Recapturing Lost DonorsBLUE STRIKE
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
This is a 45-minute webinar focused on one of the most common fundraising problems: lost donors.
Intended for development staff who have responsibility for individual giving.
Developed with advocacy organizations in mind.
Features straightforward, low-cost strategies for getting lapsed donors back on board.
WELCOME
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
INSPIRING SUPPORT FOR CIVIC ENGAGEMENT
BLUE STRIKE:
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
The fi rst part of the webinar will focus on some of the most common reasons people stop giving.
In the second part, we will use that framework to prioritize a sample list of lapsed donors.
Then, we will talk about the strategies for getting priority donors back in the fold.
We will pause between each section for comments and questions.
And we will wrap up by 2:00 PM.
WEBINAR AGENDA
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
These are short-term lapsed donors; last gift was between 12 and 24 months ago.
We are looking for donors with a high probability of coming back as well as those who are worth a special eff ort.
Allocating resources carefully.
The goal is to develop a target list for high-touch contact and . . .
Bring donors back on board!
ASSUMPTIONS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
ALL DONORS WHO GAVE LAST YEAR BUT NOT THIS
RUN THE “LYBNT” LIST:
NAMELAST GIFT
DATE LAST GIFT AMOUNT REASON PRIORITY
Margaret Chen 2012-03-15 $1,000.00
Al Johnson 2012-06-20 $1,500.00
Henry Abrams 2012-08-25 $250.00Carlos Gonzalez 2012-04-10 $100.00
Craig Arroyo 2012-12-31 $350.00
John Miller 2011-12-15 $2,500.00
Amanda Jones 2012-11-15 $250.00
Maria Salas 2011-12-31 $1,000.00
Mary Smith 2012-06-18 $250.00
Robert Stein 2012-08-20 $750.00
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
WHY DONORS STOP GIVING
COMMON REASONS
NAMELAST GIFT
DATE LAST GIFT AMOUNT REASON PRIORITY
Margaret Chen 2012-03-15 $1,000.00 tribute gift
Al Johnson 2012-06-20 $1,500.00 deceased
Henry Abrams 2012-08-25 $250.00 suppressedCarlos Gonzalez 2012-04-10 $100.00 memorial gift
Craig Arroyo 2012-12-31 $350.00 intermittent
John Miller 2011-12-15 $2,500.00 angry donor
Amanda Jones 2012-11-15 $250.00 crisis donor
Maria Salas 2011-12-31 $1,000.00 unaware lapsed
Mary Smith 2012-06-18 $250.00 change in circumstance
Robert Stein 2012-08-20 $750.00 moved/changed
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Does your organization have other common reasons for donors dropping off?
Do any of the 10 reasons listed here NOT pertain to your organization?
1. QUESTION OR COMMENTS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Click icon to add picture
YES, NO OR MAYBE?
PRIORITY:
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
1. Donor gave b/c business associate Priority? MAYBE
2. Deceased. Priority? MAYBE
3. Record was suppressed. Priority? YES
4. Memorial gifts. Priority? NO
5. Intermittent donors. Priority? YES
COMMON REASONS FOR LAPSED DONORS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
6. Angry donors. Priority? YES
7. Crisis givers. Priority? NO
8. Unaware donors. Priority? YES
9. Change in donor’s circumstances. Priority? YES
10. No address, no phone, no email. No contact info. YES
COMMON REASONS (CONTINUED)
NAMELAST GIFT
DATE LAST GIFT AMOUNT REASON
PRIORITY?
Margaret Chen 2012-03-15 $1,000.00 tribute gift Maybe
Al Johnson 2012-06-20 $1,500.00 deceased Maybe
Henry Abrams 2012-08-25 $250.00 suppressed YesCarlos Gonzalez 2012-04-10 $100.00 memorial gift No
Craig Arroyo 2012-12-31 $350.00 intermittent Yes
John Miller 2011-12-15 $2,500.00 angry donor Maybe
Amanda Jones 2012-11-15 $250.00 crisis donor No
Maria Salas 2011-12-31 $1,000.00 unaware lapsed Yes
Mary Smith 2012-06-18 $250.00 change in circumstance Yes
Robert Stein 2012-08-20 $750.00 moved/changed YesBlue Strike Webinar: Recapturing Lost
Donors January 28, 2014
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Do you have any concerns about the low-priority groups?
