RACHEL RAMJATTAN, CFRE. Stewarding Giving Day Donors How to Convert First Time Donors to Loyal Friends

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1 RACHEL RAMJATTAN, CFRE Stewarding Giving Day Donors How to Convert First Time Donors to Loyal Friends

2 What We Will Cover Today Retention & Stewardship Matters Creating an Awesome Donor Experience Continue the Conversation

3 Retention & Stewardship Matters Calculating your Donor Retention Rate DRR = # donors gave yr 2 / # donors who gave yr donorswho gave yr 1, 40 of those gave in year 2. Retention rate = 40/100 = 40%

4 Retention & Stewardship Matters

5 Why Retention Rates Matter It costs 6-7 times more to find a new donor than it costs to renew an existing donor. Dr. Adrian Sargeant a 10% increase in your Retention Rate doubles lifetime value of donor file. Average Retention rate is just 46%.

6 Stewardship Matters Taking positive steps to reduce gift and donor losses is the least expensive strategy for increasing fundraising income. Roger Craver

7 Stewardship Matters

8 Why Donors Stop Giving Thought the charity did not need them (5%) No information on how monies were used (8%) No memory of supporting (9%) Never thanked for donating (13%) Poor service or communication (18%) Others more deserving (36%) Source: Why Donors Stop Their Support

9 What Drives Donors Nuts Misspelled names Late/missing tax receipts Receiving unsolicited s if they haven t opted in Generic letters that feel like mass mailers Over soliciting Ignoring preferences.

10 Donor Have Different Needs New Donor Who are you? What do you want? Why should I trust you? Why do you matter? How do you relate to me? What s the rush? Existing Donor How did you use my gift? Are you grateful? What do you want Now? Do you have proof? Again: who are you? What s the rush?

11 Creating an Awesome Donor Experience Treat your donors like first dates: Thank you call, followed by Welcome , followed by Personal thank you letter (or handwritten note) sent within 48 hours, followed days later by A welcome packet, followed by Regular multi-channel communications to express gratitude and convey impact.

12 Thank You Call New donors who receive a call within 48 hours of making their first gift will give 40% more next year. Penelope Burk Hi <Donor First Name>, This is <Name>, <Role> at <org name>. I just called to welcome you to the <org name> family and say how much we appreciate your gift this <Giving Day>. You really helped us maximize the matching gift from the <Foundation Name>! Do you have any questions about how your gift will be used?

13 Follow Up Questions What inspired you to support <org name> today? Ask open-ended questions about the donor s family, interests, work, birthday, and history all the things you would ask someone who you were just meeting, and who you hoped might become a true friend. Invitation to visit to see their gift at work.

14 Welcome Hi <Donor First Name>, Congratulations! You have taken a big step to <org mission> by supporting <org name>. We can t do what we do without your compassion, dedication, and support, and you aren t going down this road alone. You ve joined a fantastic team of big-hearted people who want to make a positive impact in the world. Look what we re doing together. <link to video where they can learn more about the impact you re creating together. Here s an example from Charity Water.>

15 Letter or Handwritten Note Dear <First Name>, I thought of you this morning when <insert quick story that illustrates your work>. You re the one that helped <beneficiary name>. Because of you, the doors of <org name> were open at the time <beneficiary name> needed you most. Thank you for being part of the <org name> family. Together we re changing lives, one day at a time

16 Letter or Handwritten Note

17 New Donor Welcome Kit Welcome kits may be deployed via drip campaigns or in print via the postal service. You might include: A letter from the Executive Director Printed newsletter or links to newsletter archives A bookmark with impact statements A response device which includes the opportunity for monthly giving and a brief, two question survey Annual/Gratitude Report Click here to see a wonderful example from Mercy Corps.

18 Continue the Conversation Planning your multi-channel communications. Thank you within 24 hrs Newsletters showing impact Print 4-12 times per year monthly or twice a month Annual Report (end of year or beginning of next) Special Invitations a few times a year Social Media daily, weekly, or several times a week depending on the channel

19 Suggested Touch Points January - Annual gift summary/tax receipt February - Valentine s Day card March Spring appeal April Thank you with success story May Newsletter showing impact June - Summer/Back to School appeal

20 Suggested Touch Points July Thank you with success story August Newsletter showing impact September Fall appeal October Thank you with success story November Thanksgiving card December - Year end appeals, impact stories

21 Helpful Resources 20 Phrases that Make Donors Feel Like Heroes Create Fridge-Worthy Donor Thank Yous A Free Thank You Letter You Can Swipe Click Here to Delight Your Donors with Greeting Cards

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26 What is the impact of the NFG Premium + Coaching Product Suite? Nonprofits increase revenue by as much as 45% and the results come with a money-back guarantee Fundraising Revenue Before $235K Coming from: Special events Direct mail, online gifts Program grant After $351K COMING FROM: 100% Board giving Additional grants Single special event Major gifts Annual fund Peer-to-peer fundraising In-kind gifts Fundraising Effectiveness

27 Turn board and volunteers into fundraisers.

28 Acquire and renew more donors online.

29 Retain, upgrade, and build relationships with donors.

30 Get how-to help & coaching from fundraising experts.

31 THANK YOU! Questions? Rachel Ramjattan, CFRE

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