1. - Great Things from Small Beginnings -
A Guide to Retaining First-Time Donors
2. About Presenter »
@StevenShattuck
Steven Sha
tt
uck
âš
Chief Engagement O
ffi
cer, Bloomerang
Author: Robots Make Bad Fundraisers
Contributor: Fundraising Principles and Prac
ti
ce: Second Edi
ti
on
Member: Fundraising E
ff
ec
ti
veness Project (FEP) Project Work
Group, AFP Center for Fundraising Innova
ti
on (CFI), Study
Fundraising Steering Group at the Hartsook Centre for
Sustainable Philanthropy at Plymouth University
Fun facts:
âą 1st job: producing fundraising videos
âą prefers tea to co
ff
ee
âą allergic to rhubarb
âą won the David Le
tt
erman scholarship
9. @StevenShattuck
There was some good news »
Overall giving increased by 10.6% in 2020 as compared to 2019,
spurred by an increase in new and reactivated donors.
Source: Fundraising Effectiveness Project http://afpfep.org
13. @StevenShattuck
âą 2001 study by
âš
Adrian Sargeant
âą Survey to lapsed donors of
10 major U.S.-based
nonprofits
âą Respondents were asked to
check each reason for
stopping their contributions
Why nonprofit donors leave »
http://www.campbellrinker.com/Managing_donor_defection.pdf
14. @StevenShattuck
âą 5% - thought charity did not need them
âą 8% - no info on how monies were used
âą 9% - no memory of supporting
âą 13% - never got thanked for donating
âą 16% - death
âą 18% - poor service or communication
âą 36% - others more deserving
âą 54% - could no longer afford
Why nonprofit donors leave »
http://www.campbellrinker.com/Managing_donor_defection.pdf
16. @StevenShattuck
âą 2011 study
âą Survey of 1,200 recent (last 12 months), frequent (more
than 2 gifts to cause based charities) donors from over
250 nonprofit organizations
âą Donors were given a list of 32 reasons why they might
continue giving
âą Asked to rank them by order of importance
Key drivers of donor commitment »
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
17. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives organization to be effective
2. Donor knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like theyâre part of an important cause
6. Donor feels his or her involvement is appreciated
7. Donor receives info showing who is being helped
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
18. @StevenShattuck
How can we give new donors »
âą A fast thank you
âą Impact stories
âą Preview of future communications
âą A feedback mechanism
âą A second opportunity to give, quickly
âą âŠall in a donor-centric way?
22. @StevenShattuck
The fast, personal touch »
âą first-time donors who get a personal thank you within 48
hours are 4x more likely to give a second gift
âš
(McConkey-Johnston International UK)
âą a thank-you call from a board member to a newly acquired
donor within 24 hours of receiving the gifts will increase
their next gift by 39%.
âš
(Penelope Burk)
http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx
23. @StevenShattuck
The fast, personal touch »
âą first-time donors who get a personal thank you within 48
hours are 4x more likely to give a second gift
âš
(McConkey-Johnston International UK)
âą a thank-you call from a board member to a newly acquired
donor within 24 hours of receiving the gifts will increase
their next gift by 39%.
âš
(Penelope Burk)
http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx
32. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives organization produces outcomes
2. Donor knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like theyâre part of an important cause
6. Donor feels his or her involvement is appreciated
7. Donor receives info showing who is being helped
http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
35. âą Memorial donors
âą Thank (if you can), then isolate
âą Peer-to-peer donors
âą Have first gift acknowledgement come from
fundraiser, not benefiting org
âą (Re)introduce the charity
âą Explain why fundraiser supports it
âą Ask for donor to continue support
@StevenShattuck
https://bloomerang.co/blog/3-tips-for-improving-p2p-donor-retention/
2 common âone and donesâ »
36. âą Segment your communications.
âą Strong, impact storytelling.
âą Create a written comms plan for new donors.
âą Have a second gift strategy.
âą Weave in surveys.
âą Steward, then solicit.
Final thoughts »
@StevenShattuck