This free webinar focuses on “Recapturing Lost Donors: Effective Strategies for Getting Them Back on Board.” We review the most common reasons people stop giving; how to prioritize your list of "lost" or lapsed donors; and talk about some cost-effective, “win-them-back” approaches you can implement right now.
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Blue strike webinar recapturing lost donors - may 13, 2014
1. Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
RECAPTURING LOST DONORS
Join the webinar online. http://fuze.me/23906967
Enter the meeting number: 23906967
To join from a phone: +1-201-479-4595
Participants will be muted during the presentation to
maintain good sound quality. If you have a comment or
question raise your flag and you will be unmuted.
Thanks and welcome to the webinar!
3. This is a 45-minute webinar focused on one of the
most common fundraising problems: lost donors.
Intended for development staff who have
responsibility for individual giving.
Developed with advocacy organizations in mind.
Features straightforward, low-cost strategies for
getting lapsed donors back on board.
WELCOME
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
5. The first part of the webinar will focus on some of the
most common reasons people stop giving.
In the second part, we will use that framework to
prioritize a sample list of lapsed donors.
Then, we will talk about the strategies for getting
priority donors back in the fold.
We will pause between each section for questions.
And we will wrap up by 2:00 PM.
WEBINAR AGENDA
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
6. These are short-term lapsed donors; last gift was
between 12 and 24 months ago.
We are looking for donors with a high probability
of coming back as well as those who are worth a
special effort.
We need to allocate resources carefully.
The goal is to develop a target list for high-touch
contact and . . .
Bring donors back on board!
ASSUMPTIONS
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
8. NAME
LAST GIFT
DATE
LAST GIFT
AMOUNT REASON PRIORITY
Margaret Chen 2012-03-15 $1,000.00
Al Johnson 2012-06-20 $1,500.00
Henry Abrams 2012-08-25 $250.00
Carlos Gonzalez 2012-04-10 $100.00
Craig Arroyo 2012-12-31 $350.00
John Miller 2011-12-15 $2,500.00
Amanda Jones 2012-11-15 $250.00
Maria Salas 2011-12-31 $1,000.00
Mary Smith 2012-06-18 $250.00
Robert Stein 2012-08-20 $750.00
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
10. NAME
LAST GIFT
DATE
LAST GIFT
AMOUNT REASON PRIORITY
Margaret Chen 2012-03-15 $1,000.00 tribute gift
Al Johnson 2012-06-20 $1,500.00 deceased
Henry Abrams 2012-08-25 $250.00 suppressed
Carlos Gonzalez 2012-04-10 $100.00 memorial gift
Craig Arroyo 2012-12-31 $350.00 intermittent
John Miller 2011-12-15 $2,500.00 angry donor
Amanda Jones 2012-11-15 $250.00 crisis donor
Maria Salas 2011-12-31 $1,000.00 unaware lapsed
Mary Smith 2012-06-18 $250.00
change in
circumstance
Robert Stein 2012-08-20 $750.00 moved/changed
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
11. Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
1. QUESTION OR COMMENTS
13. NAME
LAST GIFT
DATE
LAST GIFT
AMOUNT REASON
PRIORITY
?
Margaret Chen 2012-03-15 $1,000.00 tribute gift Maybe
Al Johnson 2012-06-20 $1,500.00 deceased Maybe
Henry Abrams 2012-08-25 $250.00 suppressed Yes
Carlos Gonzalez 2012-04-10 $100.00 memorial gift No
Craig Arroyo 2012-12-31 $350.00 intermittent Yes
John Miller 2011-12-15 $2,500.00 angry donor Maybe
Amanda Jones 2012-11-15 $250.00 crisis donor No
Maria Salas 2011-12-31 $1,000.00 unaware lapsed Yes
Mary Smith 2012-06-18 $250.00
change in
circumstance Yes
Robert Stein 2012-08-20 $750.00 moved/changed Yes
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
14. Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
2. QUESTION OR COMMENTS
16. Once you’ve prioritized your list based on the
reason for not giving, you can push the low
probability recaptures to the bottom of the list.
Then, you will want to sort by giving levels and
giving history to focus your efforts on donors who
are well worth your time to recapture, usually long-
time donors, high dollar donors.
Other key stakeholders may merit special attention,
such as former board members.
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
NEXT STEP: A SECOND CUT
17. NAME
LAST GIFT
DATE
LAST GIFT
AMOUNT REASON
PRIORITY
?
Maria Salas 12/31/2011 $1,000.00 unaware lapsed Yes
Robert Stein 8/20/2012 $750.00 moved/changed Yes
Craig Arroyo 12/31/2012 $350.00 intermittent Yes
Henry Abrams 8/25/2012 $250.00 suppressed Yes
Mary Smith 6/18/2012 $250.00
change in
circumstance Yes
John Miller 12/15/2011 $2,500.00 angry donor Maybe
Al Johnson 6/20/2012 $1,500.00 deceased Maybe
Margaret Chen 3/15/2012 $1,000.00 tribute gift Maybe
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
19. Send a lapsed letter as soon as the fiscal year closes
and you know who has fallen off.
