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14 Ways to Share Results with Donors
1. 14 Ways to Report
Back to Donors:
From Newsletters to Tw eetin
@kiv
g?
ilm
I’m
Annual Reports
Kivi Leroux Miller
President, Nonprofit Marketing Guide.com
2. 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”
3. 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 Fundraising
Professionals and The Center on Nonprofits and Philanthropy at the Urban Institute. Survey of 2,377
nonprofits.
4. 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 recognition
Source: Penelope Burk - “Donor Centered Fundraising”
5. 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
6. 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.
7. 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
9. Some Have It Easier Than Others
• Life savers and life
changers can tell
client success stories
over and over.
10. A Common Challenge
Not knowing
what to measure,
how to measure,
or measuring the
wrong thing
11. Another Common Challenge
Too many dots in
between . . .
Not wanting to
take credit for
helping,
facilitating, or
partnerships
12. Yet Another Common Challenge
Not knowing the
“real” people or
having
insurmountable
privacy concerns
if you do
13. What’s the Point?
• Translate what you
do into why you do it
• Explain the meaning
behind every day
tasks
• What’s changed
because of your
activities?
14. Don’t Fear the Big Picture: Frame It
Your supporters
believe YOU are
their connection
to the big issues
they care about!
16. My Easy Thank You Formula
Greeting Card +
Progress Report +
Invitation =
Powerful Thank You Letter!
17. Donor-Centered Openings
• You made my day.
• I have a great story to share with you.
• Look what you’ve made possible.
• I am so thankful for people like you.
• You’ve given hope to . . .
18. Donor-Centered Openings
• You made my day.
• I have a great story to share with you.
• Look what you’ve made possible.
• I am so thankful for people like you.
• You’ve given hope to . . .
24. “Spine care” raised $5,000.
“Zawadi” raised $50,000.
Ten fold increase from
one edition of the
newsletter to the next,
simply by switching from
corporate storytelling to
donor-centered
storytelling.
Thank you, Tom Ahern, for the example.
30. Basic Success Story Structure
• Houston, We Have a
Problem
• Here’s What We Are
Going to Try
• Here’s What Happens
if We Fail
• Yes! It Worked!
• Throw in a Few
Unexpected Benefits
44. Positive and Personable!
Results!
Invitation
Great Photo
To Feel Like
We Are There
Credit to
Donors
More Goodness to Come!
Personable
Integration
Reminder about
Connection, and
Other Activities
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 "trust" 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.