five ways you can build donor loyalty national philanthropy day october 20, 2006
TRANSCRIPT
Five Ways You can Build Donor Loyalty
National Philanthropy Day
October 20, 2006
Know your donor
Bonus know-your-donor ideas
• Donor anniversary mailing
• Donor cumulative giving milestone
• Program milestones
• Lapse prevention mailings
• Spend money where you get money
Make good offers
Fundraising offer• Problem or opportunity
• Solution
• Cost
• Urgency
• Understandable
• Benefit for donor
• Emotion
Bonus make-good-offers ideas
• Money-back guarantee
• Matching funds
• Relevant back-end premiums
Close the loop
Donor newsletter
• About donors (not about you)
• Human drama
• Real photos
• Great headlines
• Calls to action
Bonus close-the-loop ideas
• Quality receipts
• Out-of-the-blue thank-you letters
• Plan for responders
Deepen the relationship
Bonus deepen-the-relationship ideas
• Appropriate thank-you gifts
• Public recognition
• Tours
• Phone conferences
• Advisory boards
Have flawless service
Good receipt
• Prompt (mails within 24 hours)
• Correct
• Feels good
Bonus flawless-service ideas
• Always obey quickly
• Tax-time receipt
• Perfect records
Net present value
• Total projected giving • Minus the cost of acquiring the donor
• Minus the ongoing cost of cultivating the donor
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