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Where’s the Easy Money In
Fundraising Today?
Gail Perry MBA CFRE
@gailperrync #firedupFR
FiredupFundraising.com
Who Am I?
Just hit 30 years in fundraising!
Blogger, coach, consultant
Author “Fired-Up Fundraising: Turn Board
Passion into Action”
AFP Triangle Fundraiser of the Year
International speaker and workshop leader
#firedupFR
@gailperryncGail Perry MBA CFRE
How Much Money Might
Be Out There For Your
Organization
This Year-End?
Discussion
Today’s Powerpoints
Plus a Free Workbook:
Skyrocket Your Fundraising with a Major Gifts Program
gailperry.com/resources-
wisconsin-2016/
Giving USA
@gailperrync
6
Giving Trends Through 2015
https://www.mobilecause.com/year-end-fundraising-tips-2014/
28% of organizations
raised 26-50%
of their annual income.
How
Important is
the Year-End
Ask?
http://www1.networkforgood.org/digitalgivingindex
How Important
is December?
#1 Year-End Fundraising
Strategy for 2016
Renewing Your Donors is Where The EASY Money Is Today
Why Are Your Current Donors the
Easiest People of all to Renew?
They already
believe in you!
Focus on Renewing Your Donors
Your top priority is always to
renew your past donors.
They are your customer base
– your “money in the bank.”
Don’t let them slip away.
Don’t lose their gifts!
13
How much $$ from people
who might . . .
Or might not . . .
renew their gifts?
($ individual gifts from last year)
What’s the
Probabilitythat Your Donors Are
Going to
Renewtheir Gifts?
16
17
Donor Loyalty = Donor Retention
!
Your Fundraising Program is
a Leaky Bucket!Roger Craver, “Retention Fundraising”
19
Fundraising’s
Dirty Little
Secret:Waaaay Too Much
Donor
ATTRITION
#1 Strategy for Easy Money:
Renewing Donors
10% improvement in donor retention yields
a 50% boost in donor revenue immediately.
~Tom Ahern on Dr. Adrian Sargeant’s research
In our surveys, less than 45% of fundraisers
knew their current donor retention rate.
Do you know your retention rate?
Donor renewals
are more important than
donor acquisition.
Donor renewals
are more important than gaining
new donors(!)
Keeping Your Donors is Where The EASY Money Is Today
25
How To Improve Donor Loyalty?
• Amazing donor experiences.
• Terrific thank you programs.
• Terrific post gift servicing.
• Meaningful info on how we used their gift.
• Donor-centered communications.
• Make them feel appreciated.
• Help them feel good and part of the cause.
How The North Carolina
Symphony Builds Donor Loyalty
T
Strategies to Improve Donor
Renewals and Donor Loyalty
for 2016 Year-End
@gailperrync
Benefit Type Giving Levels
Tangible Intangible Event $100 + $250 + $1,000 + $2,500 + $5,000 + $7,500 + $10,000 + $15,000 + $25,000 +
Open Rehearsal Pass 1 x
Patron Appreciation Concert
1 x
Single Ticket Discount 1 x
Summerfest Patron Appreciation Concert x
Listing in program book 1 x
New Bern donor room 1 x
VIP parking 1 x
Two tickets to Summer concert 1 x
Private event w musicians 1 x
Donor Rooms & Parking 1 x
Donor concierge by staff 1 x
Private onstage recital 1 x
Post concert reception 1 x
Two tickets to concert of choice 1 x
Priority seating for renewals 1 x
Event with Music Director 1 x
Post-concert dinner with CEO 1 x
Invite to Chairman's Circle Trip 1 x
Concert naming rights 1 x
Donor Relations = A System of Engaging Donor Benefits
@jenlove @agentsofgood
THow can you
give your donors
some amazing experiences this fall
BEFORE
you send your fall appeal letter?
@gailperrync
NC Symphony musician making thank you calls to donors.
What Happens When
Board Members Make
Thank You Phone Calls?
• Donors received a thank you phone call
from a board members within 24 hours of
receiving the gift.
• The next time they were solicited, they gave
39% more than the other donors who did
not receive a call.Donor Centered Fundraising, Penelope Burk
Thank you for making a difference with your contribution!
As a new donor to the North Carolina Symphony we are grateful for
your support of <$_____>.
As a voluntee,r I appreciate your choice to make a gift that sustains
this outstanding orchestra in its work to educate our state’s children and
perform concerts which are unmatched in quality anywhere in the state.
I hope your gift will begin a long and satisfying journey of annual
support with the North Carolina Symphony, one which I have
enjoyed enormously. Our staff stands ready to serve you and
answer your questions at (919) 733-2750.
Best regards,
Person’s name,
Trustee North Carolina Symphony
THow can you
creatively thank
your donors this fall
BEFORE
you send your fall appeal letter?
@gailperrync
• “You made this happen . . . .
• “You created this wonderful experience
• “You helped feed this family, fund this research, educate this student, cure this disease, find people homes . . .
• “You are partnering with us to . . .
• “Your gift has helped to save this river, stage these performances . . .
Remove YOUR ORGANIZATION as the
intermediary between your DONOR and the
IMPACT she makes with her gift.
NO: “Your gift helped our organization serve xxxx
people.. . . .”
YES: Your gift will help serve xxxx people.
Give the Donor Credit for YOUR Work:
How to Create a Donor-Centered
Thank You
T
How can you
give your donor credit for your work
BEFORE
you send your fall appeal letter?
@gailperrync
#1 Year-End Fundraising Strategy
Mount An All-Out Campaign for Donor Renewals
Easy Money Renewals Checklist(for the easy money)
1. Thankathon to all current donors.
2. Segment your list: Top 10, leadership, &
donors.
3. Personal visits to your top 10 donors.
4. Phone calls to your leadership donors.
5. Very personalized renewal letters.
6. Board phonathon to renew gifts.
6. A gentle reminder in December.
http://www.gailperry.com/2014/11/1-year-end-fundraising-tip-will-bring-highest-dollar-return/
© Gail Perry, 2014
Phone Calls “We’re hoping you’ll renew your support!”
“The kids need you this year!”
“We are trying to (DO WHAT) this year!”
“We’re tackling xxxx next year and hope you will be a partner in
this effort!”
“Face to face and phone will always do much betterthan online and mail fundraising.”
Simon Scriver of Total Fundraising, @TotalFR
changefundraising.com.
Personal Meetings with Donors
“Face to face and phone
will always do much better than
online and mail fundraising.”
GET ALL MY POWERPOINTS
Plus a Free Workbook:
Skyrocket Your Fundraising with a Major Gifts Program
gailperry.com/resources-wisconsin-2016/
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