Rebecca Walz: Good afternoon. Thank you for joining us. And welcome to our July webinar on donor retention. We’re so glad to have you here. My name is Rebecca Walz, and I am a client manager here at Allegiance Group. I work in direct response fundraising, mainly public media clients, and a few other nonprofit organizations, including higher ed and professional associations.
And I’m joined by my colleagues, Ashley and Scott. And I’m going to let them introduce themselves. Ash?
Ashleigh Lambert: Thanks Rebecca. Hi, I’m Ashley Lambert. I am the director of client management with Allegiance Group. I have over 17 years of experience in nonprofit marketing, fundraising, and communications with a focus on digital and annual giving.
I also lead our client management and marketing team. Scott?
Scott Hinckley: Hi, I’m Scott Hinckley. I’ve been a client manager working with Allegiance for about seven years now, prior to that for about 25 years, I was a director of development, VP of development on the nonprofit side. And I not only at Allegiance, I work with food banks.
I also work with the healthcare verticals and I also work in the arts and coincidentally. I worked with all those types of verticals when I was in the nonprofit side also.
Rebecca Walz: Very good. So that’s your team today? For our key takeaways for today’s webinar, first, we’re going to define donor retention and discuss why it’s one of the most important metrics to track.
We’re going to look at why donors stop giving to your organization and share some best practices on what you can do to keep them giving. Once you have them on your donor file, we’ll show you ways to incorporate personalization recognition and gratitude in your donor communications. And we’ll talk about the importance of a second gift strategy as well as sustainer conversion and why both of those are extremely important when thinking about retention. So first let’s start with the basics. Retention, what is it and why is it important? Retention is the number of donors that continue to donate to your organization. It is measured typically from one year to the next.
So if your organization has high donor retention, you have a file that is composed of long-term supporters who come back year after year. And if you have low donor retention, those donors aren’t coming back and you either have to acquire new donors or larger gifts in order to keep the revenue or flat or increase the revenue which is often the goal that we are given in our positions and development.
Next slide, please. We all know that it costs money to acquire a new donor. We certainly see that in our acquisition campaigns, we have to spend money in order to bring new donors onto the file. So it’s not unusual or even unhealthy to see a net loss on an acquisition campaign. Because our plan is to have these donors continue to donate in the months and years to come.
It’s not a once and done thing nor should it be. But if your new donor only makes one gift and you’re often left with a loss on your initial investment to acquire that donor. So keeping retaining donors is much less expensive than finding new ones. You’ll hear a lot about lifetime value of a donor and that net value in a donor sometimes isn’t realized until you retain them for some amount of time.
So, how do you measure it? You can calculate retention by dividing the number of repeat donors you have this year by the total number of donors who made a gift last year. I’ll say that again. Divide the number of repeat donors you have this year by the total number of donors who made a gift last year.
So for example, if you have 300 donors last year and 159 of them gave again this year, your retention rate would be 53%. So it’s certainly not difficult math but pulling those repeat donors out of your CRM can sometimes be a little tricky. So we would definitely recommend that you invest in software that will help you easily track this percentage.
So moving on, let’s take a little poll here. And ask you, what do you think is the number one reason a donor stops giving to an organization? So select one, what do you think is the number one reason that a donor would stop giving to your organization? They weren’t thanked, they didn’t know how the gift was used.
They’re no longer interested in your organization or other organizations are more deserving. And we’ll give that just a couple of minutes while we monitor the number of people, and we’ll see where we’re at, I can’t see where we’re at with the polls.
All right, so we’re going to take a look. So poor communications ended up on top or didn’t know how the gift was used. Wasn’t thanked was second, I’m no longer interested, and then last 3% saying other organizations are more deserving. So kind of split around, you know a little bit everywhere, but mostly didn’t know how the gift was used.
Very good. Why do donors stop giving? So according to Adrian Sargent, you’ll notice that these are the reasons the poll doesn’t add up to a hundred percent. So obviously people were able to choose more than one answer. And what you might notice, the number one reason is that people could no longer afford to give.
Also up there is a death, and those are things that are out of your control. But 89% of these reasons are in your control and whether a donor continues to give comes down to communication and outreach. You can see the number one reason that a donor stops giving is that they think other organizations are more deserving.
Some of the other reasons that we cited that came up number one on our poll you know, poor communication. Never got thanked, no memory of supporting your organization or no information on how their donation was used. So really again, what it comes down to is communication and outreach. So let’s move the slide and look at why donors continue to give.
You can see, they perceive your organization to be effective. They want to make a personal impact. They know what to expect when they interact with your organization. Also receiving a timely, thank you. You might be giving them an opportunity to make their views known being a part of your cause, feeling a part of an important cause or feeling involved that their involvement is appreciated.
Those are all reasons that donors continue to give, that your retention rate will stay high, and bottom line is that they feel a personal connection to your mission. Excellent.
Ashleigh Lambert: Thanks Rebecca. Many of us think about the work that we do as always trying to secure that second gift. So when we’re talking about a second gift strategy, that does not mean that you’re not continuing to send out the packages or email campaigns or doing your advertising that already exists, because those will continue to convert your donors and retain them.
But what we’re talking about is something very specific and more targeted. So developing the second gift strategy that you would do to supplement. And it’s really about driving that retention and the repeat gift immediately after they give you their initial gift. And we have another poll.
So this time, we would like to know whether your organization has a second gift strategy for new donors. So this is something very specific in addition to any other kinds of campaigns or mail packages, you may have.
So, it’s a pretty mixed response. But it seems like some of you do and some of you don’t and that’s okay. Or again, you may not know. So that’s what we’re talking about today to really give you some of those ideas and talk through what that could look like.
Let’s talk about securing the second gift. You need to do it within the first 60 days and there’s data across the industry that shows that if you do this, you will have. Good results. So you will have, you know, your donors will be three times more likely to renew their gift. The following year, your donor retention rate will jump. And if you can secure a monthly gift, instead of just a one-time gift, then your retention rate could jump to 90%.
So, back to what Rebecca was saying is that it will cost you less to invest in these donors and try to secure that second gift than it will to acquire, and then have eventual payoff of those donors. This data within our industry shows us this. So we’re going to review things that you can be thinking about for that 60-day window.
When we approach work, we typically think about it across channels. So that first one within the first seven days is engaging them with a second multi-channel touch.
You’ll notice that in all of these areas, we do say ask again, because if you’re not asking, you will not get that gift, but these are typically soft asks and you’re offering them something. So let’s talk about
engaging them. And that could be, you know, if you did send direct mail, it could be that you’re sending them an email. Maybe you’re targeting them with advertising and you’re using a very specific audience segment list. But just trying to keep your message top of mind is really important. Days eight to 15, again, reach out with communication, really highlight the donor impact.
And we’ll talk about some different ways that you can be doing that, but it’s the effectiveness of their dollar. It’s really showing them what their dollar is going towards and the different types of programming or community efforts that you have. Day 16 through 30 is really continuing to build that donor affinity increasing their connection to your cost.
So there might be other ways that they can get engaged and it’s not necessarily just sending them an article to read, but maybe there is a volunteer opportunity, or they could be serving as some sort of online ambassador in, you know, maybe within your digital community. Think about something creative that they could invest some time in.
Days 30 through 45 continued, you know, start a conversation by phone. Maybe give them a survey, give them a video to watch. What are some assets that you might already have created, or another team that you could leverage, who might be able to support you in this work? Just think outside the box and those that usually will surface something really interesting that you could potentially do for your donors.
And then days 45 through 60, this is the last critical period in which, you’re, asking now again, whether it’s a soft ass, but this, asks should be more implicit. But be very direct and then continue sharing the impact and try to finalize that gift. But you can see that we’re building a bit of an arc here where they’ve given, and then we want to give them all of the supporting information, really thank them, talk about the impact. And then drive it home with another ask.
Scott Hinckley: This is a great example that fits into that whole process of that first 60 days. This is an example of a first-time donor stewardship slash second ask. It’s a soft ask, but it’s an ask and it went out to new donors in the heart of COVID last summer, it was scheduled to reach donors between 30 or 60 days of their first gift.
