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Diamonds in the Rough – Finding The Hidden Gems In Your Donor Database (Elevate Alabama 2019)
The document discusses strategies for identifying and engaging potential donors within a donor database, emphasizing the importance of donor retention and the characteristics of the best prospects. It highlights that long-term relationships, active volunteers, and previously engaged service recipients are key indicators of donor potential. Additionally, it suggests that wealth screening should be complemented by relationship-building rather than solely focusing on affluent individuals.
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Diamonds in the Rough – Finding The Hidden Gems In Your Donor Database (Elevate Alabama 2019)
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- 2. About Steven » Chief Engagement Officer, Bloomerang Co-founder/ED, Launch Cause Contributor: Fundraising Principles and Practice: Second Edition Member: Fundraising Effectiveness Project (FEP) Project Work Group, AFP Center for Fundraising Innovation (CFI) Fun facts: • 1st job: producing fundraising videos • prefers tea to coffee •allergic to rhubarb • won the David Letterman scholarship @StevenShattuck @StevenShattuck
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- 6. @StevenShattuck Credit: Tony Elischer •bequests • major gifts • reactivation • a monthly commitment • a second gift • a first gift • further engagement
- 7. Our “prospect” list » • 1st-time donors • donors who have given for 3-5+ consecutive years •monthly donors • volunteers who have not yet donated (including board members, fundraisers) • donors who complain directly or answer surveys negatively / donors who answer surveys positively • current / former service recipients • out-of-town donors, not from P2P or memorial (if you are a local org) @StevenShattuck • donors who give you updated contact info (unprompted) • donors who upgrade • donors who submit matching gifts from their employer • adult children (especially daughters) of parents who give surviving relatives of deceased long-time donors • aging, childless donors • donors who just had their first child • contact person at a company that sends volunteers • employees of a corporate sponsor • donors who use check, vs credit card • donors who use American Express, vs Visa/Mastercard
- 8. @StevenShattuck Who are the best prospects? » • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) •Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
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- 10. @StevenShattuck Who are the best prospects? » • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) •Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
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- 21. @StevenShattuck Who are the best prospects? » • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) •Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
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- 28. @StevenShattuck Who are the best prospects? » • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) •Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
- 29. Monthly Donors » • 7x more likely to leave a bequest! • Typically overlooked because monthly gifts are small •Retained over a long period of time (consistent givers) • They believe in you, they trust you • Don’t just send the same boring 12 receipts! @StevenShattuck
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- 37. @StevenShattuck • they understand the value of your mission • gives them a sense of pride / empowerment / dignity •they could have higher capacity some day • they may higher capacity now (because of you!) • doesn’t just have to be schools/hospitals Current / Former Service Recipients »
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- 41. @StevenShattuck Capacity signals » 1. Previous giving to your nonprofit (how much $?) 2. Previous giving to nonprofits like yours (how much $?) 3.Participation as a Foundation Trustee 4. Political Giving 5. Real Estate Ownership https://bloomerang.co/blog/how-to-use-data-to-identify-your-best-prospective-donors/
- 42. @StevenShattuck Pay attention to » • donors who give you updated contact info (unprompted) • donors who upgrade (higher retention rates according to DonorCentrics) •donors who submit matching gifts from their employer • adult children (especially daughters) of parents who give • surviving relatives of deceased long-time donors • donors who just had their first child • check > credit card • American Express > Visa/Mastercard
- 43. @StevenShattuck Final thoughts » • your best prospects aren’t rich strangers • segment your list, steward, then wealth screen •longevity > gift amount • get to know new donors • ask donors how they feel about you • send one letter a year that markets bequests • hire a professional prospect researcher!
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