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# R E T E N T I O N W E D N E S D A Y
T H E D O N O R R E T E N T I O N V I R T U A L C O N F E R E N C E
A U D I O AV A I L A B L E V I A Y O U R C O M P U T E R S P E A K E R S
SESSION FOUR WRITING EFFECTIVE DONOR
THANK-YOU LETTERS
R A C H E L R A M J AT TA N
# R E T E N T I O N W E D N E S D A Y
Retention Matters
• Research by Dr. Adrian Sargent
• 10% increase in retention DOUBLES the life time value of
your donor database!
• Cheaper to KEEP a donor, than acquire a new one.
• Donor renewal is the key to sustainable funding.
Source: Bloomerang Blog
# R E T E N T I O N W E D N E S D A Y
Why Donors Discontinue Support
• Mismanagement of funds – 37%
• Other causes more compelling – 10%
• Failure to fulfill organization’s mandate – 28%
• High administrative overhead – 15%
• Disagree with change in policy – 24%
• Negative Media Attention – 14%
• Overly aggressive fundraising tactics – 12%
ALL ABOVE = FAILURE TO COMMUNICATE
Source: Burk, Penelope, Donor-Centered Fundraising and her blog
# R E T E N T I O N W E D N E S D A Y
Thank You’s Are Key!
“Donors who receive prompt, heartfelt thank you letters are far more likely to give again,
and will give more often...”
– Joe Garecht, The Fundraising Authority
“People will forget what you said, people will forget what you did, but people will never forget
how you made them feel.”- Maya Angelou
# R E T E N T I O N W E D N E S D A Y
More than a Thank You
• Beginning of the stewardship process
• First step to next gift
• Shows donors you appreciate their gift, you’re using it wisely, and they’ve made an impact on your cause.
#DonorLove
# R E T E N T I O N W E D N E S D A Y
Many Ways to Say Thanks
• Letter
• Phone call
• Handwritten Card
• Video
• Social Media
# R E T E N T I O N W E D N E S D A Y
How to Write a GREAT TY Letter
• In the mail within 48 hours of the gift (72 hrs MAX!)
• Compelling content• Give them a reason to get excited
• Make donor the HERO of your story
• Make it personal, casual, and meaningful
• Communicate impact!
Resources: Gail Perry’s How to Write a Killer Thank You Letter
Lisa Sargeant’s How to Write a Better Thank You Letter
Penelope Burk’s 20 Things that Make a Thank You Letter
# R E T E N T I O N W E D N E S D A Y
Before & After
Dear Mrs. Ramjattan:
On behalf of the staff and clients of XYZ Org., thank you for your recent gift of $25.00.
Your gift will help the homeless in our city...
Dear Rachel,
What a wonderful thing you have done!
Your kind donation of $25 has just been gratefully received at XYZ Org – and is being put to good use already!...
It is your kindness that means there’s an open door and a hot meal for a man who is homeless in winter…
# R E T E N T I O N W E D N E S D A Y
Full Letter Sent Via eMailGet’s my attention. What did I do?
Appreciation
I feel good!
I’m making a difference.
I belong. Invitation to engage in additional ways. Transparency – a phone number for me to speak to someone!
# R E T E N T I O N W E D N E S D A Y
Email Thank You
# R E T E N T I O N W E D N E S D A Y
Better Email Thank You
# R E T E N T I O N W E D N E S D A Y
Thank You Phone Calls
“Hi, this is _____________. I'm a _________ (volunteer board member, program staff, etc.) of __________ (org name). I'm NOT calling to ask you for money. I'm just calling to thank you for the donation you made to ________ (latest fundraising appeal, specific project, etc). It will really make a difference and I wanted to tell you personally how much we appreciate it.”
Source: Tina Cincotti
Resource: Thank-a-thon Scripts in your Network for Good/Donor Path Library
# R E T E N T I O N W E D N E S D A Y
Thank You Cards
# R E T E N T I O N W E D N E S D A Y
Thank You Card Inside
# R E T E N T I O N W E D N E S D A Y
Thank You Card Inside
# R E T E N T I O N W E D N E S D A Y
Thank You Video
# R E T E N T I O N W E D N E S D A Y
Thank You Social Media
# R E T E N T I O N W E D N E S D A Y
Memorial/Tribute Thank You
1. Have a strategy for staying in touch with the people who give memorial gifts.
2. Be extra mindful of things you should be doing anyway (check spelling of names, be compassionate and empathetic).
3. Cultivate the person (partner, parent, sibling, etc.) who chose your nonprofit as the recipient of memorial gifts.
Source: Tina Cincotti, On Death & Fundraising
# R E T E N T I O N W E D N E S D A Y
Secret “Shop” These Nonprofits
• Want to experience fantastic donor stewardship?• Brittany’s Hope
• Donors Choose
• Charity Water
• I’d love to hear what you think. Which organizations have you had awesome donor experiences with?• Email Rachel@nonprofitplusteam.com
• Tweet @RachelNPP
# R E T E N T I O N W E D N E S D A Y
More Examples of Terrific TY Letters
• Donor-Centered Thank You Letter Project
• Lisa Sargent’s Thank You Letters to Swipe
• Merchants Quay Ireland
• Pamela Grow’s 7 Thank You Emails
# R E T E N T I O N W E D N E S D A Y
Q & A Time
Let’s Keep In Touch!
Rachel@nonprofitplusteam.com
www.linkedin.com/in/rachelramjattan
Tweet @RachelNPP
www.pinterest.com/rachelnpp
www.nonprofitplusteam
www.facebook.com/nonprofitplusteam
954.618.8151
# R E T E N T I O N W E D N E S D A Y
QUESTIONS?
