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Are you wondering where all the donors have gone? How do you find new donors to help support your non-profit's cause? They haven't gone anywhere -- you just have to know how to ask them to support your local cause. Check out this presentation from the Catholic Charities Annual Gathering in Charlotte for answers from the fundraising experts at Brewer Direct.
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Where Have All The Donors
Gone?
Catholic Charities USA Annual Gathering
Charlotte, NCOctober 5, 2014
Intro to Brewer Direct
Rescue Missions in America
Catholic Charities Funding Model
Investment, Business, Other 11%
United Way and CFC 2%
Community Support 9%
Diocesan Church Support 3%
Program Fees 10%
In-kind Contributions 3%
Government Revenue 62%
Total Income: $4,669,503,437
Individual Donors
2013 Contributions: $335.17 Billion!This is a 4.4% increase over 2012 (3.0% when adjusted for inflation.)
Benefiting from the Brand
What Does NDA Look Like?
•Targeted Direct Mail:• Rented “Responder” Mail Lists.•Zip Mail / CR-RT:• Low-Cost, Household Info or Donor Neighbors
• FSI / Statement Stuffers:• A Qualified Prospect, Mail, Higher
Incomes• Integration: Online & Offline:• Banner Ads, E-Mails, Social, Mobile
and Website
What Next?
•Effective Donor Cultivation Requires:Regular Appeals (How Often?)Newsletters (Donor Centric) Digital Marketing (E-Appeals/E-Updates)Thank You / Receipts (24-48 Hours!)Calls (Say Thank You)ToursEventsMajor Gift and Planned Giving
Growing Through Direct MarketingA Case Study:
Catholic Charities Diocese of Trenton, NJ
Case Study
Background
• CCDT retained Brewer Direct in the Fall of 2011.
• CCDT was experiencing a significant drop in active donors, gifts and poor retention rates.
• BDI launched a comprehensive direct marketing plan including aggressive new donor acquisition.
• BDI developed customized, well branded donor appeals to grow a strong mail-responsive donor file.
• BDI helped CCDT integrate local newsletters, online marketing, receipting and strategic cultivation plans.
• Now building a 3-5 year growth model.
Active Donors
2010 2011 2012 20130
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Donors Gifts
Retention Rates
2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
Multi-Year Second Yr
Revenue
2010 2011 2012 2013$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
Donations
Donations
Projected Revenue Growth
2010 2011 2012 2013 2014p 2015p 2016p$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000Individual Donor Donations
Keys For Success
• New donor acquisition must be a priority. It is an investment in the future.
• Diversified giving is necessary and a healthy donor file will produce major donors and a pool of planned gift opportunities.
• Consistent communication across all channels and well-branded messaging is key to strong donor engagement and retention.
• To get average gift, gifts-per-donor and the number of active donors all growing will result in sustained growth and performance.
How Do I Move Forward?
• Donor File Analysis:– How many are on the file? Who gives when? How many are direct mail
responsive?
• Market Research:– How many households are in the service area? What is the medium
household income?
• Competitive Review:– What other charities occupy “share of mind”? What is your USP?
• Budget and Proforma:– What can you spend and how long will it take to grow?
Outsourced vs. In-House
OR
Recap
• The bulk of charity dollars donationed in the USA comes from individual donors.
• There are donors out there that want to support your cause, they just have not been asked.
• Development is built around three key actions: Win (Acquisition),
Keep (Retention) and Lift (Cultivation).
• A comprehensive and integrated development plan will bring you the three essentials: Donors, Dollars, Donations.
• Regular and consistent communication will build a loyal support base.
“Money must serve, not rule.”
Pope Francis
Randy Brewer & Chris Doylewww.BrewerDirect.com
[email protected] & [email protected] (626) 359-1015
Summary & Q&A
