Welcome to the G2 (Give Green Canada / Patrimoine vert) webinar, presented by expert Harvey McKinnon Part of the Monthly

y Giving Learning Together program of G2, made possible by Ontario Trillium Foundation

Welcome

Monthly Giving- Retention

With Harvey McKinnon
G2 / Give Green Canada - Patrimoine vert

Overview of Session
Retention The numbers Ways to increase retention Developing communications plans Wrap up-Questions & Answers

Donor Retention in Decline

Fundraising Effectiveness Survey Report:
7 straight years of decline From 50% to 39% Overall

New and Renewed Donors

New donor retention down to 22.9% Repeat donor retention down to 60.8%

Fewer Than 1 in 4 New Donors

Are giving to us again

What can we do to improve these results?

Communicate Better!
Better cultivation and stewardship Segmentation Respect Make them feel valued Recognize loyalty

Channels to Recruit

Existing Donors

Brand New Donors

Metrics to measure
Cost to acquire Average gift amount Average number of gifts Retention rates Long-term value by channel

Retention is the Most Important Factor in ROI

Retention tools
Processing systems Recovery/recapture Communications Upgrade Re-activate

Segment!
Long-time donors High average donors Monthly donors New donors Others

Segment
Create plans for each: New Long-term High value Others?

Back end Systems

Processing (& re-processing) Tracking declines Recovery 33% Fail rate annually!

Recovery
All media Calendar Rules for 1st, 2nd, etc. Lost/Stolen immediately Test & track

Communicate
Create a plan Make donors feel valued Less asking, more thanking Connect to mission

Involvement
Premiums calendars Mission related pieces - photos, reports, publications Toll-free line

Donor Perspective
Loyal, committed 12+ gifts & legacies

What do they want from us?

Communications Plans
Annual

Long-term

If you can do only 4 things

1. 2. 3. 4. Tell donors what to expect Welcome call Welcome letter/package Priority for missed payments

Annual
Calendar Not too many, not too few Extras for some Realistic?

Report Results

Upgrading
Retention $ now $ forever Long-term value High ROI

Reactivation
Lapsed monthly donors Excellent ROI

1. 2. 3. 4.

Recruit Retain Recover Re-activate

More questions

Thanks to Ontario Trillium Foundation for making this program possible

www.harveymckinnon.com Contact us at: info@harveymckinnon.com

Harvey on Twitter: @harveymckinnon On Facebook: ThePowerOfGivingBook

G2 contact info
Natasha van Bentum, CFRE Director, G2 Give Green Canada/Patrimoine vert Contact us via Twitter @GiveGreenCanada

Thank you

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