Donor engagement and relations
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Transcript of Donor engagement and relations
Donor Engagement and Relations
The Marshall Foundation
Lynne M. Wester
Status Quo?
• Receipt within 48 hours
• Acknowledgment within…?
• Is that all?
• Don’t send a decal, magnet, pen, etc
• Special Event Fundraising isn’t Best Practice
• Don’t ask again right away
What If?
• You were able to raise your first time donor retention from 48% to 58%?
• What would that means in terms of $s and Donors?
• How does that effect your pipeline?
• Happy Donors tell…
• Unhappy Donors tell…
Too Much Looks Like Everything Else
WHAT WE THINK DONORS WANT
• Gifts
• Plaques
• Certificates
• Donor Honor Roll
• Fancy Events
WHAT DONORS REALLY WANT
Access
Information
Experiences
Why?
• If a donor is stewarded properly he or she is more likely to continue to give
• 93% of individual donors would definitely or probably give again the next time they were asked if a charity thanked them promptly, in a personal way and followed up later with a meaningful report on the program they had funded.
• 64% would give a larger gift• 74% would continue to give indefinitely
» (Source: Penelope Burke – Donor Centered Fundraising)
Further…
• 61% of donors would increase their donations if they had greater access to information about an organization’s performance and use of their funds
» (Source: Adrian Sargeant – Robert F. Hartsook Chair in Fundraising, The Center on Philanthropy at the University of Indiana)
WE NEED:
• More imaginative and courageous communications
• All we need to do is to write brilliantly, package it superbly, and to present it in a way that will captivate, thrill and inspire
Tell the right stories
to the right people
at the right time.