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RECAPTURING LAPSED DONORS

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Meeting ID 29053098

Join by phone: +1-201-479-4595

Thanks and welcome to the webinar!

Participants will be muted during the presentation to maintain good sound quality, but if you have a comment or question, please use the chat box.

BLUE STRIKERecapturing Lapsed Donors

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Blue Strike: Inspiring Support for Civic Engagement

Mary Dillon KerwinPresidentmarydillonkerwin@bluestrike.org(703) 399-0855

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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WELCOME• This is a 45-minute webinar focused on one of the most

common fundraising problems: lost donors.

• Intended for development staff who have responsibility for individual giving.

• Developed with advocacy organizations in mind.

• Features straightforward, low-cost strategies for getting lapsed donors back on board.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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WEBINAR AGENDA• The first part of the webinar will focus on some of the most

common reasons people stop giving.

• In the second part, we will use that framework to prioritize a sample list of lapsed donors.

• Then, we will talk about the strategies for getting priority donors back in the fold.

• We will pause between each section for questions.

• And we will wrap up by 2:00 PM.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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ASSUMPTIONS • These are short-term lapsed donors; last gift was between

12 and 24 months ago.

• We are looking for donors with a high probability of coming back as well as those who are worth a special effort.

• We need to allocate resources carefully.

• The goal is to develop a target list for high-touch contact and . . .

• Bring donors back on board!

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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THE MOMENT OF TRUTHDONORS WHO GAVE ‘LAST YEAR BUT NOT THIS’

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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RUN THE “LYBNT” LIST

DONORS WHO GAVE ‘LAST YEAR BUT NOT THIS’

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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NAMELAST GIFT

DATE LAST GIFT AMOUNT REASON PRIORITY

Margaret Chen 2014-03-15 $1,000.00

Al Johnson 2014-06-20 $1,500.00

Henry Abrams 2013-08-25 $250.00

Carlos Gonzalez 2013-04-10 $100.00

Craig Arroyo 2013-12-31 $350.00

John Miller 2013-12-15 $2,500.00

Amanda Jones 2013-11-15 $250.00

Maria Salas 2012-12-31 $1,000.00

Mary Smith 2014-06-18 $250.00

Robert Stein 2013-08-20 $750.00

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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COMMON REASONSDONORS STOP GIVING

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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NAMELAST GIFT

DATE LAST GIFT AMOUNT REASON PRIORITY

Margaret Chen 2014-03-15 $1,000.00 tribute gift

Al Johnson 2014-06-20 $1,500.00 deceased

Henry Abrams 2013-08-25 $250.00 suppressed

Carlos Gonzalez 2013-04-10 $100.00 memorial gift

Craig Arroyo 2013-12-31 $350.00 intermittent

John Miller 2013-12-15 $2,500.00 angry donor

Amanda Jones 2013-11-15 $250.00 crisis donor

Maria Salas 2012-12-31 $1,000.00 unaware lapsed

Mary Smith 2014-06-18 $250.00 change in circumstance

Robert Stein 2013-08-20 $750.00 moved/changedBlue Strike Webinar: Recapturing Lost Donors

Sept. 15, 2015 bluestrike.org

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1. Based on your own experience, what is the most common reason donors stop giving?

Take the survey now

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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IS THIS DONOR A PRIORITY?

YES, NO OR MAYBE

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Common reasons for lapsed donors1. Donor gave b/c business associate Priority? MAYBE

2. Deceased. Priority? MAYBE

3. Record was suppressed. Priority? YES

4. Memorial gifts. Priority? NO

5. Intermittent donors. Priority? YES

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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COMMON REASONS (CONTINUED)

6. Angry donors. Priority? YES  

7. Crisis givers. Priority? NO

8. Unaware donors. Priority? YES

9. Change in donor’s circumstances. Priority? YES

10. No address, no phone, no email. YES

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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NAMELAST GIFT

DATE LAST GIFT AMOUNT REASON PRIORITY?

