Donor Managment: Thanking, Supporting, Listening

© Pareto Fundraising 2011
Donor Management: Thanking,
Supporting, Listening
How to keep your donors
Fiona McPhee, MFIA, MFINZ
Pareto Fundraising
Friday 13th May, 10.20 -12.00

Fiona McPhee

You already have acquired
donors
0
50,000
100,000
150,000
200,000
250,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Direct Mail Online Other Phone
New Cash Recruits by Channel
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Direct Mail Face to Face Online Other PhoneRG Recruits by Channel (All)
Solicitation of cash recruits by channel
Solicitation of RG recruits by channel
Source: Pareto Fundraising AU & NZ Benchmarking 2010
RG recruitment still
dominated by direct
mail in New Zealand
with Face to Face
increasing
Direct mail & the
phone are likely your
main recruitment
channels

This is about getting them to
give again, and again
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
2004
2005
2006
2007
2008
2009
2010
2004
2005
2006
2007
2008
2009
2010
2004
2005
2006
2007
2008
2009
2010
New Reactivated Retained
Millions
Income Donors
A retained cash donor
in NZ was worth $75
compared to $56 for a
new donor and $58 for
a reactivated donor
Retained cash donors
delivered almost 4.6
times as much income
as recruited donors in
2010 in NZ.
Retention, Recruitment and Reactivation

What I’ll cover
What behaviours & needs are we addressing?
What can we do to keep our donors?
What you say & how you say it

This is about planning to
keep your donors
• To do this developing a strategy that is written
with your donors in mind will make all the
difference:
“You make your communications about the
donor, not yourself. That means all your
energy goes to telling the donor what she
wants to hear in the way she wants to
hear it.” Jeff Brooks, Future Fundraising
Now

A planned donor journey
March Appeal Ask
June Newsletter Ask
August Merchandise
Christmas Appeal Ask
Care
Ask
From this … … to This

A planned donor journey
• Creates a vision of where you want to take
your supporters during their lifetime with
you
• Creates a rapport with the supporter that
meets their needs and demands

What do the people who
support you want?
Acknowledgement
To know about your successes (impact & performance)
Emotional connections
A relationship on their terms
Supporting to be easy

Their relationship needs?
• Its all about me (the donor) and your beneficiaries
(you are mostly just the conduit and in some cases
the badge of honor)
Thanks to Moira Clarke, Professor of Strategic Marketing, Henley University
Meet
Me
Remember
Me
Understand
me
Value
me

How do brand new donors
behave?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Cash12m RG12m
Second Gift Rates New Cash Donors 2010
We retain less than
50% of all new cash
donors recruited.
0
2,000
4,000
6,000
8,000
10,000
12,000
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2004 2005 2006 2007 2008 2009
Year1 Attrition Year2 Attrition Year3 Attrition
Year4 Attrition Year5 Attrition RecruitsRG Attrition by Year -Non F2F Recruits (All)
Attrition of Regular Givers
In 2010 16% of new
regular givers cancelled
in the first year.

What can we do to keep
them?
Start off on the right foot
Plan the conversation
Thank & welcome them

New High Value Cash Donor
3 – 5 Days
• Thank you call
attempt & thank
you letter (incl.
receipt)
2 – 3 weeks
• Feedback letter
4 – 5 weeks
• Follow up ask
5 weeks
• Into
communications
program
Personal. Thank.
Surprise. Make a
connection.
Linked to their
initial emotional
response.
What impact has
their support had?
Continue the
emotional story.

New Regular Giver
Next day
• Thank you call
attempt & Email
2-5 Days
• Thank you letter
/ Welcome pack
4 – 6 weeks
• Engagement
communication
6 weeks
• Into
communications
program
Personal. Thank.
Surprise. Make a
connection.
What impact has
their support had?
Continue the
emotional story.
Reinforce the
emotional reasons
they’ve signed up
for.