It was kind of a rolling rollout depending on when people gave, and then the message was centered around thanking the donor multiple times for their recent gift, and also making a point of sharing that impact and how it’s already making a difference for, in this case, it’s a food bank. Yeah.
They use real images of volunteers out there. You see all the food and the distribution lines. So, they felt like this would make an impact to show people that the dollars coming in would go right out to helping people in need in the community. This piece used a lot of words and phrases, like because of you and your partnership that helped strengthen the affinity for the food bank’s mission.
And at the time, same time. It also, as Ashley said in her last page, It always had an ask involved in it. In this case, it was very soft task, but when those second gifts came in, this made a huge difference as far as getting some of those COVID donors, especially to re up and, increase their chances of staying long term.
Ashleigh Lambert: And this is an example of an email conversion series right now. We’re just featuring one of the messages as the creative, but there are, it’s a multi-day email series.
And one thing I want to call out is just sending personalized messages and using your best performing evergreen content. And so what I mean by that is there’s two aspects of this.
Within the messages that you send, you could be acknowledging how this audience came onto the file. Maybe they’ve already given a gift in direct mail and you want to acknowledge it here. Maybe they came on through some sort of advertising and you want to say, you want to acknowledge that and say that you know that they gave because of XYZ program that you have, but then think about content you might have written in another channel, or your best performing evergreen fundraising email that you have, something that’s not specific to year-end, which is an anomaly. And usually the biggest time of year for most of us, but we feel free to repurpose that content and think about automating it if you have a tool where you can do that. You can certainly send these messages manually, it’s just more work for you. But if you have a tool where you can automate the data and the segments, then you don’t have to think about it and it’s just something that will go out related to that target criteria of them giving. And then if they’ve given in the last 60 days.
Scott Hinckley: Also it’s important to engage with a targeted multi-channel approach. You’ll hear us say that multiple times over the course of this presentation, but it’s so important with retaining donors to touch them on multiple channels. The goal here is to retain and upgrade our donors. Whether it’s through paid social ads that utilize the CRM targeting and deep segmentation or through direct mail touches that are highly personalized and segmented out to those various constituencies, the key really is to use a multi-channel approach. Donors probably have a preferred channel for online giving, and we’re not ignoring that, we just know that getting that second gift in any channel is a big win.
This is another example of telling your story across multiple channels. This is an appeal campaign example that used powerful success stories across direct mail. The informed delivery through the post office when it comes into your mailbox and your email, letting you know that the piece is coming to your mailbox each day, and also a series of follow on emails to a campaign branded landing page that all the donations were coming through too. This strategy for this food bank helped boost their renewals and giving across all channels and has also shown that people are using multiple channels and also crossing over those channels. Our feeling is that when we gave people multiple options, they picked the one at that time that was most convenient for them. In follow up surveys, people wanted to have multiple choices, sometimes seeing it in their email or seeing it on their phone. It just depended where they were at that time, especially when people are running busy lives and everything we went through with COVID.
Rebecca Walz: Now we’re going to talk about a sustainer strategy. We’ve touched on how important the second gift is. Equally important is your sustainer strategy. So, why is a sustainer strategy so important as it relates to retention? Sustainers retain at a much higher rate.
You heard Ashley talk about that earlier in terms of the second gift. And when you can see first year sustainers retain at a 65% rate and multi-year sustainers retain at nearly 90%, which is just phenomenal. And because of these retention rates, a lifetime value of a sustainer is much greater than that of a donor who makes their gifts one at a time.
As you can see, the sustainer lifetime value is almost twice that of a one-time donor. But just as important as your sustainer rate or sustainer conversion rate is your recapture program. And that’s the program that you have in place to recapture payment information for donors who have a change in credit card numbers or expiration dates.
Do you reach out to those donors on multiple platforms, including emails, a letter, perhaps a phone call? And do you do it over multiple months?
It’s important not to let those donors lapse because you couldn’t get a hold of them. Once you do that, it’s likely going to cost you more to acquire them again.
Amy Houke: Rebecca, we have a question and I know that all three of you have a great answer.
You’re probably all three going to want to chime in on this. But someone says, I feel like I’ll be bugging them by asking them for another donation so soon. When I get asked too much, I unsubscribe to their email.
