CHT Stop Losing Donors PPT - CharityHowTo.com · • Specialized in event fundraising and donor relations • Raised tens of millions of dollars • Worked in and with nonpro!ts of

www.bit.ly/stoplosingdonors 1

** The webinar will start at 2 minutes after the hour **

Presenter:

The slides and bonus materials can be found at this link:

Stop Losing Donors How to Create an Annual Stewardship Plan

Shanon Doolittle, Fundraising + Donor Happiness Coach, Shanon Doolittle + Co.

www.bit.ly/stoplosingdonors

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Go To Webinar House Keeping

The slides and bonus materials can be found at this link: www.bit.ly/stoplosingdonors


About the Topic Expert


Hey there, I’m Shanon! And I’ve…

•  Fundraised for over a decade (almost 15 years!)

•  Specialized in event fundraising and donor relations

•  Raised tens of millions of dollars •  Worked in and with nonprofits of all sizes (1-2 staff to 20+ staff)

•  Co-founded Gratitude Camp and Stewardship School


Shanon Doolittle www.shanondoolittle.com Twitter: @sldoolittle

Check In Question


What is your #1 question about today’s topic? Bonus points if you tell me one wish you have for yourself in the new year.


Type your answer in the question box.



What We Will Cover Today

I.  How stewardship helps you raise more money II.  How to calculate and analyze your donor retention rate III. How donors want to be acknowledged after making a gift IV. How to create a simple and effective donor stewardship plan V.  How to add more surprise and delight to stewardship activities VI. How to involve your board, staff and volunteers in donor stewardship




How Stewardship Helps You Raise Money

Stop Losing Donors: Section I




I. How stewardship helps you raise money

A.  What is donor stewardship B.  Why does it matter C.  What happens when you increase donor retention


Donor stewardship is build deeper relationships with your donors.


I. How stewardship helps you raise more money

A. What is stewardship?

A donor stewardship plan is a roadmap for thanking, communicating and engaging with your donors in ways that deepen their loyalty to your organization.



Over half of new donors are only making one gift.



B. Why does it matter?


It is more expensive to acquire a donor than to retain one.






It is more expensive to acquire a donor than to retain one.





The more donors we lose, the less money we raise.







C. What happens when you increase donor retention?

What is donor retention? Donor retention is a measure of how many donors continue to donate to your organization.




A 10% increase in donor retention can increase the lifetime value of your donor database by 200%. - Adrian Sargeant





Bottom line: If you can increase your number of donors across years, you’ll raise more money.




Benefits of long term donors:

•  Additional donations and upgraded gifts

•  Word of mouth endorsement

•  Planned gifts

•  Advisor on donor service quality


Check In Question


Do you know your donor retention rate? If yes, what is it?





How to Calculate and Analyze Your Donor Retention Rate


Stop Losing Donors: Section II



II. How to calculate and analyze your donor retention rate

You’ll need at least two years of data.

Step 1: Choose the same time period based on your calendar or fiscal year.



Step 2: Find the number of donors who gave a gift in YEAR ONE. (example: 1000) AND

Find the number of donors who gave in YEAR ONE and gave again in YEAR TWO. THEN

Divide the number of YEAR TWO donors by YEAR ONE donors and multiply it times 100 to get your donor retention rate

YEAR ONE DONORS: 1,000

YEAR TWO DONORS: 300

RETENTION RATE: 30%


Check In Question


In YEAR ONE, you had 100 donors.

In YEAR TWO, 40 of those 100 donors made an additional gift.

What is your donor retention rate?



POP QUIZ



Now analyze specific donor segments.

•  Annual donors

•  Major gift donors

•  New donors

•  Program donors




•  Which segment(s) have a better retention rate?

•  Why? Study the stewardship strategy.

•  Which stewardship activities can you apply to underperforming segments?



What is good donor retention rate?

>29%: EEK!

30% - 49%: FAIR/AVERAGE

50 – 69%: GOOD

<70%: EXCELLENT




How Donors Want to Be Acknowledged After Making a Gift


Stop Losing Donors: Section III


III. How donors want to be acknowledged after making a gift

A.  Why donors leave B.  What donors what to know C.  What donors want to feel



Why aren’t donors staying and making additional gifts?



A. Why donors leave



B. What donors want to know

1.  I want to know you received my gift. Send an acknowledgement letter in 48-72 hours. Online receipts do not count as acknowledgement letters. Make a thank you phone call.





2.  I want to know how you’re using my donation.




2.  I want to know the impact I made.




C. How donors want to feel

I want to feel…

•  appreciated

•  included

•  knowledgeable

•  like I matter

Check In Question


On a scale of 1 to 5, how do you think your donors feel? 1 = totally neglected

5 = unabashedly adored






How to Create a Simple and Effective Donor Stewardship Plan


Stop Losing Donors: Section IV


IV. How to create a simple and effective donor stewardship plan

A.  What is a stewardship plan? B.  How to create an acknowledgement and follow-up plan C.  How to create a communication and events plan



A stewardship plan is a written donor care strategy.



