Never assume systems are working. Always check and check again. Mistakes creep in and software glitches show up for no reason known to us non-technical types, so always validate your systems to be sure they are doing what you expect them to do.
You need to take five carefully timed steps to get more new donors to continue their support. But before you get started, get into the New-Donor Zone. Step away from the tactical aspects of your fundraising program for a moment, and put yourself in the shoes of your new donor.
Entire books are written on the subjects of acquisition and retention for both charities and membership associations. Yet we all can benefit from a few reminders from time to time. That’s what I have for you today — a few reminders. In my opinion everything related to acquisition and retention is all part of one overarching fundamental: Everything you do is cultivation and stewardship. Everything.
In my experience, often in fundraising departments no one actually has the word retention in his or her job title. Not so for acquisition. Retention often hides behind the skirts of other programs. It’s hinted at in words like “direct marketing,” “special appeals,” “supporter services” and “donor communications.” It’s symptomatic of our approach to retention. We focus on individual program delivery. We do it in bits and pieces, here and there and then cobble it together.
Whatever you do, don't think you are "above the basics." How does your organization measure up on the eight basics of donor retention?
It's easy to let our own boredom — or our own comfort zone — drive our decision making in fundraising. For the rest of the year, try to sniff out ways to make your fundraising program even better — for your donors and for your organization.
In the August 2007 issue, fundraising copywriter Lisa Sargent authored the article "After the Acquisition," which cautioned that follow-up communications actually can sabotage repeat giving, and offered ideas on how to make sure that doesn’t happen.
Donor retention can seem elusive for many nonprofits. It’s frustrating to pull up your annual reports to find out that you’ve only had 50 percent of last year’s donors make a gift again this year. Sometimes, it can even feel like a personal defeat.
If your development office lacks internal systems and procedures that reinforce donor retention, here are four steps to consider to creating one from scratch and change your track record with donor retention.
Roger Craver tells it like it is. Right now, he’s all about donor loyalty, all the time. That’s because nonprofits like yours are losing seven of 10 donors every year. That adds up to a 25 percent decrease in retention rate over the last 10 years. Ugh!
Here, in this outtake from the fabulous Engage Conference last month, Roger drills down into the specific changes in mind-sets, methods and metrics essential to your organization’s growth. (Teaser: Marketing plays a vital role here.)
Keeping our donors is more than a nice thing to think about. It is essential. We have to stop the revolving door. Find what works — then do it.
