Why Do Donors Leave? - Sanford Institute of Philanthropy · 2018-12-12 · successful donor retention plan. Opportunities to build donor relationships. How retaining ... Changing

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Why Do Donors Leave?Wednesday, December 12, 2018

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City University of Seattle

(WA)

John F. Kennedy University

(CA)

National University System (Founding SIP)

Maricopa Community College District

(AZ)

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Bellevue University(NE)

Xavier University of Louisiana

(LA)

Long Island University(NY)

Kentucky State University

(KY)

National Leadership Institute

(FL)

Howard University(D.C.)

Augustana University(SD)

Iowa Wesleyan University

(IA)

Texas A&M International University

(TX)

Texas A&M UniversityCentral Texas

(TX)

East Carolina University(NC)

Albany State University(GA)

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our aims and values

To help nonprofits significantly increase their fundraising capabilities and impact they have in their communities and society, through proven

contemporary curriculum presented by world-class nonprofit leaders, best in class faculty and renowned philanthropists.

mis·sion state·ment

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Meet the Speakers

SHARYN GOODSONVice President of Philanthropy

JESSICA KORTSenior Manager of Philanthropy

& Communications

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© 2018 Sanford Institute of Philanthropy

Today, you will learn…

Elements of a successful donor

retention plan

Opportunities to build donor relationships

How retaining donors increases

fundraising success

Why organizations lose donors & money

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Does your organization currently have a donor retention plan?

• Yes! • No • In the works• Other

(submit via chat)

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Individuals

Families

Clubs / Circles / Groups

Foundations

Corporations / Businesses

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Why focus on Donor

Retention?

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AVERAGE

FIRST-TIME

REPEAT

RECURRING(monthly)

2017 Donor Retention Rates

46%

23%

60%

90%

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$0.25 to $1.50 to raise $1

$100 gift could cost $25 to $150 to raise

Cost of Donor Acquisition

EXPENSIVE

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Why do donors stay?

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Organization produces & shows outcomesKnow what to expect in interactionsTimely thank-you notesOpportunities to make views knownPart of an important causeFeel appreciated

Why Do Donors Stay?

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Why do donors leave?

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Poor service or communicationThought organization didn’t need themNever thanked Unsure of how money was usedThought other groups were more deservingCould no longer afford

Why Do Donors Leave?

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Where Do You Start?

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Value Kindness

Make Priority Good Communication

Care Deeply

Trust

Respect

Build the Relationship

Course correct at a moment’s notice.

Gift = step in relationshipNot just a business transaction

Elements of healthy relationship:

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Create a plan with consistent actionJust call to say thank you/share organization highlightEmail article of interestAsk a favor- “Like” on Facebook pageSocial media and newsletter mentions

Schedule contacts

Keep good records

Plan

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© 2018 Sanford Institute of Philanthropy

S to r y te l l ing i s the mos t ef f ic ient way

to merge mean ing and emot ions

M u s i c b r a n d i n g . c o m

Share impact with stories

Telling a Great Story: Changing Hearts, Minds, & ActionsSanfordInstituteofPhilanthropy.org/PastWebinars

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© 2018 Sanford Institute of Philanthropy

© 2018 Sanford Institute of Philanthropy

Ask donors for feedback

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Focus Groups

Individual Interviews

Surveys

Know what/why askingWhat will you do with feedback?

System to record, analyze, share and make changes based on feedback.

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Focus Groups

Individual Interviews

Surveys

What prompted your first gift?

Why do you continue to give?

What is your connection to the cause?

What would you like to hear from us?

Tell us your stories.

Donor advisory board

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Questions?Please send them in the chat!

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© 2018 Sanford Institute of Philanthropy

CONTACT OUR PRESENTERS!

SHARYN GOODSONVice President of Philanthropy

Sharyn@leichtag.org

(760) 487-1532

JESSICA KORTSenior Manager of Philanthropy &

Communications

Jessica@leichtag.org

(760) 452-8145© 2018 Sanford Institute of Philanthropy

@LeichtagFoundation

@LeichtagFdn

© 2018 Sanford Institute of Philanthropy

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