November Donor Retention

Hi everyone,
 
I hope you are doing well this November.  Thanksgiving will be soon upon us, but I am amazed to see how many places with Christmas trees out already.  Actually I saw my first Christmas display in September, so that is a little early… smile….    
 
This is a busy time for most of you.  The final three months of the calendar year are an important time to welcome new donors and invite repeat gifts from previous donors with 40 percent of charitable donations typically being made in December, according to The Fund Raising School.  Some additional statistics you may find of value this November are below:
1)   At least 50 percent of prior donors should repeat their gifts at the same amount;
 
2)   As many as 15 percent of prior donors will increase if asked;
 
3)   After making a third gift, the donor is likely to remain a consistent donor for five to seven more years;
 
4)   Gifts made by renewal donors are five to eight times higher than gifts made by first-time donors; and
 
5)   After five years, gifts from renewal donors will provide 80 percent of money raised each year. 
 
Remember that good ongoing fundraising programs focused on building advocates lead to strong major gifts and planned giving as well.  This will lead to endowment building.  I have included this month a podcast from The Fund Raising School on endowments. I really liked this and thought it would be good to share. 
 
A few closing thoughts.  Give your fall opportunity letter a “5th grade review.”  According to The Chronicle of Philanthropy, a good idea is to have a 5th grader review your solicitation letter.  See if they can follow it, what stuck out to them, and capture it. 
 
And remember, all of the research tells us this year, and well every year, that donors want to give.  We want reasons to help and to feel like we are helping.  Give them great opportunities to add value to those you serve!
 
God bless you and have a wonderful November!
 
Warmly,
Jamie