Saying "Thanks!" Instead of Asking "Please?"

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Presented by Jann Schultz, AVP Donor Services, Operation Smile and Stacey Baxter, USA Retention and Engagement Director, Compassion International, July 2013. Two organizations with very different acquisition strategies review the results of their welcome and acknowledgement programs, sharing how thanking donors on a regular basis and expressing gratitude without an ask for a gift is an important piece of the donor relationship puzzle.

Transcript of Saying "Thanks!" Instead of Asking "Please?"

Saying ‘Thanks’ Instead of Asking ‘Please?’

CASE STUDIES FROM:COMPASSION INTERNATIONALOPERATION SMILE

Introductions

Tim Beloyed – SFI Non Profit

Stacey Baxter, Compassion InternationalJann Schultz, Operation Smile

Primary Offer: Sponsor Child $38/Month15o,000 New sponsors acquired each year 70% Live Events/Speakers/Advocates 20% Internet 10% Other (Direct Mail, Radio, Partnerships)

Compassion International

~90,000 new donors acquired in 2012 19% DRTV 21% Online 40% Direct Mail 12% Telefundraising 8% Other

Primary Offer: Single Gift @ $240 Secondary Offer: Monthly @ $18 or $20

Welcome Series: The Important First 6 Months

Onboarding New Donors

Welcome strategy driven by channelGoal: Second Gift Conversion

DRTV DonorsDirect Mail & TelefundraisingOnline

2011 TEST: Addition of an “evergreen” newletter

DRTV Thank You Kit (English)

Modified Welcome Kit

57% Open Rate23% Click Through Rate

88% - 90% Response Rate on Child CommitmentsAnother 5% additional gift response

Add UCF Insert

Operation Smile Acknowledgement Series

Specific to each appeal or campaign

Each appeal/campaign has it’s own, unique acknowledgement copy

All acknowledgements have a soft ask in the P.S. on the letter

In addition – we have a generic TY Series that follows a second gift given to the same appeal

Thank YouExample

Thank You Series Example Reporting

Spring 2012 Appeal

Results from the initial Acknowledgment and the three generic responses.

Christmas Presents!

Annual Thanksgiving Gratitude “Voice Blast”

Delivered by member of Exec Team

Bill Kliewer, CEO (English)Dr. Ruben Ayala, SVP International Programs(Spanish)

AUDIO ENGLISHAUDIO SPANISH

Other ways to say thank you…

Show how donations make a difference

Handwritten notes cards with before/after photo and storyCampaign reports with updatesInclude a letter from a grateful parent (in our appeal acknowledgement)

Major Gifts• Acknowledgement signed by Co-founders• $10K+ - Personal Thank You Calls

• Major Gift Officer• Co-founder

• Handwritten note from Co-founder

Donor Care Program-Mid-Level Gifts• Acknowledgement• General File - $1000+ - Personal Thank You Call• DC Program - Gifts of any size receive personal

TY Call• Handwritten note from Donor Care Associate

General Donors-Direct Response• Acknowledgement • <$99 – Thank You VM • >$100 – Personal Thank You Call

• If unable to reach by phone – e-mail or handwritten note from Donor Relations Specialist or Volunteer

Thank You Strategy

Say the two words “thank you” often.

But also show it. You can never do that too much.

Seize opportunities!A recent independent study reveals that child sponsorship really works!

44% open rate; 13% click through rate

gratitude to donors without an ask:

Visuals for Operation Smile answer go here

TOP TAKEAWAYS?

Thank You!Saying ‘Thanks’ Instead of Asking ‘Please?’

Tim Beloyed – Senior Director Client Services at SFI NonProfit

#651.233.5011 or tbeloyed@sfinonoprofit.com

Stacey Baxter– USA Retention & Engagement Director at Compassion International

#719.272.4660 or sbaxter@us.ci.org

Jann Schultz– Associate VP, Donor Services at Operation Smile

#757.321.7645 or jschultz@operationsmile.org