Using the “3 C’s” to build donor loyalty and organizational revenues! Maximizing Donor...

Using the “3 C’s” to build donor loyalty and organizational revenues!

Maximizing Donor Communications

Presented byFreddi Birdwell, CFREJuly 24, 2015

Habitat for Humanity of TennesseeAffiliate State Conference

Interaction = OpportunityCONNECT or

deepen connections with new or established donors

Share a COMPELLING VISION of Habitat’s important work

Make a CASE for support of that work.

Fair warning: She likes things in

threes …

Maximizing OpportunitiesAnnual Fund Activities

Broadest base of donor support

Where acquisition happens

Major Gifts10/90Deepening/Sustaining

connections keyMarketing & PR

On-tap tools to support development

Legitimizes efforts

Annual Fund RecruitmentCultivation

Direct Mail:Average response

rate 10-30 times that of email appeals

37% of those who gave online say direct mail prompted their gift

Part of an overall direct response strategy


Direct Mail:Use images to tell a

compelling storyLink your case for

support directly to client profile

Use simple language that provokes emotional response

Part of overall direct response program


Friend-raising Events“Softer” ask

opportunitiesLow or no costHigh acquisition

potentialUsually informal

Something like this …


Friend-raising EventsFor hosted sit-down event

Clients make the most compelling speakers“Before and after” is important for making

your case in a compelling wayFor “parties with a purpose”

Brief overview from staff or volunteer leadership

Needs to feel like a party!Use games to help make your caseMake it real with a compelling story or two to

illustrate what they’ve just learned


Special EventsCommunity Visibility

Low ROI

So the moral of the story

is …

Milk it, baby!


Special EventsTell your compelling story to a captive

audienceClients must be represented, in person, in

a video, or both!Make your case creatively, and tie it back

to your client storiesDon’t miss the chance to follow-up

Special thank-you’s“Welcome kit” for new donors“See your contribution at work”


Habitat “Guided Tours”

Home DedicationBuild siteVolunteer workday at

warehouseBuilding tour

Options depend on your size/structure:

Where can you offer the best

bird’s-eye view?


Habitat “Guided Tours”Participation usually

signals deeper level of interest/engagement

Speaker, short video or other visuals for compelling storytelling


Lead with the head …

8 out of 10Habitat family members have completed or plan to complete higher

education since becoming homeowners*

$11,450Needed to cover nails, screws and other construction hardware for

Habitat homes built each year in our community

45%Decrease in use of public assistance programs reported by Habitat

families after they completed the program*

* Knoxville Habitat for Humanity Impact Study, Mira Hanna, University of Tennessee College of Social Work, 2014


Close with the heart …

Major Gifts Investment Stewardship

InvestorsFoundations and

businesses count!

Create one-to-one connections

Need and deserve a deeper layer of understanding

“Ask for advice …”


Compelling Connections

Relatable Experience

Foundation board

members

Individual donors

Corporate decision makers


Higher-wealth donors value impact

2014 High Net Worth Philanthropy Study, Michael Sanders, Ph.D.www.behaviouralinsidghts.co.uk

Request + “Thank you for your gift.” = 5%

Request + “Thank you for your gift; please ask others on your team. = 24%

Request + Thank you + Direct statement of impact. = 40%


Tools & tips to help make your case

The single page dialogue tool


More tools & tips

The “behind the scenes” eventMust feel exclusive and high-

level Focus on the predisposedVery interactive – no death by

PowerPointGoal: Permission to follow-upDO SO in 24-48 hours

Death by PowerPoint – that’s a good one!

Marketing & PR ImageAwareness

Important supporting role

“On tap” resources for fundraising

Differentiates brand

Legitimizes efforts

IS NO SUBSTITUTE FOR AN ASK


Mass Media

Social Media/Web

Stakeholder Reports

Information inversely proportionate to

audience size/engagement level

Dude, that sounds

complicated!


Media OpportunitiesKey points onlyLead with the heart, stick with the

heartSocial Media/Web

Simple, compelling language & visualsWhere to learn/do more

Stakeholder ReportsSharing with investorsOn hand for media opportunities and

grant applications

Interaction = OpportunityCONNECT or

deepen connections with new or established donors

Share a COMPELLING VISION of Habitat’s important work

Make a CASE for support of that work.

Freddi Birdwell, CFRE4422 Washington CtKnoxville, TN 37917

[email protected]

www.redbirdconsult.com

Using the “3 C’s” to build donor loyalty and organizational revenues! Maximizing Donor...

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