Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 1 PART III Upgrading, Converting and Reinstating our Donors Too few charities are satisfied once they have acquired a donor. There is so much more we can do to increase a donor’s lifetime value WORKSHOP ON DONOR ACQUISITION AND RETENTION

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 2 Issues for Today’s Class 1.Monthly or “Committed” Giving 2.Upgrading regular donors 3.Small Businesses 4.Major Donors

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 3 The Donor Development Journey IncidentalDonors Enquirers/Responders Donors Members CommittedDonors MiddleDonors MajorDonors Pledgers Legacies RegularDonors (by permission of Think Consulting Solutions, UK)

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 4 4 Advantages of Committed Giving 800 per cent more income than regular donors. Lifetime is at least 5-7 years Income is consistent, dependable and predictable allowing organizations to plan. Far less likely to stop giving or to switch support to another cause. Give to emergency appeals more generously than regular donors. More likely to make a legacy or a bequest. Less costly to support than regular donors.

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 5 5 Important Recruitment Messages That the donor will empower the organization to do even more at a lower cost. Joining a monthly scheme will save us a lot of money and allow us to help more children, animals, etc The committed donor should get special thanks and appreciation in return for support. Many donors are afraid they will not be able to continue giving indefinitely. Therefore make it very clear that “it is easy to cancel at any time!”

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 6 6 UNICEF Japan: Income Trend

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 7 Databases The more you know about a donor, the easier it is to talk. Have the donors record in front of you Update record immediately Flag “Do not calls”

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 8 8 Re-instating Lapsed Donors Committed donors stop giving for many reasons. Try to find out why. Very often with the “lapsed” donors, their payments had stopped unintentionally (change of address, bank account, credit card expiration, etc.) They are pleased to receive a reminder and a request for their new payment information New opportunity to renew and upgrade their commitment to the programme, with a request for a higher donation amount.

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 9 Re-activating Lapsed Donors Some donors will leave us no matter what we do After one year, try to re-activate them Reactivation of lapsed donors works well with an emergency appeal Some lapsed donors will go straight to monthly giving. Many will come back….because you show them that you care

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 10 How to respond to donors who cancel In those cases where the cancellation is intentional and final, it is good to follow a procedure along these lines: 1.Thank them for their support 2.Accept that their conditions have changed and that we are sorry that the participation cannot continue 3.Continue to send the donor a newsletter so they can continue to stay informed about the organization. By keeping in touch, we keep the window open for future changes of mind regarding contributions Sending a newsletter costs very little

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 11 Seven Tips on Telephone Fundraising Only call new, confirmed and former donors Use an approach similar to Direct Mail Use the phone as though you were speaking to a new friend. Make sure the recipient is ready to talk Express appreciation and thanks Negotiate down Follow up quickly with a written confirmation

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert 23 rd December 2011, India Islamic Cultural Centre, New Delhi 12 Richard M Pordes, LLC 99 Dolphin Cove Quay Stamford CT A-34, Hauz Khas New Delhi PordesLLC.com THANK YOU!