Five Ways You can Build Donor Loyalty National Philanthropy Day October 20, 2006

Five Ways You can Build Donor Loyalty

National Philanthropy Day

October 20, 2006

Know your donor

Bonus know-your-donor ideas

• Donor anniversary mailing

• Donor cumulative giving milestone

• Program milestones

• Lapse prevention mailings

• Spend money where you get money

Make good offers

Fundraising offer• Problem or opportunity

• Solution

• Cost

• Urgency

• Understandable

• Benefit for donor

• Emotion

Bonus make-good-offers ideas

• Money-back guarantee

• Matching funds

• Relevant back-end premiums

Close the loop

Donor newsletter

• About donors (not about you)

• Human drama

• Real photos

• Great headlines

• Calls to action

Bonus close-the-loop ideas

• Quality receipts

• Out-of-the-blue thank-you letters

• Plan for responders

Deepen the relationship

Bonus deepen-the-relationship ideas

• Appropriate thank-you gifts

• Public recognition

• Tours

• Phone conferences

• Advisory boards

Have flawless service

Good receipt

• Prompt (mails within 24 hours)

• Correct

• Feels good

Bonus flawless-service ideas

• Always obey quickly

• Tax-time receipt

• Perfect records

Net present value

• Total projected giving • Minus the cost of acquiring the donor

• Minus the ongoing cost of cultivating the donor

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