Everyone knows it costs less to retain a donor than to acquire a new one. Knowing as much as you can about your donors can help you keep them involved with your organization and ease the way to donor retention. The right data can help you look beyond the numbers and figure out how and why donors connect — and stay — with you. In this webinar, our experienced group of speakers discuss the best ways to break down silos of data to best understand your donors, and how to use this information to engage in meaning conversations with donors that promote life-long giving habits. This Fundraising Success webinar, sponsored by CDS Global, features speakers Kevin Schulman, CEO of DonorVoice; Leslie Monk, Director of Sponsor Care at ChildFund, and Jamey Heinze, CMO of CDS Global. More than 1,000 people registered and there was a lot of lively Q&A. Access the webinar below, and learn: • What things besides numbers are important when it comes to knowing your donors • How to determine donors’ interest in supporting your cause and what keeps them engaged • How to pull together data from various sources to get a 360 degree view of your donor • The value of collecting and acting upon donor feedback as a strategy for donor retention *Watch the webinar: http://cds-global.com/resources/webinar-key-donor-retention/ Follow us on Twitter: @CDSGlobalNP & @FundraisingSuccess #FSWebinar

1. Donor Data: The Key to Retention
March 26, 2014
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3. Margaret Battistelli Gardner
Editor in Chief
FundRaising Success
Today’s Speakers
#FSWebinar
Moderator
Kevin Schulman
CEO
DonorVoice
Jamey Heinze
Chief Marketing Officer
CDS Global
Leslie Monk
Director of Sponsor Care
ChildFund

4. The Big Picture
Jamey Heinze
CDS Global

5. The Big Picture
5
• Do good work
• Prove your impact
• Do a better job
working with
existing donors

6. Goal… Create a Lifetime Giver
$1
$5
$200 $1000 BEQUEST

7. --2011 State of the Nonprofit Industry Survey - Blackbaud
Donors who are set up to give
on a monthly basis give
more than annual giving donors
600-800%
Goal… Create a Recurring Giver

8. Send information they want to hear,
not to your donors
not what you want to say
Goal… Communicate With,

9. Cohesive data management and technology
strategies are one of the biggest challenges for
nonprofits today.
• Disparate data systems
• Difficult to keep them up to date
• Difficult to keep employees and volunteers trained on
so many systems
• More stats and indicators than ever before
Challenge (and Opportunity)… Data!

10. 1 3
3 things - you should be thinking about with
regard to donor data
Do you really know
your donor?
Supplement your
knowledge.
Complete the
Picture!
Use it!
Acknowledge
donations accurately
and quickly. Tailor
messages and
appeal to emotion.
2
Collect it!
And aggregate it
from its silos.

11. 1. Collect and Aggregate Data
Online

12. 12
1. Collect and Aggregate Data
Offline

13. 2. Start Using it Now
Acknowledge donations accurately and quickly!
• Let donors know you received their money…
 And that it means something!
• Converse with your donors, not at them
• Tell stories that speak to your target audience’s values
based on captured information
• Ask for another donation

14. Loewenstein, Slovic & Small, “The
impact of deliberative thought on
donations…” 2005
2. Start Using it Now
Do you really know your donor? Show it.
FEELING THINKING
Most donations
come from here

15. 15
2. Start Using it Now
Do you really know your donor? Show it.
“Think of what you want. You are a consumer.
You are the constituent who wants something
from your nonprofit. Are you looking for the
ordinary? No, you are looking for an
experience… Any nonprofit that recognizes
you, remembers you, and gives you an amazing
service experience will win your heart. And it
is all about your heart. You will be loyal to
them no matter what.”
- Michael Wilson

