Resuscitating Your Budget: Moving Your Donors to Give
Robert Croft, CFRE, Partner/Consultant, Crandall,
Croft & Associates
and
Jennifer Renner, Development Supervisor,
CANI
from the Northeast Indiana Chapter of the Association of
Fundraising Professionals
January 20, 2011
www.slideshare.net/rncroft
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
About Us
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Some Assumptions…
You have donors– In a database
You have a budgetYou are already doing some fundraising
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
First a Quick Survey about You
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Does your fundraising program need CPR?
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Don’t Panic!
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Session Objectives
Why do people give to charity and stop giving?
How many times should you ask?How do you build donor loyalty?How do you get donors to give even
more?
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
State of Fundraising: Cautious Optimism
Joint survey of 5,000 nonprofits released in December by the Nonprofit Research Collaborative (includes AFP):– 36% of charities reported an increase in giving
during the first 9 months of 2010 compared with 23 percent during the same period in 2009.
– About 37% reported a decrease in giving so far in 2010, compared with 51% a year ago.
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Is there EVER a “Good Time” to Ask?
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Giving USA 2010
Total Giving in 2009 was $303.75 Billion
83% of all giving is from Individuals (incl. Bequests)
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Why do people give?
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Affluent Donors – BoA 2010 Study
Top motivations for giving were: – Being moved by how their gift can make a
difference (72%).– Feeling financially secure (71%).– Giving to an organization that will use their
donation efficiently (71%).– Supporting the same causes or organizations
annually (66%).
2010 Bank of America Merrill Lynch Study of High Net Worth Philanthropy
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Affluent Donors – BoA 2010 Study
Top reasons for why donors stopped giving: – Too frequent solicitation/organization asked for
inappropriate amount (59%).2008 #1 Reason was “no longer feel connected to org”
– Decided to support other causes (34%).– Household circumstances changed (e.g.,
financial, relocation, employment) (29%).– Organization changed leadership or activities
(29%).
2010 Bank of America Merrill Lynch Study of High Net Worth Philanthropy
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
How Do You Move Donors?
Treat Donors as People– Take time to cultivate relationship
Make Appropriate AsksSend Consistent, Meaningful
CommunicationsKeep Donors Engaged/Giving
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Donor Cycle
Builds Loyalty
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Loyalty starts with the 1st gift
AcknowledgementHave a new donor process
– Welcome letter/packet– Thank you call– Credibility letter (within 2 months)– Newsletter– Best ever renewal package
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Deepen Donor Relationship
Phone callPersonal visit
– Ask questions and listen well– Learn donor interests
Tour of facility/organizationConnect with other similar donors
– Social Media, Special Events
Report gift usePlug in to volunteer opportunities
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Don’t Over-Solicit
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
When to Ask Again?
“78% of individual donors said they would definitely or probably give again to a charity that provided them with prompt, personal gift acknowledgement, followed sometime later with a meaningful update on the program they had funded.”
Penelope BurkThanks! A Guide to Donor-Centered Fundraising
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Communicate
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Effective Appeals
Emotional – Puts a “face” on your serviceCompelling – Shows a valid needResponsive – Clear call to actionEasy – For donors to respondMultichannel – Meets donors where they are
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Give ‘em What They Want
2011 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECGroup A Newsltr Letter
from a child
Newsltr Appeal Newsltr Back to School Report
Appeal Newsltr Thank You Card
EOY Ltr
Group B Newsltr Program Recap Report
Newsltr Appeal Newsltr Letter from the President
Appeal Newsltr Thank You Card
EOY Ltr
Group C Newsltr State of the Org Ltr
Newsltr Appeal Letter with photos
Newsltr Appeal Newsltr Thank You Card
EOY Ltr
Group D Newsltr Letter from X
Newsltr Appeal Newsltr Private event
Appeal Newsltr Thank You Card
EOY Ltr
Develop a schedule for interacting with donors several times a year with information that is of interest to them.
Source: Janet L. Hedrick, CFRE from “Near, Dear, and Clear” by Paul Lagasse in Advancing Philanthropy Nov/Dec 2010
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
The Fundraising Challenge
The Fundraising “Bucket”– Acquisition and Retention
Nonprofits lose 5 donors for every 6 they obtain - Fundraising Effectiveness Project
A 10% increase in donor retention can increase the lifetime value of the donor database by up to 200 percent. - IU Center on Philanthropy
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Get Donors to Give Again (and More)
After proper cultivation and stewardship:Ask AgainAsk for UpgradesInvite to Monthly Giving ProgramIdentify/Ask for Major Gifts
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Keeping Your Fundraising Alive!
Philanthropy CContinues even in a bad economy
Donors are PPeople– You have to build trust with
effective communication and interaction
RRetention is King– Spend time with your
donors – they’re worth it!
Resuscitating Your Budget: Moving Your Donors to GiveRobert Croft, CFRE, Partner/Consultant, Crandall, Croft & Associates andJennifer Renner, Development Supervisor, CANI
AFP Northeast Indiana Chapter
Resources
Association of Fundraising Professionals- www.afpnet.org - www.afpnein.org
Paul Clark Nonprofit Resource Center- www.acpl.lib.in.us/nrc
Chronicle of Philanthropy-www.philanthropy.com
The Center on Philanthropy at IU-www.philanthropy.iupui.edu
-http://www.afpnet.org/files/ContentDocuments/Donor_Retention_What_Do_We_Know.pdf