Margaret Chen 2014-03-15 $1,000.00 tribute gift Maybe

Al Johnson 2014-06-20 $1,500.00 deceased Maybe

Henry Abrams 2013-08-25 $250.00 suppressed Yes

Carlos Gonzalez 2013-04-10 $100.00 memorial gift No

Craig Arroyo 2013-12-31 $350.00 intermittent Yes

John Miller 2013-12-15 $2,500.00 angry donor Maybe

Amanda Jones 2013-11-15 $250.00 crisis donor No

Maria Salas 2012-12-31 $1,000.00 unaware lapsed Yes

Mary Smith 2014-06-18 $250.00 change in circumstance Yes

Robert Stein 2013-08-20 $750.00 moved/changed YesBlue Strike Webinar: Recapturing Lost Donors

Sept. 15, 2015 bluestrike.org

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QUESTIONS OR COMMENTS

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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SORT YOUR LIST

USING DONOR GIVING HISTORY

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Next step: a second cut• Once you’ve prioritized your list based on the reason for

not giving, you can push the low probability recaptures to the bottom of the list.

• Then, you’ll want to sort by giving levels and giving history to focus your efforts on donors who are most worth your effort -- usually long-time donors, high dollar donors.

• Other key stakeholders may merit special attention, such as former board members.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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RE-INSTATEMENT STRATEGIESFOR LAPSED DONORS

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Level 1: The absolute minimum• Send a lapsed letter as soon as the fiscal year closes and

you know who has fallen off.

• Do not send a special appeal or additional program info. Just a one-page letter that says “your membership has expired” or “the date of your last gift was [date of last gift] and amount” with a request for renewed support and a deadline.

• Include language that says, “if we somehow missed your gift, please contact us so we can update our records.”

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Level 2: The 10-day blitz• Send a personal email, mail a statement-style letter and

make a personal phone call - all at the same time.

• This all-at-once approach is designed to cut through the noise, to get their attention.

• Make sure your contacts reference one another.

• Set aside a week to 10 days as a reinstatement campaign and enlist other staff.

• Recruit and train interns to call as volunteers.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Level 3: Engage volunteer leaders• Share lapsed list with board members or development

committee members and ask for help with follow up.

• Recruit volunteers for outreach, not fundraising.

• Brief volunteers on the importance of these donors by highlighting their giving history.

• Try three-way conference calls to facilitate calls.

• Make calls in evenings or Sat/Sun afternoon.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Level 4: Change the ask• Lower the threshold or minimum ask.

• Develop affinity groups or new categories for donors who have to scale back. See How Affinity Groups Build Donor Loyalty.

• Send a case statement that provides more substantive program info; an explanation for a position on issue.

• Appeal to them with a special request, such as a matching

campaign.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Level 5: Analyze and target• Analyze data on your lapsed

• Gather more feedback.

• Launch targeted reinstatement using custom campaign materials.

• Donor engagement strategies. • Plan for the ebb and flow.

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ADDITIONAL RESOURCESMORE INFO

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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ARTICLES• How To Write a Fundraising Letter that Wins Back Lapsed

Donors Network for Good Nonprofit Blog, Aug. 2008

• Fundraising 101: 10 Things You Need to Know About Reactivating Lapsed Donors by Lawrence Henze, Nonprofit Pro, Aug. 2009

• The Who, What and How of Winning Back Lapsed Donors by Mary A. Bogucki, Vice President, Amergent

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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PRESENTATIONSThe Hidden Gold in Your Donor File – Lapsed DonorsPresentation by Becky Odom CFRE, Barton Cotton and Krista Humphrey, Nat'l Law Enforcement Officers Memorial Fund, direct mail, file segmentation, retention is the new acquisition

Baby Come Back? Wooing Lapsed DonorsPresentation by Amy Ricigliano, Planned Parenthood Federation of America, Nicole Titus, OMP, and Graham Hunter, Direct Media for the Direct Mail Association. See page 4.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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Blue strike:INSPIRING SUPPORT FOR CIVIC ENGAGEMENT

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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PREVIOUS BLUE STRIKE WEBINARS

Five Simple Ways to Upgrade Your DonorsTuesday, June 16, 2015 at 1:15 PM ETThe latest research on popular upgrade strategies including conditional ask strings; second-gift approaches; lists and recognition levels; challenge campaigns; and sustaining gifts.

How Affinity Groups Build Donor LoyaltyTuesday, May 19, 2015 at 1:15 PM ETA growing number of organizations use giving clubs and affinity groups to build donor loyalty and improve fundraising results. This webinar explored several case studies from organizations that have used them successfully.

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org

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QUESTION OR COMMENTS

Blue Strike Webinar: Recapturing Lost Donors Sept. 15, 2015 bluestrike.org