how to maintain and upgrade your new end of year donors
TRANSCRIPT
How to Maintain and Upgrade Your New End
of Year Donors
12/9/16 1pm Eastern
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Before we get started »
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Our guest presenter »Rachel Muir, CFRE
• Vice President of Training Services, Pursuant • expert consultant, trainer and presenter with
over 20 years’ fundraising experience, • launched Girlstart, a nonprofit organization at
age 26 and raised over $10 million • winner of Oprah Winfrey’s Use Your Life Award • three-time finalist for Ernst & Young’s
Entrepreneur of the Year Award • named “Outstanding Fundraising Executive of
the Year” by AFP • one of Fast Company Magazines “Fast 50
Champions of Innovation”
Retain & Upgrade End of Year donors
• Founder: Girlstart
• Strengths: Fundraising, parenting twins
• Weakness: Queso
• Featured on: Oprah, CNN, the Today Show
• AFP Outstanding Fundraiser of the Year
@[email protected] www.rachelmuir.com
Rachel Muir, CFRE
What Rachel does:
Custom training
VIP days
Webinars
Live classes
Speaking
All on fundraising…
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Where your best prospects are hiding
The BEST discovery questions ever asked
How donors make decisions
How surveying donors boosts revenue
Here’s
what you’ll
learn!
The Ask: Who, When, How and How Much?
Let’s learn about you…
Was your #GivingTuesday this good?
Poll: Did you do
better, the same or
worse as last year?
Retain & Upgrade End of Year Donors
2
#1 way to ensure
another giftThank you’sthey’ll
cherish
Tips to
reveal their
interests
Bonus:
tools!
Q & A
@rachelmuir @bloomerangtech
How to prioritize a portfolio to upgrade donors
How to retain & upgrade new donors
How video can build a portfolio
Easy (and free!) apps to help you
get the visit, do great discovery &
deliver thoughtful stewardship
Templates you can use right now
What will I learn today?
Download at rachelmuir.com/guides
Using donors surveys to segment
#1 WAY TO ENSURE EOY SUCCESS?
SHARE THEIR
IMPACT
Source: The Millennial Impact Report
#1 REASON DONORS STOP GIVING?
OVER-
SOLICITATION
Ask. Thank. Report back.
Steal this!
“You made your gift just one (week, month) ago and already you’ve… (insert amazing accomplishment here)
Makeover - Before
When you give to ____________ , you’re
making a major difference in the lives of
children in your community. Each year, nearly
25,000 patients come to us.
Your gifts not only support our core medical,
surgical and rehabilitative services, but also
allow us to offer support to struggling families.
Makeover - After
Your $100 donation will give a
cancer patients mother a
home away from home tonight.
• Goal: 24-48 hrs (“thank before you bank”)
• Don’t exceed 5 days (but late is better than
never)
• Make it personal, i.e. stories, visuals
• Allocate MORE time and staff during the
holidays
• Daily stewardship “power hour”
5 Thank you letter “Do’s”
@rachelmuir @bloomerangtech
7 Thank you letter “Don’ts”
Don’t
• Don’t start with a “Thank you”
• Don’t be predictable
• Don’t ask for another gift in the thank you
• Don’t continue to “sell”
• Don’t recycle the same copy indefinitely
• Don’t use pre-printed mass addresses cards
• Don’t give them homeworkSource: Donor Centered Fundraising, Penelope Burke
Chat training with Rachel Calendly.com/rachelmuir
Get the guide!
www.rachelmuir.com/guides
Download at
RachelMuir.com/
Guides
Fundraisers rely too heavily on gift value as a determinant of future potential. ”
“
Penelope Burk, The 2014 Burk Donor Survey
Board members make thank you calls at meeting
Thanksgiving (Call/Card/Email)
Valentine’s Day (Call/Card/Email)
“Donorversary”- Anniversary of 1st gift
Welcome thank you call for 1st time donors
Practice
Random acts
of
thankfulness!
How much does a board thank you call improve donor retention?
Impact on giving amounts
Thank you call
from board
member w/in 24
hours
Source: Penelope Burk & Cygnus Research
14 months
later
70% retention!
What inspired you to make
your gift?
Do you have any feedback for us?
Is there any way we can make
your experience more positive?
Can I bring you
(show you, invite you…)?
Great discovery questions
27
READ LESS MINDS, ASK MORE
QUESTIONS
28
USING DIGITAL TOOLS TO
BUILD A
PORTFOLIO
Survey your donors on what they care about
Communication preferences
Why’d they join/give?
What do they most want to
support?
What to survey
Beneficiary preferences
@rachelmuir
Satisfaction levels
Google+
Charlie
Norbert
Invite feedback from end of year donors
Optional comment box
Survey no no’s
1. When they gave
2. How much they gave
3. ANYTHING you already know
@rachelmuir
Watch at bit.ly/OpSmileExample
Video lets prospects self identify
Prospects
Printed Invitation PURL Gift Officer(s)
Completed Form?
Yes
No
Email Invitation(s)
(1 initial send, 2 resends)
Observation Data & Donor Reprioritization Reports
Uncover affinity and inclination using direct
mail, video and email
Data identifies prospects & interests
Personal URL
(Direct Mail)
Cultivation
Face-to-Face
Visit
Appointment Setting
Stewardship
Microsite
Personalized
Update
OBSERVATION DATA
VISIT
DATA
Welcome
Series
Prioritization & Coaching
Segment Count
A. Inbound Leads 145
B. Completed Video 175
C. Started Video 440
D. Visited Microsite 615
F. No Interaction 3,625
Video is scalable
Targets
Sent
Opened
Clicked
Video Started
Video Finished
Inbound Leads
You can spend more time on revenue
generating activities (like visits)
Innovative Stewardship + Tools
Download stewardship template rachelmuir.com/guides
“Legal stalking” with donors/prospects
Google+
Charlie
BombBomb
Norbert
Bananatag
Want to explore training with me? Calendly.com/rachelmuir
@rachelmuir @BloomerangTech
Charlie app
Email tracking: www.bananatag.com
Sample video email Tool spotlight: video email
Watch the video at http://bit.do/careshare
Tool spotlight: Video email
Best part: seeing who watched it.
@rachelmuir Facebook.com/RachelMuirFundraising
Sample personalized stationary
Thoughtful, inexpensive follow up that wows
Check out
Feltapp.
com
@rachelmuir Download today’s guide: rachelmuir.com/guides
Sample personalized stationary Feltapp.com
Feltapp.
com
@rachelmuir Facebook.com/RachelMuirFundraising
Questions?
THANK YOU!
Guide:
rachelmuir.com/guides
Free webinars:
rachelmuir.com
@rachelmuir
Facebook.com/RachelMuirFundraising
Want to explore training with me? Calendly.com/rachelmuir
Download at
RachelMuir.com/
Guides
$50 off for today’s webinar guests!
https://tinyurl.com/WebinarDiscount
Where your best prospects are hiding
The BEST discovery questions ever asked
How donors make decisions
How surveying donors boosts revenue
Here’s
what you’ll
learn!
The Ask: Who, When, How and How Much?
Questions?
https://bloomerang.co/resources
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Wednesday, Dec. 14th – 1:00pm Eastern
Gail Perry, CFRE
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