This document discusses creating an effective donor communications plan to strengthen relationships with donors and keep them engaged. It recommends sending genuine thank you letters within 72 hours of gifts, publishing donor-centered newsletter articles 4-12 times per year, distributing digestible annual reports, sending special event invitations a few times per year, and being active on social media several times per week. The goal is to understand donors and communicate in a way that is relevant to their lives so the nonprofit becomes their favorite cause.
3. Donor Attrition Rate Between
First and Second Gift
55-65%
http://www.flickr.com/photos/mountainash/5082502256
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
4. Loss of Regular or
Sustaining Givers from
One Year to the Next
30%
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
http://www.flickr.com/photos/tenaciousme/6860901697
5. First Gifts Not as Generous
as They Could Have Been
75%
http://www.flickr.com/photos/alancleaver/4279482716
Source: Cygnus Donor Survey
6. How do
we keep
the love
alive?
http://www.flickr.com/photos/ideaablaze/4681998874
7. Source: Network for Good’s Online Giving Index: http://www.onlinegivingstudy.org/quarterlyindex
Why do people give so
much in December?
Hint: It’s not really about the tax deduction.
9. How They Feel Predicts Behavior
• I am a committed
(nonprofit) donor.
• I feel a sense of
loyalty to (nonprofit).
• (Nonprofit) is my
favorite charitable
organization.
Based on research by
10. They want to feel
appreciated.
http://www.flickr.com/photos/ganatlguard/8289339879
15. You create
communications that
are relevant
to their lives.
You understand your
donors’ inner angels.
1
2
http://www.flickr.com/photos/epsos/8067736728
16. You create
opportunities for people
to connect and engage.
You become a
favorite organization.
3
4
http://www.flickr.com/photos/stickergiant/8046982406
17. People say
Yes! when
you ask them.
You get what
you need to achieve
your mission!
6
5
http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958
Win!
18. Favorite Charities Get More
Half of donors give 2/3rds of their annual
donations to a single favorite charity.
19. 5 Essential Tools
in Your Donor
Communications Plan
Not Including Appeals or One-on-One Communications Like Phone Calls
21. Here’s One Approach . . .
Greeting Card
+ Progress Report
+ Invitation
= Awesome Thank You Letter
Kivi’s Formula for Thank You Letter Success
22.
23. Positive and Personable!
Results!
Invitation
To Feel Like
We Are There
Credit to
Donors
Personable
Integration
More Goodness to Come!
Great Photo
Reminder about
Connection, and
Other Activities
25. “Spine care” raised $5,000.
“Zawadi” raised $50,000.
Thank you, Tom Ahern, for the example.
Ten fold increase from
one edition of the
newsletter to the next,
simply by switching from
corporate storytelling to
donor-centered
storytelling.