{"id":20617,"date":"2020-10-08T17:35:42","date_gmt":"2020-10-08T21:35:42","guid":{"rendered":"https:\/\/www.qgiv.com\/blog\/?p=20617"},"modified":"2021-06-01T14:38:14","modified_gmt":"2021-06-01T18:38:14","slug":"8-donor-retention-tips-from-steven-shattuck","status":"publish","type":"post","link":"https:\/\/www.qgiv.com\/blog\/8-donor-retention-tips-from-steven-shattuck\/","title":{"rendered":"8 Donor Retention Tips from Steven Shattuck"},"content":{"rendered":"\n<p>When Steven Shattuck presented <a href=\"https:\/\/www.qgiv.com\/blog\/resources\/the-importance-of-retaining-first-time-donors-and-how-to-do-it\/?utm_source=email&amp;utm_medium=email&amp;utm_campaign=2020-10_wb_tl_steven_shattuck&amp;utm_content=text_link&amp;utm_term=\">The Importance of Retaining First-Time Donors (and How to Do It!)<\/a>, he broke down exactly why inspiring a donor to make a second gift is so important. He backed up that point with tons of great data, then shared specific strategies you can use to retain donors after their first gift. If you\u2019re looking to build a great donor retention process for your organization, I highly recommend you watch the whole presentation! But, if you\u2019re looking for a quick recap, take a gander at these top tips.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. The most important gift isn\u2019t the first one\u2014it\u2019s the second<\/strong><\/h4>\n\n\n\n<p>You work really hard to acquire new donors, so seeing a brand-new donor in your database can be a thrill. But you know what you should <em>really <\/em>get excited about? Donors that make a second gift.<\/p>\n\n\n\n<p>Here\u2019s why. Donor retention rates for one-time donors are low. Really low. If you\u2019re like the average nonprofit, you\u2019ll lose 8 of 10 first-time donors. That means that all the time, effort, and resources you put into acquiring those donors resulted in just one gift.<\/p>\n\n\n\n<p>But, if a donor makes a <em>second<\/em> gift, their retention rate goes all the way up to 61%. What an improvement! If they end up making a recurring gift, retention goes all the way up to 90%. That means all the work you put into acquiring those donors makes a bigger and bigger impact.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. \u201cYou can\u2019t report successes enough.\u201d<\/strong><\/h4>\n\n\n\n<p>Q: How do you inspire people to make that second gift?<br>A: You tell them a story about how their gift made a real-world impact<\/p>\n\n\n\n<p>First-time donors give because they have a goal: they want to support a mission they\u2019re passionate about. If you want them to give again, you need to show them that they accomplished that goal. That\u2019s why it\u2019s so important to report success stories to your donors.<\/p>\n\n\n\n<p>If you have a donor who gave you $30 because they want to help animals in need, you need to show them that they actually helped animals in need. So, after they give, share a story about an animal who received medical care. Or send them a video about a family who adopted a dog from your shelter. Or let them know how many animals were fed because of their gift.<\/p>\n\n\n\n<p>You really can\u2019t overdo this! Reporting a donor\u2019s impact once is good. Doing it two or three times is even better. The more you can show your donors that they\u2019re really making a difference by supporting your organization, the easier it will be to ask them to give again.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Donors like knowing what to expect<\/strong><\/h4>\n\n\n\n<p>Want your donors to open your impact updates? Let them know you\u2019re going to send them an impact update. Do you want to be sure they\u2019ll open your email newsletter next week? Tell them it\u2019s coming. Even better, give them some hints about what\u2019s in there!<\/p>\n\n\n\n<p>The reasoning here is simple: donors like knowing what to expect. Have you ever opened a piece of mail with some trepidation because you\u2019re not sure what it is? Have you gotten excited because you just received a letter you\u2019ve been expecting? Which experience is more enjoyable? That\u2019s why it\u2019s a great idea to let donors know what you\u2019ll be sending and why you\u2019re sending it!<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. Think of your first-time gifts as birthday presents from strangers<\/strong><\/h4>\n\n\n\n<p>What would you do if someone you\u2019d never met gave you a birthday present? You\u2019d thank them, of course, but what else would you do? Well, you\u2019d probably start out by asking them how they heard it was your birthday. You might ask them what specifically made them want to give you a present.<\/p>\n\n\n\n<p>Do the same for your donors! Someone giving you a first-time gift is like them randomly giving you a birthday present. Thank them! Then ask them to share a little more about how they learned about you and what inspired them to give. That\u2019ll help you get a feel for what\u2019s inspiring your donors, what channels they\u2019re using to learn about you, and what is (and isn\u2019t!) working. It\u2019ll also make donors feel like their opinions and experiences matter, which is an important part of building a relationship with them.