Attracting and Keeping Donors Attracting and Keeping Donors What You MUST Tell Your Donors
May 17, 2015
Attracting and Keeping DonorsAttracting and Keeping DonorsWhat You MUST Tell Your Donors
OverviewOverview
Donor DevelopmentDevelopment
Attracting DDonors
Growing Donorsg
Developing DonorsDonors
Simple PlanSimple Plan
Conclusions
Perspectives Consulting Group, Inc.Perspectives Consulting Group
Since 1987, providing information d l i th t k thand planning that make the
difference for:
• Nonprofit Organizations• United Waysy• Religious Organizations• Governmental Organizations• Educational Institutions
Using ResearchDonor Development
Attract
GrowGrow
Develope e op
Perspectives Consulting Group, Inc.Attract
New donors contribute to organizationorganization
Perspectives Consulting Group, Inc.Grow
Donors t ib tcontribute on a
regular basis
Donors increase the amount of
their gift
Perspectives Consulting Group, Inc.Develop
Donors bring gother donors to
organization
Donors contribute tocontribute to
special requests
Donors advocate for organization
Attract
What Donors Need to Know to be Attracted
1) Aware of your issue
2) Perceive your issue to be important
3) Aware of your organization
4) P i th t i ti4) Perceive that your organization addresses the issue effectively
Issue Awareness
Are you familiar with needle exchange programs?Are you familiar with needle exchange programs?
70%
55.0
%
40%
50%
60%% %
%20%
30%
40%
5.5%
18.3
%
20.7
3.0%
0%
10%
Very Somewhat Not very Not Unsure/NA
*** Telephone survey of city residents
Very familiar
Somewhat Familiar
Not very familiar
Not familiar at
all
Unsure/NA
Issue Perception
The county has50%
60%
The county has sufficient arts activities and 4
1.7
%
40
.7%
30%
40%
cultural events
5.0
%
3.3
% 9.3
%
0%
10%
20%
0%
Strongly disagree
Disagree Agree Strongly agree
Unsure/NA
*** Telephone survey of county residents
Organization Awareness
Have you ever heard of an organization called ?Have you ever heard of an organization called _____?
43.7% Yes
50.3% No
6.0% Unsure
*** Telephone survey of area residents
Organization Awareness
Have you ever heard of an organization called ?Have you ever heard of an organization called _____?
*** Telephone survey of area residents
Organization Perception
Help/AssistanceH l l (8 d t )Help people (8 respondents) Helpful (40 respondents)Helping the community (2 respondents)
Positive/ComplimentsCaring (2 respondents) Good organization (2 respondents) Honesty & putting back into the
74.0% Words
21.8% NoneHonesty & putting back into the community
Negative/Concerns
3.5% Unsure/NA
0.8% Have not heard of
Bad experience Crooks (4 respondents) Never seen them help anyone Not good (2 respondents)Not good (2 respondents) Spend too much money Yuck
*** Telephone survey of county residents
Organization Perception
Good place to go (19 respondents)Good place to go (19 respondents)Treatment (17 respondents)Helping/helpful (14 respondents)Cancer (11 respondents)Friends have gone there (10 respondents)Great place (7 respondents)Great place (7 respondents)Wife went there (6 respondents)Very good (6 respondents)Wonderful place (6 respondents)Wonderful place (6 respondents)Pretty good (5 respondents)
*** Telephone survey of county residents
Organization Perception
CancerCancer (11 respondents)Cancer treatment (3 respondents)Specialize in cancer (3 respondents)
FacilityBig beautiful buildingExcellent facilityGood facility
Good/GreatGood place to go (19 resp.)Great place (7 resp.)Very good (6 respondents)
MiscellaneousFundraising (3 respondents)Hope I don’t have to go
Positive WordsHelping/helpful (14 respondents)Wonderful place (6Specialize in cancer (3 respondents)
Cancer center (2 respondents)Breast cancerPeople with cancer
Care/TreatmentTreatment (17 respondents)Caring (4 respondents)
Good facilityState of the art
Family/RelativeFriends have gone there (10 resp.)Wife went there (7 respondents)Dad went there (3 respondents)
Very good (6 respondents)Pretty good (5 respondents)Good thing (4 respondents)Good service (2 respondents)Good to have it around (2 resp.)Do real good job
Hope I don’t have to goHospiceIf needed, they’re thereJust know it’s thereNever been there personallyNever been, heard good things
Wonderful place (6 respondents)Nice place (5 respondents)Hope (3 respondents)Help (2 respondents)Okay (2 respondents)Outstanding (2Caring (4 respondents)
Excellent care (3 respondents)Good care (2 respondents)Care centerMore than physical - but total health careTake care of patients
Dad went there (3 respondents)Family (2 respondents)Husband (2 respondents)Brother-in-law had treatmentEx father-in-law went thereFirst wifeFriend said it saved her lifeGrandmother
Do real good jobGoodGood collaborationGood ideaGood jobGood job at advertisingGood resultsGreat
thingsNot just for elderlyOption for peoplePrecautionResearch centerResearch programWas told to visitWhere to go when
Outstanding (2 respondents)Best placeBest thing I’ve been toExcellent serviceExceptionalFabulousFriendlyGrandmother
