www.achieve-consultants.co.uk The Donor Journey - developing relationships
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www.achieve-consultants.co.uk
The Donor Journey- developing relationships
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Gill Jolly BSc (Hons) FInstF (Dip)
Director
Consultants LtdManagement, Fundraising and
Training
Why look after them?It’s politeThey are your friendsIt’s a two-way processIt gives the donor reassurance It will help with repeat donationsIt helps build the donor relationship and through them you can learn many things which can help with better targeting in the futureIt enables you to keep up with developmentsIt’s cost effective
Donor motivationsThis image cannot currently be displayed.
Reasons for giving
These are many and varied
We needto understand our potential donors
Prince and File
Communitarians – give because it makes senseDevout – give because it is God’s willThe Investor – give because it is good businessThe Socialite – give because it is funThe Altruist – give because it feels rightThe Repayer – give in return.The Dynasty – doing good is a family tradition
Sargeant
Personal Utility
Tangible Utility Emotional Utility
Delivered Utility
Securing support
Ask: what do they want?
Ask: what do you want?
Ask: what have you to offer?
How easy do we make it?
Less than half of charities can answer a simple enquiry consistently across mail, email and telephoneOne fifth (email) and two thirds (mail) take longer than 10 days to respond to an offer of financial supportRegular giving is promoted in two thirds of responses to an offer of financial supportConsistently over three years, we were successful in giving away money in only half of our attemptsFewer than one fifth of opportunities to save a lapsing regular donation were attempted
Saying thank youThis image cannot currently be displayed.
Start by asking questionsHow soon after a gift is received do we send a thank-you letter?Do we note the amount of the donation?Do we send notices to both the giver and the receiver, for gift memberships?Do we recognise long-term and repeat donors? If not, is our system capable of this?Do we acknowledge they are signed up to gift aid?What kind of information do we have on our donors?f any, what kind of donor feedback have we received on hank-yous?Do we round the circle and link the TQ to the ask?
Promptness –when should you reply?
When do you reply?
What do you say?
Is it personalised? - ‘Dear Gill’ vs. ‘Dear Friend’
Do you start with something other than ‘Thank you for your gift of...’? - Use an exciting lead.
is a repeat gift, different letter than previous ones?
u also thank the donor for their:t generosity (and indicate all it has made possible)?
ntinued contributions/support?
you need to thank them for something specific? Membership renewal.
pecific appeal.n-memory gift.apital campaign (focus on all the good this new ding/machine/wing will do)......
we link the TQ to the ask?
a. An additional ‘ask’.b. An upgrade to monthly giving or other programme.c. A gift reply envelope (even if there is no ask).d
Use more ‘you’ than ‘we’ and ‘our.’
Your £200 will enable people to ....
How do you say thank you?
Find new ways to thank
Find new ways to thank
Simple, engaging, proactive
ear Gary, Angela & Joseph,
hank you for your kind in memoriam onation of £25.00 to Helen & Douglas ouse. As a charity we are almost ntirely dependant on the generosity f people such as yourself and we are ost grateful for your contribution.
Each donation we receive makes such a huge difference to the care and support that we provide for the children, young people and families that visit us here. Your money goes towards anything from employing a Care Team member to provide one to one care for each guest, to helping to pay for our gas and electricity.
If you would like to come to Helen & Douglas House to see the difference your gift can make first hand please reply to this e-mail. We hold a number of Open Mornings throughout the year as well as an Open Day in September.
Th k f t
Welcoming donorsThis image cannot currently be displayed.
Welcome email
Deeper engagement
Getting and keeping info
Make sure you record your donors
How good are your relationships?
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Have a planThis image cannot currently be displayed.
The planThis image cannot currently be displayed.
f you don’t know where you are going you are almost certain to end up somewhere elseMark Twain)
A dream is just a dream. A goal is a dream with a plan and a deadlineHarvey Mackay)
Have a plan
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plan for donor development/maintaining relationships enable you to:
entify the time involvedecide who is responsible for carrying out various taskset a general budget for this activityork out if you have sufficient human and technological ources to do this
se people’s contacts effectivelynsure your materials give clear and consistent messageseep your communications regular, appropriate and well aced outnsure you are clear about everyone’s roles and
The process This image cannot currently be displayed.
What you want to achieveWhere you are now How you will get where you want to be
Aims of planThis image cannot currently be displayed.
ou may wish to:
ncrease the number of repeat donationsThe size of repeat donationsncrease the number of donors giving through committed
giving methodsnvolve donors more in activities and other fundraising Understand the profile of donors moreFind new donors using data on existing ones as a guide
A few hints & tips
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Keep donors informedThis image cannot currently be displayed.
Make sure you are available!
Look after people who have been involved in past – your ‘alumni’
Gap analysis
ke sure u talk same guage
a way they e their mmunications
Be sincere (and not just out to fleece them!)
Put yourself in their shoes
Thank them then ask them to support you again
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Short term wins, long term gains
Keys to success
PlanThis image cannot currently be displayed.
Good luck
Gill Jolly BSc (Hons) FInstF (dip)
Consultants
tel/fax: 01449 612660e-mail: [email protected]
Thank You
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