WWF-Australia Program
Day 1: SMS
Day 4: Welcome
Call
Day 5: Email
Day 5:
Confirmation
Letter
1st Newsletter
with Personalised
cover letter
<$20 p/mth High
Risk letter
Month 2:
Feedback Letter
2nd Newsletter
with Personalised
cover letter

Thank you communications
• Not just a financial transaction
• Continue the conversation
• Consider donor needs

Matthew McPhee
26 Kings Drive
Wanaka, 9305
12 March 2010
Dear Matthew,
I am writing to you today to thank you for the extremely kind gift of $75 you sent in response to my recent appeal for help. I can’t
express just how grateful I am for your generosity. Thank you again.
You may remember the Ronayne family and their son, Joel, from my letter. They kindly shared the story of his battle with
neurofibromatosis (NF1), a critical condition that is difficult to manage so doctors recommended amputating Joel’s legs.
Without the option of the groundbreaking treatment developed at the Kids Research Institute, Joel would not be jumping, running
around, riding a bike, playing with a skateboard, swimming and ten pin bowling today.
Thanks to the state of the art biophosphates treatment from our Researcher and Orthopaedic Surgeon, Professor David Little, and
his team, Joel is now a healthy and happy eleven year old. To quote his overjoyed mum, Barbara,
“Every day we say, ’Thank you’. If it wasn’t for the Kids Research Institute, my little boy wouldn’t have his legs. Joel is the best he’s
ever been in his life at the moment. I think the future’s looking great.”
Joel owes his steady progress to the cutting-edge research and innovative treatment that was a world first for Professor Little and
the Kids Research Institute.
Thank you again for helping critically ill children, Matthew. Your help at this time means we can continue to provide real hope for
sick kids and their parents.
Your support will truly light up the lives of these children and their families.
Yours sincerely,
Professor Chris Cowell
Director, Kids Research Institute
The Children’s Hospital at Westmead

Matthew McPhee
26 Kings Drive
Wanaka, 9305
12 March 2010
Dear Matthew,
I am writing to you today to thank you for the extremely kind gift of $75 you sent in response to my recent appeal for help. I can’t
express just how grateful I am for your generosity. Thank you again.
You may remember the Ronayne family and their son, Joel, from my letter. They kindly shared the story of his battle with
neurofibromatosis (NF1), a critical condition that is difficult to manage so doctors recommended amputating Joel’s legs.
Without the option of the groundbreaking treatment developed at the Kids Research Institute, Joel would not be jumping, running
around, riding a bike, playing with a skateboard, swimming and ten pin bowling today.
Thanks to the state of the art biophosphates treatment from our Researcher and Orthopaedic Surgeon, Professor David Little, and
his team, Joel is now a healthy and happy eleven year old. To quote his overjoyed mum, Barbara,
“Every day we say, ’Thank you’. If it wasn’t for the Kids Research Institute, my little boy wouldn’t have his legs. Joel is the best he’s
ever been in his life at the moment. I think the future’s looking great.”
Joel owes his steady progress to the cutting-edge research and innovative treatment that was a world first for Professor Little and
the Kids Research Institute.
Thank you again for helping critically ill children, Matthew. Your help at this time means we can continue to provide real hope for
sick kids and their parents.
Your support will truly light up the lives of these children and their families.
Yours sincerely,
Professor Chris Cowell
Director, Kids Research Institute
The Children’s Hospital at Westmead
I am writing to you today to thank you for the extremely kind gift of $75 you sent in
response to my recent appeal for help. I can’t express just how grateful I am for your
generosity. Thank you again.
You may remember the Ronayne family and their son, Joel, from my letter. They
kindly shared the story of his battle with neurofibromatosis (NF1), a critical
condition that is difficult to manage so doctors recommended amputating Joel’s
legs.
Without the option of the groundbreaking treatment developed at the Kids
Research Institute, Joel would not be jumping, running around, riding a bike, playing
with a skateboard, swimming and ten pin bowling today.
Acknowledgment,
Emotional
connection,
Impact

