relationship building Archives - Page 7 of 12

5 Secret Nonprofit Donor Retention Action Strategies

Giving is an emotional experience. It deserves an emotional response.

Be human.

Ever notice how sometimes when we put on our work hats we cease to be human? How we somehow morph into little robotic “professionals” and become enamored of jargon?

“Lybnts.” “Sybnts.” “Recaptures.”

Not that those things aren’t important. You need goals and objectives.

And given the dreadful state of donor retention in the U.S. today (and in the U.K and Canada as well), it’s vital you be able to measure how you’re doing. Because growth in giving is a factor not just of how many new donors and dollars you acquire, but also of how many donors and dollars you lose.

If you lose as many current donors as you gain new ones, you’re getting nowhere. Fast.

Treadmills Are Only Good in the Gym

Slow down.

Think about what you’re doing and why. You may need to change your frame of mind.

When you acquire a new donor, is it for that one-time transaction? If so, that’s not a very thoughtful strategy, because it costs more money than you make to acquire new donors. In fact, you likely won’t make back your investment for 18 months or so. You won’t make it back at all if you don’t renew that donor.

Nonprofits, sadly, have been on a non-stop treadmill. Donors in. Donors out. Donors in. Donors out. So… something about just measuring this stuff isn’t really working.

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April 22, 2021 2 CommentsDonor RetentionBy Claire Axelrad

How Not to Ask for a Major Gift

Twice in the past month I’ve been asked for a major gift.

Pretty much out of the blue.

Without much preparation, relationship-building or making of an inspiring case for support.

It was clear to me what the charity would get out of it: my money. It was not so clear what I would get out of it. Should I not care?

Perhaps not.
Perhaps if I were the ideal, perfect donor I would give with no expectation of receiving anything in return.
Perhaps if I were less ego-centric, I’d just do it because it was the “right thing to do.”
Perhaps if I were not on a quest for personal meaning, I’d give just because the person who asked is someone I know (though, not all that well); it would give them a feeling of success, and that would bring me some happiness.
Perhaps if I were not searching for a community of folks who share my values, I’d give without quite understanding the depth and breadth of values enacted by these charities or without having met more of the people involved.
Perhaps if I were not examining what it is that sparks joy in my life, I’d give whether or not this cause was currently at the top of my list or I’d been given opportunity for reflection and consideration.

But I’m not perfect.

I’m betting most of your donors aren’t either.

Donors have expectations… egos… personal meaning they’re seeking… communities they’d like to form… and cups of joy that need filling. Otherwise they wouldn’t be human.

And even if you could find a perfect donor prospect, in the instances where I was asked the case for why this was the right thing for me to do wasn’t even made all that well. The ask was about money, not impact.

There was simply an assumption that since I’d shown interest in the past, I would welcome this opportunity to demonstrate my interest even more passionately.

Okay. That’s not a bad starting place. But… you should never assume. You know what they say about the word “assume,” right?

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April 5, 2021 Leave a commentMajor & Legacy GiftsBy Claire Axelrad

Why Donor Wooing Requires WOWing

The Unfair Exchange Bernadette Jiwa, The Story of Telling.

That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says.

As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package.

She doesn’t announce that she’s giving us twenty per cent extra for free.
She doesn’t even invite us to notice the gesture at all.
It’s enough for her that she knows she has added value.

We think of value as a hard metric—the anticipated fair exchange of this for that.

But value can be a surprising, generous, unfair exchange.

Something that is given because we can, not because we must.

Ah… value.

Wow, wow, WOW!

This is what all fundraising, fundamentally, is about.

A value-for-value exchange.

Yet one side of the exchange is a hard metric: The donor’s cold, hard cash.

While the other side of the exchange is something decidedly less tangible: Freely given gratitude from you and your organization.

Or at least that’s how it should work.

The Difference between ‘We Must’ and ‘We Can’

What does your donor love and loyalty plan look like?

Do you even have such a plan?

If the only reason you acknowledge donations is because you feel you ‘must,’ it’s likely your donors aren’t walking away from the encounter feeling much more than matter-of-fact. The transactional receipts many organizations send out are registered by the donors as “Ho, hum. Guess I’ll go file this with my tax receipts.”

This kind of exchange is fair, sure.

But it’s not generous.

WHAT ELSE DO YOU HAVE TO GIVE?

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March 11, 2021 Leave a commentDonor RetentionBy Claire Axelrad

Improve Major Donor Fundraising to Grab a Larger Piece of Philanthropy Pie

If I had to tell you what you need to do to succeed with major gift fundraising in one sentence it would be this:

Identify major donor prospects… qualify them so you know they want to build a deeper relationship with you… cultivate them… visit with them… listen to them… reflect back to them what you heard… ask them for something specific that resonates with their passions… steward their gift and communicate in an ongoing way to make them feel like the hero they are!

Whew – that was a mouthful!

A shorter way to say this is: Meet with donors. Listen to donors. Ask donors. Thank donors.

See — it’s simple!

It’s definitely not rocket science. It’s just good old hard work. Satisfying and rewarding work. And it’s a type of work anyone can learn to do. [If you want to learn, please sign up for the upcoming Certification Course for Major Gift Fundraisers. Use my exclusive Clairification School discount CODE Early10CA to save. It may be the most important investment you make all year. Just one major gift will more than cover the cost].