So I think that’s in reference to the second gift strategy. I think Ashley pointed out that it is a soft ask in those first 60 days.
We just want to make sure that we are giving them an opportunity to make that second gift. And I would even encourage you in talking about the sustainer strategy as well, why not welcome them if they’re a new donor by celebrating the fact that they’ve taken this step and then asking them to say, Hey, let’s make this like a permanent thing donate on a monthly basis, you can spread your donation out, and make a smaller donation on a monthly basis. And just invite them to do that. It never hurts to ask. Ashley, do you have anything you want to add?
Ashleigh Lambert: Yes, that’s exactly right, Rebecca. So, one of the things that you can do in that soft ask is, you know, you would have it towards the bottom, it could even be in a PS, and what you’re really doing is serving other content upfront so that it’s giving the user something to engage with. There’s still an ask there, but that’s not the primary point of the message. And I will say that with our clients where we’ve done this traditional building an arc within, for example, within a campaign, that’s not even a second gift strategy, when we’re offering things like taking a survey, or if there’s some sort of advocacy action that we may have that’s related to the organization that we put that front and center. And then we may even have a donation form that daisy chains off of the response that person has to whatever the thing is that we’ve put forward and those continue to raise more money. So, it’s making it a logical communication and not just being very transactional.
I feel like that might be the situation where you just feel bombarded with information and you feel like they’re emailing you every day, and that’s all they’re doing is asking for money because you need to make it feel more natural. So planning out a few of those communication topics would help as part of that.
Scott Hinckley: And, just to add, when I showed that food bank sample that went out in that folded card, there was no hint of an ask in it at all in that piece. That was all about thanking them, all about sharing what was going on, what the plans were. And instead of thinking of it as an ask, we put a reply card in and with an envelope that it simply had the opportunity for them to make a gift if they so chose.
Too many times we hear when we send out a stewardship piece, we should at least put a blank envelope in so that someone could make a gift if they want to. This was a little stronger than that, but definitely it feels like people will respond to your mission if you are making sure that you are grateful for what they’re doing.
And this is especially applicable in crisis situations, but I think it’s something that our nonprofits have learned that you have to do across the board, even in non-COVID and crisis times that it’s always important to thank people. And then people feel much more like giving again.
Amy Houke: I would wrap that up by just saying you follow the data. So long as your data supports the email correspondence levels. I think you’re fine. We have a question regarding sustainers, which might need to be taken offline, but I wanted to pose it here. And Susan, we can follow up with you if need be. If it’s a conversation a little bit more detailed, too detailed for this webinar. She’s asking how do we use Allegiance to report conversions from existing single gift donors to sustainers? In other words, automated monthly donors that might be a little bit more detailed than we can handle in this, but just wanted to make sure we were asking on her behalf.
Rebecca Walz: Yeah, and why don’t we follow up with Susan after this so we can talk a little bit about how the CRM is able to do that. I’ll be sure to follow up.
Scott Hinckley: Here’s some techniques, these are probably some things that you take for granted that you already do, but just things to point out that if you’re not doing them already or things that not to take for granted. For example, breaking it down for donors.
If we can translate that gift into what the results are or what that can do in that example with the little with the child up there on the top left, those giving handles are all tied to what specifically those dollar amounts can do. I know you all have very different missions, but if you can tie your mission and the applicable things that you’re doing with that money in your community, it makes a big difference as far as helping people that become sustaining donors because they feel much more tied to what specifically that monthly gift is going to do. Also breaking it down to the bite-size pieces of it in the bottom left there. I’ve seen a million of those ads out there, 50 cents a day, or what a cup of coffee can do per day for our mission.
When people can see it as paying over time and get used to it, it makes a huge difference. We all know that from credit cards and things like that. So, if you can get someone to sign up and show that it’s a very minimal cost on a daily basis, it really boosts the amount that people will go into a monthly or sustainer giving. Also, if you can make an upgrade, for example, Square Meal Society there, if you can define for someone in a piece, what becoming a member of the Square Meal Society would do, if they give so much on a monthly basis, you become such and such, they get special communications, they get this or that.
