Date post: | 07-May-2015 |
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The Donor Pyramid: Moving Donors to New Levels of
Support
Lynne M. Wester
Yeshiva University
www.donorrelationsguru.com
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2
Road Map
Understanding the Giving Gap Benefits of Mid-Level Strategies – What’s in it for
you! What’s a Mid-Level Strategy Look Like Visualizing the Future: Evidence for Success Questions?
The Collapsed Giving Pyramid
Annual FundAnnual Fund
Major Giving
No real focus on mid-level donors
The Giving Gap
10% decline
in major
donors =
average 30% decline
in revenu
e
No real focus on mid-level Scared to upgrade/let-go
25 donors @ $500Promote to major gift officer$12.5k lost revenue
350 donors @ $35 = $12.5k$17.5k acquisition cost
Net loss = $30k
ANNUAL GIVING
GAP GIVING
Focus on upgradingmid-level donors
25 donors @ $50015 (60%) upgrade @ $3k = $45k40% remain @ $500 = $5k
15 to replace ($7.5k annually)214 donors @ $35 = $7.5k$10.7k acquisition cost
Net gain = $46.8k
Focused at $25k+
25 donors @ $500
Cannot prioritizeNo strategy
Net gain = $0k
MAJOR GIVING
Source: Adapted from Penelope Burk, Donor-Centered Fundraising
• Increased lifetime value of donors• Improved donor experience• Effective solicitation at lowered costs• Higher revenue, ROI• Improved conversion, retention & upgrade• Increasing future major donor pipeline• No more missed opportunities
Create a Pyramid of Your Current Donors1.Determine pyramid gift ranges2.Export the # of donors at each level over
the past five years3.Export dollars raised at each level over
the past five years4. In Excel, create charts that illustrate the
numbers5.Discuss with team members
“Transitional Giving for Building Strong Fundraising Pyramids” by Lawrence Henze. White Paper, www.blackbaud.com
• Donor Intelligence Driven• Multi-Channel & Truly Integrated• High Tech• Highly Personal• Appropriate ROI Measurements
What Mid-Level Strategy Looks Like
Determining Interest
PASSIVE DATA• Demographics• Historical Giving Data• Mail – Responders Only• Interactive / Online
• Open rates
• Click-thru rates
• Video view rates
• Multiple sessions
• Response rates
• Heat map
Determining Interest
ACTIVE DATA• Face to Face• Survey
– What are the most important questions to ask?
– What can we learn?– Rate your loyalty,
connection points, likelihood to give
• Cross-Channel Integration
• Involvement
Personal URL
(Direct Mail)
Cultivation Email
Pre-Call Letter(Direct Mail)
Microsite
Donor Intelligence
Passive & Active Data Determines3 Different Long-
TermStewardship
Pathways, Each with Integrated:
•Mail•Phone
•Face to Face•Web•Email
1. Analyze current situation
2. Identify Mid-Level potential and donor interest
3. Develop Mid-Level strategies
4. Establish timelines and measures of success
5. Creating Accountability
6. Make the Case; Create win-win
7. Refine for the future
Implementation Plan Steps
Changing the Culture
13
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