Posts tagged ‘book’

March 18, 2014

Get More Repeat Gifts: The Rule of 7 Thank Yous

Donor retention is a worsening problem for the American nonprofit sector, according to Jon Biedermann, Vice President of DonorPerfect. In 2011, only half of first-time donors to a charity could be counted on to make a second gift. As bad as that retention rate was, it dropped to 49 percent in 2012.

Something must be done.

It’s challenging and expensive to acquire first-time donors. Charities must do a better a job of hanging on to those donors. Cost-efficient annual fund campaigns as well as major and planned giving efforts depend on loyal donors.

MG Fundraising CoverFortunately, guest blogger Amy Eisenstein, ACFRE  offers a simple idea that can help: “The Rule of Seven Thank Yous.” Her rule will help you retain first-time donors, loyal donors, small donors, and major donors — in other words, all donors.

Amy is an author, speaker, coach and fundraising consultant who’s dedicated to making nonprofit development simple for you and your board. Her books include 50 A$ks in 50 Weeks and Raising More with Less.

In her current Amazon bestseller, Major Gift Fundraising for Small Shops, Amy takes the complex subject of major gift fundraising and distills it down to its essential elements. The book provides a clear, methodical approach that any organization can follow. Great tips, real-world stories, check lists, sample forms, and more make this a book that you will keep on your desk and refer to often, that is if you want to raise more money than you might have thought possible.

I’m happy to share Amy’s advice about how to more effectively retain donors. Here’s what Amy Eisenstein says:

There are two main reasons that donors, including those who make major gifts, provide for not making a repeat contribution:

1. They didn’t feel thanked; and/or

2. They were never told how their first gift was used.

Fortunately, the answer to this dilemma is a simple one: donors give because doing so makes them feel good. This includes feeling appreciated for their gift and knowing that their check has fed more children, cleaned the environment, or in whatever way has made a measurable, positive difference to a cause they care about.

Your job, no matter how large or small your budget, is to make sure your donors are satisfied on both counts. Over the course of working with dozens of nonprofit organizations, I’ve developed a simple process to help you do just that whenever you receive a major gift.

You may have heard that you should thank a donor seven times before asking for another gift. Here is my version of “The Rule of Seven Thank Yous” works:

1. Thank the donor at the ask meeting (once they say “yes”).

2. Have a board member call to say thank you after the meeting.

3. Send a tax-receipt thank-you letter within forty-eight hours of receiving the gift.

4. Have the executive director write a thank-you card as a follow-up to the ask meeting. 

February 28, 2014

Warning: US Volunteerism at a Decade Low!

The rate of volunteerism in America fell to the lowest level in a decade, according to the US Bureau of Labor Statistics report Volunteering in the United States — 2013.  This appears part of a downward trend.

Nonprofit organizations should find this trend alarming for a number of reasons, including:

Volunteers provide an essential labor pool. Approximately 62.6 million (25.4 percent) Americans volunteered at least once between September 2012 and September 2013.

The median volunteer spent 50 hours on volunteer activities during the study period. These significant volunteer hours mean that volunteers are a valuable part of the nonprofit labor force. Declining volunteerism rates mean charities will either have to limit services, discontinue certain activities, or pay for employees to perform the tasks formerly handled by volunteers.

Volunteers serve as ambassadors. Individuals who volunteer usually act as ambassadors for the organization. They obviously have a high-degree of interest in the organization, which is why they volunteer with it.

Through volunteer experiences, provided they are good ones, the volunteers will become more engaged with the organization and more passionate about its work. They will speak of the organization with family and friends. When they do, it will be in a positive, passionate tone. This word-of-mouth promotion will help your organization to attract additional volunteer and donor support.

Volunteers are more likely to donate. The more engaged an individual is with his community, the more likely he is to volunteer and contribute money to nonprofit organizations. The more points of connection there are between an individual and a particular nonprofit organization, the more likely that individual is to give, give often, and give generously to that organization, as I point out in my book, Donor-Centered Planned Gift Marketing.

