Treat Every Donor Like a Major Donor

Transcription

1 Treat Every Donor Like a Major Donor Turn One-Time Donors into Long-Term Loyal Donors Rich Dietz Brandy Keller Ellen Tucker

2 Danger: Test Heavy Slides We do text heavy slides If you want the latest slides, and invites to our webinars Leave a card or rich.dietz@abila.com * Will also send you our new Donor Engagement research

3 Rich Dietz Senior Product Manager, Abila Richard has over 20+ years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC linkedin.com/in/richdietz

4 Brandy Keller Product Manager, Abila Brandy has over 10 years experience volunteering with nonprofits, and has been working with nonprofit and government organizations since She holds a Bachelor of Arts in Communication and Technology from University of Maryland, Baltimore

5 Ellen Tucker Picture here Director of Development, Multicultural Refugee Coalition My Healing Place Ellen has 20+ years experience as a nonprofit volunteer, board member and leader. With a background in business and sales, she brings a unique skill set and passion for a sustainable vision to her organizations.

6 AGENDA Moves Management Capture the Right Data Online Strategies for Moves Nonprofit Example Q&A Our Goal: To get you to think differently about Moves Management

7 How to use this info A best practice = what works in your org. It s like a buffet: Try and few things and see if you like them. If it works, go back for more. If not, try something else! Testing is the key! Much easier to do online

8 This is not easy It will take effort and time Nonprofit Times: There s no doubt that you ll need to work harder than ever to cultivate strong relationships with your constituents if you re going to compete effectively for donor dollars. Moves Management with a strong CRM was identified as the way to do this.

9 Moves Management

10 What Is moves management? Wikipedia: The process by which a prospective donor is moved from cultivation to solicitation. Moves are the actions an organization takes to bring in donors, establish relationships, and renew contributions.

11 What Is moves management? David Dunlop, the Cornell University senior development officer who developed the concept of moves management, described the idea as changing people s attitudes so they want to give. (What we call Donor Loyalty )

12 So what are these moves? Dunlop says, a series of actions ( Moves ) to develop each prospects: Awareness of Knowledge of Interest in Involvement with, and Commitment to the institution and its mission. The actions are dependent on your organization, practices, and of course the medium and tools being used.

13 Why moves management? More engagement Word of mouth, peer to peer fundraising, social, etc. Stronger relationships with supporters Getting them more involved creates stronger bonds More money and more sustainable funding Long term donors, multiple donations

14 The Big Goal Turn one time donors into long-term, loyal donors Or Donor Loyalty

15 Wait... isn t this for major donors? Traditionally, yes: Focus was on one-to-one relationships coffees, lunch, visits, etc. Very hard to do all of that with your smaller online donors However Using online tools , analytics, donor database, etc. You can find ways to: Treat all donors like major donors

16 Moves management - Online Can t do it all one-on-one online Instead Online Moves = experiences or touch points Focus is more on groups of supporters (i.e. End-of-Year Donors or Over $500 donors)

17 Moves management - Online Create profiles based on your best online givers These are your A+ donors Who are they? What do they look like? What do they do with you online? How did they become Loyal Donors? Then reverse engineer to create your Moves Data Helps You Do This

18 The Data

19 #1 most important Address The best way to engage and follow up If you have the address you can: Follow up and engage with them online Gather additional data Continue to engage with them over the long term More strategies below 19

20 Donation Information Donation information Type Money, in-kind, one-time, recurring Number of donations Total amount given Avg. gift size Frequency / recency Great way to segment and speak their language Same message for all or different based on giving? Examples» $50 vs $500» Last month vs 12 months ago 20

21 Interests / Attributes Maybe the best way to segment and communicate They are telling you what they care about Dependent on your organization Examples What do your donors care about? What engages them? What have they clicked on? Tree frogs, Obama and parents of girls 21

22 Demographic Information Location, gender, relationship, birthdate, etc. Boring on the surface But great 2 nd reference point Use this with other data to segment Gender (Stanford University study) Birthdate not just for cards 22

23 / Social Actions Harder to track and measure Social But these are your engaged supporters Join date, opens, clicks, engagement Mentions, retweets, shares, likes, etc. These are you most engaged supporters 23

24 Online Moves

25 Remember our focus online Donor Engagement & Donor Loyalty All of your Moves should be focused on increasing these

26 What are engaged donors? Engaged Donors: Take ACTIONS Do MORE donate, attend events, volunteer, share frequent donations, larger donations, engage friends and family And They Become Loyal Donors

27 Donor Loyalty Definition: the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term. Also called donor retention Key is to think about the lifetime value of your donors changing people s attitudes so they want to give.

28 Why is donor loyalty important? Easy way to stand out from the crowd Vital for long-term health of your organization Much harder and more expensive to get first-time donors 10% improvement in attrition can create a 200% increase in projected value (Sargeant and Shang Growing Philanthropy in the United States 2011) Real life example NJ Institute of Technology Lifetime value is not always obvious

29 Donor Loyalty Strategies (Ideas for Online Moves)

30 Remember Dunlop says, a series of actions ( Moves ) to develop each prospects: Awareness of Knowledge of Interest in Involvement with, and Commitment to the institution and its mission.

