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Donor Relationship Management Increasing Fundraising efficiency through Evaluation

Donor Relationship Management Increasing Fundraising efficiency through Evaluation. Yogesh Aggarwal – Global Director Yellow Umbrella . Acquisition A Gamble. Donor is the winning you get…. but Do you know Why you won? Do you know Value of Win ?

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Donor Relationship Management Increasing Fundraising efficiency through Evaluation

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  1. Donor Relationship Management Increasing Fundraising efficiency through Evaluation YogeshAggarwal – Global Director Yellow Umbrella

  2. Acquisition A Gamble • Donor is the winning you get…. but • Do you know Why you won? • Do you know Value of Win ? • Did you win because anyone at that time would have Won? • Can you increase probability of Win?

  3. How are you Acquiring? • Like A Credit Card company • Like A Time Share • Like A Life Insurance company • Like A Real Estate Company • Like AN FMCG How You are acquiring will define How your should Retain

  4. Few Questions for foundation of DRM • Why did a Donor Give you ? • What is in for him? • Does he give to others? • Is it cause ? • Is it your name? • Is it because of the sales person ? • Who is He?

  5. Introduction Donor Relationship Management is the development and maintenance of mutually beneficial long-term relationship with strategically significant Donors. It is concerned with the creation, development and enhancement of individualized donor relationships with carefully targeted donors and donor groups resulting in maximizing their total Value association with the NGO.

  6. WE Don’t Own a Donor Base– In fact, the opposite is true.WE Belong to the Donor.

  7. 3 Things We Need to Stop Thinking and Stop Doing • We need to stop thinking we own the relationship… because we don’t • We Need to stop relying on the same old one-dimensional pyramid • We need to stop believing acquisition is the main key to growing our file

  8. The Fundraising Dialogue SenderReceiver • What you send • When you send it • Which channel • Whether to open • When to open • Whether to read • Whether to respond • When to respond • How much to give • Which channel to use

  9. BUT WE INSIST ON THINKING IT’S ABOUT US • We ACQUIRE Donors … ‘hostage-taking’ phase • We RECAPTURE them,if they lapse • ‘Why Have You Foresaken Us?’ letter • Put them through a CONVERSION program • Our language reflects our attitude

  10. Proof the public craves a relationship that’s more about them? Introducing one of the most successful new acquisition offers in the past 5 years…

  11. Interesting, isn't it ? The Offer that explicitly promises We Don’t Want a Relationship, Is Very Successful at Starting a Relationship

  12. Why Does This Work? • Because this offer tells the donor ‘you’re in charge of this relationship’ • The donor’s need for control is that deep

  13. The Results: • More than 25% of people responded • Generated more 10 times of the Normal outcome. • Giving from 20 year+ donor core has been increasing for the first time in years

  14. The Organizations that Recognize the Donor OWNS THE RELATIONSHIP Will be the Biggest Winners in the Decade Ahead.

  15. A PROFOUND ATTITUDINAL SHIFT: • Identify the people who really matter • Commit to a true donor-centric approach • Focus on engagement and donor service • A zealous commitment to nurturing the relationship

  16. Transaction Pyramid High Value Giving Profile • Recency • Frequency • Amount Low Value

  17. Transaction and Action Pyramid Activity Profile • # of channels • Volunteer? • Special Events High Value Giving Profile • Recency • Frequency • Amount Low Value

  18. Transaction, Action and Attributes Pyramid High Value Activity Profile • # of channels • Volunteer? • Special Events Giving Profile • Recency • Frequency • Amount Attributes • Age • Wealth • Health Low Value You Know How To Rank the Donor

  19. But Do You Know How they Rank You?

  20. How Do You Rank in Donor Pyramid? • Are you a Priority in Donor’s life?… or just one of many? • Does He/she give you more than He/she gives to other charities … or less? • Is it unusual for Donor to support you?… or does He/she donates to everyone?

  21. How He/She Supports Other Charities Also Tells You How Much they Value You? HowYouRank?

  22. Passion Pyramid DONOR 1 DONOR 2 • Gives to only 2-3 charities • Gives you twice as much as she gives to others • Gives to lots of organizations • Gives more to others than you

  23. Who’s More Passionate About You? High Passion Donor 1 • Gives to only 2-3 charities • Gives you twice as much as she gives to others Donor 2 • Gives to lots of organizations • Gives more to others than you Low Passion

  24. Instance #1 Value Pyramid Passion Pyramid • Most of the organizations Selected ‘High Passion’ names who did NOT meet their longstanding planned giving select criteria. % RESPONSE FROM THAT SEGMENT? Low Passion Low Value

  25. We may bethe ONLY INDUSTRY In the world That doesn’t view RETENTION as the key to growth!

  26. The most important goals for nonprofit communications strategies in 2013

  27. The most important goals for nonprofit communications strategies in 2013

  28. KEYS TO RETENTION: Commit to Greater investment, focused on: • Truly knowing your best supporters; their interests, their needs • Using the Whole pyramid: Transactions, Actions, Attributes … and Passion • Nurturing true relationships through superior donor service

  29. The Reality: The donor doesn’t belong to us. We belong to them. And unless we do more to embrace this mindset, we are not going to have the best Donor Relationship Management.

  30. Thank You

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