keeping and upgrading your new donors
DESCRIPTION
Keeping and Upgrading Your New Donors. Broadening Your Definition:. _________ Acquisition ____________ Reactivation. New Donor. Lapsed Donor. Why New Donor Acquisition?. _______. Attrition. D x 3. Donors lapse for three basic reasons: 1. Death (801 deaths per 100,000) - PowerPoint PPT PresentationTRANSCRIPT
Keeping and Upgrading Keeping and Upgrading Your New DonorsYour New Donors
Broadening Your Definition:Broadening Your Definition:
a. _________ Acquisition
b. ____________ Reactivation
New Donor
Lapsed Donor
Why New Donor Why New Donor Acquisition?Acquisition?
Dx3a. _______Attrition
Donors lapse for three basic reasons:
1. Death (801 deaths
per 100,000)
2. Departure3.. Dissatisfaction
Why New Donor Why New Donor Acquisition?Acquisition?
b. ______
Small Donors
Acquisition
Middle Donors
Large Donors
Major Donors
Tactical Upgrade Strategies
Mega
Relational Marketing Strategies
Growth
What’s a Good Acquisition Response?What’s a Good Acquisition Response?
a. Cost vs. Investment?
b. Make Money?
c. _________ Break-Even!
New Donors =
Retention Strategies:Retention Strategies:
a. What is it and what should it be?
b. _________ - two very powerful words
We seek a 50% or better annual retention rate
Thank You!
1. Call
2. Receipt/Brochure
3. Card
4. Welcome Newsletter
Upgrade Strategies:Upgrade Strategies:
a. ___________
b. ______________
c. ______
d. ____________
e. ____________
Ask Amounts
Mailing Schedule
Offers
Re-Thank You
Re-Acquisition
Results:Results:
Motivation Code
Appeal Description
New Donors
# of Donors w/ 2+ Gifts
Percent Renewal
Additional Gifts Given
Total Additional Income Average Gift
"A" Control 370 163 44% 429 $10,985 $25.61"F" Premier Donors 111 51 46% 133 $36,370 $273.46"G" Test Group 1,967 1,020 52% 2,347 $71,100 $30.29
Totals: 2,448 1,234 50% 2,909 $118,456 $40.72
Questions? Questions?
Thank You!Thank You!