

Finance!

Committee!

%%%%%%%

Y Austin 6-year Annual Campaign TotalsMeasuring results

1.2 mil

2010 2011 2012 2013 2014 2015

›❯ Making it easy to give›❯ Expressing gratitude to your donors›❯ Showcasing impact›❯ Implementing retention campaigns›❯ Measuring results

Don’t Forget

›❯ Complete the survey!po.st/pS7bMD

›❯ Get the slides!creativesuitcase.com/16ntc

›❯ BONUS! Marketing template.

@thesuitcase @austinymca

Questions?

#16NTCretention

@thesuitcaseCreativeSuitcase.com

@austinymcaAustinYMCA.org

Thank You

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