creating a donor communications plan
DESCRIPTION
Presentation to the Nonprofit Communications Conference at Texas Christian University in Fort Worth, TX May 17, 2013TRANSCRIPT
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Creating a Donor
Communications Plan: How to Become Their
Favorite Nonprofit
Kivi Leroux Miller President, Nonprofit Marketing Guide.com
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kivilm
nonprofitmarketingguide
Daily Blog
Weekly E-Newsletter
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Donor Attrition Rate Between First and Second Gift
55-65%
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Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
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Loss of Regular or Sustaining Givers from
One Year to the Next
30%
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
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First Gifts Not as Generous as They Could Have Been
75%
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Source: Cygnus Donor Survey
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How do
we keep
the love
alive?
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Source: Network for Good’s Online Giving Index: http://www.onlinegivingstudy.org/quarterlyindex
Why do people give so much in December?
Hint: It’s not really about the tax deduction.
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People
help
because it
gets them
high.
http://www.flickr.com/photos/jorge-11/4787290028
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How They Feel Predicts Behavior
• I am a committed (nonprofit) donor.
• I feel a sense of loyalty to (nonprofit).
• (Nonprofit) is my favorite charitable organization.
Based on research by
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They want to feel
appreciated.
http://www.flickr.com/photos/ganatlguard/8289339879
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They want to feel
included.
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They want to feel
in the know.
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They want to
know – from you
– that they matter.
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When you get it
right, here’s
how this works.
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You create communications that
are relevant to their lives.
You understand your donors’ inner angels.
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http://www.flickr.com/photos/epsos/8067736728
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You create opportunities for people to connect and engage.
You become a favorite organization.
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http://www.flickr.com/photos/stickergiant/8046982406
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People say Yes! when
you ask them.
You get what you need to achieve
your mission!
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http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958
Win!
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Favorite Charities Get More
Half of donors give 2/3rds of their annual donations to a single favorite charity.
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5 Essential Tools in Your Donor
Communications Plan
Not Including Appeals or One-on-One Communications Like Phone Calls
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1
Genuine Thank You Letters Within 72 hours of each gift &
at multiple milestones each year
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Here’s One Approach . . .
Greeting Card
+ Progress Report
+ Invitation
= Awesome Thank You Letter
Kivi’s Formula for Thank You Letter Success
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Positive and Personable!
Results!
Invitation
To Feel Like
We Are There
Credit to
Donors
Personable
Integration
More Goodness to Come!
Great Photo
Reminder about
Connection, and
Other Activities
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2
Donor-Centered Newsletter Articles 4-12 times a year in print and/or
monthly or twice a month in email
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“Spine care” raised $5,000.
“Zawadi” raised $50,000.
Thank you, Tom Ahern, for the example.
Ten fold increase from
one edition of the
newsletter to the next,
simply by switching from
corporate storytelling to
donor-centered
storytelling.
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A Good Donor Newsletter Format . . .
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3
Digestable Annual Reports End of year, or very beginning
of new year
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4
Special Invitations A few times a year
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5
Social Media Several times a week, or daily
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It’s hard to get there with a communications strategy like this.
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It’s much easier if you attract people to you with substance and style that feels relevant.
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http://www.flickr.com/photos/stevendepolo/4137096855
Go forward communicating
like their favorite
nonprofit!