Need more help with donor retention?
Register for tomorrow’s product spotlight webinar :
w w w . b i t . l y / n f g - r e t e n t i o n
# R E T E N T I O N W E D N E S D A Y
Retention Matters
• Research by Dr. Adrian Sargent
• 10% increase in retention DOUBLES the life time value of
your donor database!
• Cheaper to KEEP a donor, than acquire a new one.
• Donor renewal is the key to sustainable funding.
Source: Bloomerang Blog
# R E T E N T I O N W E D N E S D A Y
Why Donors Discontinue Support
• Mismanagement of funds – 37%
• Other causes more compelling – 10%
• Failure to fulfill organization’s mandate – 28%
• High administrative overhead – 15%
• Disagree with change in policy – 24%
• Negative Media Attention – 14%
• Overly aggressive fundraising tactics – 12%
ALL ABOVE = FAILURE TO COMMUNICATE
Source: Burk, Penelope, Donor-Centered Fundraising and her blog
# R E T E N T I O N W E D N E S D A Y
Thank You’s Are Key!
“Donors who receive prompt, heartfelt thank you letters are far more likely to give again,
and will give more often...”
– Joe Garecht, The Fundraising Authority
“People will forget what you said, people will forget what you did, but people will never forget
how you made them feel.”- Maya Angelou
# R E T E N T I O N W E D N E S D A Y
More than a Thank You
• Beginning of the stewardship process
• First step to next gift
• Shows donors you appreciate their gift, you’re using it wisely, and they’ve made an impact on your cause.
#DonorLove
# R E T E N T I O N W E D N E S D A Y
Many Ways to Say Thanks
• Letter
• Phone call
• Handwritten Card
• Video
• Social Media
# R E T E N T I O N W E D N E S D A Y
How to Write a GREAT TY Letter
• In the mail within 48 hours of the gift (72 hrs MAX!)
• Compelling content• Give them a reason to get excited
• Make donor the HERO of your story
• Make it personal, casual, and meaningful
• Communicate impact!
Resources: Gail Perry’s How to Write a Killer Thank You Letter
Lisa Sargeant’s How to Write a Better Thank You Letter
Penelope Burk’s 20 Things that Make a Thank You Letter
# R E T E N T I O N W E D N E S D A Y
Before & After
Dear Mrs. Ramjattan:
On behalf of the staff and clients of XYZ Org., thank you for your recent gift of $25.00.
Your gift will help the homeless in our city...
Dear Rachel,
What a wonderful thing you have done!
Your kind donation of $25 has just been gratefully received at XYZ Org – and is being put to good use already!...
It is your kindness that means there’s an open door and a hot meal for a man who is homeless in winter…
# R E T E N T I O N W E D N E S D A Y
Full Letter Sent Via eMailGet’s my attention. What did I do?
Appreciation
I feel good!
I’m making a difference.
I belong. Invitation to engage in additional ways. Transparency – a phone number for me to speak to someone!
# R E T E N T I O N W E D N E S D A Y
Email Thank You
# R E T E N T I O N W E D N E S D A Y
Better Email Thank You
# R E T E N T I O N W E D N E S D A Y
Thank You Phone Calls
“Hi, this is _____________. I'm a _________ (volunteer board member, program staff, etc.) of __________ (org name). I'm NOT calling to ask you for money. I'm just calling to thank you for the donation you made to ________ (latest fundraising appeal, specific project, etc). It will really make a difference and I wanted to tell you personally how much we appreciate it.”
Source: Tina Cincotti
Resource: Thank-a-thon Scripts in your Network for Good/Donor Path Library
# R E T E N T I O N W E D N E S D A Y
Thank You Cards
Resource: Easy Card ToolIf you’d like a free consultation to see how you can use cards to delight your donors, just email Rachel@nonprofitplusteam.com
# R E T E N T I O N W E D N E S D A Y
Thank You Card Inside
# R E T E N T I O N W E D N E S D A Y
Thank You Card Inside
# R E T E N T I O N W E D N E S D A Y
Thank You Video
# R E T E N T I O N W E D N E S D A Y
Thank You Social Media
# R E T E N T I O N W E D N E S D A Y
Memorial/Tribute Thank You
1. Have a strategy for staying in touch with the people who give memorial gifts.
2. Be extra mindful of things you should be doing anyway (check spelling of names, be compassionate and empathetic).
3. Cultivate the person (partner, parent, sibling, etc.) who chose your nonprofit as the recipient of memorial gifts.
Source: Tina Cincotti, On Death & Fundraising
# R E T E N T I O N W E D N E S D A Y
Secret “Shop” These Nonprofits
• Want to experience fantastic donor stewardship?• Brittany’s Hope
• Donors Choose
• Charity Water
• I’d love to hear what you think. Which organizations have you had awesome donor experiences with?• Email Rachel@nonprofitplusteam.com
• Tweet @RachelNPP
# R E T E N T I O N W E D N E S D A Y
More Examples of Terrific TY Letters
• Donor-Centered Thank You Letter Project
• Lisa Sargent’s Thank You Letters to Swipe
• Merchants Quay Ireland
• Pamela Grow’s 7 Thank You Emails
# R E T E N T I O N W E D N E S D A Y
Q & A Time
Let’s Keep In Touch!
Rachel@nonprofitplusteam.com
www.linkedin.com/in/rachelramjattan
Tweet @RachelNPP
www.pinterest.com/rachelnpp
www.nonprofitplusteam
www.facebook.com/nonprofitplusteam
954.618.8151
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