Donor Retention Slides from 2016 Nonprofit Technology Conference (16NTC)

Increasing Your Donor Retention
Creative Suitcase & YMCA of Austin

Increasing Your Donor Retention
Creative Suitcase & YMCA of Austin
Collaborative Notes
http://po.st/retention-16NTC
#16NTCretention

Rachel Clemens
President and Founder,
Creative Suitcase
@thesuitcase
@rachelclemens
Introductions
Creative Suitcase & YMCA of Austin #16NTCretention

Sean Doles
VP of Mission Advancement,
YMCA of Austin
@austinymca
Introductions

›❯ Making it easy to give
›❯ Expressing gratitude to your donors
›❯ Showcasing impact
›❯ Implementing retention campaigns
›❯ Measuring results
Our journey today

Median donor retention rate of 43%
Current stats

For every 100 donors gained,
103 were lost
Current stats

For every $100 gained, $95 were lost
Current stats

Simple online experiences
Making it easy to give

Show impact right on the page

Ask segmentation questions via donation form

Including good ol’ pledge cards

Text to give

Immediate recognition
Expressing gratitude

Love and veggies,

<<Salutation>>,
Thank you for your recent support of our 2015
YMCA of Austin Annual Campaign. Anne Frank said,
“No one ever became poor from giving,” and we
find that to be forever true. When people give, they
become richer in the heart and soul.
Your gift of <<Pledge Amount>> is impacting and
changing lives at the <<Campaign Branch>>
branch each and every day. Because of your
generosity, Barbara and her mother were able to
take several of our Active Older Adult classes. Here
is her thank you to you:
“I became a member of the Bastrop YMCA this past
July. It was one of the best decisions I’ve ever
made. I joined primarily for lap swimming at the
State Park. But shortly after, I signed up for Aqua Fit
and Aqua Zumba classes as well as continuing
my lap swimming. In August, I ventured out of my shell and joined the Senior Strength and Flexibility class...WOW! What a
great workout. Your trainer is excellent and gives 100 percent to her participants. Then came enrollment for the Balance/Fall
Prevention class, which I signed up for primarily for my mother, Barbara, who is 80 years old and lives with us. What a great
class. Mom and I recently started the Chair Yoga class. It’s a perfect class for her. We are loving how we feel. Our mental and
physical well-being has improved tremendously. Thank you YMCA!”
Your support and compassion are what make these successes possible. Your gift will help save lives and bring communities together.
YMCA of Austin
Association Office
3208 Red River, Austin, TX 78705
Tel: (512) 322-9622 Ext. 103
www.AustinYMCA.org
THANK YOU!
P.S. Inside you’ll find a drawing made especially for you by a child in our
Y Afterschool program!
YOUR IMPACT
YOUR COMMUNITY
P.S. Inside you’ll find a drawing made especially for you by a child in our
Y Afterschool program!

Stewardship plan – by donation amount
YMCA of Austin
ANNUAL CAMPAIGN STEWARDSHIP PLAN
Contributor $1 - $99
48-hour thank you letter and handmade bookmark/coloring page from Y-kid (as received; ongoing)
Pledge completion letter and program highlight card (semi-weekly; ongoing)
Impact Emails (Monthly; story/program relevant to the season)
Emailed mid-year report (takes place of July Impact Email)
Listing on website-version of Annual Report (May of following year)
“We Did It” thank you email with Video (following Victory, takes place of April Impact Email)
*First-time donors receive all of the above, plus a special welcome email, survey and year-end
email
Friend $100 - $499
All “Contributor” benefits, plus:
Mailed Annual Report (May)
Mailed Kid-from-Camp postcard (August)
Giving Card (YMCA Members): Welcome Letter (letter will direct them to branch for key fob and
shirt) (as received; ongoing)
Personalized thank you email with video (October)

Be sure to thank your staff, board, volunteers, and
campaigners
John E. Halligan
Joe Fischer
Nicolas Kollasch
Tiffany Patterson
Lisa Kadlec
Alice Flora
Renee Deeter
Nicholas Fulghum
Linda Brown
Keith Holmes
Pablo Valle
Joseph Filak
Chun Yin Kitty Ho
Octavio Sanchez
James Corbett II
Sarah Kreisner
Maria Ocampo
Marco Cano
Toni Bauer
Jessie Powell
Krista Wold
Rose Bean
Mashariki Cannon
Stephanie Touch
Jennifer Jane Matos
Martha Samaniego
Amanda Hickey
THANK YOU
FAMILY
TOWNLAKESTAFF
MAKING A DIFFERENCE
These staff members have
generously donated to our Annual
Campaign, showing their support
of the YMCA and commitment to
healthy living, youth development,
and social responsibility.
LOVE
Jude Hickey
Teresa Carpenter
Richard Moreno
Joel Resendez
Paul Owens-Troupe
Elena Hickey
Srajan Bhagat
Becky Wells
Joel Resendez
Emily Stoffels
Skylar Johnson
Holly Lee
Lily Tracy
Tobias Perkins
Hunter Perez

