Retaining Your Donors Through Online Engagement

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Let’s Connect!

Email: roderick@commitchange.com

Twitter: @SiliconRoderick

Meet: Roderick CampbellCo-Founder & CEO

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Let’s Connect!

Email: jason@commitchange.com

Twitter: @JasonNicosia1

Meet: Jason NicosiaChief Marketing Officer

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QUIZ

If my donor acquisition cost is $106, but the donor only gives $98 in their first gift,

is it worth the cost?

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QUIZ

YES! (40%+ will donate more than once)

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Donor Attrition

Q: Why is attrition so bad?

A: Because it costs more much to replace lost donors—

far more than keeping your existing donors.

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3 R’s of Donor Retention

RecurringRelationship

Referrals#CommitChange

Recurring = Retention

Repeat donors are not the same as recurring

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Why It’s Good For You

● Requires donors to log in to cancel their gifts o Donor inertia

● Gift is only solicited once

● Over time, dropout rates are predictableo Cash flow tracking becomes easier

● With sustained commitment to your organization, they’re more likely to make major gifts

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Why It’s Good For Them

Donors see money going to programs, not fundraising costsThey appreciate the need to have long term commitments to projects that are importantConvenient and easy for donors. Cuts down on calls, mailings, marketing emailsGood for the environment. Less paper

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Cultivating Relationships Reduces Churn

Churn = Donors who previously donated

but are now disengaged.

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The Key to Maintaining A Relationship

COMMUNICATION.

Email, snail mail, your website, social media, phone calls, in person visits, testimonials,

infographics, etc.

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What Type of Communication?

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Referrals

Referrals from your current supporters are more powerful than your best marketing

strategies

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Leverage Your Current Donors For Referrals

• Strategizing with current donors can only work once you have built a relationship

• Ask and Listen - Get feedback from your most engaged donors on why they support your organization, and how they’d get that message to others

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Discussion Time!

Post your questions in the chat box.

Get in Touch:@commitchange

jason@commitchange.com www.commitchange.com

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