Over my 40 years in fundraising, 30 of them working in the trenches as a director of development for organizations with budgets ranging from $1 – $40 million, I have asked for a lot of major gifts. I know what works, and what doesn’t work. Today I want to give you:

(1) some of my best words of wisdom, and also

(2) answers to some of the questions folks frequently ask me .

I hope these tips will help you tweak your mindset and invigorate your systems so you can be more successful fundraising in the coming year!

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February 25, 2021 Leave a commentMajor & Legacy GiftsBy Claire Axelrad

The Giant Mid-Level Fundraising Opportunity Your Nonprofit’s Missing

Nonprofits pay a lot of attention to donor acquisition. Then?

They largely ignore these donors, unless…

They become worthy of attention by virtue of being ‘major’ donors. Then?

Nonprofits pay a lot of attention to major donor relationship building.

But between new donor acquisition and major donor cultivation, solicitation and stewardship, what happens?

Usually not enough.

This is a BIG missed opportunity.

You’ve likely got great donor prospects hiding inside your own donor base, and you’re essentially treating them like, well, poop.

What if you were to begin to look at your mid-level donors as the transformational fundraising opportunity they are?

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January 11, 2021 1 CommentMajor & Legacy GiftsBy Claire Axelrad

Are you reading your major donors right?

Are You Reading Your Major Donors Correctly?

“The more that you know, the less they’ll say ‘No!’“

Such is the advice given by Jay Love, Founder of Bloomerang and a seasoned board member and major donor, some years ago at an online conference where we both presented major gifts master classes. His was on the topic of major gifts development from the donor’s perspective.

Do you think about your donor’s perspective before you ask for a major gift?

Here’s what I learned from Jay:

The more you know:

what floats your donor’s boat,,,

what other things compete for your donor’s attention (not just causes, but also career and family)…

how your donor prefers to communicate…

how your donor prefers to be wooed…

how your donor prefers to be recognized…

… the more likely you’ll get a “Yes.”

This advice is SO important I want to dig deeper into ways you can get inside your donor’s head and build the type of relationship that will be a win/win. When your donor gets what they want and need, you get what you want and need!

If you can’t show your major donor prospect you really know them, how can they trust you’ll be a good steward of their passionate philanthropic investment?

We all want to be known before we enter into a major engagement.

Which brings us to the crux of successful major donor development. Not surprisingly, it begins and ends with the same thing.

Can you guess what that might be?

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December 24, 2020 Leave a commentMajor & Legacy GiftsBy Claire Axelrad

#GivingTuesday in Reverse: Do’s and Don’ts

I’ve written in the past about why I like to turn the tables on #GivingTuesday by actually giving to your donors, rather than asking them to give again — yet one more time — during this busiest fundraising time of the year.

I’m not suggesting you not ask multiple times at the end of the year. You should. You must! However…

Your asks should flow together as a coordinated campaign. And you should do whatever you can to really stand out in your donor’s inbox.

The problem with #GivingTuesday?

Everybody and their dog is asking on this particular day.

There’s so much competition, you’re not likely to bring in many new donors.

For the most part, you’ll be preaching to the choir. The choir that already sings your song. That already loves you. That already gives to you. At best you’ll be eeking out a small additional gift from them. Or you may just secure their annual gift on this particular day; so… no net gain. At worst you’ll tick them off by asking them to give, yet again, without showing them enough well-deserved gratitude.

There’s a time and a place for everything.

And, as I often say, if you want gifts you must give them! Which is why giving gratitude to donors is such a powerful thing to do. Another way to understand the meaning of “Giving” Tuesday.

Sometimes Nonprofits Try Turning Things on Their Head But Don’t Quite Succeed

Today, I want to evaluate an example

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November 26, 2020 Leave a commentAnnual GivingBy Claire Axelrad

Happy Days of Thanks(for)Giving

This Thursday folks in the United States will celebrate what I consider to be the social benefit sector holiday of the year:

So it’s time for my annual Thanks(for)Giving post!

Just think about what ‘Thanksgiving’ means. Literally, it’s a day for giving thanks for blessings.

Who, and what, do you count among yours?

I know when we go around the table at my family Thanksgivings, saying what we’re grateful for this year, most folks respond with a people-based answer. Sure, they’re happy about the feast in front of them. But they’re most grateful for caring friends… loving family…. and for being together sharing the warmth of good company. This year the company may be virtual, but the gratitude for shared connection will be the same.

Who are you grateful to at your organization?

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November 23, 2020 Leave a commentDonor RetentionBy Claire Axelrad

Magic Wand to Wave to Keep Nonprofit Donors Close Virtually

It’s a scary world out there.

Is there a magic wand you can wave to keep your donors close while living in a socially distanced world?

Getting up close and personal with donors has always been the gold standard killer strategy for generating passionate gifts and keeping donors loyal. But we didn’t take the term “killer” literally!

Today it’s simply too dangerous for folks to leave home.

So… what can you do instead? Plenty!

Thanks not only to digital technology, but also to familiar tools like the telephone and snail mail, it can be pretty easy to stay attuned and in touch even when practicing social distancing.

Your ‘donor love’ wand still has an abundance of fundraising and donor stewardship magic in it, if you just think a bit creatively. And it doesn’t have to cost you a lot of money.

Today I want to share with you some of my favorite ‘wand wave’ tricks for end-of-year fundraising season. Depending on who you connect with, and how you tweak your message, they work to: