donor retention - neoncrm · 2019. 1. 16. · •principal, hands-on fundraising •29 years...

Donor RetentionWhat you need to know and why you should care

© 2017 Hands-On Fundraising

• Principal, Hands-On Fundraising

• 29 years fundraising for nonprofits

• Donor communications, fundraising planning

• Committed donor love fanatic – because it works

About Mary

Donor Retention


Photo by Wynand van Poortvliet

Why it matters:

• 80% donors lost between 1st and 2nd gift


Why it matters:

• A 10% decrease in attrition = 200% increase in the lifetime value of your database


Why it matters:

• It costs 5-7 times more to acquire a donor than it does to keep one


Photo by Jay Castor

Drivers of loyalty from Adrian Sargeant

• Satisfaction

• Identification

• Trust

• Commitment


Photo by Robert Collins

Satisfaction

• How’s your customer service?


Photo by Drew Coffman

Identification

• Do your donors think of themselves as your donors?


Photo by Andrew Itaga

Trust

• Can you demonstrate you’re worthy of donors’ trust?


Photo by Liane Metzler

Commitment

• Are you in it for the long-haul?


Photo by Gabby Orcutt

Why do donors leave you?

• They’re tied to the cause, not the organization

• Something in their life changes

• Interactions with you have been disappointing


Passion for the cause

• Not the organization


Photo by Ian Schneider

Life changes

• Death, job loss or moves happen


Photo by Noah Silliman

How donors feel about you

• Do you show you care?


Photo by Paz Arando

What can you do to create loyal donors?


Photo by Cory Bouthillette

Culture of philanthropy


Commit to developing loyalty

• Organization-wide


Asking is not enough

Thank

Report

Ask


Ask

• Personal

• Specific & urgent

• Focused on what the donor can change, not your need for money


Thank

• Personal

• EMOTIONAL

• Prompt

• Specific


Report

• Tell donors what they did


Nashville Rescue Mission

Measure

• What you measure is what you do


Photo by Christian Kaindl

Why?

• Because $ raised don’t tell the whole story


Photo by Liam Pozz

Retention

• How to measure


# LY DONORS GIVING CY

# LY DONORS

Lifetime value

• How to measure


AVERAGE ANNUAL DONATION

ATTRITION RATE

Ask for the second gift soon

• Don’t wait until next year!


First gift retention After second gift

23%

60%

Ask for monthly gifts

• Prioritize a monthly gift program


60% - 80% retention

Talk – and listen – to your donors

• Ask for feedback – then act on it


Photo by Ugur Akdemir

Ask for feedback online

• Online after interactions (DonorVoice widget)

• Online, via surveys


Photo by Jonathan Simcoe

Ask for feedback through the mail

• Donor surveys can be relationship-builders


Reach out and touch someone

• Want to know what donors think? Call them!


Keep good data

• Bad data ruins good intentions


Photo by Markus Spiske

Communicate on their terms


Photo by Adrian Tormo

Be trustworthy

• Prove it - daily


Photo by Johannes Wredenmark

For example - Charity:Water


Donors have so many choices

• You are replaceable


Photo by Letizia Bordoni

donor retention - neoncrm · 2019. 1. 16. · •principal, hands-on fundraising •29 years...

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