Or if it can become testing a premium. In the public broadcasting world it’s always coffee cups and tote bags or special CDs or collections and things like that. Those all make a big difference as far as making people make that choice to move into a monthly donation. And they may not remember it down the road that’s what got them into it, but the idea is to get them into doing that monthly EFT or credit card payment that they just sort of get used to. And also an example here in the middle with the burger and the peanut butter and jelly, is trying to take and segment out people in your database who you feel profile as people that would be potential monthly or sustaining donors. In this piece, this was a piece that was taken out of another appeal and a message was directly made to people who made multiple gifts in the same year over the last few years, people that seemed like they were moving closer to being comfortable making multiple gifts in a year. And in the reply device, it also spelled out what a gift of the amount that they had been giving on a cumulative basis, how that would break down into a monthly gift. So it was very successful piece that helped bring on a whole new group of monthly donors who thought they were monthly donors, but just not in name.
Ashleigh Lambert: When you’re thinking about upgrading and retaining your sustainers be creative. Scott was just talking about a few ways that you can really help your program stand out. And these are some examples when we’re looking at the left, these are two examples of Facebook ads. And we recognize that maybe you don’t have budget to do be doing advertising.
And this is just the channel in which we’re showing it. But what they’re doing is thinking about how they can incentivize the sustainers. So for example, Chesapeake Bay Foundation, the ad on the left, they were testing a premium with their Bluetooth speaker, and that was as part of their monthly donor ask.
And then on the right for National Audubon Society, they were using a matching gift. So some of these are about recruiting new sustainers, some of this as an approach for people that are our existing sustainers and retargeting them. But testing into that approach that may work for you, if you have some type of incentive you could offer.
And we’ve done this with clients across the board where it could just be a regular sustainer ask where there is no match or a premium or something else compared to some of these. And I know one of the concerns for organizations is if I use that, will they have a long-term value? Will they stay on the file as sustainers?
And one of the things that we have found is it really varies by client, but in certain cases we have seen that they do actually retain. So, I think it’s something that differs by organization and just something you should consider testing. If you want to go that route.
And then on the right, what you’ll see are examples of stewarding sustainers. So this is what Rebecca was talking about with the recapturing. If it looks like someone’s card is about to expire, be proactive about that outreach communication. That’s what Chesapeake Bay Foundation is doing here. And that example on the left in that email, and then they’re pushing the user into a donor center where they can be updating that information and really have control over their gift, which is just another nod to the fact that you think that they’re important, you value their contribution. And then Human Rights Watch also has a communication, when the gift has been canceled, reach out to them, thank them. Talk about the impact and then immediately say, would you like to renew your monthly gift, right? So you’re always at least trying, and you may or may not end up getting conversions off of that.
Now let’s talk about some of the guiding principles, and we have additional creative examples to review, but I feel like you probably by now feel like there’s a theme, depending on what audience you’re trying to look at. It’s about taking these principles and then thinking about who you want to target.
Maybe it’s thinking about mid-level maybe it’s thinking about that pipeline you have, not just second gift strategy, not just sustain a strategy. So the few guiding principles we have really for increasing donor retention across any segment, is this clear, consistent, personal communication. Transparency show your effectiveness and impact.
Stay top of mind have regular frequency. Don’t be overbearing, but you have to talk to them more than once a month, right? You have to be very conscious about what you’re sending it when you’re sending. It and then evaluate the entire donor journey. So this is not just one touch point and this, is whether you have the ability to be, again, but maybe you don’t have funds to invest in an advertising program, but you can still think about how that person attends, well, if you do have an in-person events now or may have did in the past and maybe doing them again, what they’re getting in the direct mail, if you’re sending email, what’s on your website, do you have a team that actually reaches out and has personal phone calls to your donors?
So just think about all of those parts and how they work together. One of the biggest ways, I think one of the most important for people, is visually showing effectiveness. So it’s one thing to convey it in words, and for example, you’ll see here, the American Kidney Fund on, the left here, they’ll say, you know, 97 cents of every dollar you give goes directly to patients and programs. That is very impactful.
