After The Gift: How To Build A Satisfied, Loyal Donor Base

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Everything you do after someone makes their first donation will determine if they will give that all-important second gift. 50-80% never do. And this is costing you money. Why? Because it’s much more expensive to find a new donor than it is for you to keep a current donor. This webinar will explain the reasons donors often stop giving to your organization and what you can do to change that.

Business Education

After The Gift:
How To Build A Satisfied, Loyal Donor Base

Tina Cincotti
April 11, 2012

A Service
Of: Sponsored by:

INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com

A Service
Of: Sponsored by:

Affordable collaborative data
management in the cloud.

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Today’s Speaker

Assisting with
Tina Cincotti
chat questions: Owner & Principal Consultant
April Hunt & Funding Change Training & Consulting
Riley Croft, Hosting:
Nonprofit Webinars Sam Frank, Synthesis Partnership

A Service
Of: Sponsored by:

Average attrition rate of 1st time
donors in U.S. = 80%

Comparison of Two Approaches

Transaction Relationship
Fundraising Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response, Lifetime value
return on
investment,
amount of gift
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis

“On behalf of the
board and staff, I
want to thank you…
blah, blah…”

Opera has a home in
Boston and it’s all because
of you.

A warm place to sleep.
A steady job. The keys
to their own apartment.

Did Chris Jahnke
knock your socks off or
what?

We sent 220 volunteers to
Joplin to help them rebuild.
Ten families are now living
in their homes again.

You helped send 220
volunteers to Joplin. Ten
homes were rebuilt and
families are living there
again.

Cue the Rolling Stones...

Satisfaction is #1

Welcome Kit
• Personalized cover letter
• Most recent newsletter
• Annual report
• Recent press clip
• Invitation to an upcoming program
or event
• Maybe a sticker, pin or magnet

Thank you for spending your valuable
time with me today!
Please stay in touch. -- Tina
617-477-4505
tina@fundingchangeconsulting.com
TinaFCC on Twitter
www.fundingchangeconsulting.com

Find listings for our current season
of webinars and register at:

NonprofitWebinars.com

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1. After The Gift: How To Build A Satisfied, Loyal Donor Base Tina Cincotti April 11, 2012 A Service Of: Sponsored by:

2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.com A Service Of: Sponsored by:

3. Affordable collaborative data management in the cloud. A Service Of: Sponsored by:

4. Today’s Speaker Assisting with Tina Cincotti chat questions: Owner & Principal Consultant April Hunt & Funding Change Training & Consulting Riley Croft, Hosting: Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:

7. Average attrition rate of 1st time donors in U.S. = 80%

9. This is not good…not good at all….

10.

11.

12.

13.

14. Comparison of Two Approaches Transaction Relationship Fundraising Fundraising Focus Soliciting donations Retaining donors Key measures Immediate response, Lifetime value return on investment, amount of gift Orientation Urgency of cause Donor relationship Time scale Short Long Customer service Little emphasis Major emphasis

15. Comparison of Two Approaches Transaction Relationship Fundraising Fundraising Focus Soliciting donations Retaining donors Key measures Immediate response, Lifetime value return on investment, amount of gift Orientation Urgency of cause Donor relationship Time scale Short Long Customer service Little emphasis Major emphasis

16. So, why do people stop giving?

17.

18.

19.

20. Isn’t there any good news?

21.

22.

23.

24.

25.

26.

27.

28. “On behalf of the board and staff, I want to thank you… blah, blah…”

29. “Thank you for your generous gift of…”

30. Opera has a home in Boston and it’s all because of you.

31. A warm place to sleep. A steady job. The keys to their own apartment.

32. Did Chris Jahnke knock your socks off or what?

33.

34.

35.

36.

37.

38.

39.

40.

41.

42.

43.

44.

45.

46.

47.

48.

49. We sent 220 volunteers to Joplin to help them rebuild. Ten families are now living in their homes again.

50. You helped send 220 volunteers to Joplin. Ten homes were rebuilt and families are living there again.

51.

52.

53.

54.

55.

56.

57.

58. More ways to improve donor loyalty…

59. THE BIG THREE

60. 1. Satisfaction 2. Commitment 3. Trust

61. Cue the Rolling Stones... Satisfaction is #1

62. Encourage feedback from donors

63. How are we doing?

64.

65.

66. Build trust…

67.

68.

69.

70. BEYOND THE BIG THREE

71.

72. Welcome Kit • Personalized cover letter • Most recent newsletter • Annual report • Recent press clip • Invitation to an upcoming program or event • Maybe a sticker, pin or magnet

73. Offer choice in communications…

74. Personalize & segment…

75. Throw cultivation parties…

76. How will I know if this is working?

77. What’s your retention rate?

78. What’s your conversion rate?

79.

80.

81.

82.

83.

84.

85. Thank you for spending your valuable time with me today! Please stay in touch. -- Tina 617-477-4505 tina@fundingchangeconsulting.com TinaFCC on Twitter www.fundingchangeconsulting.com

86. Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by:

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