double your donors - afp suncoast · 2019. 1. 31. · middle donor program (middle and major gift...
TRANSCRIPT
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Double Your DonorsYour Four Step Plan
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Fewer Donors Are Giving**The Chronicle of Philanthropy, June 2018
66.20%
55.50%
2000 2014
Fewer Givers Giving
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But They are Giving More
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Why?* *The Chronicle of Philanthropy June, 2018
National Reasons
1. Concentration of wealth
2. Generation “X” is smaller
3. More ways to support causes
4. Less giving to religion
Organizational Reasons
1. Major gift focused (relationship based, donor-centric)
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Is This Your Shop?
Direct Mail
Events and Sponsorships
Major Gifts
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Dual Goals
• Increase your donors AND
• Increase revenue
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Organization Building Blocks in Place?
Mission Vision Values
Plan Priorities
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BIG Ideas Beget BIG Gifts
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Demonstrate Impact at Every Level
• Save or change a life – smaller gifts
• Solve a societal problem – larger gifts
• But it depends!9
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Step One: Investigate
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Realized Table of GiftsGiving Level Number of Gifts 3
years agoNumber of Gifts 2 Years ago
Number of Gifts Last Year
Number of Donors Rated
$100,000 0 2 0 5
$50,000 0 5 1 10
$25,000 0 7 4 20
$10,000 2 13 8 41
$5,000 10 15 20 37
$2,500 6 15 25 51
$1,000 27 40 31 75
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Name by Name, Identify Your Critical Few
Major Gift Level
High Capacity/Less
Engaged
High Capacity/More
Engaged
Lower Capacity
Lower Interest
Lower Capacity High Interest
Middle Donor Level
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Leadership Commitment?
Constituency High Medium Low
CEO X
Rest of senior staff X
Program staff X
Board X
Volunteer leadership X
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Personal Capital
Human
Intellectual
Network
Financial
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“All In” Ernie Ludy, Founder Medstat
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Ask & Close Metrics• Asks made within donor plan timeline
• Yes/Success Rates
• % of closed gifts to requests made
• % of amount received to amount requested
• % of amount received to capacity rating
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Existing Lapsed New
*Roger M. Craver
Likelihood of Obtaining an
Additional Gift60% -70%
20% -40%
2%
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Crunch More Numbers
• Retention rate• New, 2-4 years, long loyal
• Dollars raised/lost
• Upgrade & conversion rates
• New Donors• Dollars raised/lost
• Return on Investment/Cost per Dollar Raised
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Evaluating Calls & Visits
Call Metrics
• Approaches with most success
• Email, Note, Call
• From whom
• Number of calls to get one appointment
• Time of day with most success
• Day of the week with most success
• Three reasons with most success
Visit Metrics
• Number of visits
• Visit plans completed
• Visit outcomes
• Visit yield (long-term)
• Manage calendars
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The Tarnside Curve of Involvement*Developed by Patrick Boggen, Tarnside Consulting, UK
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Know Your E (engagement) Scores
Attended visionmeeting
Hosted an event Raised money Introducedpotential donors
Served on high level committee
5 points 3 points 3 points 2 points 5 points
Participated inDay of Service
Took tour and brought a friend
Trustee Provided high level advice
Provided high level expertise
3 points 3 points 8 points 4 points 4 points
Attended Annual Gala
In touch with program staff
In touch with other donors
Took part in our signature walk
Participated in satisfaction survey
1 point 2 points 3 points 2 points 1 point
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Donor Satisfaction
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Step Two: Write Your Plan
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Projected Table of Gifts
Gifts
Amount
Number of
Gifts Needed Subtotal Cumulative % Needed Identified Closed Gifts
Prospects
Still NeededNeeded
Factor
$100,000 1 $100,000 $100,000 10% 3 3 3
40% $50,000 2 $100,000 $200,000 20% 6 6 3
$25,000 6 $150,000 $350,000 35% 18 18 3
$10,000 15 $150,000 $500,000 50% 45 45 3
40% $5,000 25 $125,000 $625,000 63% 75 75 3
$2,500 45 $112,500 $737,500 74% 135 135 3
Number of Prospects
$1,000,000
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• SMART overarching (integrated) goals
• Clear action steps
• RASCI for each step
Your Plan
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Pipeline Goals
1. Increase donor retention for year one donors from x to y by
2. Increase donor retention among $1,000 from x to y by
3. Increase donor satisfaction from 81% to 95% by
4. Increase upgrades from 25% to 50% by
5. Acquire 50% new donors for signature event
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10 Reasons Why Monthly Giving is a Good Idea**McKinnon and Target Analytics
1. Likely to give 100 to 1,200 more
2. More likely to participate in special events and drives
3. Tend to stay for five to 10 years
4. Revenue is predictable
5. Are younger and our population is aging
6. Lower fundraising costs
7. Convenient for donors and the organization
8. Lifetime revenue per donor is higher
9. Sustainers over five years consistently give 2-4 times as much as donors who give once a year
10. Loyal donors include you in their wills
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Step Three: Achievable Strategies
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Middle Donor Program (Middle and Major Gift Program)
1. Vision meetings
2. Donor Visits
3. Strategic Follow-up
4. Stewardship
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Vision (Issue) Meetings
• Goals
• Setting
• Invitation
• Program
• Evaluate
• Follow up
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Donor Visits
• Discovery
• Donor Plan
• Engagement implementation and follow up
• Solicitation
• Close
• Stewardship30
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Strategic Follow-up
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Stewardship is Your Super Power
Retention and Upgrades Acquisition and Retention
• Attracts new donors
• Keeps new donors
• Spreads the word
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Trust at the Heart of the Matter
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Stewardship
1. Thank within 24 to 72 hours
2. Call, especially new donors
3. Welcome packages
4. Invitation
5. Recognize
6. Demonstrate impact through reports, videos, experiences (moments), visits
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Segment Your Market
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Program, Calendar, Policies and Materials
Tailor and Personalize for mid-level and top donors & volunteers
Part of Major Gift Donor Strategies
Metrics and Donor Satisfaction
Write a Stewardship Plan
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• CEO
• Senior and program staff
• Beneficiaries and their families
• Marketing & Communications colleagues
• Trustees, volunteers
• “Graduates”
• Everyone!
Enlist Others (Find Champions)
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Develop or Strengthen Culture of Philanthropy
• “Everyone understands, embraces, believes in, and acts on his or her role in philanthropy in an ethical, donor-centric manner.” * *The Osborne Group, Inc.
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Create a Suite of Tools• Micro-documentaries (2
minutes or less)
• Webinars
• Photos
• Experiences
• Reports
• Phone calls
• Visits
• Periscope
• KEEP IT FRESH
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Step Four: Make It Happen
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Get Started
• Everything doesn’t have to be perfect straight out the gate
• Begin
• Measure
• Course Correction
• Celebrate wins along the way
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