Plan Now to Delight & Retain Year-End Givers_Bloomerang.pdf

Plan Now to Delight and Retain
Year-End Givers!
FUNDRAISING TRANSFORMED | NOVEMBER 2022
WITH TAMMY ZONKER

Plan Now to Delight and Retain Year-End Givers
Our goals today
1. Understand the current state of U.S. donor retention
2. Quantify the lifetime value of retaining donors
3. Explore ways for your donors to feel the joy of giving
4. Learn from real-life examples of donor delight
5. Equip you to plan your 2023 donor delight calendar!

DR. ADRIAN SARGEANT, CO-FOUNDER
INSTITUTE FOR SUSTAINABLY PHILANTHROPY
“Retention of long-time donors is
now particularly weak and driving
down overall retention rates.”
https://www.philanthropy-institute.org.uk/loyalty-meets-philpsych

U.S. Donor retention reporting January – June 2022
http://www.afpfep.org/
AFP Fundraising Effectiveness Project

JAY LOVE, BLOOMERANG CO-FOUNDER
& CHIEF RELATIONSHIP OFFICER
“Improving donor retention rates by
just 10% can increase the lifetime value
of your donor file by 150-to-200%.”

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New Research from the Institute for Sustainable Philanthropy
LOYALTY MEETS PHILANTHROPIC PSYCHOLOGY:
A NEW APPROACH TO SUPPORTER RETENTION
Adrian Sargeant, Kathryn Edworthy and Jen Shang - October 2022

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Four factors that drive donor attrition
1. Recognition – Donors were significantly more likely to quit if the recognition
offered to them was seen as inappropriate or insufficient given the size and nature
of the gift.
2. Personal Benefit vs Altruism – Donors motivated by personal benefit were
significantly more likely to lapse than those motivated by altruism.
3. Pressure – Donors who felt significant pressure to make a gift were likely to lapse.
4. Service Quality – Donor satisfaction with the quality of service provided by the
fundraising department significantly impacts retention. Donors with more favorable
satisfaction were significantly more likely to be loyal.

1. Satisfaction
2. Trust
3. Commitment
The underlying donor feelings that drive gift renewals

1. Satisfaction
The factors that drive donor loyalty
• A donor’s overall evaluation of an experience to date.
• Comparison of expectations and perceptions of the actual experience.
• We only experience satisfaction when our experiences meet or exceeds
our expectations.

1. Satisfaction Surveys
• Five questions or less
• Sent electronically
• Strategically timed to recent experience
• Ask qualitative questions to measures satisfaction

1. Satisfaction Survey Measurement
Q: How satisfied are you on a five-point scale?
1 = Very Dissatisfied
2 = Dissatisfied
3 = No Opinion / Neutral
4 = Satisfied
5 = Very Satisfied

2. Trust
• Trust is built when the nonprofit is seen to exercise good judgement and
delivering good quality service through high-quality front-line employees.
• Levels of trust drive giving behavior.

1. Trust Survey Questions (Check all that apply)
q I trust XYZ to use funds appropriately
q I trust XYZ to deliver on its promises
q I trust XYZ to be transparent and truthful
q I trust XYZ to live their values of integrity, respect for all, and dedication
q I trust XYZ to use good and ethical judgement in all matters

1. Trust Survey Measurement
Q: How likely are you to refer XYZ to a friend? (Check one)
1 = Very Unlikely
2 = Unlikely
3 = No Opinion / Neutral
4 = Likely
5 = Very Likely

2. How to Build Trust
• Communicate the outcomes and achievements of program participants.
• Honoring promises made to donors about how contributions would be used.
• Demonstrating the values your organization espouses.
• Ensuring communications match donor expectations in respect to content,
frequency and quality.
• Ensuring two-way communication, engaging donor in dialogue about the service
they can expect as supporters and the services to program participants.
• Ensuring staff are trained in customer service and have knowledge and skills
to effectively respond to inquiries effectively, promptly and courteously.
• Focus on people, not on their money.

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1. Accurate, timely and meaningful gift
acknowledgment letters
2. Regular e-newsletters and newsletters
3. Impact reports (outcomes + stories)
4. Donor visits
5. Small group gatherings & Town Halls
6. Short surveys
2. Tools For Building Trust
7. Courageous conversations
8. Transparency
9. Donor-centricity + Community-centricity
10. Dr. Jen Shang’s 9 Moral Adjectives
11. Communication aligned with donor-identity
12. Unexpected delighters!

Affinity Survey
Example
• 5 Questions or fewer
• Avoid leading questions
• Avoid two-part questions
• Use the data to personalize the
donor experience
• Thank donors for taking the survey

FUNDRAISING
TRANSFORMED
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EXAMPLE: SPCA Donor Survey
1. Do you have any pets? If so, what kind?
q Bird
q Cat
q Dog
q Horse
q Rabbit
q Other
q I don’t have any pets

FUNDRAISING
TRANSFORMED
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2. Have you ever adopted a shelter animal?
q Yes
q No
q I will one day!

