Downloaded 15 times
Uploaded byPursuant
The Nuts and Bolts of Relationship Fundraising
The document discusses the importance and strategies of relationship fundraising as a response to contemporary fundraising challenges such as acquisition difficulties and declining retention rates. It emphasizes a shift from transactional to relational approaches, focusing on the donor journey and their emotional connection to causes. Practical applications and considerations for effective relationship fundraising across various platforms and donor levels are also highlighted.
More Related Content
Similar to The Nuts and Bolts of Relationship Fundraising
The Nuts and Bolts of Relationship Fundraising
- 1. The Nuts andBolts of Relationship Fundraising How to Apply the Strategies in Your Everyday Fundraising Efforts with Rebecca Gregory Segovia & Curt Swindoll
- 2. INTERACT WITH USTODAY! @pursuant #pursuantwebinar GoToMeeting® Chat
- 3. Pursuant Resources Download allfour Relationship Fundraising volumes plus additional related resources at pursuant.com/relationshipfundraising
- 4. YOUR PRESENTERS Curt Swindoll ExecutiveVice President [email protected] @CurtSwindoll Rebecca Gregory Segovia Executive Vice President [email protected] @GoConnectServe
- 5.
- 6. Relationship Fundraising isthe Answer to the Challenges We Face in Fundraising Today: ➢ Acquisition is difficult and expensive. ➢ Retention rates are declining. ➢ Millennials are wary of overt asks.
- 7.
- 8. The Donor Journey “Everythingwe know about how to build a good relationship as a parent or friend, we can apply to fundraising.” AWARENESS EXPLORATION EXPANSION COMMITMENT DISSOLUTION
- 9.
- 10. TRANSACTIONAL FUNDRAISING vs. RELATIONAL FUNDRAISING Single Gifts ImmediateROI Short-term Response Little Emphasis FOCUS KEY MEASURES TIMESCALE ORIENTATION DONOR SERVICE Donor Retention Lifetime Value Long-term Relationship Major Emphasis
- 11. Shifting to aRelational Approach Requires a Radical Change in: ➢ Mindset ➢ Goals ➢ Alignment ➢ Communication ➢ Metrics ➢ Expectations
- 12. The Donor JourneyHas Key Steps: 01 | 02 | 03 | 04 | 05 | SUSTAINMENT CONVERSION ENGAGEMENT CONNECTION AWARENESS
- 13. EACH STAGE HASDIFFERENT NEEDS EARLY STAGE Immersion & Intense Arousal
- 14. EACH STAGE HASDIFFERENT NEEDS LATER STAGES Deep Trust & Satisfaction
- 15.
- 16. DONORS NEED ABENEFIT Source: Accelerate Your Acquisition OPEN LOOP ORGANIZATIONS: DONOR ORG BENEFICIARY SUPPORT IMPACT BENEFIT CLOSED LOOP ORGANIZATIONS: ORG BENEFICIARY/ DONOR IMPACT SUPPORT
- 17.
- 18. What donors wantDONORS:THE CENTER OF THE UNIVERSE NonprofitDonor Donor Donor Donor Donor DonorImpact Impact Impact Impact Impact Organization’s View: “Help us do…” Donor’s View: “Look what you did!”
- 19. Donors Want an EmotionalBenefit in Exchange for Giving to Your Organization
- 20. Donors Fuse TheirIdentity With Your Cause By the way, thanks Aren’t we great We did that We did this Who do I identify with Who do I trust How can I make a difference I care abouta cause WHAT YOU THINK ABOUT WHAT DONORS THINK ABOUT How do we find language that captures the role of the donor and recognizes they ARE us? GIVE
- 21. Where Do WeGet Started Applying Relationship Fundraising?
- 22. Relationship Fundraising MustBe Applied Everywhere: ➢ Copy ➢ Digital ➢ Design ➢ Donor level ➢ Analytics
- 23. Design an IntentionalExperience 1st MONEY BOMB Donate NO Name Acquired Thank You Mission messaging with social push @@ Tell-a- Friend Campaign Update Mission messaging No Gift Thank You ❑ $35 ❑ $75 ❑ $250 ❑ $500 SEEDSOURCES x5 Stan d..Shar e…Do … Viral Acq. #2More info Mission messaging with reminder to Vote Thank You Mission messaging with social push @ Campaign Update 2nd MONEY BOMB Donate ❑ $35 ❑ $75 ❑ $250 ❑ $500 x5 Mission messaging Thank You @ Campaign Update No Gift More info Mission messaging with reminder to Vote With some suppressions for Money Bomb #1 Donors @ Campaign Update
- 24. What makes goodrelationship fundraising copy? ✓Are you “talking at” donors, or speaking to them? ✓Are you involving donors in past accomplishments? ✓Is the copy more heavily weighted towards process or outcomes? ✓Is the ask “help change the world!” or is it “help us change the world!”? ✓Who owns the mission/vision?
- 25. Copy Reflects DonorCentric Relationship Because you were there... Email: Direct mailing:
- 26.
- 27. Donors Want aTwo-Way Dialog
- 28. Relationship Fundraising LooksDifferent Across the Donor Pyramid Major Mid General Many organizations think they have good relationship fundraising with their major donors. However about 80% or more never make a second, larger gift. Use analytics to identify people with the potential to upgrade their support. Bring more personal contact earlier in the relationship and at lower giving levels. . Create meaningful educational experiences from the beginning.
- 29. Analytics also change ina relationship fundraising model.
- 30.
- 31.
- 32.
- 33.
- 34.
- 35. Pursuant Resources Download ourlatest fundraising resources at pursuant.com/resources
- 36.