NGO Recruitment to Retention Course. (2).pptx

A guide to recruit and retain NGO staff

1. The Supporter Journey from Recruitment to Retention: How to develop regular giving as an income stream for your NGO © Cheryl Hooper 1

2. Hello and thank you for joining me today! © Cheryl Hooper 2 2

3. A very warm welcome! Learn why regular giving is an important part of the fundraising mix and one that can be developed. Gain a better understanding of how to recruit new supporters. Be better prepared and have more knowledge about how to retain individual supporters for long-term regular donations. 3 3

4. The Fundraising Mix Regular donations from individuals should be part of a broad portfolio of income. 4

5. Income Planning $2 per month x 12 months x 100 individuals = $2,400 pa $5 per month x 12 months x 10 individuals = $600 pa $10 per month x 12 months x 10 individuals = $1200 pa $15 per month x 12 months x 5 individuals = $900 pa Cumulative Total PA $5,100 5

6. Part 1 Recruitment By providing your donors with ways to give to your NGO on a regular basis – without having to remember to give again, you are creating sustainable growth for your organisation. 6

7. Recruitment Strategy 7

8. Who is likely to support your NGO? Family, Friends, Other Contacts WHY? Loyalty Peer support/moral support Belief in the cause Closer/greater understanding of the need Personal connection Personal experience/wish to give back Friends of Friends WHY? A wish to give back/personal experience Peer pressure Social fundraising opportunities Indirect awareness 8 Professionals, working individuals, churches, businesses WHY? A wish to give back Easy to give at source Employer endorsement Social fundraising opportunities A way to make a difference

9. The Case for Support Keep it simple (written and verbal) Know what money will buy e.g. $5 will buy xx $100 will provide x Have a real and personal story to tell Explain the difference regular support will make Say what you will provide in return e.g. project updates; stories etc.. Have photos to bring it to life Use quotes from beneficiaries to personalize it Make it easy to give by having a donation form Encourage regular giving 9 9

10. Communication is Key to Success Write down the case for support as if you are talking to a group of people you don’t know. Work out what money will buy and the difference it will make. Have a form for people to fill in with their contact details. Include in the form, an opportunity to put in bank details for a regular standing order. Keep stories positive; use photographs Practice giving a public talk so that you don’t need to look at notes. 10 10

11. The campaign name and strategy Keep it simple – e.g. Light up a Life; Be a Friend; New Year, New Start etc. Be clear on your objective (to sign up new supporters) Launch it at a suitable time of year when people might give more e.g. Christmas or New Year Be clear on numbers e.g. the number of supporters you want to sign up. 11

12. Marketing Plan your marketing to recruit new supporters Develop your NGO’s identity Work on donor engagement Think about partnerships and co-working Develop social proof content e.g. testimonials, stories, photos, video, beneficiary voices. 12

13. Execution Events Social Media Press Marketing 13

14. Part 2 Retention You cannot buy loyalty. You cannot buy the devotion of hearts, minds, and souls. You have to earn these things."  — Clarence Francis 14

15. Cultivate donors to nurture loyalty Regular Communication to inform, inspire, thank Personal stories that explain the impact of the donor’s support Photos to bring stories and projects to life Analyze your supporter base, and form a strategy for stewardship 15 15

16. Supporter Analysis and Strategy Provides greater understanding of who supports your NGO Gives an insight into supporter profiles and giving frequency Enables you to tailor communications to supporters according to their donations and interests 16 16

17. The 20:80 Pareto Principle The 80-20 rule, also known as the  Pareto Principle , is a familiar saying that asserts that 80% of outcomes (or results) come from focusing on 20% of the most important and relevant areas. In business, a goal of the 80-20 rule is to identify inputs that are potentially the most  productive  and make them the priority. For instance, you identify factors that are critical to your NGO’s success, they should give those factors the most focus. 17 17

18. The 20:80 Pareto Principle KEY TAKEAWAYS The quality of communication and donor stewardship is the most important ( ie . 20% of good communication rather than 80% of poor communication and frequency) Maximum value and results should occur if you focus effort in the right place. Do n’t neglect the remaining 80% of supporters. They are also important. 18 18

19. Donor Segmentation KEY TAKEAWAYs Segmenting donors helps NGOs:  Understand whether programs are fulfilling all types of donors' expectations. Tailor communications to clusters of similar donors. Identify ways to strengthen donor relationship management and engagement for specific types of donors . 19 19

20. How to Segment KEY TAKEAWAYS Demographics Donation history Preferred communication method Desired information Links/relationship to the ngo . 20 20

21. Donor Stewardship – Methods for Retention All donors receive a regular newsletter/update (decide frequency) Donors who donate a speci fic level receive additional updates e.g. impact report; project updates (no ask) Supporter Q&A for direct access to local partners and beneficiaries Supporter trips to experience the country and programmes Face to face meetings Focus groups Social gatherings and fundraising 21 21

22. Donor Stewardship – Can Support Recruitment of new Supporters Remember the 20:80 rule Appeal to those loyal donors Form a recruitment cam paign e.g. find a friend for xx ngo Ask them to fundraise Recruit through their networks 22 22

23. The Importance of Analysing Income Enables you to focus on a target to achieve (could be an increase in supporters, or level of donations) Helps plan and forecast income for the next financial year Allows for increasing individual donations Regular giving – what does this generate? Additional appeals e.g. Christmas – what does this generate? One-off donations – what does this generate? 23 23

24. Moving from analysis to strategy 24 24 Marketing Strategy Develop a marketing strategy with planned outputs

25. Writing your appeal for new Supporters Personalize 1. Make it ‘donor-centric’. Personalize your greeting. Potential supporters will respond better when you appeal directly to them, instead of a generic ‘friend’. Use as much ‘you’ language as possible . Focus on how the individual him/herself can help. People want to help people (or animals, the environment etc) not organizations! Inspire – Use story-telling to better engage potential supporters and evoke emotions . Hard data can show your organisation makes an impact but a story about a real beneficiary will go further to inspire action. Use positive imagery and stories that show the difference. Make it easy to sign up Actionable – Don’t forget the call to action! Tell the potential supporter exactly what you want them to do e.g. Please fill in this form today to donate xx a month to support a child into school. Include a second call to action in a ps. To capture those readers may skip to the bottom of a letter. This could be done with a sign-up section or tear off slip at the end of the letter for example. 25

26. ‘Someone sitting in the shade today is because someone planted a tree a long time ago.’ Warren Buffet 26

27. To summarize.. 27

28. Thank you for Participating! E: [email protected] Tel: [phone] © Cheryl Hooper 28