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The Art & Science of Retaining Digital Donors (AFP NOLA 2019)

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https://bloomerang.co/resources/speaking

Retention is your most important fundraising strategy, and your online donors are seriously at risk. Among all your donors, they are the least likely to renew their gifts – unless you take specific, creative steps to engage and thank them.

This session will help you discover how to maximize the retention rates of your digital donors. We will examine the attributes of online donors, and outline the retention strategies that work best for this slice of your donor database.

Learning Outcomes:

Understand what makes online donors tick (their habits, patterns, likes and dislikes)
Learn how to formulate a retention strategy for online donors
Understand best practices in digital communications, including email gift acknowledgement and social media content.

Publicada em: Governo e ONGs
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The Art & Science of Retaining Digital Donors (AFP NOLA 2019)

  1. 1. About Steven » @StevenShattuck Chief Engagement Officer, Bloomerang Contributor: Fundraising Principles and Practice: Second Edition Member: Fundraising Effectiveness Project (FEP) Project Work Group, AFP Center for Fundraising Innovation (CFI), Study Fundraising Steering Group at the Hartsook Centre for Sustainable Philanthropy at Plymouth University 
 Fun facts: • 1st job: producing fundraising videos • prefers tea to coffee • allergic to rhubarb • won the David Letterman scholarship
  2. 2. @StevenShattuck
  3. 3. @StevenShattuck http://afpfep.org The current state of donor retention? »
  4. 4. @StevenShattuck Donor retention » Source: Fundraising Effectiveness Project http://afpfep.org 43.4% 20.2% 61% 90+%
  5. 5. @StevenShattuck Donor retention over the decades »
  6. 6. 7 New donor retention over the years » @StevenShattuck Source: Fundraising Effectiveness Project http://afpfep.org
  7. 7. 8 Repeat donor retention over the years » @StevenShattuck Source: Fundraising Effectiveness Project http://afpfep.org
  8. 8. 9 Recapturing lapsed donors is even harder » @StevenShattuck Source: Fundraising Effectiveness Project http://afpfep.org
  9. 9. @StevenShattuck http://www.huffingtonpost.com/entry/3-truths-and-1-lie-about-online-donors_us_595cf48de4b0326c0a8d13fb? Donor retention by age/channel »
  10. 10. Donor Attrition Over Five Years # of Donors Attrition Rate Donors Remaining After 1 Year Donors Remaining After 2 Years Donors Remaining After 3 Years Donors Remaining After 4 Years Donors Remaining After 5 Years 1,000 20% 800 640 512 410 328 1,000 40% 600 360 216 130 78 1,000 60% 400 160 64 26 10 So what? https://bloomerang.co/resources/downloadables/donor-retention-math-made-simple @StevenShattuck
  11. 11. Donor retention math » @StevenShattuck
  12. 12. @StevenShattuck Why do donors leave?
  13. 13. @StevenShattuck • 2001 study by 
 Adrian Sargeant • Survey to lapsed donors of 10 major U.S.-based nonprofits • Respondents were asked to check each reason for stopping their contributions Why nonprofit donors leave » http://www.campbellrinker.com/Managing_donor_defection.pdf
  14. 14. @StevenShattuck • 5% - thought charity did not need them • 8% - no info on how monies were used • 9% - no memory of supporting • 13% - never got thanked for donating • 16% - death • 18% - poor service or communication • 36% - others more deserving • 54% - could no longer afford Why nonprofit donors leave » http://www.campbellrinker.com/Managing_donor_defection.pdf
  15. 15. @StevenShattuck Why do donors stay?
  16. 16. @StevenShattuck • 2011 study • Survey of 1,200 recent (last 12 months), frequent (more than 2 gifts to cause based charities) donors from over 250 nonprofit organizations • Donors were given a list of 32 reasons why they might continue giving • 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. 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 they’re 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. 18. @StevenShattuck How to increase retention » • Focus on first-time and above-average donors • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone (more “you” than “we”) • Tell how gifts are used / will be used • Tell them what comes next • Solicit feedback • Keep lines of communication open
  19. 19. @StevenShattuck http://www.huffingtonpost.com/entry/3-truths-and-1-lie-about-online-donors_us_595cf48de4b0326c0a8d13fb? Donor retention by age/channel »
  20. 20. Do these 3 things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
  21. 21. 1. “Thank You” page 2. Email confirmation 3. Formal acknowledgment Do these 3 things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