And as organizations that really think about our Charity Navigator ratings and other industry best practices, we want to show that, but also visually putting it together so that it’s not just the words and it doesn’t get lost. And this is creative that you could translate across your different pieces of your marketing assets.
One of the most visual you’ll see here is for the ALS Association. So this, you know, the ice bucket challenge was many years ago, but this is still very effective, right? They brought in a ton of money and donors and supporters wanted to understand where that money was going. So having something to visually represent that in an easily digestible way was really important for them.
And then they could share that out through social media, they could put it in emails, anywhere they wanted. National Audubon Society, same. They’re really talking about the very specific threats that are happening to birds and what they’re doing to support that. So it’s like stating the problem, talking about the solution, and then making it digestible for the donor.
Chesapeake Bay Foundation. You can see the little crab down at the bottom where they show your donor donations impact. They’re actually using dollar handles where they say, your donations impact $50 can grow 5,000 native oysters. Some organizations can’t create a dollar handle it just isn’t in the makeup of how they break down the work that the do.
If you can, fantastic. And it just makes it easier for the donor to understand.
Scott Hinckley: This falls under personalized communication. A big part of retention is to have people feel like you’re speaking to them, that you’re treating them as the individuals they are. I love this piece because it uses a lot of the things that we feel are key things to personalization. This piece used swapping out images based on which county the recipient was from. It swapped out entire paragraphs based on county data and feeding numbers and people who needed help in those counties, everything we could glean from Feeding America was put into that piece.
On the back of the letter, you, if you received that letter, you also had your county’s information as far as a graph set up that talked about your area and your neighborhood. Had great response because people felt like in an area where this food bank reached over many, counties and had very different areas of their county, it felt like it spoke to people in their area.
So it’s more than just putting a Dear Scott on a letter for us, it’s, you know, really focusing on building authentic stories and building authentic data that really can be useful to people because when donors feel informed and in touch with what’s going on, they feel much more likely to make a gift.
Another part of communications is how are you talking to your donors and your volunteers and those people. Are you telling the why and the how and about their gift? We really urge people to move away from reporting all the time, and what’s going on in your organization, and listing out all the different upcoming events.
We know all those things are important in this day and age. A lot of those things are much easier to update when you have them on a blog or on a website or have them out in an email. But if you’re putting together something like this is an example of a newsletter it’s more important to be putting out how those events were made possible by donors or how those stories are as a result of gifts that are made to the organization. So some of the things that we always try to ask ourselves when we’re looking at someone’s newsletters or other communications pieces for the first time out, is there a call to action in there somewhere, even if it’s a newsletter. Every article in a newsletter should have some form of subtle call to action of what people could do next to help or how they’re helping, bake that into everything. And are your articles and stories building upon that loyalty and affinity that you’re trying to create with your donors?
You, know, you’re successful if you’re an organization, you’re sending out a newsletter and you’re hearing from your board members or your key donors who are commenting on your newsletter and feeling like it’s something that kept them in touch and engaged with what’s going on. If you’re not hearing at all from people, then it’s probably a sign that it’s not getting read.
The welcome package. The welcome package probably should have done a little survey poll for you to see who actually has a welcome package, but if you don’t have a welcome package, it’s something to really start thinking about how you can put anything together that goes out to a new donor the moment that you get that first gift. If a donor didn’t come on board as a monthly donor to begin with, or a sustaining donor, a welcome package is a great way to highlight what monthly giving can do for the organization. Show some examples of how that can make a difference over a one gift over a month can make a difference over time.
