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PART III Upgrading, Converting and Reinstating our Donors

WORKSHOP ON DONOR ACQUISITION AND RETENTION. PART III Upgrading, Converting and Reinstating our Donors. Too few charities are satisfied once they have acquired a donor. There is so much more we can do to increase a donor’s lifetime value. Issues for Today’s Class.

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PART III Upgrading, Converting and Reinstating our Donors

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  1. WORKSHOP ON DONOR ACQUISITION AND RETENTION

    PART III Upgrading, Converting and Reinstating our Donors

    Too few charities are satisfied once they have acquired a donor. There is so much more we can do to increase a donor’s lifetime value
  2. Issues for Today’s Class Monthly or “Committed” Giving Upgrading regular donors Small Businesses Major Donors
  3. The Donor Development Journey (by permission of Think Consulting Solutions, UK) Incidental Donors Committed Donors Donors Legacies Major Donors Enquirers/ Responders Members Middle Donors Pledgers Regular Donors
  4. Advantages of Committed Giving 800 per cent more income than regular donors. Lifetime is at least 5-7 years Income is consistent, dependable and predictable allowing organizations to plan. Far less likely to stop giving or to switch support to another cause. Give to emergency appeals more generously than regular donors. More likely to make a legacy or a bequest. Less costly to support than regular donors.
  5. Important Recruitment Messages That the donor will empower the organization to do even more at a lower cost. Joining a monthly scheme will save us a lot of money and allow us to help more children, animals, etc The committed donor should get special thanks and appreciation in return for support. Many donors are afraid they will not be able to continue giving indefinitely. Therefore make it very clear that “it is easy to cancel at any time!”
  6. UNICEF Japan: 1994-2001 Income Trend
  7. Databases The more you know about a donor, the easier it is to talk. Have the donors record in front of you Update record immediately Flag “Do not calls”
  8. Re-instating Lapsed Donors Committed donors stop giving for many reasons. Try to find out why. Very often with the “lapsed” donors, their payments had stopped unintentionally (change of address, bank account, credit card expiration, etc.) They are pleased to receive a reminder and a request for their new payment information New opportunity to renew and upgrade their commitment to the programme, with a request for a higher donation amount.
  9. Re-activating Lapsed Donors Some donors will leave us no matter what we do After one year, try to re-activate them Reactivation of lapsed donors works well with an emergency appeal Some lapsed donors will go straight to monthly giving. Many will come back….because you show them that you care
  10. How to respond to donors who cancel In those cases where the cancellation is intentional and final, it is good to follow a procedure along these lines: Thank them for their support Accept that their conditions have changed and that we are sorry that the participation cannot continue Continue to send the donor a newsletter so they can continue to stay informed about the organization. By keeping in touch, we keep the window open for future changes of mind regarding contributions Sending a newsletter costs very little
  11. Seven Tips on Telephone Fundraising Only call new, confirmed and former donors Use an approach similar to Direct Mail Use the phone as though you were speaking to a new friend. Make sure the recipient is ready to talk Express appreciation and thanks Negotiate down Follow up quickly with a written confirmation
  12. THANK YOU! Richard M Pordes, LLC 99 Dolphin Cove Quay Stamford CT 06902 A-34, Hauz KhasNew Delhi 100 016 Richard@ PordesLLC.com +91 88 605 332 88 +1-203-570-2223
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