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1. Sponsored by:A Service
Of:
Building Donor Loyalty:
What It Takes and How Your Database Can Help
Tina Cincotti & Jay Love
June 18, 2013
Twitter Hashtag - #npweb
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2. Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
info@cjwconsulting.com
Part
Of:
4. Sponsored by:A Service
Of:
Today’s Speakers
Tina Cincotti
Owner & Principal Consultant,
Funding Change Training & Consulting
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Assisting with chat questions:
Jamie Maloney, Nonprofit Webinars
Jay B. Love
CEO & Co-Founder
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5. How much more money will you raise over
the lifetime of your donors if you increase
your donor retention rate by just 10%?
• 50%
• 100%
• 150-200%
First Attendee Poll
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6. Improving donor retention rates by 10% can
improve LIFETIME dollars raised by?
• 150-200%!
(Do we have your attention yet?)
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7. Fundraising Effectiveness Project (FEP)
A project to help nonprofit organizations measure and
compare
The 2012 Fundraising Effectiveness Survey Report is based on 3,184
responses for 2010-2011, from nonprofit organizations in the United States.
The 2010-2011 responses reflected a total amount raised of $2,049,794,709.
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14. Let’s cue the Expert on Donor Retention
This scares most NPO Board Members »
Donor Attrition Over Five Years
# of Donors Attrition
Rate
Donors
Remaining
After 1 Year
Donors
Remaining
After 2
Years
Donors
Remaining
After 3
Years
Donors
Remaining
After 4
Years
Donors
Remaining
After 5
Years
1,000 20% 800 640 512 410 328
1,000 40% 600 360 216 130 78
1,000 60% 400 160 64 26 10
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15. CUE THE EXPERT:
Dr. Adrian Sargeant
Bloomerang Chief Scientist
Professor of Fundraising at the Center on Philanthropy at Indiana University
holding what is presently the world’s only endowed chair in that discipline.
Professor of Nonprofit Marketing and Fundraising at Bristol Business School
(U.K) and an Adjunct Professor of Fundraising at the Australian Centre for
Philanthropy and Nonprofit Studies.
Top 10 Most Influential People in Fundraising
“A 10% improvement in retention can double
the LIFETIME value of your donor database!”
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16. Why Do Customers Leave?
(can this apply to donors . . .)
• Death 1%
• Relocation 3%
• Won by Competitor 5%
• Bad Complaint Handling 14%
• Lack of Interest from Us 77%
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17. Key Reasons For Donors Leaving
• No longer able to afford support
• No memory of ever supporting!
• Organization asked for inappropriate sums
• Feeling that other causes are more deserving
• Not reminded to give again
• Organization did not inform how monies were
used
• Did not feel connected!
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19. Transaction
Fundraising
Relationship
Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response,
return on
investment,
amount of gift
Lifetime value
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis
Comparison of Two Approaches
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20. Transaction
Fundraising
Relationship
Fundraising
Focus Soliciting donations Retaining donors
Key measures Immediate response,
return on
investment,
amount of gift
Lifetime value
Orientation Urgency of cause Donor relationship
Time scale Short Long
Customer service Little emphasis Major emphasis
Comparison of Two Approaches
23
36. What is the single most important piece
of information donors want to know?
• The level they reach in your gift club
• The people at their table at the gala
• The impact their gift specifically made
• Your Charity Navigator Score
Third Attendee Poll
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78. Thank you for spending your valuable time with me
today!
Please stay in touch. -- Tina & Jay
tina@fundingchangeconsulting.com
TinaFCC on Twitter
jay.love@bloomerang.co
@jaybarclaylove on Twitter
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79. Sponsored by:
Find listings for our current season
of webinars and register at:
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