It doesn’t have to be an ask; it can just be an example to help people see that. The objective for us is always to focus on and improve the retention donor satisfaction because that’s what all this donor retention is built on. In this donor package here, you probably can’t see it that closely on your screen, but there are about seven different ways that we’re focusing on trying to work that donor closer to the organization. We’re thanking the new donor with a personalized touch, it’s a personalized letter, it’s a personalized envelope. Everything in the piece is personalized to them. We’re providing donors a way to get deeper and more involved in the organization. There’s a whole section of a good welcome package that talks about ways people can volunteer, different ways that they can do things to help that go beyond just being a donor, a volunteer, starting their own food drive, et cetera. We’re also educating the new donor. A lot of new donors that come on file maybe made an impulse gift or a gift during a time when you really needed some help. Maybe didn’t spend a lot of time learning about your organization. So this is a time and a welcome package to really feel like, Hey, I’ve got them in front of me, let’s talk a little bit about some key points for our organization. And then, sharing the impact of the gift, that all comes in your welcome package to talking about what they’re able to help with. Usually something like providing a sticker. This Georgia Food Bank example on the far right, that’s a decal that goes out with every one of their welcome packages. And the purpose of that is it becomes a PR piece also. People will put those on their windows of their cars or bumpers and that’s an important part of sharing around the community when people are out there. Lastly, as we said before, when you put a welcome package together, whether it’s through a reply card like this one has, or even just a remit envelope, or even just a simple envelope, giving people the opportunity that they can send in a second gift to help. Most people when they’re reviewing a welcome package will feel better about the organization. So it’s a nice time for them to feel like, Hey, they could use a little more help.
Ashleigh Lambert: As Scott mentioned before, sometimes you’re just sending a message that is a thank you. And that’s what this is an example of. There’s really not much more to say about it but think about how you can be tying those into campaigns, whether it’s after you run something and you just want to report back on the impact of, that campaign and the performance. Or it’s a holiday or you have a time of the year where you really have awareness for your mission and that’s all you want to do. So, especially when I was talking about building in some engagement, there is nothing wrong with sending just a thank you message, and it doesn’t have to have a soft ask to it. But when you are thinking about sending other items, you can certainly ask to add something in, but thank yous are simple.
And just a pure or a few examples of some engagement opportunities. Ocean Conservancy, they are fantastic at creating content. They thankfully have quite a few lovely photos and a tool that that offers capability to do this engagement. But again, even if you don’t, there are certainly things for your organization that you may find that a donor would really enjoy receiving.
So on the left is one of my favorites where it’s an example, called the Monthly Supporter Update. And it’s like a quasi-newsletter. So really, they just take for the month, they take a few things, accomplishments that they want to highlight, and it’s just written out as an email. It’s not fancy.
And it goes to their high touch audiences. So this is just really, again, another way to keep them engaged abreast of all of the updated news going on in communities and their advocacy work. Any new partnerships that they want to highlight. And it’s just, it’s a really easy thing to do for the team to pull together and execute on.
And then e-cards and downloads. These are just things for their donors to participate in and there is no ask related to them. It’s just something fun that they like to send out.
Let’s talk about just removing barriers. So, when we think about multi-channel giving, a lot of it nowadays is digital. Even if you have a direct mail package, you’re probably pushing people online. So, we have some examples of that, but the idea is that no matter what channel you’re in, you want to make it as easy as possible for someone to make that second gift.
So, that could be optimizing your digital giving opportunities, thinking about how people come to your website and actually navigate to the donation form, how they may be looking at a direct mail package and then navigate online. You can see here that we have an example for Philabundance.
There’s a QR code on the reply slip. That’s actually a snapshot of a direct mail piece so that they could easily go online and not necessarily have to go right to their computer and type in a URL. But any of the other things that you might have on your website, where people, you know, like a starter donation form that they could fill out and then pushes over to your donation form. There’s ways to make it feel more seamless and natural so that the ask is in the right place at the right time for when they happen to get to whatever it is they’re looking at for your organization.
I think that is it. Amy, do we have any other questions that came in that we’d like to address?
Amy Houke: We do not currently.
Rebecca Walz: We can give you just a few moments. If you have any questions, feel free to type those into the question box. Also, if you have something that you want to ask offline, you can feel free to email us or email the sales team.
And then we’ll put you in contact with the right client manager. I just want to note that this is the third of three in a webinar series that we started. The first one was on acquisition, the second one was on renewal and then this third webinar on retention. So if you’re interested in going back and watching the previous webinars, those are all on our website, teamallegiance.com.
So feel free to check those out or share them amongst your colleagues, make sure everybody knows. And I’m assuming we don’t have any more questions, is that correct, Amy?
Amy Houke: That is correct.
Rebecca Walz: Thanks everyone for joining us today. We appreciate your time. Have a good afternoon. .