Do not send a special appeal or additional program
info. Just a one-page letter that says “your
membership has expired” or “the date of your last
gift was [date of last gift] and amount” with a
request for renewed support and a deadline.
Include language that says, “if we somehow missed
your gift, please contact us so we can update our
records.”
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
STEP 1: THE ABSOLUTE MINIMUM
20. Send a personal email, mail a statement-style letter
and make a personal phone call - all at the same
time.
This all-at-once approach is designed to cut
through the noise, to get their attention.
Make sure your contacts reference one another.
Set aside a week to 10 days as a reinstatement
campaign and enlist other staff.
Recruit and train interns to call as volunteers.
STEP 2: THE 10-DAY BLITZ
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
21. Share lapsed list with board members or
development committee members and ask for help
with follow up.
Recruit volunteers for outreach, not fundraising.
Brief volunteers on the importance of these donors
by highlighting their giving history.
Try three-way conference calls to facilitate calls.
Make calls in evenings or Sat/Sun afternoon.
STEP 3: ENGAGE VOLUNTEER LEADERS
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
22. Lower the threshold or minimum ask.
Develop affinity groups or new categories for
donors who have to scale back.
Send a case statement that provides more
substantive program info; an explanation for a
position on issue.
Appeal to them with a special request, such as a
matching campaign.
STEP 4: CHANGE THE ASK
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
23. Analyze data on your lapsed
Gather more feedback.
Launch targeted reinstatement using custom
campaign materials.
Donor engagement strategies.
Plan for the ebb and flow.
STEP 5: ANALYZE AND TARGET
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
24. Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
3. QUESTION OR COMMENTS
26. The Hidden Gold in Your Donor File – Lapsed Donors
Presentation by Becky Odom CFRE, Barton Cotton and Krista
Humphrey, Nat'l Law Enforcement Officers Memorial Fund,
direct mail, file segmentation, retention is the new acquisition
Baby Come Back? Wooing Lapsed Donors
Presentation by Amy Ricigliano, Planned Parenthood
Federation of America, Nicole Titus, OMP, and Graham
Hunter, Direct Media for the Direct Mail Association. See
page 4.
How to Write a Fundraising Letter that Wins them Back by
Alan Sharp for Network for Good
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
PRESENTATIONS AND REPORTS
27. The Magic of Thank You Calls
Tuesday, May 27, 2014 at 01:15 PM Eastern Time (12:15 pm
Central/10:15 am Pacific)
Charity Watchdogs: Managing Your Organization's Profile and
Ranking
Tuesday, June 24, 2014 at 01:15 PM Eastern Time (12:15 pm
Central/10:15 am Pacific)
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
BLUE STRIKE WEBINARS
28. THANK YOU!
Blue Strike Webinar: Recapturing Lost Donors
May 13, 2014 bluestrike.org
BLUESTRIKE.ORG
Hinweis der Redaktion
It was about how to re-engage donors who stop (or scale back) giving once the urgency of the moment has passed. Here are five suggestions for tackling this all-too-common problem:1. Analyze data on your lapsed donorsLook for common characteristics among these donors: location, age, giving level, join date, giving method, online donors v. mail. Are they clustered in one state? Did they all join in response to a particular campaign? Are they online donors or did they come in through a special event? If you can group these lapsed donors into specific segments, it will help narrow your focus and point to possible solutions.2. Gather feedbackTry a survey or focus group to dig a little deeper into their concerns. You may have a good handle on some of their issues or concerns, but a survey could reveal a little more about their priorities, and a series of open-ended conversations in focus groups could help generate three to five new messages that you could then test via email to see how well they resonate with a larger audience.3. Launch a targeted reinstatement effort using custom campaign materialsDevelop materials that address the priorities identified in the survey and focus groups. If there is someone associated with a high-profile issue or legal case, ask that person to be part of the campaign, to sign a letter for you, have their story told in emails, even make a few calls. In your materials, make sure to include the threats still posed by the opposition, specific efforts by your foes to roll-back progress, and the need for vigilance in protecting hard-won gains.4. Donor engagement activitiesAre there other ways for donors to be engaged? Is it possible to hold small-scale donor events in key locations or an evening program featuring an inspirational speaker? On the advocacy level, if your organization has petitions or lobbying efforts it needs help with, appeal to the lapsed donors for help. It’s not a substitute for financial support, but it might at least keep them in the fold.5. Plan for the ebb and flowBe prepared in the future to leverage high-profile moments into multi-year giving commitments; this will make your organization less vulnerable to the ebbs in donor attention. The urgent moment, whenever it comes, reminds everyone of the importance of your mission. It also typically puts your organization’s leaders front and center in the media and gives you an opportunity to reach out to everyone from former board members and major donors to foundation officers and long-time members. On the fundraising front, it is an opportunity to secure multi-year pledges and lock-in giving for future years. When the heat of the moment has faded, your donors will still be paying those pledges.