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Strategies for Acquiring, Retaining, and Upgrading New Donors

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This guide outlines effective strategies for acquiring new donors, reactivating lapsed donors, and enhancing donor retention through relational marketing. It highlights the importance of understanding donor attrition, which occurs for reasons such as death, departure, and dissatisfaction. Key tactics include upgrading strategies for small, middle, and major donors; optimizing acquisition costs; and ensuring effective communication with new donors through thank-you calls, welcome newsletters, and personalized outreach. Aim for a 50% or better annual retention rate for sustainable growth.

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Strategies for Acquiring, Retaining, and Upgrading New Donors

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  1. Keeping and Upgrading Your New Donors

  2. Broadening Your Definition: • _________ Acquisition • ____________ Reactivation New Donor Lapsed Donor

  3. Why New Donor Acquisition? • _______ Attrition Dx3 • Donors lapse for three basic reasons: • 1. Death (801 deaths per 100,000) • 2. Departure • 3.. Dissatisfaction

  4. Why New Donor Acquisition? Relational Marketing Strategies b. ______ Growth Mega Major Donors Large Donors Middle Donors Tactical Upgrade Strategies Small Donors Acquisition

  5. What’s a Good Acquisition Response? • Cost vs. Investment? • Make Money? • _________ Break-Even! New Donors =

  6. Retention Strategies: • What is it and what should it be? • _________ - two very powerful words We seek a 50% or better annual retention rate Thank You! • Call • Receipt/Brochure • Card • Welcome Newsletter

  7. Upgrade Strategies: • ___________ • ______________ • ______ • ____________ • ____________ Ask Amounts Mailing Schedule Offers Re-Thank You Re-Acquisition

  8. Results:

  9. Questions? Thank You!

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