31 Mind the Gap The Engagement Gap The gap between a first-time donor and your A+ Donor What do you do with your first-time donors? Need a graduated offering of actions 1. Start simple (forward this , like us on Facebook) 2. Move on to more involved actions (volunteer, peer-to-peer fundraising)

32 Welcome Series Series of s automatically sent Automated with your provider Allows them to get to know you better over time Excellent Engagement 4x more opens, 5x more clicks Experian Marketing Services Easy way to Increase number of touch points Let folks get to know you and your organization s impact Ask them to do small favors -- > engagement

33 Communication Give supporters more of what they WANT to hear about Organizational impact (80%) Success stories (74%) More details about the organization (71%) Information on financial accountability (41%) (Community Philanthropy 2.0 Survey) Show the impact you have made with their help (donations)

34 Tell great stories It s exactly what supporters want to hear Inspire them with your passion Individual stories are best Ask them for THEIR stories Donors, members, volunteers, etc. They all have stories about why they support you Excellent form of engagement

35 Thank you, thank you, thank you The power of thanks 21% of donors say they were never thanked, most others only get the generic receipt thank you. 10% decrease in attrition, 200% increase in projected value Thank them multiple times throughout the year Create a thank you series (like the welcome series) Most are not doing this, great way to stand out Thank them right away Thank them again in a week, with an update on progress Thank them again in 3 months, showing impact Rinse and Repeat Show the impact you have made with their help (donations)

36 Next level Thanks Think of next level thank you strategies (cross over between online and offline) Penelope Burke Donor-Centered Fundraising Cygnus Applied Research - Calls, hand-written notes, cards from the kids, etc. Stand out >> Increase donor loyalty

37 Engage donors in multiple ways Don t just do what you have always done Think of new ways to engage Event Fundraising Peer to Peer Fundraising How can you stand out from the crowd? Get them to take small actions and do favors These small actions will increase engagement And therefore, increase Loyalty

38 Ellen Tucker From the Trenches

39 What do we know It s beyond $$ - want to be a part of the mission Engaged Donors give more Donors think more holistically $$=time=influence=access to network Frequency < than the relevance of the content Personalization leads to greater success 39

40 Reshape our thinking Donors Constituents Stakeholders 40

41 Strategic Process Stakeholder Relationship Identify and evaluate What do you want from each other? What influence do you have on each other What value do you have to each other? Think in terms of which will offer the most for your investment - bang for your buck? 41

42 Example Multicultural Refugee Coalition Short List of stakeholders Refugee Community Board members Farm to Table Community Other Social Services providers Those interested in Ethical business practices 42

43 Example Multicultural Refugee Coalition Refugee Community clients and those committed to this population, strong, close relationship Want from Us Help to become self sustaining Community Dignity Opportunity Authentic engagement Want from Them Commitment Trust and Authenticity Authenticity Positive Word of Mouth Success HIGH Value current participants are the reason that the organization exists And individuals who have achieved success are donors, stories 43

44 Example Multicultural Refugee Coalition Board Members - source of revenue and influence, engaged and committed relationship Want from MRC Opportunity to serve Success Responsible leadership Visibility Want from Them Leadership Access to $$, influence, resources Commitment - $$ and time Ambassador High Value invested in success, access to resources, able to make decisions 44

45 Example Multicultural Refugee Coalition Farm to Table Community - Includes farmers, consumers, restaurants, healthy lifestyle, media Want from Us Participation in programs Media coverage Support Funding collaboration Want from Them Funding collaboration Access to land/gardens Education/Knowledge Ability to return to agrarian roots High Value high interest activity, significant investment in Austin area, extra value for refugee community, source of revenue for clients and programs 45

46 Example Multicultural Refugee Coalition Other Refugee services providers significant source of referrals, some strong connections, necessary to organizational success, competition for $$ Want from Us Not compete for funding Complete the process of success Appropriate collaboration Want from Them Referrals Collaboration Knowledge Case studies High Value need us to finish the incomplete process, collaboration important for funding for both 46

47 Example Multicultural Refugee Coalition Local Government and Business Community - invested interest in Ethical employment, esp. for vulnerable populations Want from Us Want from Them Success Resources - money Services Collaboration Visibility Connection to leadership Opportunity to serve Knowledge High Value have $$ looking for opportunities, becoming aware of us 47

48 Example Multicultural Refugee Coalition Current activities Literacy Program Citizenship Program Global kids Farming Board meetings Volunteer training - Programs Fundraising events Awareness Dinners Sewing Training Open Arms manufacturing tours OA Lunch and discuss OA Volunteer training Potential activities of value Simple group volunteer activity Jointly attend a program of interest Present a staff learning opportunity Participate jointly in media activity KEY here is to develop a variety of activites to add to the mix that lead to deeper giving Remember that the INVITATION has more marginal value than participation 48

49 4 Seasons of a relationship = Major Donor Process Spring sow the seeds = Get their attention Summer activity = Build relationship Fall dig in or increase activity = Ask or rest Winter reflection/reconnection = Emotion trumps 49

50 Getting attention Spring Personalized Newsletters Open House online forms Online photo galleries Garden Practices presentations/videos Testing to see what works 50

51 Moves Management Deepened Engagement Initial Engagement All Target Stakeholders/Donors Continued Engagement Ambassador Major Donor 51

52 Pay attention to the details Info you want to identify during this process Common Attributes Activities that are common Which ask/activity led to next step Authentic stories

53 Treat all Donors like Major Donors Individualized experience Know who they are and what matters to them Provide specific opportunities to engage Personalized communications Unique track for deeper engagement Allow winter time of contemplation and reflection

54 Conclusion Moves are not just for major donors The key is donor engagement and donor loyalty Always be looking to fill the Engagement Gap Take one or two strategies from today and TAKE ACTION

55 Q & A If you want the latest slides, and notices of our upcoming webinars Leave a card or rich.dietz@abila.com * Will also send you our new Donor Engagement research slides