bridge11 christ-faith based-wednesday

Twitter: #thebridgeconf

Making it easy Making it easy for donors to givefor donors to give

Rick Christ, VP Amergent

Make it easy to give…

• … via the web

• … a second time

• … in November and December

• … through all channels the donor wants

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Catholic Donor Stewardship Study• Attempted to donate online (via credit card) and with

checks (white mail) to 30 Catholic organizations – June 2009

• Added 10 more in June 2010, 10 more December ‘10• Used same unique name, address, email

Enclosed is my gift of $25. Wish it could be more. I will give again whenever I can.

Chris Doyle Suite 201 9 Centennial Drive Peabody MA 01960 chris_01960@yahoo.com

…Via the web

Easy to give? Donation link

Clicks? One Click

Clicks? One Click

Getting Better

• 4 organizations do not accept online donations• Gifts to 4 organizations were rejected• One organization has no web site• 41 successful gifts / 50 attempts = 82% v

66.7% success in June 2009

Don’t:

• Make me hunt for your donation page• Give me a password to get back to your site• Treat my gift like a product order• Get my name or address wrong

Do:

• Say “Thank you” early and often• Remind me how you’ll use my gift• Tell me you’ll pray for me• Invite me to share my needs• Show me you are authentic• Send me another email soon after

CASE STUDY: GETTING IT RIGHT

St. Francis House Boston

… a second time

Mail: Great Welcome Strategy

Mail: Great Welcome Strategy

Mail: Great Welcome Strategy

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Recommendations• Use the best you’ve got in the first 100 days

– Best appeals plus seasonal messages

• Let donor satisfaction guide strategy

• Coordinate messages across channels – look at it from the donor’s perspective

• Make it easy to give

– Buttons on-line

– Not too much clutter. Only 1 or 2 desired actions

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Recommendations• Capture the attention of the donor

– Watch a video

– Light a Vigil Light

– Get a gift

• Include an open-ended question in the first gift acknowledgement

• Focus on donor satisfaction

Cultivation Email – 1st 60 days• Number of emails sent since online gift

10 - St. Jude League/Claretian Publications Weekly – Maryknoll Fathers & Brothers 5 - Catholic Relief Services 4 - Mercy Home for Boys & Girls 3 - Covenant House 3 - Society of the Little Flower 3 - St. Joseph’s Indian School 3 - Franciscan Friars of the Atonement 3 - Catholic Medical Mission Board

Cultivation Emails

Cultivation Emails

Cultivation Email

• Is it too soon to ask for a monthly gift?

Using bill-to addresses?

Donor Customer ServiceSent an email asking for giving records

Donor Customer Service: ResponsesGave 50 gifts total to 30 organizations

• 17 responded with accurate information

• 8 needed a full postal address to track gifts

• 3 reported only one gift instead of two received

• 10 have not yet responded

Donor Customer Service: Our favorite

Key Elements Gift date, amount, channel Tied to mission Toll free number to call

From: info mailbox (info@worldvillages.org)

To: chris_01960@yahoo.com

Date: Monday, August 17, 2009 11:53:51 AM

Subject: RE: World Villages US Website Email

Dear Friend of the Children,

Thank you for your email.

In 2009, according to our records you gave $50.00, the dates of which follow: June 25th we received $25.00, which you gave on line, and on July 2nd, we received $25.00 in the mail.

Thanks to your generosity more than 22,000 children in The Philippines, Mexico , Guatemala and Brazil have a chance to break free from a life of poverty because of your continued support and generosity.

Please feel free to contact us if you have any questions or concerns. Our toll free number is 1 800 662 6316.

Sincerely,

Victoria L. Donoghue

Assistant Director

Donor Relations

World Villages for Children, a project of

Asian Relief, Inc.

Gift Confirmation: Sorry for taking 90 minutes!!From: Mike.Eckel@legionofchrist.org ()

To: chris_01960@yahoo.com

Date: Monday, August 17, 2009 12:03:51 PM

Subject: RE: Donations

Dear Chris in Christ,

Sorry for taking so long to get back to you. I am showing that you made a donation to the Legion of Christ of $25.00 dollars on June 30 2009. This is the only gift that I see. Please contact me with any questions and thank you for your kindness and support.

Yours in Christ,

Mike Eckel

203-287-6328

From: Chris D [mailto:chris_01960@yahoo.com]Sent: Monday, August 17, 2009 10:28 AMTo: Eckel MikeSubject: Re: DonationsDear Mike,

… in November and December

Direct mail – up to 40% Online – up to 50%

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The two seasons of December• Advent/Christmas

– Holy Season

– Emotional

• End of Year

– Secular

– Reason (tax benefit)

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December Recommendations• Send your best messages at these key times

• Recognize the two seasons and participate in both

• Multiple contacts can yield much better results

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… via multiple channels

• Reinforces the donor’s memory of, and response to the message

• Builds the donor’s image of a carefully coordinated strategy

• Inspires a donor’s response

• Much higher long-term value to the organization

Online Social Networking

• Connecting increases donor value• 20 of 50 organizations invited us• Most failed to use the thank-you page…• … or the thank-you email

How were we invited?

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Twitter: #thebridgeconf

Thank you!Thank you!What are your questions?What are your questions?

Rick Christ – Rchrist@Amergent.com

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