Webinar Recap: You’ve Got 90 Days to Keep ‘Em Around
Ready to learn more about donor retention? Omatic recently hosted a webinar called “You’ve Got 90 Days to Keep ‘Em Around” – the first in our 3-part series on the importance of donor reinforcement after the first gift, strengthening your donor and supporter connections overtime, and winning lapsed donors back.
During the webinar, Bailey Benzle and Stu Manewith walked through the importance of the 90-day window, discussed the current state of donor retention, and shared tips for creating an engagement campaign. Lastly, they unpacked why data quality is so crucial to donor retention.
There is so much great content discussed in this session that I wanted to share a few highlights.
What Bailey and Stu Covered:
- Why the 90-day window is so critical
- What actions you should take today that will impact donor retention in the long term
- How to calculate donor retention
- Why the success of your efforts are directly affected by the quality of your data
- What the impact of data quality is
Webinar Highlights and Timestamps
8:36: The 90-Day Window
10:14: Donor Retention
11:52: Donor Retention Calculation
15:39: Current State of Donor Retention
18:55: Tips for Engaging Donors
23:07: The Dimensions of Data Quality
25:45: The Data Quality Impact
34:41: Important Takeaways
Someone gives again in the 90-day window, when is the best next time to solicit them?
Stu: There are no guarantees, of course, but history has demonstrated that they will be responsive to communication from you. In my opinion, stewardship should always come before the next solicitation. So, the next communication could be some stewardship without an ask. For example, a thank you, confirmation that their gift was used the way they intended, or some information about how the money they gave was used. Then look at your overall fundraising strategy for people in that segment and allow them the opportunity to make another gift before the end of your fiscal year.
Is it a good idea to send surveys to donors during this period?
Stu: Absolutely. Anything you can do to keep donors engaged is positive. There is certainly email fatigue, and you never want to be the organization that sends out something every week. But a survey is a great way to engage the donor without asking for another gift. It is only going to prime them to give during the next solicitation. You’ve acknowledged their gift, you’ve communicated with them, asked their opinion, and all of those things are building the relationship along the way, so the next time they are solicited, that relationship will be stronger than it was before.
Sending another solicitation within 90 days just seems way too soon. Is this common practice for most nonprofits?
Bailey: If you’re doing it the wrong way and it’s not personalized, it’s generic and has nothing to do with the person, I would agree that it is pretty soon. But if you can use it to keep momentum, letting them know they made a difference, you heard them, and they helped, it is piggybacking on the excitement and the feeling that it gave the person when they made the first gift. When this happened to me personally, and the charity shared the impact of my gift and was specific about it, it got me excited, and I wanted to help more. As long as you do it the right way, it doesn’t feel like you’re over-asking.
Stu: It’s becoming more common practice because of the research, organizations are testing it, and are seeing that the reward is worth the risk. Meaning, they are raising more money, they are not upsetting their donors, and if someone does complain, then they can address that complaint quickly and thoughtfully. They are also able to code such people in their database, so they are solicited less frequently. More organizations are taking this approach and being strategic in this way. But it’s got to be done right.
Our next webinar, The Eight Second Challenge for Nonprofits, will be held on Thursday, February 6, at 2:00 PM ET. This webinar will focus on long-term donor retention. We hope to see you there!