Getting The First Gift

(No Short-Cuts)

The Role of Donor Acquisitionin the

Donor Commitment Continuum

Getting The First Gift

The Donor Commitment Continuumand Relationship Building

Convert patrons, clients, patients, visitors, volunteers, readers, students into donors.

InterestThe Initial Gift (acquisition)Annual Gifts (retain, renew)Major GiftsThe Ultimate Gift

Short cuts lead to dead ends.

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The PreliminariesMission, programs, case for support

Do work that people care about, work that will invite them to

learn moreparticipatesupport financially

Remember what I just said about short cuts?

Getting The First Gift

Build a Contact List

Sources of names What other information to proactively collectTo buy or not to buy lists

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Personalize Your Appeals

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them

feel.” - Maya Angelou

“Martin Luther King didn’t get up 50 years ago and say

‘I have a budget and a plan! ’ ”- Alan Clayton

Stories Transform Interest Into Action.

Getting The First Gift

Prepare to Analyze and Make Informed Choices

First, ask how you feel about & react to the multitude of solicitations you regularly receive.Consider a donor survey Study historical statistics and trendsIdentify and analyze resources Human - staff, volunteers Financial - expenditure budget Time for each desired appeal

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Track Acquisition Statistics, and use those statistics

Per Appeal Total cost # solicited $ raised Cost per donor

Track retention/renewal by the same categories to help you determine which acquisition appeals work best in the long run.

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Thank and inform your donors!

What’s the point of donor acquisition if you don’t keep ‘em?

Getting The First Gift

Acquisition Methods: Market Segmentation

The more personal the contact the greater the likelihood of YES, of a higher success rate, of larger gifts.

Direct mailOnlineTelephoneEventsIndividually

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THE NEXT GENERATION OFAMERICAN GIVINGConvio, March 2010

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Acquisition Method: Direct Mail

1 % success rate but steadily declining over the past decade

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Acquisition Method: Online

3 % Success Rate But your success is in large part dependent on

recipient

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Acquisition Method: Telephone

5 % success rate But highest cost per donor

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Multi-Channel Solicitation

Email Mail PhoneLower response Higher response

Highest responseLower cost Higher cost Highest cost

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Direct Mail Considerations

RecipientsFrequency Format Cost

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Telephone Considerations

RecipientsFrequencyWho will callCost

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Online ConsiderationsRecipientsFrequencyFormat(s)Cost

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Events ConsiderationsInviteesFrequencyExisting EventsSolicitation-Specific EventsStaff and/or VolunteersCost

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In Person Considerations

InviteesFrequencyStaff and/or VolunteersCost

Getting The First Gift

Plan

Execute

Analyze

Revise

“In my experience, getting new donors is a long, organic process. No quick fix.” (Marc Pittman)

Getting The First Gift

Additional Resources 

Donor Acquisition Strategieshttp://www.fundraiserhelp.com/donor-acquisition-strategies.htm

 

8 Key Fundraising Metricshttp://www.thenonprofittimes.com/management-tips/8-key-fundraising-metrics/

 

Scripting for Acquisition Callshttp://www.academicimpressions.com/news/scripting-acquisition-calls

 

What do we do about Phonathon?https://cooldata.wordpress.com/category/phonathon/

 

Study:  Nonprofits Score an “F” in Online Fundraising Scorecardhttp://www.frogloop.com/benchmarks#ixzz3Nh9VvoOe

 

Seven Online Fundraising Strategies You Can Do Right Nowhttp://www.fundraising123.org/article/seven-online-fundraising-strategies-you-can-do-right-now#.VKb1c3uqF30

 

15 Techniques Used by Top Nonprofits to Boost Donor Acquisition and Online Fundraising Results http://npengage.com/nonprofit-fundraising/boost-donor-acquisition-online-fundraising/

Getting The First Gift

The Next Generation Of American Giving -- Convio, March 2010

http://www.convio.com/files/next-gen-whitepaper.pdf

2014 eNonprofit Benchmark Study http://mrbenchmarks.com/

The Basics of Email Metrics: Are Your Campaigns Working? http://www.idealware.org/articles/email_metrics.php

How Integrated Fundraising Maximizes Return on Investment for Nonprofits

http://www.ipmadvancement.com/?s=how+integrated+fundraising

Online Resources for Donor Surveyswww.surveyshare.comwww.fluidsurveys.com

Getting The First Gift

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www.thefrontlinefundraiser.com • (843) 693-5719