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Thursday, July 12, 2007 |
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---------------------------------------Advertisement---------------------------------------
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With J. Jill, the possibilities are
endless for FUNDRAISERS! Non-profits continuing on the J. Jill
file include: Alzheimer's Association · City of Hope · Custom Missions Group
· Food Bank Capital
Area · The Gathering
Place · Heifer
Project · Hospice
· Leukemia &
Lymphoma Society ·
Rescue Missions ·
SPCA/MA · Cerritos
Center for the Performing Arts
Contact Linda Thompson at Millard Group,
Inc.—603-924-9262, ext. 2203. |
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In this
issue:
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---------------------------------------Advertisement---------------------------------------
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Annual Appeals Made Easy!
Thousands of nonprofits use DonorPerfect fundraising software to
successfully manage annual appeals, with gift histories that
identify top prospects, targeted solicitations, gift &
pledge tracking, and comprehensive reporting &
analysis
Try our FREE Demo! Call (800) 220-8111 or
visit: www.donorperfect.com |
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Donors Continue To Drop,
Despite Growth In Dollars Raised
The first
quarter of this year is the first in almost two years in which
year-over-year index revenue growth was almost entirely
unaffected by major disaster giving. Indications are that giving
has now stabilized at relatively typical pre-disaster levels of
growth and that cumulative long-term growth since 2004 is
stabilizing at a level where it likely would have been expected
had there been no disasters in the intervening
period.
What isn't stable is the number
of donors, which continues to decline, according to the latest
data from by Target Analysis Group, a subsidiary of Blackbaud.
Target tracks the fundraising data of 70 national charities to
develop its report.
The Indian Ocean tsunami of
December 2004 and the U.S. Gulf Coast hurricanes in the fall of
2005 generated unprecedented charitable giving.
According to
the latest data compiled from XX national charities by Target
Analysis Group, a subsidiary of Blackbaud, donors directed most
of their tsunami-related giving to international relief
organizations and most of their hurricane-related giving to
animal welfare and human services organizations. The increase in
giving related to both disasters was large enough to create a
noticeable lift in median revenue for the entire national index
in 2005.
Click
Here for full report
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---------------------------------------Advertisement---------------------------------------
NPT
Online Resource Directory
Fundraising Category of the
Week: Online Fundraising
HELP Is Only a Click
Away For Your Next Fundraising Project!
Click on the
link for details on fundraising ideas,techniques and
services.
http://www.nptimes.com/main/directory/onlinefund.html |
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Fundraising
Tips
Donors
...
Intervention strategies because loyalty doesn't always
work
Donor loyalty and donor retention are always
concerns for nonprofit organizations. In a white paper on donor
trends, the consulting firm of Craver, Mathews, Smith &
Company reports that only about one-third of donors claim a
propensity toward loyalty.
With that in mind, the organization offers several
strategies for donor retention:
-
Start with lifetime value-focused new donor
prospecting. Organizations that chase low dollar "tippers" and
rely on premium-heavy offers are going to have more of a problem
with retention.
-
Give the highest priority to securing a second
gift from new donors. The critical bonding "window" for a
first-time donor is within one to three months of the initial
gift.
-
Follow the basic rules of economics. Invest more
in cultivating and retaining higher value donors.
-
Understand in excruciating detail the
renewal/retention economics of your donor program.
-
Identify and specifically address likely
defectors.
-
Reconsider how you tell your success story to
existing donors. Meet the performance test your best
donors apply.
-
Introduce your leader, in person, to your
donors.
-
Treat your online donors as your most valuable
members.
-
Monitor and respond to the high profile
reputation "casualties" among your colleagues in the
sector.
-
Monitor both your traditional and emergent
competition.
-
Monitor donor inquiries that suggest
dissatisfaction.
-
Benchmark loyalty of your donors against other
donors, and monitor your "loyalty index" over time as an early
warning against faltering retention.
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Online ...
Building metrics so you
can benchmark progress
Web traffic has a direct correlation to building email files
and finding potential online donors. A survey conducted by the
online service provider Convio among 30 organizations from the
middle of 2005 to the middle of 2006 found several key points
that emerged from organizations that are doing quite well with
Web traffic.
Some of these points that the survey found are:
- Getting a dialog started is the key. Simply getting visitors
to a Web site is not enough. There must be compelling content
and incentives to register.
- An organization's site is often the first interaction with
an individual. Therefore the site must convey the importance of
the mission and at the same time register new potential
constituents.
- Compelling content is the way to improve traffic. This also
includes increasing search engine visibility, promoting the
organization's site off line and using other techniques, such as
third-party linking and viral campaigns.
- It is essential to promote the benefits of registering when
asking for constituents' information. Registration should be
easy to find and easy to complete.
- Building the email file takes time. The 30 participants in
the survey had an average file size of 70,141.
- Segmentation and personalization improve response, as does
frequency. Sending between four and 12 email fundraising appeals
annually is recommended.
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Planned
Giving ...
Even small charities can do planned
giving
Although planned giving is very often viewed as
the property of large nonprofits, it is an area that might be
worth pursuing by smaller organizations.
At a recent international nonprofit conference,
Sandy Macnab of the consulting firm Alexander Macnab, said that
planned giving can be an essential component of even the most
modest development program.
Planned giving offers many opportunities to
nonprofits, Macnab said, because of demographic changes that are
taking place. One out of eight people in the United States is
over 65, and people over 50 control 75 percent of U.S. wealth.
Estimates put the value of money to be included in
bequests by the year 2052 at $6 trillion.
For an organization thinking about embarking on a
planned giving program, there are several initial steps to take.
The first ones involve assessing the readiness of the
organization before starting out.
-
Conduct an institutional audit. Assess financial
viability,/stability and review and, if necessary, adapt the
mission statement.
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Conduct a program audit. Interview superiors,
board members and key supporters to initiate buy-in. Review
donor base strengths and weaknesses.
-
Conduct a staff audit. Identify staff/budget
resources. Assess educational preparation.
-
Plan training programs. Initially they should be
conducted every six to 18 months. There are training programs
available in a variety of places
-
Join support groups.
-
Network with colleagues.
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Don't Forget Us!
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profile.
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Copyright @ 2007 The NonProfit
Times. | |
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Tell-a-friend!