A. What is a stewardship plan?

A stewardship plan is combination of two strategies:

I.  Acknowledge and Follow-up Plan (what happens when you receive the gift) II.  Communications and Events Plan (what happens to keep the donor engaged)




B. How to create an acknowledgement and follow up plan

PART 1: ACKNOWLEDGMENT & FOLLOW-UP PLAN What happens internally when you receive a gift






How to create your own plan:






STEP 1: Start with a blank matrix

STEP 2: List your donor giving levels

STEP 4: Create a list of touch points

STEP 5: Determine your touch points and timeline STEP 6: Plot your touch points on your matrix STEP 7: Report out for feedback STEP 8: Finalize your plan

STEP 3: Review your current activities






A good rule of thumb is that a donor should be thanked in multiple ways by multiple people before making another ask.

WHO: Who will thank your donors? Your staff? Board members?

WHEN: How soon after the gift is made will they receive their first thank you? And when will they receive an update on how the gift was used and the impact it made?

HOW: In addition to a tax receipt and/or thank you letter, will they receive handwritten note? A thank you call? Will they be listed in your next newsletter or annual report? On your website?

FOLLOW UP: How were funds used? What impact did the gift have on the mission, cause and people (or things) you serve.




Sample touch points:

•  Handwritten note •  Tour invitation

•  Photo postcard from the field

•  Anniversary (of first gift) card

•  Phone call

•  Welcome package

•  Program update






Questions to help you create your plan:

•  What are you currently doing?

•  Who will do the work?

•  Can you be consistent?

•  Can you commit to the plan?

•  Are there variations or exceptions for specific gifts or donors?




C. How to create a communications and events plan

PART II: ACKNOWLEDGMENT & FOLLOW-UP PLAN What happens to keep the donor engaged












STEP 1: Start with a blank matrix

STEP 2: List the calendar months

STEP 4: Create a list of touch points

STEP 5: Determine your touch points and timeline STEP 6: Plot your touch points on your matrix STEP 7: Report out for feedback STEP 8: Finalize your plan

STEP 3: Review your current activities





Sample touch points:

•  Newsletter (print & digital) •  Webinar

•  Donor Survey

•  Holiday card

•  Annual luncheon

•  Video thank you

•  Annual report

•  Social media posts




When to schedule touch points:

•  Review your stewardship plan alongside your fundraising plan and appeal schedule

•  Make sure to communicate impact before asking for a gift

•  Make sure to communicate gratitude after asking for a gift

•  Take into account your busiest months






Questions to help you create your plan:

•  What are you currently doing?

•  Who will do the work?

•  Can you be consistent?

•  Can you commit to the plan?

•  Are there variations or exceptions for specific gifts or donors?





Check In Question


How can I help?





How to Add More Surprise and Delight to Stewardship Activities


Stop Losing Donors: Section V



V. How to add more surprise and delight to stewardship activities

The difference between ordinary and extraordinary is that little extra. - Jimmy Johnson



A.  What is extraordinary donor service? B.  Examples of surprise and delight




The difference between ordinary and extraordinary is that little extra. - Jimmy Johnson


•  Being unabashedly grateful



A. What is extraordinary donor service?

•  Surprising donors in fun ways

•  Serving donors in unexpected ways •  Great people




A. Examples of surprise and delight

Send more handwritten notes. Think birthdays, donor anniversaries, just because.




Include something unexpected in an envelope. Window cards, confetti, a postcard.





Show donor love with a video or photo. Need inspiration? Use a holiday theme.




Send an unexpected thank you surprise. Everyone loves special snail mail.





Create an e-book, host a webinar or educational event on a topic of interest to your donors.

Check In Question


How do you add more surprise and delight to the donor experience?






How to Involve Board, Staff and Volunteers in Donor Stewardship


Stop Losing Donors: Section VI


VI. How to involve your board, staff and volunteers in donor stewardship

Activities for board members:

•  Write donor thank you notes—at every board meeting

•  Host a donor thank you event—on behalf of the board

•  Make donor thank you calls—as a group after a fundraising event




Activities for staff:

•  Interview donors—for newsletter profiles

•  Revise donor thank you letters—once per quarter

•  Write or record “field” updates—for impact reporting



Activities for volunteers:

•  Serve on a donor happiness committee—and help design a welcome packet

•  Mystery shop the online donation process—and provide feedback

•  Film a thank you video—and share it on social media




Final Thoughts


Stop Losing Donors


Final Thoughts

What to remember about stewardship:

•  It costs much more to get a new donor than it does to keep one

•  It matters that you’re consistent – and consistently grateful

•  There is no one size fits all to donors stewardship plans

•  Your strategy will only work when you believe that donors matter

•  The better you care for donors the more money you’ll raise


Check In Question


What is one thing you will do differently because of what you learned today?



Q&A

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Documents

CHT Stop Losing Donors PPT - CharityHowTo.com · • Specialized in event fundraising and donor relations • Raised tens of millions of dollars • Worked in and with nonpro!ts of