Offline communications

DO GOOD
FEEL GOOD
Studies show that giving is good
for your health. Even better than
that, it feels good! Do good
and feel good by becoming a
‘Giving Card Member’
today.
Special Giving Card member
benefits and events throughout
the year...and a cool orange key fob!
To become a Giving Card Member, just add $10
to your monthly membership fees or make a $100+
donation to our Annual Campaign.
All donations help the Austin YMCA fulfill it’s mission to
strengthen community.
Join today and start feeling good right away!

Online communications

Showcasing impact
Infographics and data

Showcasing impact

Video
Showcasing impact

Video series
Showcasing impact

Video series: YMCA Project 52
Showcasing impact

Timelines
Showcasing impact

Maps
Showcasing impact

Implementing retention campaigns

Segmentation of your donors
» By how much they gave
» By areas of focus/interest
» By age or other demographics
» By how they gave
(online vs direct mail vs event)
» By preferred method of communication
» By when they gave

YMCA of Austin does mini-campaigns
» Who we’re going to talk to
» And when
» By areas of focus/interest and time of year

Types of mini-campaigns
» By focus area
• Summer camp
• Water safety
• Afterschool
» By time of year
• Member-giving initiative
• Giving tree (in branches)
• Year-end

!
Summer&Giving&Campaign&Timeline&(Q2&’15)&
&
& & & & &
&
March&
‘15&
April&
‘15&
May&–&
Wk&1&
‘15&
May&–&
Wk&2&
‘15&
May&–&
Wk&3&
‘15&
May&–&
Wk&4&
‘15&
Returning&Camper&Testimonial&Cultivation& ! !! ! ! ! !
Camper&Testimonial&Photo& ! ! !! ! ! !
Draft&Summer&Giving&Postcard& ! ! !! ! ! !
Final&approval&of&Summer&Giving&Postcard& ! ! ! !! ! !
Postcard&to&printer& ! ! ! !! ! !
Draft&Email& ! ! ! ! ! !
Draft&&&Schedule&Social&Media&Posts& ! ! !! ! ! !
Postcard&in&homes& ! ! ! !! ! !
Send&Email&&&Post&Social&Media&& ! ! ! !! ! !
! !
Summer Camp Mini-Campaign

2015 YMCA of Austin Annual Campaign
THANK YOUfrom YMCA of Austin Summer Camp
THANK YOUfrom YMCA of Austin Summer Camp
We get to do a lot of creative
things here...so much more than
we would be doing at home all day.
-- Amir K., East Communities Y Camper
We get to do a lot of creative
things here...so much more than
we would be doing at home all day.
-- Amir K., East Communities Y Camper
Letter from Camp 2015.indd 1 7/7/2015 12:29:13 PM

Mini-Campaigns result in about:

Use technology to tell you more

Reactivation campaigns
» Benefits
• Engage lapsed donors
• Clean database
• Save costs
• Stronger viable donors

Reactivation campaigns
» Process:
• Define an active member period of time.
• All others become segmented audience for campaign.
• Define a message strategy.
• Start with the "Hey we've missed you message" and end with
"This is the last time you will hear from us!"
• Allow people to opt-in in each message.

Database considerations
» Explore needs before features
» Frequent needs are:
• talks to other systems
• auto cleans/verifies data
• moves management
• wealth screening components
• automates marketing communications
• integrates with events
• keeps data safe
• triggers out of date credit card reminders
• easy reporting
Measuring results

