Donor Relationship Management
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Transcript of Donor Relationship Management
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Donor Relationship Management Increasing Fundraising efficiency through Evaluation
Yogesh Aggarwal – Global Director Yellow Umbrella
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Acquisition A Gamble
• Donor is the winning you get…. but – Do you know Why you won?– Do you know Value of Win ?– Did you win because anyone at that time would
have Won?– Can you increase probability of Win?
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How are you Acquiring?
• Like A Credit Card company • Like A Time Share • Like A Life Insurance company • Like A Real Estate Company • Like AN FMCG
How You are acquiring will define How your should Retain
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Few Questions for foundation of DRM
• Why did a Donor Give you ?• What is in for him?• Does he give to others? • Is it cause ? • Is it your name?• Is it because of the sales person ?• Who is He?
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Introduction Donor Relationship Management is the development and maintenance of mutually beneficial long-term relationship with strategically significant Donors.
It is concerned with the creation, development and enhancement of individualized donor relationships with carefully targeted donors and donor groups resulting in maximizing their total Value association with the NGO.
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WE Don’t Own a Donor Base–
In fact, the opposite is true.WE Belong to the Donor.
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3 Things We Need to Stop Thinking and Stop Doing1. We need to stop thinking we own the
relationship… because we don’t
2. We Need to stop relying on the same old one-dimensional pyramid
3. We need to stop believing acquisition is the main key to growing our file
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- What you send- When you send it- Which channel
- Whether to open- When to open- Whether to read- Whether to respond- When to respond- How much to give- Which channel to use
The Fundraising Dialogue
Sender Receiver
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BUT WE INSIST ON THINKING IT’S ABOUT US
• We ACQUIRE Donors … ‘hostage-taking’ phase
• We RECAPTURE them, if they lapse ‘Why Have You Foresaken Us?’ letter
• Put them through a CONVERSION program Our language reflects our attitude
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Proof the public craves a relationship that’s more about them?
Introducing one of the most successful new acquisition offers in the past 5 years…
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Interesting, isn't it ?The Offer that explicitly promises
We Don’t Want a Relationship,Is Very Successful at
Starting a Relationship
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Why Does This Work?
- Because this offer tells the donor ‘you’re in charge of this relationship’
The donor’s need for control is that deep
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The Results:
• More than 25% of people responded
• Generated more 10 times of the Normal outcome.
• Giving from 20 year+ donor core has been increasing for the first time in years
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The Organizationsthat Recognize the Donor OWNS THE RELATIONSHIP
Will be the Biggest Winners in the Decade Ahead.
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A PROFOUND ATTITUDINAL SHIFT:
• Identify the people who really matter
• Commit to a true donor-centric approach
• Focus on engagement and donor service
• A zealous commitment to nurturing the relationship
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Transaction Pyramid
Low Value
High Value
Giving Profile• Recency• Frequency• Amount
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Transaction and Action Pyramid
Low Value
High Value
Giving Profile• Recency• Frequency• Amount
Activity Profile• # of channels• Volunteer?• Special Events
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Transaction, Action and Attributes Pyramid
Low Value
High Value
Giving Profile• Recency• Frequency• Amount
Activity Profile• # of channels• Volunteer?• Special Events
You Know How To Rank the Donor
Attributes • Age• Wealth• Health
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But Do You KnowHow they Rank
You?
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How Do You Rank in Donor Pyramid?
• Are you a Priority in Donor’s life?… or just one of many?
• Does He/she give you more than He/she gives to other charities … or less?
• Is it unusual for Donor to support you?… or does He/she donates to everyone?
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How He/She SupportsOther Charities
Also Tells You How Muchthey Value You?
How You Rank?
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Passion PyramidDONOR 2DONOR 1
• Gives to only 2-3 charities
• Gives you twice as much as she gives to others
• Gives to lots of organizations
• Gives more to others than you
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Who’s More Passionate About You?
Low Passion
High Passion
Donor 2• Gives to lots of
organizations
• Gives more to others than you
Donor 1• Gives to only 2-
3 charities
• Gives you twice as much as she gives to others
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• Most of the organizations Selected ‘High Passion’ names who did NOT meet their longstanding planned giving select criteria.
Instance #1
ValuePyramid
Low Value
Passion Pyramid
Low Passion
% RESPONSE FROM THAT SEGMENT?
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We may be theONLY INDUSTRY
In the worldThat doesn’t view
RETENTIONas the key to growth!
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The most important goals for nonprofit communications strategies in 2013
All Other Responses
Retaining Current Participants
Acquiring New Volunteers
Building Print or Email List
Acquiring New Program Partipants
Creating Website Traffic
Thought Leadership / Positioning as an Expert
Retaining Current Donors
General Brand Awareness
Engaging Our Community
Acquiring New Donors
0% 10% 20% 30% 40% 50% 60%
4%
7%
12%
18%
20%
22%
22%
30%
45%
52%
57%
NonprofitMarketingGuide.com survey
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The most important goals for nonprofit communications strategies in 2013
All Other Responses
Retaining Current Participants
Acquiring New Volunteers
Building Print or Email List
Acquiring New Program Partipants
Creating Website Traffic
Thought Leadership / Positioning as an Expert
Retaining Current Donors
General Brand Awareness
Engaging Our Community
Acquiring New Donors
0% 5% 10% 15% 20% 25% 30% 35%
7%
30%
NonprofitMarketingGuide.com survey
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KEYS TO RETENTION:Commit to Greater investment, focused on:
• Truly knowing your best supporters; their interests, their needs
• Using the Whole pyramid: Transactions, Actions, Attributes … and Passion
• Nurturing true relationships through superior donor service
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The Reality:The donor doesn’t belong to us.We belong to them.And unless we do more to embrace this mindset, we are not going to have the best Donor Relationship Management.
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Thank You