RORY GREEN: Keeping the Digital Donor Love Alive & Thriving
RORY GREEN: Keeping the Digital Donor Love Alive & Thriving Keeping the Digital Donor Love Alive & Thriving “Retention is the new acquisition and customer service is the new marketing." -Joe Connelly The data is in: keeping and growing the donors you have is a better use of your time and money than finding new ones. But are we doing all we can to make the our causes deserve to feel special, appreciated and valued? As non-profits we are focused on our bottom lines and fiscal year ends. But that’s not how our donors measure our work. They pay attention to the thank-yous they receive and how they feel when they get them. Maybe that is why, as a sector, we have a big problem: donors are falling out of love with giving to us. Join Rory Green as she explores why your donors support you and why they stop.Together we’ll dive into real life examples examples of what charities have done to keep their donors. You will be inspired to make Donor Love a priority in your digital work and walk away with the practical tips to help donors keep that loving feeling. Rory Green Twitter: @RoryJMGreen Rory Green is currently the Associate Director, Advancement, for the Faculty of Applied Science at Simon Fraser University in Vancouver, BC. She has also worked in major and corporate giving at BCIT and the Canadian Cancer Society. Rory’s passion is donors. How to listen to them. How to talk to them. How to help them feel joy through philanthropy. In her spare time, Rory is the founder and editor of Fundraiser Grrl, the fundraising community’s go-to source for comic relief. ==== Now in its 3rd year, The Digital Nonprofit Conference is ready to take you to the next level of tech success in your organization. This year's line up of presenters includes experts in the tech, nonprofit and private sectors, delivering deep dive discussions on topics ranging from: Capacity planning in the digital world Choosing the right tech tools to suit your organization's values Cultivating digital talent Digital fundraising & donor engagement Building community engagement strategies with corporate partners
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RORY GREEN: Keeping the Digital Donor Love Alive & Thriving
- 26. MC – image of what survey looked like / quotes from donors
- 31. Charity water + map
- 48. “Our client Nathan Brown was exonerated last week after 17 years in prison. The day after he was freed, he went shopping with his legal team. Here he is trying on his first “real” shirt in 17 years!”
Editor's Notes
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- RG SOFII’s view This is a lovely idea, quite unique but very personal. For sure any NSPCC donor would love to have this. And it’s also a great way for thanking volunteers. The handmade version for really major donors is an inspired example of relationship building through a really appropriate and well-chosen premium gift, directly linked to the cause. Creator / originator Rebecca Parish Summary / objectives The NSPCC introduced its specialist stewardship team in 2005 aimed at making the supporter experience at the NSPCC special and rewarding. One of the key principles is that sometimes we should just say thank you – our supporters give to children, not to the NSPCC so the aim of a communication like this is to remind them of the difference they have made to the children we help. There are two versions of The Little Book of Change, a hard-backed version produced for NSPCC Patrons (supporters who have given £100,000 or more) and a cheaper, soft cover version produced for supporters who had given more than £5k but less than £100k. This version was distributed also to volunteer fundraisers. Background The Little Book of Change was designed to bring to life a range of outcomes for children that had previously been presented in a statistical report. Individual stories of children and families are shown through letters, poems, stories, magazine articles and drawings. All the words are authentic and show a range of ways in which the supporter’s money has been used to ultimately make children’s lives better. A hard-backed version for donors who had given £100k or more was hand made with materials stuck-in like a scrap-book. The cheaper printed version for other supporters demonstrates the versatility of this product. Special characteristics All words and pictures are straight from the children themselves or adults who have been concerned about them. The hard-backed original is also hand-made and looks like a scrapbook that could have been put together by a child. Influence / impact The hard-backed version was sent to approximately 200 donors. In addition over 10,000 copies of the printed, soft-back version have been sent to other donors and fundraisers and given out at functions to supporters of the NSPCC. The Little Book of Change has generated a lot of positive feedback from donors, many of whom told us what a different and touching product it was. Volunteers have also been extremely enthusiastic about this product and it has been an invaluable tool to give to high level volunteers, to thank them and other volunteers who have been instrumental in fundraising events. Costs £9,000 Results The Little Book of Change did not ask for a donation, we have received good feedback from those that received it who felt that valued and that their donation had made a difference. Merits The Little Book of Change thanks supporters for what they have done and makes them feel special by sharing the stories of children that the NSPCC have helped with supporters’ donations. It doesn’t ask for money. It contains a range of information presented in a unique way without looking flash or too expensive. This approach could be utilised by any organisation to make its key stakeholders feel part of what the organisation is trying to achieve and to secure their help in the long-term. Other relevant information The Little Book of Change really underpins the NSPCC Stewardship model, which is based upon the principles of ‘donor +’, an approach to fundraising devised by the NSPCC during the FULL STOP Appeal. The principles succinctly describe the different reasons people have for giving. They help fundraisers to appreciate the range of donor motivations and the complex relationships that donors can have with a charity.
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- 55 m – BAL Tapping Donors’ Desire to Be Part of a Group Can Pay Off Big, Study Says By Heather Joslyn Title: Relationship Fundraising: Where Do We Go From Here? Organization: Rogare, the fund-raising think tank at the Centre for Sustainable Philanthropy, Plymouth University Many charity supporters crave a sense of belonging, and "making a donor feel like a part of a unique or distinctive group" can help maximize gifts from repeat donors, the study suggests. The identity that donors derive from their giving — being a "Greenpeace supporter" or a "child sponsor," for example — could be the "next big thing" that drives relationship fund-raising, the researchers state. Fundraisers know personal relationships with donors are essential to build long-term relationships and win ongoing financial support. However, fundraisers may be missing out by failing to understand that donors seek different things from nonprofits as their support increases, according to this yearlong review of the theories of relationship fund-raising and of best practices. Fundraisers could have more success in retaining donors if they are more diligent about applying social psychology theories to their work, according to Ian MacQuillin, director of Rogare, and Adrian Sargeant, director of the Centre for Sustainable Philanthropy, who co-wrote the report. The study involved canvassing senior fundraisers, reviewing existing literature, and collecting case studies and was sponsored by Bloomerang, a fund-raising software company, and Pursuant, a consulting firm. Among the other findings: A donor’s relationship with an organization evolves over time. To acquire a supporter, a charity needs to arouse passion for a cause. But to keep that supporter on board, the focus needs to shift toward serving the donor’s needs. As the report states, long-term engagement between a nonprofit and a contributor gradually becomes about "not what charities do for their beneficiaries but what charities do for their donors." How donors are treated by a charity and its representatives is key to whether or not they stay involved. According to the report, "Donors who are ‘very satisfied’ with the quality of service they receive are twice as likely to make a second gift as those who are merely ‘satisfied.’" More charities, the report suggests, should measure and track donor satisfaction. In predicting future giving, past is not necessarily prologue, the study says. Rather than using previous giving as a measure of how much donors will give in the future, fundraisers are urged to get donors to focus on how much they would like to contribute to a charity in the future and how much impact those gifts might have. That approach, the report says, has greater potential to boost giving.
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