Sponsored by: A Service Of: After The Gift: How To Build A Satisfied, Loyal Donor Base Tina Cincotti June 20, 2012
After The Gift: How To Build A Satisfied, Loyal Donor Base
Nov 02, 2014
Everything you do after someone makes their first donation will determine if they will give that all-important second gift. 50-80% never do. And this is costing you money. Why? Because it’s much more expensive to find a new donor than it is for you to keep a current donor. This webinar will explain the reasons donors often stop giving to your organization and what you can do to change that.
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Sponsored by:A Service
Of:
After The Gift:
How To Build A Satisfied, Loyal Donor Base
Tina Cincotti
June 20, 2012
Sponsored by:A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
Sponsored by:A Service
Of:
www.mission.do
Sponsored by:A Service
Of:
Today’s Speaker
Tina CincottiOwner & Principal Consultant,
Funding Change Training & Consulting
Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions: Jamie Maloney, Nonprofit Webinars
Average attrition rate of 1st time donors in U.S. = 80%
This is not good…not good
at all….
Transaction
Fundraising
Relationship
Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response,
return on
investment,
amount of gift
Lifetime value
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis
Comparison of Two Approaches
Transaction
Fundraising
Relationship
Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response,
return on
investment,
amount of gift
Lifetime value
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis
Comparison of Two Approaches
So, why do people stop
giving?
Isn’t there any good news?
“On behalf of the board and staff, I
want to thank you… blah, blah…”
“Thank you for your generous gift of…”
Opera has a home in
Boston and it’s all because
of you.
A warm place to sleep.
A steady job. The keys
to their own apartment.
Did Chris Jahnke
knock your socks off or
what?
We sent 220 volunteers to
Joplin to help them rebuild.
Ten families are now living
in their homes again.
You helped send 220
volunteers to Joplin. Ten
homes were rebuilt and
families are living there
again.
More ways to improve donor
loyalty…
THE BIG THREE
1. Satisfaction2. Commitment3. Trust
Satisfaction is #1
Cue the Rolling Stones...
Encourage feedback from donors
How are we doing?
Build trust…
BEYOND THE BIG THREE
Board + “thank you” call
means37% bigger gifts
Welcome Kit• Personalized cover letter
• Most recent newsletter
• Annual report
• Recent press clip
• Invitation to an upcoming program or event
• Maybe a sticker, pin or magnet
Offer choice in communications…
Personalize & segment…
Throw cultivation parties…
How will I know if this is working?
What’s your retention rate?
What’s your conversion rate?
Thank you for spending your valuable time with me today!
Please stay in touch. -- Tina
TinaFCC on Twitter
www.fundingchangeconsulting.com
Sponsored by:A Service
Of:
Find listings for our current season of webinars and register at:
NonprofitWebinars.com
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