Report card with key metrics
Measuring results
ANNUAL%CAMPAIGN%METRICS%SCORECARD
Metropolitan%Office
2014 2015
BUDGET%&%TOTAL%RAISED%IN%ANNUAL%CAMPAIGN
Total&revenue&budget $472,000 $526,300.00
Total&raised&in&campaign $382,735.94 $402,712.35
%&of&revenue&from&campaign 81% 77%
%&growth&over&previous&year 3% 5%
%&of&goal&pledged 102% 92%
GIFTS
Total&number&of&pledges 351 321
#&First&Time&Donors 119 81
MAJOR%GIFTS%AND%RENEWALS
Total&Number& 88 89
Total&Dollar&Amount $333,867.36 $356,321.10
%&total&raised&from&Major&Gifts 87% 88%
#&of&$1,000+&gifts 88 89
#&of&$1,000+&renewed 60 70
%&of&$1000+&renewed 68% 79%
#&under&$1,000& 267 232
#&under&$1000&renewed 102 115
%&under&$1000&renewed& 38% 50%
BOARD%GIVING
#&of&Board&Members 27 28
#&of&Board&Donors 27 26
%&Board&Giving 100% 93%
#&Productive&Board&Campaigners 21 18
%&Productive&Board&Campaigners 78% 64%
MEMBER%DONATIONS
Total&Member&Units 867 882
Total&#&Member&Gifts 67 64
%&Member&Donors 8% 7%
Total&revenue&budget $472
Total&raised&in&campaign $382
%&of&revenue&from&campaign 81%
%&growth&over&previous&year 3%
%&of&goal&pledged 102%
GIFTS
Total&number&of&pledges 351
#&First&Time&Donors 119
Total&Number& 88
Total&Dollar&Amount $333
%&total&raised&from&Major&Gifts 87%
#&of&$1,000+&gifts 88
#&of&$1,000+&renewed 60
%&of&$1000+&renewed 68%
#&under&$1,000& 267
#&under&$1000&renewed 102
%&under&$1000&renewed& 38%
BOARD%GIVING
#&of&Board&Members 27
Total&revenue&budget $472,000 $526,300.00
Total&raised&in&campaign $382,735.94 $402,712.35
%&of&revenue&from&campaign 81% 77%
%&growth&over&previous&year 3% 5%
%&of&goal&pledged 102% 92%
GIFTS
Total&number&of&pledges 351 321
#&First&Time&Donors 119 81
Total&Number& 88 89
Total&Dollar&Amount $333,867.36 $356,321.10
%&total&raised&from&Major&Gifts 87% 88%
#&of&$1,000+&gifts 88 89
#&of&$1,000+&renewed 60 70
%&of&$1000+&renewed 68% 79%
#&under&$1,000& 267 232
#&under&$1000&renewed 102 115
%&under&$1000&renewed& 38% 50%
BOARD%GIVING
#&of&Board&Members 27 28
2014 2015

Action plans to address key goals
Measuring results
%
%
Goal%2:!!Major%Gifts%&%Renewals!!
•! Trend:!Relatively!same!amount!of!major!donors!without!increase!in!businesses!or!outside!community!
contributing!financially.!Increase!from!2013!to!2014!by!15%.!!
•! Goal:!To%increase%major%gift%total%by%3%%by%focusing%on%stewardship%of%current%donors%and%
recruitment%of%new%businesses%to%support%our%cause%and%impact%in%the%community.!!
•! Action%Plan:%Educate%and%engage%our%current%donors%&%make%introductions%to%prospective%donors%in%
order%to%advocate%for%the%Y%as%a%Charity%of%Choice%while%building%relationships%with%community%donors.%%%
%
Calendar:%
Month% Goal% Who?% Status%
June! Create!resource%document!of!surrounding!businesses!and!
philanthropic!agencies!with!a!similar!mission.!Make!contact!and!
determine!giving!calendar!and!requirements.!!!
Staff!&!Board!
Development!
Committee!!
Behind…not!
started!!!
July! Create!resource%document!of!Hays!Members!who!have!the!capacity!of!
giving!a!major!gift.!Make!contact!list!and!distribute!to!board!&!staff!to!
see!who!has!connections.!!Board!divides!resource%document!and!other!
potential!prospects!and!complete!giving!calendar!and!written%
engagement%plan.!!
Staff!&!Board! Not!started.!!
Need!
support!
from!Dev!
on!I+wave!!
August! Development!a!case!statement!&!set!major!gifts!calendar!to!include!
establishing!a!POC,!Program!Tours,!and!visits!with!
staff/volunteers/program!participants.!!
Staff!&!
Board.!!Lead!
by!AC!Chair.!!
!
September! Annual!Campaign!up+date!letter!sent!to!all!previous!major!donors.!!Up+ Staff.!! !

Y Austin 6-year Annual Campaign Totals
Measuring results
1.2 mil
1 mil
800k
600k
400k
200k
2010 2011 2012 2013 2014 2015

Recap
›❯ Making it easy to give
›❯ Expressing gratitude to your donors
›❯ Showcasing impact
›❯ Implementing retention campaigns
›❯ Measuring results

Don’t Forget
›❯ Complete the survey!
po.st/pS7bMD
›❯ Get the slides!
creativesuitcase.com/16ntc
›❯ BONUS! Marketing template.

@thesuitcase @austinymca
Questions?
#16NTCretention

@thesuitcase
CreativeSuitcase.com
@austinymca
AustinYMCA.org
Thank You

Donor Retention Slides from 2016 Nonprofit Technology Conference (16NTC)

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