FUNDRAISING
TRANSFORMED
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3. What animal welfare issues are you most interested in?
(Check all that apply)
q Fighting animal cruelty
q Helping homeless animals
q Protecting horses
q Farm animal welfare
Other:

FUNDRAISING
TRANSFORMED
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4. What actions do you currently take or plan to take to help animals?
(Check all that apply)
q Donate to animal charities
q Grassroots advocacy
q Volunteer at local shelters
q Fundraise for animals
q Spread the word on social media
Other:

Impact Report Example
• Inspiring theme rooted in gratitude
• Conveys impact
• Success Stories
• Quotes from program participants
• High level financials
• Donor-centered messaging
• Community-centered messaging
• Call to action

3. Commitment
In charitable giving, commitment measures donor’s passion to see the
mission of the organization succeed and their personal commitment to
that end.
Unlike satisfaction and trust, commitment is a forward-looking construct.

3. Commitment
Two Types of Commitment in Nonprofit Sector
1. Passive Commitment
2. Active Commitment

3. Commitment
1. Passive Commitment – individual who continue their support not
because they feel strongly about the work of the organization, but
because they feel it is the “right thing to do.”
Another form of passive commitment is when a recurring donor
appearing to be a loyal supporter is only continuing their support
because they haven’t gotten around to cancelling or had forgotten
they were still giving.

3. Commitment
2. Active Commitment – donors with an enduring passion for the
organization’s work.

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Seven Drivers of Active Commitment
1. Service Quality – has a direct impact on loyalty, and an indirect impact on a favorable sense of
commitment.
2. Risk – does the donor believe their gift has a direct impact on a program participant?
3. Shared Beliefs – if a donor shares the vision of the world the nonprofit wants to see, and how this work
should be delivered, they will be a great deal more committed.
4. Learning – donors who perceive they are being taken on a journey that deepens their understanding of
the organization and the work will demonstrate higher levels of loyalty.
5. Trust – donors who believe the org., will achieve their intended impact, will be more loyal.
6. Personal Link – those donors with a personal connection to the work, will be more loyal.
7. Multiple Engagements – those with multiple points of engagement are more loyal.

POLL: How would you rate your case for support?
A: Our case for support is emotional and compelling.
B: Our case for support is just okay.
C: Our case for support needs a major re-write.
D: We don’t have a written case for support.
E: Hey, I’m new here!
© 2022 ZONKER/JOYAUX/AHERN
Creating a Case for Support: Turning Doubters into Donors

© 2022 ZONKER/JOYAUX/AHERN
HAMILTON PRODUCER, JEFFREY SELLER, DONATES $1,000,000 TO MOSIAC YOUTH THEATRE, DETROIT, MICHIGAN

Plan Now to Delight
& Retain Year-End Givers

• INSERT EXAMPLE DONOR ENGAGEMENT ACTIVITIES THAT DRIVE
COMMITMENT

1. Commitment Survey Questions (Check all that apply)
Q: How committed are you to XYZ?
q XYZ is my favorite charity.
q XYZ is in my top 3 favorite charities.
q I am very committed to XYZ.
q The work of XYZ is very important to me.
q I am committed to this cause, but not XYZ charity specifically.

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Create a donor delight plan and calendar for 2023!
1. Identify segments of donors to delight:
• First-time donors
• Monthly recurring donors
• Affinity Circle donors
• Long-time donors
• Middle gift value donors
• Major gift value donors
• Legacy commitment donors

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2. Make a list of your delighter tools:
• Surveys (affinity, satisfaction, trust and commitment)
• Impact reports (outcomes and stories)
• Video and/or video messaging
• SMS text messaging (thanking, showcasing the work, taking the donor to the scene, etc.)
• E-newsletters & Newsletters
• Visits & Gatherings (town halls, private receptions, listening sessions, etc.)
• Handwritten notes, cards, phone calls, invitations to engage, thank-a-thons, etc.

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3. Create a master calendar identifying all events, campaigns and solicitations by segment
• Multichannel appeals (direct mail, email, social, etc.)
• Fundraising events (gala, gold, thons, etc.)
• Special Campaigns (monthly recurring giving, legacy gifts, anniversary or milestone events, etc.)
4. Overlay non-ask donor delighter engagement by segment to ensure a 3:1 or greater delight to
solicitation ratio
5. Identify which teammates will primarily be accountable for delighter strategy by segment,
campaign or portfolio
6. Determine measurable goals, metrics and a create dashboard for each
7. Rally your team of staff and volunteers to help execute the plan
8. Map strategy and plan to budget

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Tools to inspire donor delight!
Top 5 Free Survey Tools
1. Google Forms
2. SurveyMonkey
3. Typeform
4. SurveyPlanet
5. Crowdsignal
Top Video Messaging Tools
1. BombBomb
2. VideoAsk
3. ThankView
Top SMS Tools
1. Kindful
2. Tatango
3. SimpleTexting
4. Qgiv
5. Twilio

“Focus on people,
not their money.”
DR. JEN SHANG, CO-FOUNDER
INSTITUTE FOR SUSTAINABLE PHILANTHROPY

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TRANSFORM YOUR FUNDRAISING. TRANSFORM YOUR WORLD.
How will you delight and
retain your donors?

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Q&A

Plan Now to Delight & Retain Year-End Givers_Bloomerang.pdf

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