harvey mckinnon webinar for g2 apr 29

Welcome• Welcome to the G2

(Give Green Canada / Patrimoine vert) webinar, presented by expert Harvey McKinnon

• Part of the “Monthly Giving – Learning Together” program of G2, made possible by Ontario Trillium Foundation

Monthly Giving- Retention

With Harvey McKinnon

G2 / Give Green Canada - Patrimoine vert

Overview of Session• Retention – The numbers

• Ways to increase retention

• Developing communications plans

• Wrap up-Questions & Answers

Donor Retention in Decline

Fundraising Effectiveness Survey Report:

7 straight years of decline

From 50% to 39% Overall

New and Renewed Donors

New donor retention down to 22.9%

Repeat donor retention

down to 60.8%

Fewer Than 1 in 4 New Donors

Are giving to us again

What can we do to improve

these results?

Communicate Better!

Better cultivation and stewardship

Segmentation

Respect

Make them feel valued

Recognize loyalty

Channels to Recruit

Existing Donors

Brand New Donors

Metrics to measure

Cost to acquire

Average gift amount

Average number of gifts

Retention rates

Long-term value

by channel

Retention is the

Most Important

Factor in ROI

Retention tools

Processing systems

Recovery/recapture

Communications

Upgrade

Re-activate

Segment!

Long-time donors

High average donors

Monthly donors

New donors

Others

Segment

Create plans for each:

• New

• Long-term

• High value

• Others?

Back end Systems

Processing (& re-processing)

Tracking declines

Recovery

33% Fail rate annually!

Recovery

All media

Calendar

Rules for 1st, 2nd, etc.

Lost/Stolen immediately

Test & track

Communicate

• Create a plan

• Make donors feel valued

• Less asking, more thanking

• Connect to mission

Involvement• Premiums – calendars

• Mission related pieces - photos, reports, publications

• Toll-free line

Donor Perspective

• Loyal, committed

• 12+ gifts & legacies

What do they want

from us?

Communications Plans

• Annual

• Long-term

If you can do only 4 things

1. Tell donors what to expect

2. Welcome call

3. Welcome letter/package

4. Priority for missed payments

Annual

Calendar

Not too many, not too few

Extras for some

Realistic?

Report Results

Upgrading

Retention

$ now

$ forever

Long-term value

High ROI

Reactivation

Lapsed monthly donors

Excellent ROI

1. Recruit

2. Retain

3. Recover

4. Re-activate

harvey mckinnon webinar for g2 apr 29

Documents