donor retention through improved communications w/ jay love
TRANSCRIPT
Donor RetentionThrough ImprovedCommunications
Tom Ahern’s 9 Secrets to Success:
Your PresenterJay B. Love
• 34 Years of Technology Leadership• Over 20,000 Database Installations• Former Founder & CEO of eTapestry• Former CEO of Master Software/Fund-Master• Conner Prarie Museum Board Member• AFP Ethics Committee Chairman• Center on Philanthropy at IU Board Member• Innovation Fund at Butler University• Gleaners Food Bank Board Member• Co-Chair of Indianapolis YMCA Capital Campaign
3
Do you know your retention rate?
In our surveys, less than 15% of fundraisers knew their current donor retention rate.
Do you know your retention rate?
The 2015 results are in »
Nearly 6 out of every 10 donors do not give again!
New donor retention is even worse »
Engagement Begins With The Thank You!
5 Acknowledgment Principles(Drastically Improve First Year Donor Retention)
• 48 Hour Rule • Be Different Than the Rest• Handwritten Rule Written Communications• State Exactly What the Monies will Fund • Call or See in Person as Often as Possible
Who to focus on »
# of Donors in Current 12 Months(from the previous years pool)
Divided by # of Donors in Previous 12 Months
https://bloomerang.co/retention
Calculating donor retention »
“The total net contribution that a customer/donor generates during his/her lifetime in your database”
Defining Lifetime Value »
Key Reasons For Donors Leaving »
• No longer able to afford support • No memory of ever supporting!• Organization asked for inappropriate sums• Feeling that other causes are more deserving• Not reminded to give again• Organization did not inform how monies were used• Did not feel connected!
Key Reasons For Donors Leaving »
BAD COMMUNICATION
What Happens When Donors Leave »
CUE THE EXPERTS:
Dr. Adrian SargeantChief Scientist
Professor of Fundraising at the Center on Philanthropy at Indiana University holding what is presently the world’s only endowed chair in that discipline.
Top 10 Most Influential People in FundraisingRenowned expert on Donor Retention and Donor Loyalty
Mr. Tom AhernDonor Communications Head Coach One of the world’s top authorities on donor communicationsAuthor of 4 books on Donor CommunicationsWinner of 3 prestigious international IABC Gold Quill awards
You send a message...
Goal of donor communications »
...and you want action!
1. What do I know about the target audience?2. What does that knowledge suggest I do?3. What are the obstacles?
First, ask yourself »
Ignore Pay attention
You send a message »
Ignore Pay attention
You send a message »
• How did you grab my attention?• How did you stir my emotion?• How did you make your case so I cared?• How did you talk to me personally?• How were you relevant to the reader?
Why were you successful? »
You’re trying for “mental nods.”
Secret to Success #1 »
Pay attention
Ignore
Skim & engage Skim & discard
You send a message »
Pay attention
Ignore
Skim & engage Skim & discard
You send a message »
Pay attention
Skim & engage
Not satisfied Satisfied
Action No action
© 2013 Tom Ahern
Ignore
Skim & discard
You send a message »
© 2013 Tom Ahern
An Example »
Why am I in your home?
Ask #1.
Do I have relevant news?
Ask #2.
Do we have a connection?
Ask #3.
Brief opening
Personalization
Reinforce the connection
Are donors important?
Far more than you might
realize.
Disqualify other sources
of income
Demonstrate importance of donors’ work
Ask #4
Shift responsibility for the success of the mission onto donors’ shoulders
Remind what’s at stake
Ask #5
News value. Urgency.
And Ask #6.
Flesch reading ease: 58, Flesch-Kincaid grade level: 8
Ahern Audit »
Your appeal is NOT about how wonderful your organization is.
Your appeal IS about how wonderful the donor is.
Secret to Success #2 »
Beginning of mail
End of mail
Elapsed time: 1-3 seconds
It’s not about you.It’s about the donor.
