blue strike webinar recapturing lost donors - jan. 28, 2014

Recapturing Lost DonorsBLUE STRIKE

Blue Strike Webinar: Recapturing Lost Donors January 28, 2014

This is a 45-minute webinar focused on one of the most common fundraising problems: lost donors.

Intended for development staff who have responsibility for individual giving.

Developed with advocacy organizations in mind.

Features straightforward, low-cost strategies for getting lapsed donors back on board.

WELCOME


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The fi rst part of the webinar will focus on some of the most common reasons people stop giving.

In the second part, we will use that framework to prioritize a sample list of lapsed donors.

Then, we will talk about the strategies for getting priority donors back in the fold.

We will pause between each section for comments and questions.

And we will wrap up by 2:00 PM.

WEBINAR AGENDA


These are short-term lapsed donors; last gift was between 12 and 24 months ago.

We are looking for donors with a high probability of coming back as well as those who are worth a special eff ort.

Allocating resources carefully.

The goal is to develop a target list for high-touch contact and . . .

Bring donors back on board!

ASSUMPTIONS


ALL DONORS WHO GAVE LAST YEAR BUT NOT THIS

RUN THE “LYBNT” LIST:

NAMELAST GIFT

DATE LAST GIFT AMOUNT REASON PRIORITY

Margaret Chen 2012-03-15 $1,000.00

Al Johnson 2012-06-20 $1,500.00

Henry Abrams 2012-08-25 $250.00Carlos Gonzalez 2012-04-10 $100.00

Craig Arroyo 2012-12-31 $350.00

John Miller 2011-12-15 $2,500.00

Amanda Jones 2012-11-15 $250.00

Maria Salas 2011-12-31 $1,000.00

Mary Smith 2012-06-18 $250.00

Robert Stein 2012-08-20 $750.00



WHY DONORS STOP GIVING

COMMON REASONS

NAMELAST GIFT

DATE LAST GIFT AMOUNT REASON PRIORITY

Margaret Chen 2012-03-15 $1,000.00 tribute gift

Al Johnson 2012-06-20 $1,500.00 deceased

Henry Abrams 2012-08-25 $250.00 suppressedCarlos Gonzalez 2012-04-10 $100.00 memorial gift

Craig Arroyo 2012-12-31 $350.00 intermittent

John Miller 2011-12-15 $2,500.00 angry donor

Amanda Jones 2012-11-15 $250.00 crisis donor

Maria Salas 2011-12-31 $1,000.00 unaware lapsed

Mary Smith 2012-06-18 $250.00 change in circumstance

Robert Stein 2012-08-20 $750.00 moved/changed



Does your organization have other common reasons for donors dropping off?

Do any of the 10 reasons listed here NOT pertain to your organization?

1. QUESTION OR COMMENTS


Click icon to add picture

YES, NO OR MAYBE?

PRIORITY:


1. Donor gave b/c business associate Priority? MAYBE

2. Deceased. Priority? MAYBE

3. Record was suppressed. Priority? YES

4. Memorial gifts. Priority? NO

5. Intermittent donors. Priority? YES

COMMON REASONS FOR LAPSED DONORS


6. Angry donors. Priority? YES

7. Crisis givers. Priority? NO

8. Unaware donors. Priority? YES

9. Change in donor’s circumstances. Priority? YES

10. No address, no phone, no email. No contact info. YES

COMMON REASONS (CONTINUED)

NAMELAST GIFT

DATE LAST GIFT AMOUNT REASON

PRIORITY?

Margaret Chen 2012-03-15 $1,000.00 tribute gift Maybe

Al Johnson 2012-06-20 $1,500.00 deceased Maybe

Henry Abrams 2012-08-25 $250.00 suppressed YesCarlos Gonzalez 2012-04-10 $100.00 memorial gift No

Craig Arroyo 2012-12-31 $350.00 intermittent Yes

John Miller 2011-12-15 $2,500.00 angry donor Maybe

Amanda Jones 2012-11-15 $250.00 crisis donor No

Maria Salas 2011-12-31 $1,000.00 unaware lapsed Yes

Mary Smith 2012-06-18 $250.00 change in circumstance Yes

Robert Stein 2012-08-20 $750.00 moved/changed YesBlue Strike Webinar: Recapturing Lost

Donors January 28, 2014


Do you have any concerns about the low-priority groups?

