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!