  22. 22. • Communicate that donation was processed • Thank the donor • Communicate impact (text/photo/video) • Preview future communications • Give donor something to do next • Keep them on website to convert again! Confirmation page » @StevenShattuck https://bloomerang.co/blog/21-ideas-for-your-nonprofits-donation-confirmation-page
  23. 23. Confirmation page » @StevenShattuck
  24. 24. Confirmation page » @StevenShattuck
  25. 25. Confirmation page » @StevenShattuck
  26. 26. Confirmation page » @StevenShattuck
  27. 27. Confirmation page » @StevenShattuck
  28. 28. @StevenShattuck
  29. 29. • Should arrive immediately • Eye-catching subject line • Avoid role-based sender email address • Personal greeting • Thank the donor • Communicate impact (text/photo/video) • Give donor something to do next • Social sharing • Employer matching • Preview future communications • Include tax information Email confirmation » @StevenShattuck https://bloomerang.co/blog/19-point-donation-acknowledgement-email-checklist
  30. 30. @StevenShattuck
  31. 31. @StevenShattuck
  32. 32. @StevenShattuck
  33. 33. @StevenShattuck
  34. 34. @StevenShattuck
  35. 35. @StevenShattuck
  36. 36. @StevenShattuck
  37. 37. @StevenShattuck
  38. 38. @StevenShattuck
  39. 39. • Thank you for your donation! • Donation Confirmation from (ORGANIZATION) • Donation Receipt from (ORGANIZATION) • Confirmation – Donation Received • Donation Receipt • Thank you for your gift Boring email subject lines » @StevenShattuck https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
  40. 40. • You just changed a life • You just fed a family of four • You have given the gift of hope • You are a hero! Impactful email subject lines » @StevenShattuck https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
  41. 41. • info@nonprofit.org • development@nonprofit.org • no-reply@nonprofit.org • finance@nonprofit.org Destroy all role-based emails » @StevenShattuck https://bloomerang.co/blog/this-overlooked-detail-is-undermining-your-nonprofits-emails/
  42. 42. • Segment by frequency/gift amount • new vs repeat? • above average $ vs below average $? • starting a monthly commitment? • Arrive within 48 hours • Utilize their communication preference! • Email (differentiate from receipt) • Snail mail (handwritten note / signature) • Phone call (voicemails are just as good) Formal acknowledgement » @StevenShattuck
  43. 43. Segment your acknowledgement » @StevenShattuck Above average gift amount At or below average gift amount Phone call Personal letter Email #2Email #1 (upgrade/recurring)
  44. 44. @StevenShattuck
  45. 45. @StevenShattuck https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS
  46. 46. @StevenShattuck https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS
  47. 47. @StevenShattuck
  48. 48. @StevenShattuck
  49. 49. @StevenShattuck
  50. 50. @StevenShattuck The fast, personal touch » • first-time donors who get a personal thank you within 48 hours are 4x more likely to give a second gift 
 (McConkey-Johnston International UK) • 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%. 
 (Penelope Burk) http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx
  51. 51. @StevenShattuck
  52. 52. Surveys » @StevenShattuck 1. “Thank You” page • donor satisfaction survey 2. Email confirmation • donor satisfaction survey 3. Formal acknowledgment • donor information survey • if new, or never been surveyed
  53. 53. @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 they’re 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/
  54. 54. @StevenShattuck
  55. 55. @StevenShattuck
  56. 56. • “Why did you first give?” • “What’s your connection to the cause?” • “What would you like to hear from us?” • “How would you rate your experience?” • “Was it easy to donate?” • “Did we thank you appropriately?” • Let them tell their story! Survey Question Ideas » https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/ @StevenShattuck
  57. 57. Now what? Have a plan. @StevenShattuck
  58. 58. @StevenShattuck
  59. 59. @StevenShattuck
  60. 60. • Memorial donors • Thank (if you can), then isolate • Peer-to-peer donors • Have first gift acknowledgement come from fundraiser, not benefiting org • (Re)introduce the charity • Explain why fundraiser supports it • Ask for donor to continue support @StevenShattuck https://bloomerang.co/blog/3-tips-for-improving-p2p-donor-retention/ 2 common “one and dones” »
  61. 61. @StevenShattuck • Humanize your automation • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone • Tell how gifts are used / will be used • Tell them what comes next • Solicit feedback Final thoughts »
  62. 62. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables @StevenShattuck
  63. 63. Get in touch: steven.shattuck@bloomerang.co @StevenShattuck Free eBooks » @StevenShattuck https://bloomerang.co/resources/guides/

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