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>5. Pick up the phone<\/strong><\/h4>\n\n\n\n<p>Emails are nice. Know what\u2019s better? Phone calls.<\/p>\n\n\n\n<p>One of the best ways to inspire people to give a second gift (often a gift that\u2019s bigger than their first one!) is making a personal phone call to first-time donors. In your call, don\u2019t ask donors for an additional gift\u2014just thank them for their donation and tell them a little about what it will achieve. The idea here is to make donors feel recognized and special by personally reaching out to them.<\/p>\n\n\n\n<p>If the thought of calling all of your first-time donors is a little intimidating, try bringing in some help. Ask your board members to help. Calls don\u2019t have to be long or specific\u2014just ask board members to thank donors and ask what inspired their gift. No asking, no information-gathering, no agenda\u2026 just simple calls. And don\u2019t worry if nobody answers! Leaving a voicemail is just as effective.<\/p>\n\n\n\n<p>That said\u2026.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>6. Don\u2019t call if someone doesn\u2019t give you their phone number<\/strong><\/h4>\n\n\n\n<p>We recommend not requiring a phone number to donate. It\u2019s usually not necessary to process a gift, and limiting required fields on your donation form increases the likelihood that a donor will complete their donation. Instead, make the field an optional one!<\/p>\n\n\n\n<p>If someone gives you their phone number even though it\u2019s not required, consider that an invitation to give them a quick call. But, if they don\u2019t give it to you, don\u2019t try to look it up. Calling someone when they never gave you their contact information can come off as overbearing (at best) or creepy (at worst). In those instances, stick with sending them a personalized email or a handwritten note.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>7. Don\u2019t judge people by their gift amount<\/strong><\/h4>\n\n\n\n<p>First-time donors almost never give at capacity. Would you write a $1,000 check to a nonprofit you\u2019d never heard of before? Probably not. Would you drop a $20 donation to an unfamiliar organization with a story that caught your eye? Sure!<\/p>\n\n\n\n<p>Think about your own major donors. What was their history with your organization before they made their first big gift? They probably made several smaller gifts while they built a relationship with your organization, then decided to make a larger gift later on.<\/p>\n\n\n\n<p>That\u2019s why focusing on retaining your first-time donors\u2014<em>all<\/em> your first-time donors, not just the ones that make large gifts\u2014is important. You never know if that $30 donor could be your next major gift supporter.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>8. After you\u2019ve stewarded your first-time donors, ask again early<\/strong><\/h4>\n\n\n\n<p>When someone makes their first gift to your organization, their goal is to make a difference in the world. During the stewardship process, you focus on thanking them and showing them how they met that goal! You\u2019ll also work on building a relationship with your donors through phone calls and updates. After a few weeks, it\u2019s time to ask them to give again.<\/p>\n\n\n\n<p>The best time to ask donors for a second gift is when they\u2019re still actively interacting with your organization. Different people recommend different periods of time between the first gift and the ask for a second one, but Steven suggests making a second ask within 90 days of the first donation. That means you\u2019ve got three months to thank new donors, show them their impact, connect them to your mission, and prep them for another ask. It\u2019s an ambitious timeline, but it\u2019s an effective one!<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h4>\n\n\n\n<p>If you\u2019re like most nonprofits, you\u2019ll see an influx of first-time donors during the last few months of the year. Celebrate those acquisitions! But, after your celebration, start working toward a second gift. You worked really hard to inspire and attract those new supporters. But your hard work will pay off even better if you can inspire them to give again. These 8 tips (and all the other awesome strategies in Steven\u2019s webinar) will help get you there!<\/p>\n\n\n\n<p><a href=\"https:\/\/www.qgiv.com\/blog\/resources\/the-importance-of-retaining-first-time-donors-and-how-to-do-it\/\">Check out the full recording of the webinar in our Resource Center<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Steven Shattuck presented The Importance of Retaining First-Time Donors (and How to Do It!), he broke down exactly why inspiring a donor to make a second gift is so important. He backed up that point with tons of great data, then shared specific strategies you can use to retain donors after their first gift. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":20620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[264,261],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>8 Donor Retention Tips from Steven Shattuck - Fundraising Blog for Nonprofit, Educational, and Faith-Based Organizations<\/title>\n<meta name=\"description\" content=\"Donor retention rates for first-time donors are really low. 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