blue strike webinar affinity groups - may 19, 2015
TRANSCRIPT
Blue Strike Webinar: Giving Clubs and Affinity Groups 1
How Giving Clubs and Affinity Groups Build Donor Loyalty
• Join the webinar: https://www.fuzemeeting.com/fuze/d95f8791/27857902
• Start Time: 1:15 PM ET (12:15 pm Central/10:15 am Pacific)
• Enter the meeting number: 27857902• 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, please use the chat room.
• Welcome to the webinar!
May 19, 2015
BLUE STRIKEHow Giving Clubs and Affinity Groups Help Build Donor Loyalty
May 19, 2015
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Blue Strike: Inspiring Support for Civic Engagement
Mary Dillon Kerwin
(703) 399-0855
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What is an affinity group? • A group of people linked by a common interest or purpose• In the context of the development office, a group of
donors or supporters who share a common characteristic • Focuses on demographic trait, such as youth, ethnic and
cultural groups, women’s groups, or giving behavior• Designed to enhance individual giving or corporate
support
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Today’s agenda• Why affinity groups are important to fundraising• Evaluating if it’s right for your organization• Four case studies• Steps to implementation• Q & A, comments, sharing
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The challenge of building loyalty
• Sargeant and Jay (2004)
conclude that a typical
nonprofit will lose 50% of its
annual) donors between the
first and second donation
and up to 30% year on year
thereafter. In respect of
regular or sustained giving,
attrition rates of 20-30%,
year on year are common.
(Levis 2008).
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Donor loyalty equals donor retention• Solidifies the relationship between your organization and
your donors• Creates peer-to-peer relationship among donors that
strengthens the bond to your organization. • Operationalizes market segmentation.• Makes it easier for volunteers and staff to identify and
cultivate donors.
May 19, 2015
Saturday, April 15, 2023 Toward a Predictive Model
Figure 1.3 Giving Clubs
No Giving Club Recognition Only Recognition and Fundraising$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$1,748,474$1,940,761
$2,697,044
Giving clubs with a fundraising component are associated with higher revenue
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Does it make sense for my organization?
• Do a quick evaluation before presenting• Is there a natural group that this makes sense for?• Look at the resources needed to start it and keep it going• Assess commitment and interest from organization
leaders
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CASE STUDIESNational and local examples
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Case 1: Legal advocacy organization• Young attorneys’ group• Established to commemorate special anniversary and
provide a pipeline • Nominations are tied to corporate sponsorship level• Benefits include twice-yearly networking meetings and
special recognition
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Case 2: Human services organization• Young women’s auxiliary group organizes fundraising
events• Represented on the board• Group creates long-standing friendships and connections
to the organization
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Case 3: Local educational organization
• Business council links organization to business community
• Two breakfast meetings per year, listing in annual report
• Corporate sponsorships important to event success• Relies on strong leader • Leverages historic building, political figures
(Chamber-esque)
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Case 4: National advocacy organization
• Membership • Leverages longevity of members• Target for planned giving• Shared experience around advocacy campaigns• Useful as an identifier for volunteers and staff
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IMPLEMENTATIONEvaluate, establish, manage, grow
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Establish your affinity group• Look back to the evaluation process• Ask a few board members to help shape the group• Answer three basic questions:
1. How do people become members?
2. What happens once they join?
3. What are the benefits of being a member?• Announce and begin branding.
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Manage and maintain your group• Take a baseline measure and report regular progress • Let people know how they can be part of it• Use peers to help manage• Speak to their hearts and their heads
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Grow your group • Promotion, communications• Social media groups, web page, events, conference calls• Survey the members• Share members stories through newsletters• Ask for recommendations
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Q AND AQuestions, comments, and sharing
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Avoid common pitfalls• Be cautious about promising control or authority• Set modest goals for membership and dollars – cultivation
and strengthening are valuable • Keep the group top of mind and “in the news”
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References • Barber, Putnam and Bill Levis, Donor Retention Matters,
(Washington, DC: Urban Institute, 2013)
• Bennett, Roger, (2013). Elements, causes and effects of donor engagement among supporters of UK charities, London Metropolitan Business School, London Metropolitan University, 84 Moorgate, London, EC2M 6SQ, UK
• Sargeant, Adrian (2008) Donor Retention: What Do We Know and What Can We Do About It?
• • Sargeant, Adrian, (2001), Relationship Fundraising: How to
Keep Donors Loyal. Nonprofit Management and Leadership, 12: 177–192
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Upcoming webinars and trainings • Five Simple Ways to Upgrade Your Donors
Tuesday, June 16, 2015 at 1:15 PM ETFundraising Webinar: Ready to take your individual giving program to the next level? Join me as I share the latest research on popular upgrade strategies including conditional ask strings; second-gift approaches; lists and recognition levels; challenge campaigns; and sustaining gifts. Implementing just one of these low- and no-cost strategies will generate more dollars for your organization.
• Charity Watchdogs: Managing Your Organization's Profile and RankingTuesday, July 14, 2015 at 1:15 PM ETFundraising Webinar: Potential donors check out your organization through charity watchdogs like Better Business Bureau, Guidestar, Charity Navigator and others. Research shows they're having an impact on donor behavior. Learn where the "watchdogs" get their information, how they assess their rankings and what you can do to improve your profile and ranking.
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Slides from previous webinars• Major Gifts Prospecting with Rebekah Kaithern (Feb. 12, 2015)
Slides• Donor Advised Funds: What You Need to Know with Ruben
Orduna (Jan. 15, 2015) Slides• The Magic of Thank You Calls (May 27, 2014) Slides• Sending Your Executive Director on Tour (Apr. 30, 2014) Slides
• Introduce Your Board to Fundraising (Mar. 25, 2014) Slides
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Thank you for joining today!
Mary Dillon Kerwin
President, Blue [email protected]
Check out our other resources at http://www.bluestrike.org/resources