how to make your monthly donors leap to the next amazing ... · how to make your monthly donors...
TRANSCRIPT
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How to Make your Monthly Donors
Leap to the Next Amazing Level!
Presented by
Erica Waasdorp, President
A Direct Solution
Photos: Pixabay unless otherwise indicated
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•Philanthropoholic
•President, A Direct Solution
•Raised millions of monthly giving dollars
•Reader’s Digest ‘graduate’
•Author, Blogger, Presenter
About Erica Waasdorp
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Step 1: Commit
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Monthly donors are:
• Small
• Committed
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Donor Retention Rates Improve
Before monthly gifts:
Sources: Donor Trends, AFP Fundraising Effectiveness study 2017
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Donor Retention Rates improve
After…
Source: DonorPerfect users
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Huge Potential
50% of Baby Boomers (age 49 – 67 years old)
gives Monthly!
Source: Blackbaud Generational Study and Penelope Burk Donor Survey 2017
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Source: Penelope Burk, Donor Survey 2017
60 % of Young Donors Give Monthly
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They give more $$$
Source: M&R Strategic 2018
One time gifts $70
Monthly gifts $252
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They’re part of your giving pond!
Source: Jeff Brooks
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Step 2: Prepare
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One Person in Charge
Keeps Program on Track
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Add monthly to one-time page
Frequency
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Create monthly only page
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Yes, you can use PayPal
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Auto-responder, Email Thank you
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Offer great donor support
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Personal contact
And if you have any questions at all about your
monthly gifts, please call name
at (508) 123-4578 or send an email to
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Tell monthly donors what they can expect
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Mail Postal Thank you!
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Make it Personal
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Implement Account Updater
Source: Donor Perfect Account Updater
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Create separate segments
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Step 3: Make it easy!
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Easy to Find
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Take over the home page!
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No gift too small!
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Give examples
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Include EFT if you can!
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Add Form Online
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Put Monthly Front and Center
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Ask donor to Share
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Ask donor to help promote
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Use your email signature
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Monthly Giving online is growing!
Source: Blackbaud Luminate Online 2017 Benchmarks
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Step 4: Ask as often as you can
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Ask in Welcome Email
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Ask in email
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Cont’d
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Be a hero!
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Use Challenge
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First email
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Second email a few days later
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Ask in final email just before deadline
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Ask existing monthly donors for a quote
…. After adopting a senior dog from As Good as Gold, we decided to join Golden
Guardians so that more senior goldens can be helped.
Roy and Sheryl Roush
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Engage young people
https://www.youtube.com/watch?v=JJUovCqGMRs
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Tell donor how easy it is!
Simplify your life…
https://www.youtube.com/watch?v=-
Gmx6Qkkuj0&feature=youtu.be
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Reinforce in enewsletter
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Ask petition signers for the next step
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Convert complaining donors
Of course, I’ll take care of this for your right away…
But did you know that there’s another way to support the animals you care so much about without having to worry about the mail?
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Share Videos
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Search Ads
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Add to your print newsletter
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Add to Your Appeal Reply Form
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Combine your Channels
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Step 5: Engage and Upgrade
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Keep Engaging your monthly donors
Ask
Thank
Engage
Retain
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Make them feel special online too!
Demonstrate gift impact
Thank you
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Tell warm and fuzzy stories
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Include in thank-a-thon
Engage your
board and
volunteers
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Tax letter
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Turn Tax letter into Impact Report
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Ask for Testimonial
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Send Survey
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Ask for Special Gift in tax letter
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Ask to Convert to EFT
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Ask for a gift in Will
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Create a Plan and Communicate!
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Step 6:Present Results!
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Monthly Donors Source
# of monthly donors acquired
Average gift AverageYearly Gift
First yearCume
Totals 300 $24 $288 $86,400
Always think Annual Value
Source: small animal charity
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You’ll grow only if you …
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How will you grow your monthly donors?
Here’s my challenge to you:
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Set your goals
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Do just these 3 things…
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Erica Waasdorp
508 428-4753
www.adirectsolution.com
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Begin. With the humility of someone
who's not sure, and the excitement of someone who knows that it's
possible.
- Seth Godin
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Questions?