Not you.The donor.
Not you.
The donor.
Types of Donor Communications »
• Letters• Emails• Acknowledgements• Newsletters• Social Media • Videos• Blog Posts
1. Acquisition (no gift yet, reader is a stranger)
2. Renewal (made a prior gift, reader is a friend)
Two Distinct Types of Appeals »
½ of 1%
Acquisition Response Rate »
40-70%
Renewal Response Rate »
1. Who are you (your promise)?2. What do you want?3. Why should I trust you?4. Why do you matter?5. How do you relate to me?6. What’s the rush?
Ask Yourself (Acquisitions) »
1. What did you do with my prior gift?2. Are you grateful?3. What do you want now? 4. Do you have proof?5. Again: Who are you?6. What’s the rush?
Ask Yourself (Renewals) »
• Use the person’s name• Use the pronouns “you” and “I”• Include an audience attribute:
“As a parent, you know....”• Geography: “As a resident of...”• Hand-written touches
Personalize! »
Make your donors the solution to some local problem.
Secret to Success #3 »
“…the purpose is to get the reader involved long enough and interested enough to make a positive decision. Nothing else.”
-- Jerry Huntsinger
1st paragraph: 10 words or less.
Secret to Success #4 »
Multiple asks
Secret to Success #5 »
Multiple Asks
Logo
[ Optional important message ]
Dear Ms. Smith,If you’re like me, the sight of
kids running around on stage in silly costumes makes you giggle with delight.
Sincerely,Ms. Sincerity Champion, ED
PS: ytuytggygkigkygkygigikgy
Ask!
Ask!
Ask!
Ask!
The purpose of donor communications:To get inside a person’s home or office ...
... and carry on a brief, persuasive “conversation in print,” hoping it will earn your cause a gift.
Don’t bore me.
Secret to Success #6 »
Neuroscience says…
“Coming across new information triggers a chemical reaction that makes us feel good, which in turns causes us to seek out even more of it.”
Source: Wall Street Journal article by Lee Gomes, on USC neuroscientist, Dr. Irving Biederman; published March 12, 2008
Dear Jane Sample,
Our doctors call it "Day Zero.”
It’s the day you come back from the dead.
NewAnything
Will Grab My Attention(including the word “new”)
Also “new-ish”Words like secret, hidden, hints, tips,
update, private, confidential, mystery, discover, unveil, expose, reveal, divulge. Phrases like "Did you know?", "Myths
and Facts," "Frequently Asked Questions," "Heard on the Blog."
Know your SMIT.Single Most Important Thing.
Secret to Success #7 »
“Focus on the SMIT (single most important thing) you want to tell someone, right now.
Ideally focused on a story about an individual.” -- Jonathon Grapsas
Get them into a fight.
Secret to Success #8 »
Make a promise.
Secret to Success #9 »
Memphis Child Advocacy Center
Helping VictimsBecome Children Again
They are not giving to this, at least not initially
They are giving to this
Donors don’t give to your organization.
They give through your organization to:• fix a problem they worry about• sustain or expand a solution they believe in• get more of what they’re interested in• feel like they’ve made a difference
1. Mental nods2. Not about you, it’s about the donor3. Make your donor the solution to a problem4. 1st paragraph: 10 words or less5. Multiple asks6. Don’t bore me7. Know your SMIT8. Get them in a fight9. Make a promise
9 Secrets to Success »
Appeal segmenting »
Appeal principles »
• Design a “style” for each segment• Consider calling and mailing segments 2, 4 and 6• Handwritten notes and/or P.S. are powerful• Test, test, test!• Personalize as much as possible (database fields)• More than once a year• Always aim for monthly donors!
Tom Ahern’sfreehow-toe-newsletter:www.aherncomm.com
Free educational resources »
https://bloomerang.co/resources
• Daily blog post• Weekly webinar• Downloadables• Nonprofit Wrap-Up• Bloomerang TV
