Finding and Keeping Monthly Donors
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The document discusses strategies for developing successful monthly giving programs. It provides an overview of various monthly giving options including electronic funds transfer, credit cards, and checks. It also outlines essential components of an effective monthly giving program such as strong communications, integrated marketing, and senior management support. The document concludes by emphasizing the importance of loving donors through personalized outreach and increasing commitment through upgrade invitations.
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Finding and Keeping Monthly Donors
- 1. The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers Subtitles Presented by: Harvey McKinnon, Harvey McKinnon Associates Teva Harrison, Nature Conservancy of Canada Ryann Miller, Care2
- 2. about Citizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Commenting on blogs Traffic/Branding/Awareness Starting group (organizing) Joining nonprofits Advocacy Building Facebook fan base
- 6. 7 great reasons to act 1. increases income 2. better relationships 3. donors stay longer
- 7. 7 great reasons to act 4. predictability 5. savings 6. income grows over time 7. convenience
- 8. Cindy Williams gives $1000 per year to 10 charities She joins two monthly giving programs at $25 per month She has $400 left a case study
- 9. monthly giving options How many people give their monthly gifts? Electronic Funds Transfer (EFT) credit cards checks
- 10. a few myths it didn’t work small amount of money access to bank and credit card info our donors are too old
- 12. essential components 1. effective processing 2. strong communications
- 13. essential components 3. integrated marketing 4. senior management support
- 19. Slide courtesy of James Julien, Public Outreach
- 22. Canada’s Vancouver most Island endangered Marmot mammal there are only 35 left in the wild case study: small animal charity
- 23. Marmot Recovery Foundation
- 24. Marmot Recovery Foundation annual average gift $25.38 single gift donors average annual $155.40 gift monthlies ratio 6.12
- 25. monthly giving revenue should increase annually
- 26. long term value of just 50 new monthly donors
- 27. Nature Conservancy of Canada
- 29. the promise of monthly giving
- 30. the impact of our investment 60% increase in 3 years 8,500 donors $2 million per year ~$235/yr per donor
- 31. diversified investment stream move between channels capitalize on good results reach a diverse audience
- 32. finding monthly donors direct mail telemarketing direct response television street canvassers online lead generation
- 34. - thank you calls - welcome kits - ask and listen - one receipt a year - gift amount is donor’s choice - no trades - personalized email - newsletter, 3 times a year - special newsletter inserts - only selectively solicit - thank you video - hyper-personalized letters
- 35. increasing the commitment upgrade invitations mail, telephone & email 8% upgrade annually lifetime value is key
- 37. thank you! questions? contact us! Harvey McKinnon harvey@harveymckinnon.com @harveymckinnon Teva Harrison teva.harrison@natureconservancy.ca @robotpilot Ryann Miller ryannm@care2team.com @care2team
Notes de l'éditeur
- Prompted
- Planned
- Hello, thanks so much for having me. I ’m here to talk about the monthly giving program at the Nature Conservancy of Canada, or NCC. In case you don ’t know us, NCC is Canada’s leading national land conservation organization, working to protect our natural lands and waters for the benefit of the wildlife that depend on them for survival, and of the generations of Canadians to come. We protect an average of 2 new properties every week, and in 50 years, we’ve helped to protect more than 2.6 million acres, but there’s much more to be done.
- We ’ve been around for 50 years this November, and the fundraising landscape has changed dramatically over that time. Direct mail, the least expensive acquisition tool we have, no longer delivers massive response. As the cost to acquire each new donor rises, our focus shifts from bringing in as many donors as possible with tools like premiums, to finding fewer donors, but making sure that they’re the most committed donors, and keeping them engaged in our mission.
- At the Nature Conservancy of Canada, we analyzed our file, and determined that the lifetime value of our monthly donors is approximately five times that of single gift donors. Because of this data, we decided to focus on growing our monthly file. To support this strategic position, we implemented a plan to test and diversify our acquisition channels. Simultaneously, we shifted resources to improve our donor care. It ’s important to us that our wonderful donors know how much we value them. If we want to keep these donors, we need to make our marketing choices with the donor at the centre.
- Since these donors give an average of $235 each year, it ’s worth spending a bit more to bring them in the door.
- We move our spending between channels based which program performs best so we can capitalize on good results. Using a variety of acquisition channels also helps us to reach a diverse audience. Each different channel reaches and engages a different segment of the population. Only by diversifying our source can we expand our reach. Our hope is to reach Canadians of all ages, living in urban and rural communities, with all different backgrounds, who share our values and want to be a part of the solution. Even in a perfect world, we couldn ’t find all of these people in one place, or by one method.
- We ’ve tested renting email lists in the past without success, but we’re in our second year of testing online lead generation through Care2, and we’ve had some great results. The Care2 model is different because the model gets a new supporter to take action, then we’re able to develop a relationship built on that initial action. While we get to know the new supporters online through email and surveys, the majority of the donations occur offline, by phone or mail. Once a donor has engaged on more than one channel, the likeliness that we’ll retain them increases dramatically. So even though we only have one year of results from this group, we feel optimistic that they will retain well. This channel is also introducing us to a new segment of the population, and this community is wonderfully aligned with our mission.
- These monthly donors are incredibly valuable, and now that you ’ve got them, you want them to stick around forever. So you want them to feel loved, and you want them to remember the amazing difference they are making for your cause. It’s important that we make sure that they feel included. Giving to NCC should make them feel good.
- hyper-personalized thank you letters
- Donors who upgrade retain better than those that don ’t change their gift amount. In fact, donors who decrease the amount that they give, but don’t cancel, also retain better. If you get a donor to do anything new, to re-engage, they stay longer. A downgrade is a continued commitment, on the donor ’s terms, which can be a very powerful choice.
- The value with these donors is in the longevity. You want to have a lasting relationship with your donors, and monthly donors are making a commitment to making a difference, which you are nurturing. It ’s a wonderful opportunity to be a significant part of something wonderful. That might be why 1 in 3 of our confirmed bequests were first monthly donors. The commitment these donors are making to our work is really special.