Mom died of cancerMother volunteersMother/brotherPositive results on parentsSaved father-in-lawSecond opinion for daughterTook care of mother who survived
GreatGreat place to volunteer
Where to go when referredWish it had been there 60 years ago
FriendlyGlad it’s thereGo thereHealingHealthKindLots of good stuffLove them
Negative WordsNot satisfied (3 respondents)DeathDoes not go thereFear
ServicesRadiology (3 respondents)Blood transfusionsCheckups colonoscopyChemotherapyCoffeeCookies Took care of mother who survived
Wife went there
LocationDowntown (4 respondents)Convenient (3 respondents)Park Street (3 respondents)West Michigan (2 respondents)
Love themPeacePositive experienceQuickReliefSupportSurvivalThorough
FearNot crazy about it - lost friendsNot happy - been lied to - husband died in their careNot happy - wife died therePoliticalSadSick peopleToo far to walk
Radiation
StaffAmazing staffDoctor DunnDr. LStaff
*** Telephone survey of county residents
g ( p )Another great place in KalamazooGoes to DetroitKnow location
gTrustVery compassionateVery pleasantWonderfulWonderful attention
Unsatisfied - couldn’t get wife in for 2 weeksYuck
Very nice peopleVery nice staff
Awareness and Perception Machine
Issue Awareness
Issue Perception
Organization Awareness
Organization PerceptionPerception
What You Need to Know to Attract Donors
What is the a areness• What is the awareness of your issue?
• What is the perceptionof your issue?y
• What is the awareness of your organization?
• What is the perception of your organization?
Relevance
Relevance:- relation to the matter at hand- practical and social applicability
Y tt ti d ill b b dYour success attracting donors will be based on how relevant your issue and organization is to donorsdonors.
Grow
What Donors Need to Know to Grow
What did you accomplish with my contribution?What did you accomplish with my contribution?
Did you use my contribution effectively?y y y
Did you thank me?
Did you ask nicely?
Accomplish with Contribution
Donors were 60%70%80%
asked about communicating th i t f %19
.4% 64
.5%
2.5%30%
40%50%60%
the impact of their contribution 3.
6%
1
12
0%10%20%
Exceeded Met Did not meet Unsure/NAexpectations expectations expectations
*** Mail survey of recent donors
Use Contribution Effectively
Donors rating the effectiveness
% Respondentsthe effectiveness
of the organization at
Very effective 46.6%
Somewhat effective 44.4%gaddressing community
Neither effective nor ineffective 5.0%
Somewhat ineffective 1.4%
needs Very ineffective 0.0%
Unsure/NA 2.5%
*** Mail survey of recent donors
Did You Thank Me?
Respondents% Total Respondents were asked to
indicate their top
Respondents
Thank-you letter 61.3%
Receipt for tax purposes 52.0% indicate their top choices of ways they would like
No thanks necessary 50.6%
Annual recognition publication 8.9%
Lapel pin 7.9% yto be thanked or recognized for
th i
p p
Thank-you phone call 7.9%
Small gathering reception 3.6%
Recognition lunch or dinner 3.3%their
participation as a donor
g
Small gift 1.1%
Other 2.9%
Unsure/NA*** Mail survey of recent donors
donorUnsure/NA
* Responses total more than 100% as respondents were able to name up tothree ways they would like to be thanked
*** Mail survey of donors
Building a Relationship - AskingDid You Ask Nicely?
R dRespondents were asked how
satisfied they% Respondents
satisfied they were with the fundraising
Very satisfied 41.6%
Satisfied 26.7%
N i h i fi d di i fi d 22 3%fundraising
process and how they had been
Neither satisfied nor dissatisfied 22.3%
Dissatisfied 3.5%
Very dissatisfied 5 0% asked to contribute.
Very dissatisfied 5.0%
Unsure/NA 1.0%
*** Telephone survey of county residents
*** Mail survey of recent donors
Perspectives Consulting Group, Inc.2007 Charitable Giving & Volunteerism Survey
5.2% of Michigan
h h ldhouseholds said they had
financialfinancial resources
available to donate to
charity
Perspectives Consulting Group, Inc.Donor Communication
What to say
How to say it
Wh t itWhen to say it
How often toHow often to say it
What to Say
Most important factor when deciding to give to aMost important factor when deciding to give to a nonprofit/charitable organization
2006
Statistics about results of the charity 37.3%
Information about the trust and accountability of the charity 26.0%
Stories about the impact of the charity on people's lives 25.0%
Unsure/NA 11.7%
*** Telephone survey of county residents
How to Say It
Where do you get information about the district?
Sources Parents Community
h l lSchool newsletters 85.5% 73.5%
Children 59.8% 7.1%
Newspaper 40.2% 53.4%
Parent-teacher conference 40.2% 4.6%
District Web site 38.5% 11.7%
Neighbors/Friends/Relatives 34.2% 42.0%
School staff 28.2% 11.7%
Meeting/Presentation 21.4% 7.1%
Television 10.3% 11.0%
*** Telephone survey of district residents
Radio 7.7% 7.1%
When to Say It
When would you prefer to receive information about y pthe 2006 Gilmore Keyboard Festival?
