Some questions to consider before I jump to tips:
- What is your donor retention rate and is the number going up or down? Not sure what a donor retention rate is? Click here: https://bloomerang.co/retention
- Did you celebrate when you had a boost in the number of new donors following an event?
- Do you know how many first-time donors who made a gift at that event made a repeat gift?
STOP popping champagne corks and consider this cold, hard fact:
“over 60% of those hard-earned first-time donors never make a second donation.” (Bloomerang)
Yikes! Want to boost donor retention for first-time donors who gave through an event? Consider redirecting some event energy to these five tips:
- Offer multiple giving opportunities at your event.
- Take advantage of storytelling opportunities.
- Utilize event technology that enables recurring giving.
- Promote ways to get involved after the event.
- Make your follow-up communications count.
How many events have you attended where you ate great food, drank terrific wine, or danced the night away . . . but by the time the night was over learned nothing about the nonprofit that the event was benefiting?
Can you count on more than one hand the number of nonprofits that have contacted you, with a communication other than a thank you for coming or a solicitation, following a fundraising event?
If you do nothing else, at or after an event, I encourage you to remember these words from a former community foundation director:
“Tell the story, tell the story, tell the story!”
As Lori Jacobwith suggests in item 1of Why Donors Stop Giving, tell a story, one story, about a person whose life was changed or saved by your nonprofit. Better yet, tell the story at your event and if confidentially isn’t an issue, have a client tell their story.
Need ideas about how to tell the story? Read advice from Tom Ahern.
Planning to use your newsletter to tell your story? Tom is willing to review and comment on your newsletter.
I survived an Ahern Audit! Tom’s advice led me to spend lots of time telling the story, telling another story, and telling yet another story (see a sample here).
Want to know more about donor retention and why it’s critical to your nonprofits future fundraising success?
Want to talk about telling your story? Give me a call or drop me a line.
Sophie Penney founded i5 Fundraising, her mission is to help you raise more money to change and save more lives.