keeping major donors close

April 23, 2014

Keeping Major Donors Close

Presented by:

Richard Perry and Jeff Schreifels

There is a problem…Value Attrition Benchmarks

of 33 National OrganizationsCumeGiving Year Year YearLevel 1 2 3

1,000$ -58.62% -45.83% -61.45%

2,500$ -57.26% -40.61% -60.85%

3,000$ -61.32% -45.55% -55.29%

10,000$ -50.71% 0.92% -27.10%

Value Lost By Class Year

Example of Value Attrition

The Seven Steps

To Keeping Your Donors

Close

#1 – It’s A Journey Not An Event

Relationship vs. transaction. Know where you are going. Plan the experiences you will

deliver to the donor. Make sure experiences are

about quality vs. just quantity. Decide in advance how to

handle unexpected events.

#2 - Sharpen Your Listening Skills

Four Reasons We Listen:

1. To obtain information.2. To understand.3. For enjoyment.4. To learn.

Sharpen Your Listening Skills

Five Listening Suggestions*:

1. Pay attention to your donor.2. Show that you are listening.3. Provide feedback.4. Defer judgment.5. Respond appropriately.

*credit to Mindtools for these ideas.

#3 – Regularly Tell Donor She Is Making A Difference.

The major reason for donor attrition:

“I didn’t know I made a

difference.”

Donors want to make a difference...

You made me aware.

You asked me to help.

Said it would make a

difference.

I believed you. Gave

what I could.

You told me my gift made a

difference.

So I want to help again.

You didn’t tell me I made a

difference…so I gave

somewhere else to make a

difference.

Remember…

Money is a result – NOT an objective.

Matching the donor’s interests and passions to the needs of the organization brings true donor fulfillment and joy.

– AND it brings the money

#4 – Create Real Connections

Help a donor find their deep gladness by connecting them to the deep hunger they care about by:

1. Finding out what their deep gladness is.

2. Talking about real things.3. Knowing it’s not about money.

#5 – Give The Donor The Relationship They Want.

You told them:1. They had a special role to play.2. That they could trust you.3. That you valued them.4. That you would find a match to

their interests and passions.5. That their giving now is

important, valued and will make a difference.

6. That you will honor them and their giving.

Now DO it!

#6 – Be Authentic Yourself

1. Be yourself. Everyone else is taken*.2. Be self aware.3. Be congruent.4. Be courageous.

*Oscar Wilde

#7 – Don’t Always Ask For Money.

Instead:1. Seek relationship.2. Search for donor’s deep

gladness.3. Find new ways to truly

serve the donor.

Avoid Making The Donor a Stranger.

Do You Know:1. The donor’s name?2. Her interests and passions?3. Her communication preferences?4. That your donor is thanked within

24 hours of their gift?5. What they are interested in and

are you sincerely interested in nurturing that?

Practical Suggestions & Ideas

Problem CommunicationClearly articulates needs, concerns and areas needing funding by showing societal need and what can be done about that need.

Gap Communication

Example: Organization receives

government grant for housing assistance.

Grant does not include deposit a person needs to make.

Ask the donor for the GAP. Send photo on move in day or a

note from family thanking the donor.

Thanks Communication

Thank you card from kid that benefited from summer camp

Thanks Communication

Or a picture…

Thanks Communication

A postcard.

During this season that is sacred to both Christians and Jews, we want to express our gratitude for the low and commitment

you show those in need through your continued support of The Fellowship!

 You are a great gift to us, and to the Jewish people.

Project Communication

Project Communication

“Insider” Communication

Subject Matter Expert“Sam, I know this is something you care about. I saw this in the NY Times and it really does a great job of explaining the problem for helping people in need—and showing the challenges we face as we work to help. Your gift is making a real difference in how many people we can reach.”

Anecdotal Communication

Susan:I was at the corps on Saturday. They served 300 people meals in one afternoon. Thanks for your partnership in making it happen.[Link to photo or enclose photo]

Regards,Diane

Personal Impact Story

AJ and his family thank you... Last year, AJ took a brave step. He took responsibility for his drug and alcohol problem and entered The Salvation Army Adult Rehabilitation Center. After months of hard work, he has a promising future—he’s working and planning to go back to school. Most important, his beautiful wife and son have AJ back. Thank you for making this happen.

Personal Impact: E-version

Sheila is a neighbor and friend of CLCP. After years of frustration trying to find nursing work that would sustain herself and her five grandchildren, Sheila knew she needed to try to clean her criminal record.With an expungement or redaction, certain arrest data and charges can be cleared from one’s record….Click here to read the rest of Sheila's story

1. Passionate Giving Blog2. White Papers from Veritus Group

Packaging Your Budget For Donors Seven Pillars of a Major Gift Program Building a Culture of Philanthropy Six Secrets to Becoming an Extraordinary Major Gift

Officer Qualifying Donors for Major Gift Caseloads Social Networking and Major Gifts Transporting Your Donor To The Scene

3. Marketing Impact Chart Template

Three Resources

It’s not only about the money…

Veritusgroup.com267-254-2939

jschreifels@veritusgroup.com