building donor loyalty - amazon web...
TRANSCRIPT
![Page 1: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/1.jpg)
AFP SA Keynote
Building Donor Loyalty
![Page 2: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/2.jpg)
Tweeting?
@pursuant
@afp_sa
![Page 3: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/3.jpg)
The donor experience
![Page 4: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/4.jpg)
4 out of 5 first time donors won’t make a second gift.
![Page 5: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/5.jpg)
“My first gift wasn’t as generous as it could have
been.”
75% of first time donors say:
![Page 6: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/6.jpg)
Cost to reach a new donor
10X communicating with an existing donor.
Source: Adrian Sargeant, Building Donor Loyalty
![Page 7: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/7.jpg)
Loss hidden by gain
We often don’t examine donor attrition
![Page 8: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/8.jpg)
Why will most of us not make a second gift?
![Page 9: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/9.jpg)
I became aware of you.
I’m interested, tell me more.
Involvement.
Investment.
![Page 10: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/10.jpg)
Sources: Penelope Burke, Author Donor Centered Fundraising, Kivi Leroux Miller, Author Nonprofit Marketing Guide
To make a difference
Appreciation
Feel in the know (inclusion)
Access to leadership
Confirmation gift “set to work” as intended
What donors want
![Page 11: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/11.jpg)
What donors get
Give Give Give Give Give About us GiveGive Give About us Give Give Give Give Give
Give About us Give Give Give About us Give Give Give Give Give About us Give Give Give
More about us Give Give Give About Us Give Give About us Give Give Give Give Give
About us Give Give Give Give
Us again GiveGive GiveOk
Thanks
Give More us Give Give Give Give Us Us Us Us Us Us Us Give Give
Us Us Us Us – Man, we are great – Give
![Page 12: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/12.jpg)
![Page 13: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/13.jpg)
![Page 14: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/14.jpg)
![Page 15: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/15.jpg)
“It isn’t what you’re selling.
It’s what I'm buying.”
![Page 16: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/16.jpg)
We don’t convince donors. We help them realize they already care.”
“ Marc Koeing, Nonprofit Hub
![Page 17: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/17.jpg)
The commercial world spends billions to earn your loyalty
![Page 18: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/18.jpg)
“You” is a emotional trigger
You made my day.
I have a great story to share with you.
Look what you’ve made possible!
I am so thankful for people like you.
You’ve given hope to…
Source: Tom Ahern, www.aherncomm.com
Kivi Leroux Miller, www.nonprofitmarketingguide.com
![Page 19: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/19.jpg)
Make THEM the hero
You made my day.
I have a great story to share with you.
Look what you’ve made possible!
I am so thankful for people like you.
You’ve given hope to…
Source: Tom Ahern, www.aherncomm.com
Kivi Leroux Miller, www.nonprofitmarketingguide.com
![Page 20: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/20.jpg)
![Page 21: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/21.jpg)
Are you claiming the credit?
Corporate Donor Centered
Claims credit
Says “We”
Gives away credit
Uses “You”
Source: Tom Ahern, www.aherncomm.com
![Page 22: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/22.jpg)
Donor
Centered
makeover:
$45k lift Source: Kivi Leroux Miller, www.nonprofitmarketingguide.com
![Page 23: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/23.jpg)
![Page 24: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/24.jpg)
![Page 25: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/25.jpg)
![Page 26: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/26.jpg)
Baseline plan to make every donor feel heroic
![Page 27: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/27.jpg)
“Being asked to give again before
learning my first gift had an impact.”
-Penelope Burke, author
How donors define oversolicitation:
![Page 28: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/28.jpg)
![Page 29: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/29.jpg)
Saying thanks is a privilege. - Shannon Doolittle
![Page 30: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/30.jpg)
Actions that boost donor retention Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed in
2012, US Edition. Chicago: Cygnus Applied Research
Donor cultivation events (+10%)
Meaningful info on gifts at work (+10%)
Staff thank you calls (+10%)
Board thank you calls (+25%)
Designated gift by interest code(+12%)
Actual visit (+15%)
Invitation to program onsite (+5%)
Online gift (+5%)
![Page 31: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/31.jpg)
Anniversary of 1st gift
Celebration of a victory they helped make possible
Thanksgiving, Valentines Day, Special Holiday
Monthly Board Meeting
Practice Random Acts of Thankfulness
![Page 32: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/32.jpg)
![Page 33: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/33.jpg)
Customer goes here
![Page 34: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/34.jpg)
![Page 35: Building Donor Loyalty - Amazon Web Servicespursuant.s3.amazonaws.com/2014/Pursuant/Presentations/Keynote_… · Burk, P. (2012). The Cygnus Donor Survey, Where Philanthropy is Headed](https://reader034.vdocuments.mx/reader034/viewer/2022050311/5f72cdd219acf01c3a5a2443/html5/thumbnails/35.jpg)
- Aimee Mullins, athlete
“All you need is one person to show
you the epiphany of your own
power and you’re off.”