1. Going, Going, But Never Gone: Keeping Lifelong Donors
Jerry W. Henry, Partner
Prepared for Community Memorial Foundation
Jerry W. Henry, Partner, Alexander Haas
November 16, 2016

2. The Statistics Tell the Story!
Donor retention rate is approximately 46%. (AFP Fundraising Effectiveness Survey, 2016)
65% of donors who make a first gift never make a second. (Penelope Burke – Cygnus Applied Research)
94% of donors say that charities they support never or hardly ever call them without asking for money.(Penelope Burke - Cygnus Applied Research)

3. Addressing these Challenges begins with Creating a Culture of Philanthropy
Commitment from staff and volunteers to activities and actions that foster positive relationships with constituents.
Shared understanding and appreciation for the importance of private giving.
Graciously receiving gifts that benefit our organization – honoring donor intent and desires while serving our mission.

4. REMINDER: What Does it Take to Foster this Culture of Philanthropy?
Strong, dedicated leaders.
Actively-engaged volunteers.
Clear and compelling vision.
Fundraising programs and objectives aligned with the mission.
Commitment to listening to and relating to the donors.

5. It All Comes Back to the Donor!

6. Definition of Stewardship
“…the careful and responsible management of something entrusted to one's care.”

7. TABLE TOPIC
Share one way that you’ve seen your organization become more donor-centric in 2016.

8. What influences a person to make a first gift?
Belief in the organization and its mission.
Emotional engagement with the cause – in sync with personal values.
Being asked by someone they respect/admire.

9. What influences a person to make a second gift?
Being thanked promptly by the organization (tax acknowledgment letter)
Being thanked by a peer – a Board member or volunteer
Clear, concise information about how their gift has been used

10. What Creates Lifelong Donors?
Confidence in the organization.
Having personal contact. (Better yet, having more than one personal contact.)
Being shown – not just told – how their gift matters.
Having a voice in when they are asked.
Thoughtful opportunities to “grow their giving.”

11. What about the “Rule of Seven?”
Seven “touches”
Meeting/Networking
Handwritten notes
Article
Social media posts
Newsletter
Phone call
Word-of-mouth mention by friend
Other?
Variety of formats , over period of time
It has probably doubled!

12. What are the factors that influence repeat giving negatively?
Not being actively engaged in the mission
Being asked too frequently in impersonal ways
Poor handling of gift acknowledgements
Not enough information about organization
Lack of attention to donor questions

13. Donor Stewardship Impact Plan
Major Donor Stewardship Impact Plan
One year out: Stewardship report on impact of gift
Build on positive experience of last gift in soliciting next one
First Touch: Prompt thank you letter from CEO, volunteer
Second Touch: Invitation to event/ experience
Third Touch
Stewardship meeting or communication update on organization
Pledge reminders - each one is a new ask of the donor

14. Making the Donor the “Hero!”
Important Words to Emphasize:
“You”
“Our”
“They”

15. Found on Pinterest

16. Whose Job is It?
Board
Staff
Donor
EVERYONE!

17. Staff Member Stewardship Plan
Select one day/week for personal visits with an initial goal of 2 meetings in a day
Turn off your electronic notifications and focus on your donor.
Block out time to
Prioritize which donors to visit
Set up specific meeting times
Make visits as follow-up to previous conversations or visits.

18. Board Member Stewardship Plan
Inspire donors with your own story.
Lead by example in giving generously.
Show that you are responsible and trustworthy as board members.
Be responsive.

19. Things a Board Member Can Do Effectively
Connect donors with the values of the organization.
Develop a trusting relationship.
Deliver on what you say you’ll do.

20. Possible Board Member Approach
Assign each board member a few donors with whom they will be responsible for being in touch throughout the year.
Develop the Board’s 7 moves or touches they can use with donors.
Place these on a calendar for the year.
Report back to a central person to track the details of the contacts.
Evaluate the results.

21. Major Gift Stewardship Case Study
Gala event with approximately 300 attendees.
Each board member selected or was assigned 3-5 donors attending to engage during the event.
Board members were given briefings on each and were asked to use a similar script:
Express appreciation for donor’s attendance and their past support.
Make sure they know you’re a board member.
Ask them what attracted them to the organization.
Thank them again and suggest that you’d like to remain in contact.
Organization saw an increase in its major gift support over the next year.

22. Tell Your Organization’s Story
Start every visit (or every letter) with a story.
Make sure your newsletters are telling important stories.

24. Summing It Up!