Do you prefer to give greater weight to high-dollar donors regardless of reason for lapse?
2. QUESTION OR COMMENTS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Click icon to add picture
USING DONOR GIVING HISTORY
SORT YOUR LIST
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Once you’ve prioritized your list based on the reason for not giving, you can push the low probability recaptures to the bottom of the list.
Then, you will want to sort by giving levels and giving history to focus your eff orts on donors who are well worth your time to recapture, usually long-time donors, high dollar donors.
Other key stakeholders may merit special attention, such as former board members.
NEXT STEP: A SECOND CUT
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
FOR LAPSED DONORS
RE-INSTATEMENT STRATEGIES
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Send a lapsed letter as soon as the fi scal year closes and you have a reasonable handle on who has fallen off .
Do not send a special appeal or additional program info. Just a one-page letter that says “your membership has expired” or “the date of your last gift was [date of last gift] and amount” with a request for renewed support and a deadline.
Include language that says, “if we somehow missed your gift, please contact us so we can update our records.”
THE ABSOLUTE MINIMUM
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Send a personal email, mail a statement-style letter and make a personal phone call - all at the same time.
This all-at-once approach is designed to cut through the noise, to get their attention.
Make sure your contacts all reference one another.
Set aside a week to 10 days as a reinstatement campaign and enlist other staff .
Recruit and train interns to call as volunteers.
THE BLITZ
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Share lapsed list with board members or development committee members and ask for help with follow up.
Recruit volunteers for outreach, not fundraising.
Brief volunteers on the importance of these donors by highlighting their giving history.
Try three-way conference calls to facilitate calls.
Make calls in evenings or Sat/Sun afternoon.
ENGAGE VOLUNTEER LEADERS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Lower the threshold or minimum ask.
Develop aff inity groups or new categories for donors who have to scale back.
Send a case statement that provides more substantive program info; an explanation for a position on issue.
Appeal to them with a special request, such as a
matching campaign.
CHANGE THE ASK
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Have you used other strategies that have been successful?
Which donors seem to be the toughest to get back on board?
Do you have any special categories for donors whose circumstances have changed?
3. QUESTION OR COMMENTS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
MORE INFO
ADDITIONAL RESOURCES
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
The Hidden Gold in Your Donor File – Lapsed DonorsPresentation by Becky Odom CFRE, Barton Cotton and Krista Humphrey, Nat'l Law Enforcement Off icers Memorial Fund, direct mail, fi le segmentation, retention is the new acquisition
Baby Come Back? Wooing Lapsed DonorsPresentation by Amy Ricigliano, Planned Parenthood Federation of America, Nicole Titus, OMP, and Graham Hunter, Direct Media for the Direct Mail Association. See page 4.
How to Write a Fundraising Letter that Wins them Back by Alan Sharp for Network for Good
PRESENTATIONS AND REPORTS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
INSPIRING SUPPORT FOR CIVIC ENGAGEMENT
BLUE STRIKE:
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
Simple Tips for Publishing Your Donor ListTuesday, February 25, 2014 at 01:15 PMIntroduce Your Board to FundraisingTuesday, March 25, 2014 at 01:15 PM
Sending Your Executive Director on TourTuesday, April 29, 2014 at 01:15 PM The Magic of Thank You CallsTuesday, May 27, 2014 at 01:15 PM
Charity Watchdogs: Managing Your Organization's Profi le and RankingTuesday, June 24, 2014 at 01:15 PM
BLUE STRIKE WEBINARS
Blue Strike Webinar: Recapturing Lost Donors January 28, 2014
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