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非盈利组织必看:这3点告诉你为什么要关注捐赠者体验|Linda Lombardi · AFG公益慈善筹资联盟
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发布时间: 2018-06-30

★ 目录 ★

01

It’s more expensive to attract a new donor than to retain one.

吸引新捐赠者比留住一个捐赠者更昂贵。

02

Committed donors will give to multiple projects.

忠诚的捐赠者将捐赠多个项目。

03

Regular donors will share insights that you can use to attract new donors.

定期捐赠者会分享你可以用来吸引新捐赠者的见解。

Although it’s unclear exactly how the new tax law will impact charitable donations, nonprofits can’t afford to wait and see. Many nonprofits are now thinking of new ways to attract and retain donors to ensure that funding stays consistent.

虽然目前还不清楚新税法将如何影响慈善捐款,但非营利组织负担不起等待和观望。许多非营利组织正在思考吸引和留住捐赠者的新方法,以确保资金的持续性。

According to research by the Association of Fundraising Professionals and the Center on Nonprofits and Philanthropy at the Urban Institute, the average donor retention rate in the U.S. after the first gift is around 45 percent. Without a focused effort to convert those one-time donors to regular, loyal supporters, nonprofits may struggle to generate enough new donations to reach their fundraising goals.

根据筹资专家协会和城市研究所非营利和慈善中心的研究,在美国,第一次捐赠后的平均捐赠者留存率为45%左右。如果不专注于把那些一次性的捐赠者转化为定期、忠诚支持者,那么非营利组织将可能不得不挣扎于寻找足够多的新捐款来完成筹资目标。

If tax reform isn’t a big enough reason for your organization to create a donor experience that will keep supporter relationships thriving, here are three others to consider.

如果说税制改革还不是一个足够大的理来促使你们组织创造让支持者关系蓬勃发展的捐赠者体验,那么这里还有另外三个值得你考虑的理由。

01

It’s more expensive to attract a new donor than to retain one.

吸引新捐赠者比留住一个捐赠者更昂贵。

Bringing in a new donor requires a series of steps. You have to raise awareness, build trust, make an emotional connection, and facilitate the process of actually making the first gift. These steps take time and can be expensive to implement. To retain donors, on the other hand, you simply need to keep the donors engaged with you and your work by focusing on their experience with your organization.

发展一个新的捐赠者需要一系列步骤。你必须唤起意识、建立信任、建立情感联系,并推动实际做出第一笔捐赠的过程。这些步骤耗费时间,并且实现起来可能很昂贵。另一方面,为了留住既有的捐赠者,你只需要通过专注于他们从你们组织获取的体验,来让捐赠者与你们保持联系,参与到你们的工作中。

Marketing costs alone eat up between 5 and 15 percent of a nonprofit’s total budget. Add to that your fundraising expenses, and you quickly realize how much your organization could save if you could convert the 55% of donors who only give once into regular supporters.

仅营销成本就占了非营利组织总预算的5%到15%。再加上你们的筹资成本,你很快就会明白:如果能将55%只捐赠一次的捐赠者转化为定期的支持者,你们组织将能节省多少钱。

02

Committed donors will give to multiple projects.

忠诚的捐赠者将捐赠多个项目。

If a donor is committed to supporting one of your programs, that person will likely want to give toward multiple projects within the program, or even to related programs. Loyal donors are already sold on the trustworthiness and effectiveness of your organization. They believe in your ability to use their donations to effect real change; so it’s easier to deepen the relationship and increase the amount or frequency of their giving.

如果一个捐赠者积极热心地支持你们的其中一个计划,那么这个人很可能会捐赠这个计划中的多个项目,甚至是相关联的项目。忠诚的捐赠者已经对你们组织的可信任及工作效率买了账,他们相信你们有能力利用他们的捐款来实现真正的改变,所以加深与这个群体之间的关系进而增加他们捐赠的数量或频率也就更容易。

As you communicate with these donors and share the impact of their most recent donation, you can use that opportunity to introduce them to other areas of your program that might interest them.

当你与这些捐赠者交流并分享他们最近的捐赠所发挥的影响时,你可以利用这个机会向他们介绍你们计划中可能令其感兴趣的其他领域。

03

Regular donors will share insights that you can use to attract new donors.

定期捐赠者会分享你可以用来吸引新捐赠者的见解。

While it’s impossible to read the minds of prospective donors to know what moves them to give, you can gain insight from your regular donors that effectively gives you that superpower. Talk to your loyal supporters and listen to what they tell you. What initially attracted them to your organization? What gives them the confidence to continue supporting your work? What gets them excited about a particular program? What do they like your organization to share with them? What aspects of your charitable programs would they like to see firsthand? What experiences have made the biggest impact on them? The answers you receive to these questions will provide you with the information you need to improve your regular donors’ experience and to attract new donors.

虽然不可能通过读取潜在捐赠者的想法来知道是什么激励他们做出捐赠,但你可以从你们的定期捐赠者那里获取见解,他们会有效地给予你这一超级能力。和你们忠实的支持者谈一谈,倾听他们对你说的话。你们组织最初是什么吸引了他们?是什么让他们有信心继续支持你们的工作?是什么让他们对一个特定的计划感到兴奋?他们希望你们组织分享些什么?你们慈善项目中的哪些方面是他们希望能亲眼看到的?什么样的体验对他们产生了最大的影响?他们对这些问题的回答将提供你所需要的信息,来帮助你们改善定期捐赠者的体验和吸引新的捐赠者。

Planning and creating a donor experience that grows relationships and causes donors to increase their support takes time and energy. Take heart. The benefits your nonprofit sees will be worth many times over the resources you put into it. Organizations that focus on retaining donors as well as acquiring new ones will also be better positioned to weather the changes that come as a result of the recent tax reform. You’ll have confidence that your programs will remain funded and thriving.

规划和创造捐赠者体验,进而促进与捐赠者的关系并激励捐赠者加强支持力度,这需要时间和精力。但请振作起来。你们非营利组织能获得的好处将比你们投入的资源多很多倍。专注于留住捐赠者以及获取新捐赠者的组织也将更好地应对最近税制改革带来的变化。你会有信心,你们的项目将持续获得资金并稳健发展。

作者:Linda Lombardi

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