Acknowledgment
Impact

Dear <Salutation>,
Thank you so much for becoming a Puppy Pal by agreeing to support Guide Dogs NSW/ACT with regular donations of $<amt>
<frequency>. I want to welcome you to this fun – and very important – new initiative. Now that you’re involved, I know it’s going to
set a lot of tails wagging!
Every month, your contribution will help us turn young puppies into highly skilled Guide Dogs. These amazing animals can make it
much easier for people who are blind or have impaired vision to live independent lives. Put simply, they enable people in your local
community to get about exactly as they please.
Of course, it’s crucial work that makes huge improvements to people’s lives – but we simply couldn’t do it without your support. We
don’t charge anyone for our training, and we receive no government funding. That’s why we’re so grateful that you’ve chosen to get
involved as a Puppy Pal, and help fund the training of much-loved Guide Dogs. We’d like to shake you by the paw!
As a thank you for your kindness, we’ll send you regular updates from the place where it all happens – the Guide Dogs Centre – so
you can see for yourself how our puppy students are getting on. The first of many updates is included with this letter. I hope that, as
you get to meet more and more of our wonderful students over the coming months, you’ll be as proud as I am of their progress and
achievements.
What’s more, I hope that these updates will give you an insight into what the training at the Guide Dogs Centre involves. I’ve enclosed
a map of the Centre so you can get an overview of the facilities there.
What’s really amazing is that new dogs are graduating from the Centre – to incredibly high standards – all the time. In order to keep
up with the needs of the 100,000 people in NSW and ACT who have impaired vision, the training of Guide Dogs is an ongoing
challenge. Your wonderful commitment helps us meet our current demands – and plan ahead. I can’t tell you how valuable that is to
us – and to all the people with impaired vision whose lives will be made better as a result of your kindness.
You are doing something wonderful and I truly hope you will carry on doing it for a long time. As the months go by, you’ll be able to
correspond with some of the dogs and their instructors. I hope you’ll enjoy getting close to these lovely pups and sharing in their
successes as they make their way through their life-changing training. I just know you’re going to find them every bit as adorable as I
do.
I’ll be in touch again soon with another update. In the meantime, if you have any queries about this work, or the vital role you are
playing in it by being a Puppy Pal, please don’t hesitate to contact a member of the team on 02 9412 9300. We’ll be very happy to hear
from you.
With warmest thanks and very best wishes
Alex Green
Fundraising Manager
Acknowledgement
Emotional connection
Impact

Emotional
connection
Impact

Dear Fiona,
Thank you so much for your recent gift of $100, and for giving your compassionate support of the
Thousand Homes for Hope Appeal.
Your gift has been a great help as we take on the massive challenge of renovating, repairing and
constructing one thousand homes for one thousand families by the end of the year.
We knew when we committed ourselves to this ambitious plan that it would be far from easy. But
it is so very important that we succeed.
Those who need our help are living in the most appalling conditions you could imagine. They
include families like those I told you about, clinging to survival on the Rach Gia dumpsite in
Vietnam. With your help, my hope is that, in just a few months, families who have spent most of
their lives up to their knees in rotting waste, will have a chance to move into decent homes with
clean water and enough space to cook, study and rest in.
But I will be honest with you: we still have a long way to go. That’s why I wanted to make an
additional request of you today, and ask if you would please consider becoming a Habitat for
Humanity Australia HopeBuilder.
As a HopeBuilder, you contribute an affordable gift of your own choosing, that comes direct from
your bank account or credit card each month. Along with other wonderful HopeBuilders, you’d be
helping to build decent homes and a whole new world for people living in desperate poverty –
brick by brick, house by house, family by family.
In return for such generosity, you will be kept up to date on our projects, so you can see the
impact your gift is making, and just how far your love goes. You’ll know your money is being spent
exactly as you wish – on real, tangible building projects that will transform lives forever.
We are depending heavily on our HopeBuilders to ensure the Thousand Homes for Hope Appeal is
a success. And as it’s clear you share our belief in the power of a decent home to change lives, I
would be overjoyed if you could join us as a HopeBuilder today.
I’ve included a special HopeBuilder form to make signing up extremely easy. But for now, I want to
thank you again for the help you have already given. I am always truly grateful for whatever you
can manage.
With my best wishes,

