Recapturing Lost DonorsBLUE STRIKE
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
BLUE STRIKE: WHAT WE DO
Blue Strike provides advice and assistance to advocacy organizations seeking to elevate their performance in fundraising, marketing, and communications. Using time-tested methods and cost-effective solutions, our goal is to help you implement sustainable programs that reach people in meaningful ways.
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 (Updated) Jan. 8, 2015 bluestrike.org
The first 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 questions.
And we will wrap up by 2:00 PM .
WEBINAR AGENDA
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
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 effort.
We need to allocate 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 (Updated) Jan. 8, 2015 bluestrike.org
ALL DONORS WHO GAVE LAST YEAR BUT NOT THIS
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
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 $250.00
Carlos 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 $750.00Blue Strike Webinar: Recapturing Lost Donors
(Updated) Jan. 8, 2015 bluestrike.org
WHY DONORS STOP GIVING
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
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 suppressed
Carlos 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 $250.00change incircumstance
Robert Stein 2012-08-20 $750.00 moved/changedBlue Strike Webinar: Recapturing Lost Donors
(Updated) Jan. 8, 2015 bluestrike.org
YES, NO OR MAYBE?
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
PRIORITY:
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 Yes
Carlos 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 $250.00change in
circumstance Yes
Robert Stein 2012-08-20 $750.00 moved/changed YesBlue Strike Webinar: Recapturing Lost Donors
(Updated) Jan. 8, 2015 bluestrike.org
USING DONOR GIVING HISTORY
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
SORT YOUR LIST
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 efforts 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.
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
NEXT STEP: A SECOND CUT
NAMELAST GIFT
DATE LAST GIFT AMOUNT REASON
PRIORITY?
Maria Salas 12/31/2011 $1,000.00 unaware lapsed Yes
Robert Stein 8/20/2012 $750.00 moved/changed Yes
Craig Arroyo 12/31/2012 $350.00 intermittent Yes
Henry Abrams 8/25/2012 $250.00 suppressed Yes
Mary Smith 6/18/2012 $250.00 change in
circumstance Yes
John Miller 12/15/2011 $2,500.00 angry donor Maybe
Al Johnson 6/20/2012 $1,500.00 deceased Maybe
Margaret Chen 3/15/2012 $1,000.00 tribute gift Maybe
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
FOR LAPSED DONORS
RE-INSTATEMENT STRATEGIES
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
Send a lapsed letter as soon as the fiscal year closes and you know 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.”
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
STEP 1: THE ABSOLUTE MINIMUM
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 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.
STEP 2: THE 10-DAY BLITZ
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
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.
STEP 3: ENGAGE VOLUNTEER LEADERS
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
Lower the threshold or minimum ask.
Develop affinity 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.
STEP 4: CHANGE THE ASK
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
Analyze data on your lapsed
Gather more feedback.
Launch targeted reinstatement using custom campaign materials.
Donor engagement strategies.
Plan for the ebb and flow.
STEP 5: ANALYZE AND TARGET
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
MORE INFO
ADDITIONAL RESOURCES
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
The Hidden Gold in Your Donor File – Lapsed Donors
Presentation by Becky Odom CFRE, Barton Cotton and Krista Humphrey, Nat'l Law Enforcement Officers Memorial Fund, direct mail, file segmentation, retention is the new acquisition
Baby Come Back? Wooing Lapsed Donors
Presentation 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
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
OTHER RESOURCES:PRESENTATIONS AND REPORTS
Blue Strike Webinar: Recapturing Lost Donors (Updated) Jan. 8, 2015 bluestrike.org
THANKS FOR JOINING US!
Sign up to receive notices of upcoming events, check out our calendar of free webinars, or download some of our Blue Strike tip sheets to make your day a little easier.
Mary Dillon Kerwin, PresidentBlue Strike: Inspiring Support for Civic [email protected]