Understanding Donor Relationships. Direct Response Solutions, Inc. . The “Issues” in Renewal. 1) Elongating recency deltas from last gift 2) Renewing “donors” acquired by premiums 3) Convincing telephone donors to renew by mail or email
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Direct Response Solutions, Inc.
1) Elongating recency deltas from last gift
2) Renewing “donors” acquired by premiums
3) Convincing telephone donors to renew by mail or email
4) Battling lapsing rates among even the best donor segments
5)Pairing donor and preferences
with organizational needs
6) Defining your “universe.”
7) Allocating fund raising expenses
of each segment to projected
1. Attrition not made up by new/ recaptured donors
2. Lapsed program cost per donor acquired higher than some acquisition.
3. Number of donors making 2+ gifts
per year is in decline.
4. Mailing strategy that avoids focused efforts to renew w/i 3 months.
5. The lapsing rate of your new donors is increasing.
6. Confusing transactional and mission driven “donors.”
7. “Our strategy this year is what we did last year; it’s what our donors want.”
1) When can an acquisition effort be properly deemed successful or not? How?
2) What’s the strategy for renewing
3) Can you hit a five-run home run?
Should you? When?
4) The “external” list plan – factoring in your usage trends; finding lists that are working for others
5) The “internal” list plan – Events, End users, Prospects,
6) Do you really need that extra insert; the 4-color photos – will they increase response or ROI?
7) What’s too much to spend on acquisition? When to cry “uncle!”
8) Can you “under-spend” in acquisition?
9) What are good measurement tools?
Understanding Donor Life Cycles:
Achieving more gifts from each donor:
Maintaining and upgrading each donor relationship:
Setting the Strategy Plan:
Investing wisely …
adjust strategy to minimize high risks
By all means, use every technique available to you to generate that first gift. But don’t conclude success or failure on immediate returns alone.
You’re in it for the long haul … your ROIs are profitable only when you’re into the renewal phase.
All that glitters may indeed not be gold. At least at the outset!