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Network for Good presents:

Finding the right donor database for your nonprofitJack Murphy

Senior Program Director, Impact & Sustainability

BOARD

DONORS

FUNDERS

BUSINESSES

COMMUNITY

TEAM

INSIGHTSTOOLS

PLAN

What are the pieces around an effective donor database?

TIME

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Today we’ll discuss steps to finding your right-sized donor database

• Plan: Understanding priorities - what you need vs. what is nice to have;

• Flirt: Set meetings with vendors, gain intel and visual experience;

• Evaluate: Align stakeholders and weigh all options, determine path forward.

NEXT >

[POLL]How many of you…

1. Have a donor database?

2. …and are in love with it?

3. If you don’t, how are you tracking donors?

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, PARTPlan

Determining a need, aligning stakeholders, and determining priorities

NEXT >

STEP 0Why do you need a donor database?

(How a donor database can help you raise more, and reduce headaches)

NEXT >

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Enable timely responsiveness to gifts and engagement

Track and manage donor & donation data

Generate reports to visualize & take action on data

Segment / group donors based on their relationship to you

Use insights to inform communications with donor

Key Benefits of a Donor Database

Raise more. Save time. Build relationships.

Segment Group Attributes Target Ask

Non-donors

Prospects

Prospects for whom you have a mailing or email address, but have not ever made a gift

First gift, flat amount of $25-$40 for a special program

Event donorsAttended an event in the current fiscal year, but has not made an annual gift

First gift, flat amount of $25-$40 for a special program

Donors

Current donorsMade a gift in the last fiscal year, but not yet in the current year

Last gift amount + 50% more; or recurring/monthly giving program enrollment

Lapsed donorsMade a gift two years ago, or prior, but not since or in the current fiscal year

Last gift amount, special program appeal

Segmentation creates more fundraising revenue Ruthlessly simple segmentation: How to organize your donor groups to create effective campaign messaging

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Donors all make gift decisions differently and you must creatively integrate all of them

Rational Reasons (Head): “What I am being asked to do makes sense and I understand why it’s important.”

Emotional Reasons (Heart): “I identify with this mission and programs because I know someone who...and I want to help.”

Transformational Reasons (Halo): “This is a big problem and I want to leverage my resources to fulfill the vision and change the world.”

STEP 1Align stakeholders

(How to convince your board that there is a need)

NEXT >

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Questions to ask your board (and yourself)

1. How effective are we in donor tracking and stewardship?

2. How much time are we spending troubleshooting reports, accessing data, or tracking down donor records?

3. Are we taking steps to prepare our donor list for long term sustainability and succession?

4. Are we missing out on revenue (retaining and upgrading donors) due to operational inefficiencies?

5. If not a donor database, how will we achieve these ends in a time effective way?

YEAR DONORS AVG GIFT REVENUE

LAUNCH 100 $200 $20,000

2018 41 $224 $9,184

2019 16 $251 $4,219

2020 7 $282 $1,942

2021 3 $315 $885

Donor Attrition – overlaying national averages

ATTRITION: 59% & GIFT INCREASE: 12%

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STEP 2Build plan and determine priorities

(Now that we’ve established the need for a donor database, we need to structure our approach to fulfilling it)

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Timing – by when do we need to make our decision.

Cost – how much can be budgeted

Launch date – determining capacity of staff and board to make the switch.

Points to consider when planning

Determine list of possible vendors to target based on priorities

What input do we need from IT, program, and development staff

Ease of use – attractive and intuitive interface, mobile friendly

Integration – keeping all your key systems under one roof

Automation – gets you out of the chair and in front of donors

Decentralization – allows for accessibility and multiple users

Support – a team ready to enable your success

Time to prioritize!What can’t we do without, beyond the basics?

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Do we need integrated, robust giving pages?

Do we need peer-to-peer capability?

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Do we need integrated email marketing?

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No, you’re not Charity Water.

But, what can you learn?

- Data can be used to create targeted,

timely, relevant emails

- Integrating your email marketing in

your donor database can help manage

and automate these communications

- A rock solid database is only as good

as the channels you have to capitalize

on your data

Key Takeaways

A dynamic donor database will help you save time and be more efficient, enabling you to

raise more and be more intentional with donor relations. Due to a variety of options, you need to create a plan that aligns stakeholders and

determines priorities.

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, PARTFlirt

Now that you have a plan and priorities, narrow the field to your short list and meet with vendors

Who is the right partner for you?

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Discussion:What experience have you had working with donor database

vendors?

STEP 1Do your due diligence

(Prior to meeting vendors, do your research to determine if their product aligns with your priorities, use this intel to narrow your search)

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Key Features

▪ Comprehensive database, every feature

▪ Well known brand, many “awards”

▪ Marketplace of standard integrations

Key Challenges

▪ Complex ease of use

▪ Basic donor forms

▪ Pay-by-feature model

▪ Phone support additional fee

▪ No Peer-to-Peer

▪ www.donorperfect.com/pdf/DonorPerfect-Pricing-links.pdf▪ www.teacherhomevisit.org/donate-with-donor-perfect/

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Key Features

▪ Cheap / Low Cost

▪ Most CRM functions at lower cost

▪ Entry level product

Key Challenges

▪ Older interface, “database-looking”

▪ Email support; no phone or chat

▪ No Peer-to-Peer

▪ Email integrations clunky

▪ No direct mail formatting, all offline

▪ www.littlegreenlight.com; littlegreenlight.com/pricing/▪ landtrustva.org/support/donate/