16. 3. Do Even More With It – Complete the Picture!
16

17. 17
• Predominantly women with an
average age of 55 years. Almost
50% of the women work.
• Have teenage to adult children.
• Primarily speak and prefer the
English language and come from
a Northern European and
German descent.
• Are homeowners living in single
family residences with only one
family living at a given address.
• Average length of residence is
close to 9.5 years.
• Majority have a high school
diploma or some college degree.
The following key characteristics
have been identified:
3. Donor Profile Use Case
Household and Life Stages

18. 18
• Top 3 occupations are; Clerical
White Collar, Technical
Professional and Administration
Managerial. In addition, there
is an above average reach within
subscribers who are Medical
Professionals, Educators and
Homemakers.
• Top 5 interests are; Food &
Gourmet, Exercise, Gardening,
Travel and Music & Movies with
above average reach within
individuals who are interested in
Religion, Entertainment & Arts and
Books & Magazines.
• Have dieting & weight loss and
health & medical interests.
The following key characteristics
have been identified:
3. Donor Profile Use Case
Occupational, Interests and Activites

19. 19
• Transact and pay using credit
card mostly.
• Have moderate to high value
home loan amounts.
• Have on an average 3 lines
of credit.
• Are low to moderate internet
users, but use it for shopping
(e-commerce).
The following key characteristics
have been identified:
3. Donor Profile Use Case
Banking & Credit, Digital, Social and Internet

20. The Big Picture
• Collect & Aggregate the Data
• Use the Data
• Complete the Picture
• Enhance your interactions with your donors
 Communicate in the way they prefer – message and medium
 Create recurring donors
 Create lifetime donors
20
(thereby achieving your mission and proving your impact!)

21. 21
Thank you
Jamey Heinze
jheinze@cds-global.com
@jameyheinze
@CDSGlobalNP
www.cds-global.com/nonprofits

22. What is donor feedback?
• It is structured listening
• It is asking them to provide us with their opinions and feelings (i.e.
attitudinal)
It is the donor giving us something they consider valuable
AND you tend to only get it if you ask.

23. “This all seems kind of soft or just interesting or just nice to have.”
“Donors don’t do what they say”
“The only data that matters is behavior data”
“Only our best, most loyal donors will respond OR only the donors
who want to complain to us will respond”
“This is expense with no revenue attached”

24. • The act of providing feedback changes behavior
Product
Purchase
Attrition Profit
Test
Control
Year Long Test

25. 25
Does IHOP care
more about its
customers than
you do about
your donors?
38% of outbound marketing calls are for customer satisfaction or loyalty in commercial
world vs. 1% in nonprofit

26. 26

27. Loyalty Call
1. Parameters, not script
2. 3 Minutes Avg. length
3. No Ask

28. 0%
20%
40%
60%
80%
100%
9%
18%
52%
81%
31%
46%
69%
94%
Major Problem
Minor Problem
Retention Rate
Feedback in Donor Service Arena

29. Premise: Relationship building (or breaking) is done at touchpoints.
Process: Collect feedback at touchpoint and act on It

30. Collect Feedback
• Administered via agent (or by IVR or email or paper)
• Ask relationship questions
• Ask channel/interaction specific transactional/diagnostic questions.
Apply business rules based on feedback
• Segment constituents based on relationship strength and satisfaction with
interaction
Follow up to close loop
• Escalation file – high touch, remediation
• Loyalty calls – high touch, relationship build
• Automated response – high efficiency

31. Can be done for any interaction, touchpoint or channel – e.g. TM, email, F2F or direct mail.
Where constituent
“lands” triggers type
of follow up
Problem
Resolution
Non-Urgent
Problem
Resolution
Non-Urgent
Relationship
Building
Message
An Ask
(Financial or
non)

32. • What: Short IVR survey
• When: End of Sponsor Care calls
• How: At end of call, transfer caller into the survey
• Why:
• Move the needle on our donor commitment strategy
• Because the donor has the final say 

33. Intro in
main
IVR
Handle
call as
usual
Xfer
button
Call
end
button
Send
call to
survey
child
death
Supe
call
Exceptions:

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