Dear Fiona,
Thank you so much for your recent gift of $100, and for giving your compassionate support of the
Thousand Homes for Hope Appeal.
Your gift has been a great help as we take on the massive challenge of renovating, repairing and
constructing one thousand homes for one thousand families by the end of the year.
We knew when we committed ourselves to this ambitious plan that it would be far from easy. But
it is so very important that we succeed.
Those who need our help are living in the most appalling conditions you could imagine. They
include families like those I told you about, clinging to survival on the Rach Gia dumpsite in
Vietnam. With your help, my hope is that, in just a few months, families who have spent most of
their lives up to their knees in rotting waste, will have a chance to move into decent homes with
clean water and enough space to cook, study and rest in.
additional request of you today, and ask if you would please consider becoming a Habitat for
Humanity Australia HopeBuilder.
As a HopeBuilder, you contribute an affordable gift of your own choosing, that comes direct from
your bank account or credit card each month. Along with other wonderful HopeBuilders, you’d be
helping to build decent homes and a whole new world for people living in desperate poverty –
brick by brick, house by house, family by family.
In return for such generosity, you will be kept up to date on our projects, so you can see the
impact your gift is making, and just how far your love goes. You’ll know your money is being spent
exactly as you wish – on real, tangible building projects that will transform lives forever.
We are depending heavily on our HopeBuilders to ensure the Thousand Homes for Hope Appeal is
a success. And as it’s clear you share our belief in the power of a decent home to change lives, I
would be overjoyed if you could join us as a HopeBuilder today.
I’ve included a special HopeBuilder form to make signing up extremely easy. But for now, I want to
thank you again for the help you have already given. I am always truly grateful for whatever you
can manage.
With my best wishes,
Your gift has been a great help as we take on the massive challenge of renovating, repairing
and constructing one thousand homes for one thousand families by the end of the year.
We knew when we committed ourselves to this ambitious plan that it would be far from
easy. But it is so very important that we succeed.
…
additional request of you today, and ask if you would please consider becoming a Habitat
for Humanity Australia HopeBuilder.
Acknowledgment
Supporting to be
easy

How do multi donors
behave?
$0
$20
$40
$60
$80
$100
$120
$140
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 2 3 4 5+
Retained Income Per Donor
Cash Donor retention number of previous gifts
The more gifts a donor
makes the better our
retention.
Retained cash income by donor
type
Nearly 10% of all cash
income now comes
from regular givers
providing additional
cash donations.
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
2003 2004 2005 2006 2007 2008 2009 2010
CashOnly RG & Cash

What can we do to keep
them?
Plan the conversations – particularly the care part
Personalise – show them you know them
Integrate across channels
Implement an acknowledgement strategy
Cross sell & Upgrade

Care in the Comms Plan
New Year
Donor
Care
Letter
Feb (Tax)
Appeal
Donor
Survey
Survey
follow up
& Bequest
Follow Up
Winter
Appeal
Wave 1
Winter
Appeal
Wave 2
Survey
feedback
& Donor
Care
postcard
August
Appeal
RG
Conversion
& RG
Upgrade
High
Value
Donor
Appeal
Summer
Appeal
Wave 1
Summer
Appeal
Wave 2

What about my newsletter?
A key message is repeated
They make your donor feel like a VIP
They tell emotional stories
They show impact
They show your donor some thing new (don’t bore them)

What about my newsletter?
A key message is repeated
They make your donor feel like a VIP
They tell emotional stories
They show impact
They show your donor some thing new (don’t bore them)
If your newsletter is not about retaining
donors and increasing value from donors
why are you spending the time and $$?
Why are you sending it to them?

Integrate

Implement an
acknowledgment program
Bequestors
• Confirmed
• Handwritten note from bequest officer or assigned manager
Major
Donors
• Cash > $5,000 / RG > $100 per month
• Personal note / call from Andrew Penman (CEO)
High Value
Donors
• Cash >$500 / RG > $50 per month
• Personal note / call from Appeals Manager
Mid Value
Donors
• All other cash & RG
• Thank you letter specific to ask responded to
Reactivated
Donors
• Personal note / call from Appeal Manager

Cross sell & upgrade

What you say and how you
say it
You are real people
Be beneficiary & impact focused
Tell emotional stories – heart first
Recognise their specific support
Say thank you

Summary
1. Supporters need us to communicate
with them
2. Relationship protocols will help to
engage and retain
3. What you say & how you say it makes
a difference

Fiona McPhee
Pareto Fundraising
fiona@paretofundraising.com
Twitter: fimcphee
Linkedin: Fiona McPhee
eNewsletter: www.paretofundraising.com

Donor Managment: Thanking, Supporting, Listening

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (20)

Semelhante a Donor Managment: Thanking, Supporting, Listening

Semelhante a Donor Managment: Thanking, Supporting, Listening (20)

Mais de Fiona McPhee

Mais de Fiona McPhee (14)

Último

Último (20)

Donor Managment: Thanking, Supporting, Listening