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Key Features

▪ Modern, mobile interface

▪ Ease-of-use

▪ Built w/leading fundraising experts

▪ Most critical database features included

Key Challenges

▪ Email designer not robust or easy

▪ No built-in P2P fundraising

▪ Forms lack visual appeal/flexibility

▪ Phone support is extra

▪ Unnecessary features

▪ www.bloomerang.co/pricing▪ Donation Page Sample

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Key Features

▪ Complete DMS with many modules (membership, events, volunteer)

▪ Detailed report/query builder

▪ Forms can be used for ecommerce, donations, or events

▪ Data health reporting

▪ Integrates with Blackbaud P2P

Key Challenges

▪ High price based on modules/records

▪ Complex to learn/use

▪ Page design is antiquated in market

▪ Delayed service

▪ www.blackbaud.com/fundraising-crm/etapestry/pricing-plans▪ app.etapestry.com/hosted/LArcheUSA/OnlineDonation.html

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Key Features

▪ Free for first 10 users

▪ Familiar to previous SF users

▪ Infinite flexibility

▪ Large ecosystem of nonprofit apps

▪ Can also handle program needs

Key Challenges

▪ Requires consulting to set up (costly)

▪ Requires administrator (costly)

▪ Very advanced/overkill for most orgs

▪ Steep learning curve for new users

▪ No built-in donor forms

▪ Most add-on apps cost

▪ www.salesforce.org/nonprofit_product/nonprofit-editions-pricing/

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Key Features

▪ Comprehensive database,accommodates many giving scenarios/situations

▪ Advocacy tools

▪ Full featured membership mgmt, event mgmt, volunteer mgmt

Key Challenges

▪ Very “database” looking, not friendly

▪ Highly complexity pricing based on features and services

▪ Steep learning curve for new users

▪ Donor forms usually require coding

▪ www.neoncrm.com/pricing/▪ empowertz.z2systems.com/np/clients/empowertz/donation.j

sp

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STEP 2Meet with vendors

(Figure out how you will approach them armed with your research)

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Questions to ask donor database vendors

1. Can you show me an example of…a) Entering an offline donation;b) Building a segment or group;c) An individual’s donor record;d) Crafting an e-blast (and send me the result);e) A report that I use often or would like to;f) Building a giving page (and making a gift).

2. Can you share testimonials with me, positive and negative?

3. What are three things that differentiates your product?

4. What is the number one reason that people stop using your product?

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Key Takeaways

The best way to flirt is to know as much about what you’re dealing with as possible. Due

diligence, and asking informed questions, can go a long way in selecting the database that is

right-sized for you.

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, PARTEvaluate

Gather stakeholders, reference priorities to assess pros and cons of each product, determine alignment with budget

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Cost Benefit

Do we really need added benefits, or can we get by at a lower cost?

Will the added benefits drive enhanced results, justifying a higher cost?

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Product (Vendor) Price Ease-of-

UseModern/Mobile Email Fundraising

PagesDMS

Customization Support Startup Fees

$$ -

$$ $$

$$ $$

$ -

$$$ $$$

$* $$$$

$$ $$$

Network for Good

DonorPerfect

Bloomerang

Little Green Light

eTapestry

Salesforce

NEON

Best in Class Above Average Meets Basic Requirement Minimally Viable Non-Existent

Donor Database Comparison

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Discussion:What went into your database

evaluation and decision process?

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Key Takeaways

By aligning stakeholders, building a plan, and determining priorities, you can set yourself up

for more effective due diligence and conversations with vendors, knowing that

you’ve approached database evaluation with focus and intent.

A virtual team & toolset to

jumpstart your fundraising

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What the heck is Jumpstart?

Designed for nonprofit managers with the passion to do it all, but the budget that requires do-it-yourself, Jumpstart is a program

that provides you access to fundraising professionals and software dedicated to help you raise more money, not expenses.

Together, there is no boss or board we can’t blow away.

FUNDRAISING EXPERTCreates data-driven

strategy, provides how-to help & coaching

FUNDRAISING MANAGER YOU, NP DIRECTORHelps automate &

organize communication w/ donor management

Implements plan and tasks within given time to

fundraise each week

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Retain, upgrade, and build relationships with donors.

Build attractive giving pages, turn board and volunteers into fundraisers.

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Get how-to help & coaching from fundraising experts.

• 2, 30-minute Solution Sessions with your selected Expert per month

• Ongoing Q&A, Document Review, and Messaging Center

• Ongoing help, support, and instruction from a Team of Fundraising Managers

• Onboarding and data cleaning to save time getting organized and getting started

• Robust dashboard with campaign management and year-over-year growth

• Real-time activity feed to view recent donations, communications, and tasks

• Built-in email marketing system with pre-built templates, duplicate prevention

• Step-by-step donation page builder with no coding required & fully customizable

• Peer-to-Peer campaign pages and content to each unique fundraiser

• Text-to-give, pledge management, recurring gifts, event ticketing

• 12-Month planning templates

• Board training presentation

• Board commitment forms

• Major gift solicitation kit

• Special Event invitations, retention

• Direct mail donor appeals

• Image-focused email appeals

• Grants toolkit & proposal templates

• #GivingTuesday social media assets

• First-time, new donor retention kit

Direct Fundraising Support & How-to Coaching

Insights from Data & Software to Engage Donors

Best-Practice Fundraising Materials & Toolkits

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Questions?

Drop us your business card or email to get the templates we referenced

Jack.murphy@networkforgood.com

www.linkedin.com/jack.k.murphy