analyzing your donor list

Donor Analysis Heather Harris, The Foraker Group

Goals of Pick.Click.Give.

• Increase number of donors to nonprofit

organizations

• Increase individual charitable giving

• Build a culture of individual philanthropy

Property of The Foraker Group 2014 2

Asset-

Estate-

Planned

Giving

Leadership / special gifts

Endowment campaigns

Capital and special campaigns

Personal contact only

Personal contact only

Consistent Annual giving

direct mail/ phone / Membership

First Time donors Entry level – annual giving Special Events

Universe of Prospects

Donor Commitment

Invest

Donor Growth

Involve--Interest

Donor Contact

Inform--Identify

Personal contact,

letter, phone call

Renewed /upgraded Annual Donors

Major Gifts

Individuals, corporations, foundations

12/15/2014 Property of The

Foraker Group 2014

Property of The Foraker Group 2014

Donor Relationship

Expectations of Time • 30% Research

– Your Case

– Constituency identification

• 30% Relationships Building

– Education (mission connect)

– Communication- LISTEN

• 10% Request

– All ways: face-to-face, mail,

phone, web, events,

proposals

• 30% recognition / reporting

– Strategic and consistent

Relationship

Building

Request Recognition /

Reporting

Research

4

What we know about

Pick.Click.Give. donors

• 50% remain anonymous

– Changes this year

– Double your dividend sweepstakes


Pick.Click.Give. Donors


-

5,000

10,000

15,000

20,000

25,000

30,000

2009 2010 2011 2012 2013

4,782

9,522

18,668

22,885

26,130

Pick.Click.Give. Revenue


$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

2009 2010 2011 2012 2013

$500,525

$908,250

$1,559,250

$2,164,575

$2,451,125

Pick.Click.Give. 2013 Male/Female Ratio


37%

63%

Individual Donors

Male

Female

Pick.Click.Give. 2013 Age


14%

19%

16% 19%

22%

11%

0 - 21

22 - 34

35 - 44

45 - 54

55 - 64

65+

Pick.Click.Give. 2013 Repeat Donors


45%

24%

18%

9%

4%

One Time

2nd Time

3rd Time

4th Time

5th Time

Analyzing Your Data

• Donor Database

• Comparative Analysis – Contributing 2 or more years

– Contribution increase or decrease

– Donors contribute outside of Pick.Click.Give.

• Who are your donors? – Who do you know?

– Who does your team know?

– Who don’t you know?

• Examples of successful donor analysis that you have found helpful?



Make a Plan

• Build a plan based on Relationship Cycle

• Segment donors for donor recognition

• Right communication to right donor – All need to be thanked

– Tell a story, where does the donation go

– Thank them again with a reminder

• Danger Zones

12


Review

• You have great data for research

• Get to know your donors

• Make a Plan

• Say Thank you

• Questions

13

Next Webinar

Focusing your audience on your strategy:

Creating long-term donors

Laurie Wolf

Thursday, November 13th 2:00-2:45pm


For More Information

www.pickclickgive.org

Contact Us, Search function, information for

donors and organizations

www.forakergroup.org [email protected]

(907) 743-1200 • toll-free (877) 834-5003

Educational Opportunities, Organizational Development, Shared Services, Advocacy


http://www.pickclickgive.org/

http://www.forakergroup.org/

mailto:[email protected]

analyzing your donor list

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