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I Love You So Much, I Could Squish You!
Utilizing Stewardship to Create Joyful Donors
Leslie M. Brady, MSWDirector of Development
MUSC College of Health Professions843-792-8547 | [email protected]
SCANPO Webinar - September 2, 2015 |
Thank You SCANPO…
for “gifting” me my first rodeo!
A Special Acknowledgement
Expectations
Your Questions
Additional Resources
A Little About Me
A Little About Me
Donor Retention(also known as Donor Love)
It is the single most important thing your organization can do to ensure
your impact is felt for generations to come!
- Dr. Adrian Sargeant
Numbers Don’t Lie!
First-year donor retention rates down
Three of four new donors leave in first year
Costs seven times more to retain new donor!
Why?
Major challenges lie, as always, in the nonprofit culture itself – in its willingness or resistance to change entrenched ways of thinking, acing, and organizing.
-Blackbaud, npEXPERTS, Chapter 1, by Roger Craver
Let’s Fall in Love
Thank you Phone Calls
Love Notes and Letters
Strategic Stewardship
Stewardship Phone Calls
Question for Webinar Participants:
How many of you are making thank you calls to donors?
A Killer Strategy to Increase Donations by 39%!
Organize board members to make thank you calls
After several tries, leave a message
NOT about another gift, stewardship only
Adventurous board member? They can ask why he/she chose to make the gift
Research Findings Penelope Burke, Donor Centered Fundraising
Found that after board phone calls, donors gave 39% more the next time solicited
After 14 months, those called were giving 42% more
Reality Check
Next Best Thing
Stand Out in the Crowd
Engage in Conversations
Dial the Donor
Get Prepared
Tuesday & Thursdays are Best
Check Time Zones
Make the Call – What do I say?
Answering Machine – Not so Fast!
Love Notes & Letters
Resist the Temptation, Please!
To begin your stewardship letters with “Thank You” or “On behalf of…”
Start using “YOU” and “YOUR”
You are a superhero!
You are amazing!
You and your gift raised the bar!
You are incredible!
You made it happen!
Donor-Centered LettersGail Perry, Fired Up Fundraising
Your gift will create….
Your gift will be used for…
You clearly believe in…
We are thrilled that you have joined
us.
Thank you for partnering…
Your participation means so much….
DO’s Gail Perry, Fired Up Fundraising
Be really, really prompt
Get the donors name right and personalize
Have a high-ranking person sign the letter
Show some emotion, positive and upbeat,
charming
Send several thank yous from different people
Mention how the gift will be used
Sign it with a real signature
Include contact name in case donor has
questions
Handwrite and use perfect grammar and
punctuation
DON’TSGail Perry, Fired Up Fundraising
X Don’t start with “On behalf of” or “Dear Friend”
X Don’t ask for another gift
X Don’t keep selling
X Don’t misspell their name
X Don’t go on and on, be concise and ditch the
verbosity
X Don’t be formal or lofty
X Don’t be vague about how the money will be
used
X Don’t sign it yourself unless you the at the top
Strategic Stewardship
Making Magic
Take the time you need - with your team - to strategize about your donors
Without distraction and during a special meeting time - behind closed doors
Create the most meaningful stewardship experience your time and resources allow
Steps You Can Take Today
Drip feed donors
Connect with donors, often
Be personal by sharing specific interests
(segment)
Develop like a good friendship (use the word
“you”)
Have different people connect with your
donors
Always communicate what their money is
doing
Tell your story
