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Donor Engagement Study

Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice. Donor Engagement Study. 1,022 donors Gave at least $25 in the last 12 months & accept emails from nonprofits

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Donor Engagement Study

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  1. Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice

  2. Donor Engagement Study • 1,022 donors • Gave at least $25 in the last 12 months & accept emails from nonprofits • Asked about current donation & engagement activities, focusing on how they interact with their “favorite” charity • Asked about preferred online methods for engaging

  3. Key Finding: How many charities do they donate to in a year?

  4. Key Finding: How is that $ divided? • Donors gave 67% of their annual amount to their favorite charity.

  5. Do you have metrics in place to measure the relationship with your donors?

  6. Key Finding: What is motivating them?

  7. Do you run campaigns that are designed to drive activities beyond donations?

  8. Key Finding: How are they being your champions? * Doing these things at least a few times a year

  9. Are you empowering your champions?

  10. Do you encourage your donors to share their story?

  11. Putting these findings to work

  12. Strive to be “the favorite” • Take Stock - Benchmark • Set Your Strategy • Execute • Measure Impact

  13. Take Stock / Benchmark • Website • Email • Social Media • Media Mix • Activities • Audiences

  14. Set Strategy • Determine value • Target potential • Activities • Calendar

  15. Measure Impact • Conversion to Donors • Retention • Growth • Segment Value

  16. Utilize the right channel mix • Go to your supporters • Use appropriate channels • Leverage networks

  17. An example of a great approach

  18. Revlon Run / Walk

  19. Social Media Page

  20. Share in Navigation and Multiple Platforms

  21. Thank you! Blake Groves – Vice President , Charity Dynamics bgroves@charitydynamics.com Sign up to survey your supporters and compare to the benchmark at http://www.charitydynamics.com/surveyoffer/ Download the benchmark report http://www.nonprofitdonorengagement.com/

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