Keeping Major Donors Close
description
Transcript of Keeping Major Donors Close
![Page 1: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/1.jpg)
April 23, 2014
Keeping Major Donors Close
Presented by:
Richard Perry and Jeff Schreifels
![Page 2: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/2.jpg)
There is a problem…Value Attrition Benchmarks
of 33 National OrganizationsCumeGiving Year Year YearLevel 1 2 3
1,000$ -58.62% -45.83% -61.45%
2,500$ -57.26% -40.61% -60.85%
3,000$ -61.32% -45.55% -55.29%
10,000$ -50.71% 0.92% -27.10%
Value Lost By Class Year
![Page 3: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/3.jpg)
![Page 4: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/4.jpg)
![Page 5: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/5.jpg)
Example of Value Attrition
![Page 6: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/6.jpg)
The Seven Steps
To Keeping Your Donors
Close
![Page 7: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/7.jpg)
#1 – It’s A Journey Not An Event
Relationship vs. transaction. Know where you are going. Plan the experiences you will
deliver to the donor. Make sure experiences are
about quality vs. just quantity. Decide in advance how to
handle unexpected events.
![Page 8: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/8.jpg)
#2 - Sharpen Your Listening Skills
Four Reasons We Listen:
1. To obtain information.2. To understand.3. For enjoyment.4. To learn.
![Page 9: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/9.jpg)
Sharpen Your Listening Skills
Five Listening Suggestions*:
1. Pay attention to your donor.2. Show that you are listening.3. Provide feedback.4. Defer judgment.5. Respond appropriately.
*credit to Mindtools for these ideas.
![Page 10: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/10.jpg)
#3 – Regularly Tell Donor She Is Making A Difference.
The major reason for donor attrition:
“I didn’t know I made a
difference.”
![Page 11: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/11.jpg)
Donors want to make a difference...
You made me aware.
You asked me to help.
Said it would make a
difference.
I believed you. Gave
what I could.
You told me my gift made a
difference.
So I want to help again.
You didn’t tell me I made a
difference…so I gave
somewhere else to make a
difference.
![Page 12: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/12.jpg)
Remember…
Money is a result – NOT an objective.
Matching the donor’s interests and passions to the needs of the organization brings true donor fulfillment and joy.
– AND it brings the money
![Page 13: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/13.jpg)
#4 – Create Real Connections
Help a donor find their deep gladness by connecting them to the deep hunger they care about by:
1. Finding out what their deep gladness is.
2. Talking about real things.3. Knowing it’s not about money.
![Page 14: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/14.jpg)
#5 – Give The Donor The Relationship They Want.
You told them:1. They had a special role to play.2. That they could trust you.3. That you valued them.4. That you would find a match to
their interests and passions.5. That their giving now is
important, valued and will make a difference.
6. That you will honor them and their giving.
Now DO it!
![Page 15: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/15.jpg)
#6 – Be Authentic Yourself
1. Be yourself. Everyone else is taken*.2. Be self aware.3. Be congruent.4. Be courageous.
*Oscar Wilde
![Page 16: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/16.jpg)
#7 – Don’t Always Ask For Money.
Instead:1. Seek relationship.2. Search for donor’s deep
gladness.3. Find new ways to truly
serve the donor.
![Page 17: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/17.jpg)
Avoid Making The Donor a Stranger.
Do You Know:1. The donor’s name?2. Her interests and passions?3. Her communication preferences?4. That your donor is thanked within
24 hours of their gift?5. What they are interested in and
are you sincerely interested in nurturing that?
![Page 18: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/18.jpg)
Practical Suggestions & Ideas
![Page 19: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/19.jpg)
Problem CommunicationClearly articulates needs, concerns and areas needing funding by showing societal need and what can be done about that need.
![Page 20: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/20.jpg)
Gap Communication
Example: Organization receives
government grant for housing assistance.
Grant does not include deposit a person needs to make.
Ask the donor for the GAP. Send photo on move in day or a
note from family thanking the donor.
![Page 21: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/21.jpg)
Thanks Communication
Thank you card from kid that benefited from summer camp
![Page 22: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/22.jpg)
Thanks Communication
Or a picture…
![Page 23: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/23.jpg)
Thanks Communication
A postcard.
During this season that is sacred to both Christians and Jews, we want to express our gratitude for the low and commitment
you show those in need through your continued support of The Fellowship!
You are a great gift to us, and to the Jewish people.
![Page 24: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/24.jpg)
Project Communication
![Page 25: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/25.jpg)
Project Communication
![Page 26: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/26.jpg)
“Insider” Communication
![Page 27: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/27.jpg)
Subject Matter Expert“Sam, I know this is something you care about. I saw this in the NY Times and it really does a great job of explaining the problem for helping people in need—and showing the challenges we face as we work to help. Your gift is making a real difference in how many people we can reach.”
![Page 28: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/28.jpg)
Anecdotal Communication
Susan:I was at the corps on Saturday. They served 300 people meals in one afternoon. Thanks for your partnership in making it happen.[Link to photo or enclose photo]
Regards,Diane
![Page 29: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/29.jpg)
Personal Impact Story
AJ and his family thank you... Last year, AJ took a brave step. He took responsibility for his drug and alcohol problem and entered The Salvation Army Adult Rehabilitation Center. After months of hard work, he has a promising future—he’s working and planning to go back to school. Most important, his beautiful wife and son have AJ back. Thank you for making this happen.
![Page 30: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/30.jpg)
Personal Impact: E-version
Sheila is a neighbor and friend of CLCP. After years of frustration trying to find nursing work that would sustain herself and her five grandchildren, Sheila knew she needed to try to clean her criminal record.With an expungement or redaction, certain arrest data and charges can be cleared from one’s record….Click here to read the rest of Sheila's story
![Page 31: Keeping Major Donors Close](https://reader035.fdocuments.net/reader035/viewer/2022062323/568163d5550346895dd5215c/html5/thumbnails/31.jpg)
1. Passionate Giving Blog2. White Papers from Veritus Group
Packaging Your Budget For Donors Seven Pillars of a Major Gift Program Building a Culture of Philanthropy Six Secrets to Becoming an Extraordinary Major Gift
Officer Qualifying Donors for Major Gift Caseloads Social Networking and Major Gifts Transporting Your Donor To The Scene
3. Marketing Impact Chart Template
Three Resources