Do you prefer to give greater weight to high-dollar donors regardless of reason for lapse?



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USING DONOR GIVING HISTORY

SORT YOUR LIST


Once you’ve prioritized your list based on the reason for not giving, you can push the low probability recaptures to the bottom of the list.

Then, you will want to sort by giving levels and giving history to focus your eff orts on donors who are well worth your time to recapture, usually long-time donors, high dollar donors.

Other key stakeholders may merit special attention, such as former board members.

NEXT STEP: A SECOND CUT


FOR LAPSED DONORS

RE-INSTATEMENT STRATEGIES


Send a lapsed letter as soon as the fi scal year closes and you have a reasonable handle on who has fallen off .

Do not send a special appeal or additional program info. Just a one-page letter that says “your membership has expired” or “the date of your last gift was [date of last gift] and amount” with a request for renewed support and a deadline.

Include language that says, “if we somehow missed your gift, please contact us so we can update our records.”

THE ABSOLUTE MINIMUM


Send a personal email, mail a statement-style letter and make a personal phone call - all at the same time.

This all-at-once approach is designed to cut through the noise, to get their attention.

Make sure your contacts all reference one another.

Set aside a week to 10 days as a reinstatement campaign and enlist other staff .

Recruit and train interns to call as volunteers.

THE BLITZ


Share lapsed list with board members or development committee members and ask for help with follow up.

Recruit volunteers for outreach, not fundraising.

Brief volunteers on the importance of these donors by highlighting their giving history.

Try three-way conference calls to facilitate calls.

Make calls in evenings or Sat/Sun afternoon.

ENGAGE VOLUNTEER LEADERS


Lower the threshold or minimum ask.

Develop aff inity groups or new categories for donors who have to scale back.

Send a case statement that provides more substantive program info; an explanation for a position on issue.

Appeal to them with a special request, such as a

matching campaign.

CHANGE THE ASK


Have you used other strategies that have been successful?

Which donors seem to be the toughest to get back on board?

Do you have any special categories for donors whose circumstances have changed?



MORE INFO

ADDITIONAL RESOURCES


The Hidden Gold in Your Donor File – Lapsed DonorsPresentation by Becky Odom CFRE, Barton Cotton and Krista Humphrey, Nat'l Law Enforcement Off icers Memorial Fund, direct mail, fi le segmentation, retention is the new acquisition

Baby Come Back? Wooing Lapsed DonorsPresentation by Amy Ricigliano, Planned Parenthood Federation of America, Nicole Titus, OMP, and Graham Hunter, Direct Media for the Direct Mail Association. See page 4.

How to Write a Fundraising Letter that Wins them Back by Alan Sharp for Network for Good

PRESENTATIONS AND REPORTS

http://www.bridgeconf.org/site/DocServer/Odum__Becky_-_The_Hidden_Gold.pdf?docID=564

http://www.the-dma.org/mtspeakers/00005027/NP201090003/Littlefield_Baby_Come_Back.pdf

http://www.fundraising123.org/article/how-write-fundraising-letter-wins-back-lapsed-donors#.UudNgBAo7b1


INSPIRING SUPPORT FOR CIVIC ENGAGEMENT

BLUE STRIKE:


Simple Tips for Publishing Your Donor ListTuesday, February 25, 2014 at 01:15 PMIntroduce Your Board to FundraisingTuesday, March 25, 2014 at 01:15 PM

Sending Your Executive Director on TourTuesday, April 29, 2014 at 01:15 PM The Magic of Thank You CallsTuesday, May 27, 2014 at 01:15 PM

Charity Watchdogs: Managing Your Organization's Profi le and RankingTuesday, June 24, 2014 at 01:15 PM

BLUE STRIKE WEBINARS

http://www.bluestrike.org/webinar_donor_list

http://www.bluestrike.org/webinar_donor_list

http://www.bluestrike.org/board_fundraising

http://www.bluestrike.org/board_fundraising

http://www.bluestrike.org/executive_director_tour

http://www.bluestrike.org/webinar_thank_you_calls

http://www.bluestrike.org/webinar_charity_watchdogs

http://www.bluestrike.org/webinar_charity_watchdogs


THANK YOU!

BLUESTRIKE.ORG

blue strike webinar recapturing lost donors - jan. 28, 2014

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