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The majority of donors we studied said that indefinite loyalty was the product of receiving prompt and meaningful acknowledgment whenever they gave and getting meaningful and measurable results on their last gift at work before being asked for another one. Eighty-seven percent of Study donors said that this is all it takes for them to be fully and indefinitely satisfied.
After Control over Frequency and Content, this is what they generally prefer
What to Measure? Different fields have same kinds of problems, like arts organizations – we know that art and entertainment improve our quality of life, but it’s hard to measure. Measuring the Wrong Thing: Take the example of Ronald McDonald House Charities (RMHC) . RMHC used to measure the number of houses, the number of families served and the number of dollars raised. These seemed logical, and no one really questioned them. But when RMHC engaged some of its key stakeholders (e.g. hospitals and McDonald's franchisees) they found that the hospitals most valued the impact that RMHC had on patient satisfaction, bed turnover and children's adherence to treatment. Franchisees valued the impact RMHC had on consumer &quot;trust&quot; and employee turnover. When RMHC began measuring and communicating these outcomes, higher revenues followed almost immediately.
You know the success story is out there, but there are too many dots in between you and that success. Orgs that talk about assisting, facilitating, doing a lot partnerships
This is the same exercise that you have to go through to create a good annual report. Advocacy organizations – spend a lot of time commenting on federal environmental regulations that bureaucrats in DC are writing. Talking about that would be a total bore. So where’s the success story? Corporations hire huge law firms to bog down the process of writing the rules that are supposed to make our air and water cleaner. We represent YOU, your family, your community in those debates. We give you a voice.
Embrace the baby steps. Use phrases like “important first step” or “the missing link” – whichever metaphor works best for you.
Introduce the character in time and place . Reveal his goal and set the story in motion.
The conflict. Obstacles appear. Progress is made, but more obstacles appear and the character hits the low
The action peaks. Finally triumphs over the obstacles. Character reaches pay off.
Ed Givens was profiled by Steve Lopez inthe LA Times. he had been on the streets for 30 years – a chronic alcoholic with a wild temper.
14 Ways to Share Results with Donors
14 Ways to ReportBack to Donors:From Newsletters to Tw eetin @kiv g? ilm I’mAnnual Reports Kivi Leroux Miller President, Nonprofit Marketing Guide.com
What’s Happening Now • Donor attrition between first and second gift: 65% • Those saying their first gift was not as generous as it could have been: 75%Source: Penelope Burk - “Donor Centered Fundraising”
Nonprofits Say It’s Not Quite That Bad• Nonprofits have a donor retention rate of only 43.1 percent, meaning that 56.9 percent of their 2009 donors did not give in 2010.• Cumulative study results over the past five years: – Nonprofits lose over 50 percent of their donors between the first and second donation – Nonprofits lose 30 percent of those donors year after year – Nonprofits lose 30 percent of regular or sustainer givers from one year to the next.Source: Fundraising Effectiveness Project 2011 Results from Association of FundraisingProfessionals and The Center on Nonprofits and Philanthropy at the Urban Institute. Survey of 2,377nonprofits.
What Donors Want • Those saying getting a prompt, meaningful thank you, and follow-up results, will ensure second gift: 80% • Reporting back results is more important than individual recognitionSource: Penelope Burk - “Donor Centered Fundraising”
Donors Want Success Stories• Prompt and meaningful acknowledgment of gifts• + meaningful and measurable results on their last gift at work before being asked again• = 87% of donors indefinitely satisfied Source: Cygnus Applied Research
What They Want to Receive• Tax Receipt at End of Year• Reports on How Money Spent• Action Alerts• Success Stories Source: “The Wired Wealthy” by Convio,Sea Change Strategies, and Edge Research, 2008.
Where to Use Success Stories• Your Thank You Letters• Your Newsletters• Your Annual Report• Your Website• Everywhere Else Too! It’s All about Their Love for Your Good Cause – Return That Love with Great Success Stories
“Spine care” raised $5,000. “Zawadi” raised $50,000.Ten fold increase fromone edition of thenewsletter to the next,simply by switching fromcorporate storytelling todonor-centeredstorytelling.Thank you, Tom Ahern, for the example.