© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

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PART III Upgrading, Converting and Reinstating

our Donors

Too few charities are satisfied once they have acquired a donor. There is so much

more we can do to increase a donor’s lifetime value

WORKSHOP ON DONOR ACQUISITION AND RETENTION

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

2

Issues for Today’s Class

1. Monthly or “Committed” Giving2. Upgrading regular donors3. Small Businesses4. Major Donors

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

3

The Donor Development Journey

Incidental Donors

Enquirers/Responders

Donors

Members

Committed Donors

MiddleDonors

Major Donors

Pledgers

Legacies

RegularDonors

(by permission of Think Consulting Solutions, UK)

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

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Advantages of Committed Giving

800 per cent more income than regular donors. Lifetime is at least 5-7 years Income is consistent, dependable and predictable allowing organizations to plan.Far less likely to stop giving or to switch support to another cause.Give to emergency appeals more generously than regular donors.More likely to make a legacy or a bequest.Less costly to support than regular donors.

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

55

Important Recruitment Messages

That the donor will empower the organization to do even more at a lower cost.Joining a monthly scheme will save us a lot of money and allow us to help more children, animals, etcThe committed donor should get special thanks and appreciation in return for support.Many donors are afraid they will not be able to continue giving indefinitely. Therefore make it very clear that “it is easy to cancel at any time!”

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

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20

40

60

80

100

120

US$

1994 1995 1996 1997 1998 1999 2000 2001

M onthly Pledge

DM

C orporate, Schools &Organizations

Other PSFR

C ard & Products

UNICEF Japan: 1994-2001 Income Trend

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

7

Databases

The more you know about a donor, the easier it is to talk.Have the donors record in front of youUpdate record immediatelyFlag “Do not calls”

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

88

Re-instating Lapsed Donors

Committed donors stop giving for many reasons.

Try to find out why.

Very often with the “lapsed” donors, their payments had stopped unintentionally (change of address, bank account, credit card expiration, etc.)

They are pleased to receive a reminder and a request for their new payment information

New opportunity to renew and upgrade their commitment to the programme, with a request for a higher donation amount.

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

9

Re-activating Lapsed Donors

Some donors will leave us no matter what we doAfter one year, try to re-activate themReactivation of lapsed donors works well with an emergency appealSome lapsed donors will go straight to monthly giving.Many will come back….because you show them that you care

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

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How to respond to donors who cancel

In those cases where the cancellation is intentional and final, it is good to follow a procedure along these lines:

1. Thank them for their support2. Accept that their conditions have changed and

that we are sorry that the participation cannot continue

3. Continue to send the donor a newsletter so they can continue to stay informed about the organization.

By keeping in touch, we keep the window open for future changes of mind regarding contributionsSending a newsletter costs very little

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

11

Seven Tips on Telephone Fundraising

Only call new, confirmed and former donorsUse an approach similar to Direct MailUse the phone as though you were speaking to a new friend.Make sure the recipient is ready to talkExpress appreciation and thanksNegotiate downFollow up quickly with a written confirmation

© Richard M Pordes LLC

Master Class on Donor Acquisition and Retention - Part III Upgrade and Convert23rd December 2011, India Islamic Cultural Centre, New Delhi

1212

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