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Thanking, monitoring and managing donors
Kate McBride, Corporate Partnerships Officer, RNLI
Tracking Payroll Giving Donors
Aims
• To give you an understanding of how the RNLI track and manage our Payroll Giving donors
• To recognise the importance of robust and regular monitoring processes
• To share information and learn from each other’s processes for tracking and managing Payroll Giving donors – group discussion
New Donors
• PFO’s
• Spontaneous/unsolicited
• RNLI led promotions
• RNLI website
• Consortium – Lifelines on Call
Processing New Donors
• Upload/create donor record on database
• Link donor commitment to employer, PFO and PGA
• Check DPA and essential information
• Extract list of new donors that require thank you letters – weekly mailing
• When necessary send donor instruction form to employer and PGA if known. Request confirmation
• Donor is now classified as registered
Supporter Journey
• Thank you letter
• RNLI supporter card
• Biannual newsletters
• Ad hoc mailings/appeals
• Research
• Future development
Reconciling Disbursement Statements
• Monthly disbursement statements received from PGA’s
• Upload and import into database
• Matches and updates commitment status for registered donors to contributing
• Filter through anomalies
• Indentify new unsolicited donors – thank you letter required
Credits and Misdirected Income
• Monthly process to identify registered donors that have not materialised
• Extract data and email relevant PFO/PGA’s to investigate queries
• Log PFO/PGA queries and update
• Investigate and if not resolved obtain a credit
Missed Payments and Reactivation
• Mailing to contributing donors with payment breaks of more than three months
• Reason codes to track donor responses
• Investigate any anomalies
• Reactivation calls
• Lapse commitments from non responders
Data Analysis
• Number and status of all Payroll Giving donors
• Which PFO is bringing in the most high value donors
• Most effective recruitment method
• Highest value donors
• Return on investment from each recruitment source
Looking Ahead
• Payroll Giving strategy
• Recruit more high value, long-term donors
• Engage and retain existing donors
• Maximise donor potential
• Ensure future growth
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