% First-time % Out-of-state
attendees attendees
About six months ahead (November 2005) 29.7% 46.1%
About three months ahead (February 2006) 42.8% 36.3%
F t th t t k h d (M h/A il 2006) 20 7% 7 8%From two months to two weeks ahead (March/April 2006) 20.7% 7.8%
Less than two weeks ahead (Mid-April 2006) 0.7% 0.0%
Unsure/NA 6.2% 9.8%
*** Mail survey of festival attendees
When to Say It
United Way donors were asked when they decided y ythe amount of their donation to United Way
% Respondents
During the campaign 61 0%During the campaign 61.0%
Before the campaign in July or August 15.5%
Before the campaign in January February or March 12 0%Before the campaign in January, February or March 12.0%
Before the campaign in April, May or June 4.0%
Unsure/NA 7 5%
*** Mail survey of donors
Unsure/NA 7.5%
Communication - FrequencyHow Often to Say It
Donors were asked how often50%
60%
asked how often they would like to
receive information 45.9
%
% %20%
30%
40%
50%
on the impact and results of their
t ib ti2.
2%
2.9%
24.0
%
25.1
%
0%
10%
20%
Monthly Quarterly Twice a Annually Unsure/NA contributionMonthly Quarterly Twice ayear
Annually Unsure/NA
*** Mail survey of recent donors
*** Telephone survey of donors
What You Need to Know to Grow Donors
Do donors understand what you have done withDo donors understand what you have done with their contribution?
Do donors think you used their contribution effectively?
Do donors feel adequately thanked?
Do donors feel you asked nicely?
Consistency
ConsistencConsistency:- agreement or harmony of parts or featuresto one another or a wholeto one another or a whole
A consistent response to donors aboutptheir contribution, asking appropriately,and thanking donors is essentialf i dfor growing donors.
Develop
What Donors Need to Know to Develop
This organization meets or exceeds myThis organization meets or exceeds my expectations
Key Elements of the Donor Experience
Impact of contributionImpact of contribution
Effectively using contributiony g
Thanking
Asking
Overall giving experience
Test Your Donor Experience
Thank You!
Test Your Donor Experience
Communicate the impact of your contribution?
Impact of Contribution
Donors were 60%70%80%
asked about communicating th i t f %19
.4% 64
.5%
2.5%30%
40%50%60%
the impact of their contribution 3.
6%
1
12
0%10%20%
Exceeded Met Did not meet Unsure/NAexpectations expectations expectations
*** Mail survey of recent donors
Effectively Using Contribution
Donors were
%60%70%80%
asked about how effectively the
i ti %
66.3
%
30%40%50%60%
organization was using their
contribution
3.6%
27.2
%
2.9%
0%10%20%
Exceeded Met Did not meet Unsure/NAcontribution Exceededexpectations
Metexpectations
Did not meetexpectations
Unsure/NA
*** Mail survey of recent donors
Thanking
Donors were %50%
60%
70%
Donors were asked about how
they were 4.1%
57.3
%
%20%
30%
40%
50%
ythanked 2.
2%
34
6.5%
0%
10%
20%
Exceeded Met Did not meet Unsure/NAexpectations expectations expectations
*** Mail survey of recent donors
Asking
Donors were
%70%80%90%
asked about the solicitation or f d i i
22.2
% 71.3
%
30%40%50%60%
fundraising process 3.
2%
3.2%
0%10%20%
Exceeded Met Did not meet Unsure/NAexpectations expectations expectations
*** Mail survey of recent donors
Overall Experience
Donors were %70%80%90%
asked about their overall
i ith9.
4%
76.3
%
30%40%50%60%70%
experience with the organization 3.
2%
1
1.1%
0%10%20%
Exceeded Met Did not meet Unsure/NAexpectations expectations expectations
*** Mail survey of recent donors
Perspectives Consulting Group, Inc.2007 Charitable Giving & Volunteerism Survey
11.3% of MichiganMichigan
residents said they had time available to volunteer
What You Need to Know to Develop Donors
What are donors’ expectations?What are donors expectations?
Are you exceeding their expectations?e you e ceed g e e pec a o s
Power
Po erPower:- ability to act or produce an effect
Providing donors an opportunity to maximize their power is the key to developing donors.p y p g
Perspectives Consulting Group, Inc.Donors Expect
R lRelevance
Consistency
Power
Simple Plan
Understand your donors
Focus your effortsefforts
Create the donorCreate the donor experience
Understand Your Donors
What is the awareness and perception of your issue?
Wh t i th d ti fWhat is the awareness and perception of your organization?
What are donors’ expectations and are you meeting those expectations?p
Focus Your Efforts
Attract
GrowGrow
Develope e op
Create the Donor Experience
C i i f ib iCommunicate impact of contribution
Effectively using contributionEffectively using contribution
ThankingThanking
Asking
Overall giving experience
ConclusionsConclusions
Conclusions
Attract
Grow Relevance
Consistency
DevelopPower