Volunteerism is an important point of connection. This phenomenon is explained, in part, by the Social Capital Theory popularized by Robert Putnam, author of Bowling Alone.

Volunteers are more likely to make planned gifts. Consider what researcher Russell James, JD, PhD, CFP reports in his book, American Charitable Bequest Demographics (1992-2012):

Among those with [estate] planning documents, those who both volunteer and give ($500+) are dramatically more likely to plan a charitable estate gift than those who only volunteer or only give ($500+). Those who only volunteer, plan charitable estate gifts at approximately the same rate as those who only give.”

Graph from American Charitable Bequest Demographics (1992-2012) by Russell James.

Graph from American Charitable Bequest Demographics (1992-2012) by Russell James.

Furthermore, those who only volunteer or only donate ($500+) are more than twice as likely to make a legacy gift than those who do neither.

For a free electronic copy of James’ book, subscribe to this blog site in the right-hand column. You’ll receive an email confirmation of your subscription that will contain a link to the book.

Clearly, the steady decline in volunteerism represents a serious problem for the nonprofit sector.

So, why is volunteerism on the decline? Unfortunately, the reasons for the decline are unclear. However, the report contains some clues.

February 12, 2014

Special Report: Winner of Book Contest Named

[Publisher’s Note: “Special Reports” are posted from time-to-time as a benefit for subscribers and frequent visitors to this blog. “Special Reports” are not widely promoted. To be notified of all new posts, including “Special Reports,” please take a moment to subscribe in the right-hand column.]

 

We have a winner!

As 2013 drew to a close, Michael Rosen Says… announced a chance for readers to win a free copy of Donor-Centered Planned Gift Marketing. To enter the book drawing, readers needed to share the title of a favorite book they recently read about fundraising, philanthropy, or civil society.

You can read the original post and discover what books have been recommended by clicking here.

You can find other reader recommended books by visiting The Nonprofit Bookstore (powered by Amazon).

Donor-Centered Planned Gift MarketingThe winner of the contest is Pete Stroble, President of the British Transportation Museum (Ohio). Pete’s name was randomly selected by guest judge Tracy Malloy-Curtis, Director of Philanthropic Planning at the International Planned Parenthood Federation/Western Hemisphere Region. I thank Pete for his book recommendation and Tracy for selecting our winner.

For writing Donor-Centered Planned Gift Marketing, I won the AFP/Skystone Partners Prize for Research in Fundraising and Philanthropy. The best-selling book is listed on the official CFRE International Resource Reading List. The average reader review on Amazon is 5-stars. You can find the book by clicking here.

January 31, 2014

Avoid Making Faulty Assumptions about Donor Loyalty

Loyal supporters are valuable assets for every nonprofit organization.

Unfortunately, there is an alarming lack of understanding about the definition of “loyal supporter.” Before we address that issue, however, let’s look briefly at why loyal donors are so important.

Because it’s more cost-efficient to retain donors than acquire new ones, loyal donors allow charity fundraising programs to operate more efficiently. The lifetime value of such donors is greater. More money, more cost-effectively raised means more funds for mission fulfillment.

Interestingly, loyal donors also exhibit greater engagement tendencies as researchers Adrian Sargeant, PhD and Elaine Jay, PhD observed in their book Building Donor Loyalty:

Donors who remain loyal are also much more likely to engage with the organization in other ways. Long-term donors are significantly more likely than single-gift donors to offer additional gifts in response to emergency appeals, to volunteer, to upgrade their gift levels, to lobby for the organization, to actively seek out other donors on the organization’s behalf, to buy from a gift catalogue, and to promote the organization to friends and acquaintances.”

Sargeant and Jay even quantify the value of this additional activity. In their experience, they have seen that such activities can increase donor lifetime value by 150 to 200 percent.

Increasingly, charities are coming to appreciate the benefits of having loyal donors. For example, progressively more development professionals understand that loyal supporters make the best planned giving prospects.

This raises the question: Who is a “loyal supporter?”

In the context of planned gift marketing, one development professional recently defined loyalty as a combination of giving frequency, giving recency, and cumulative giving amount. I agree, but only to a point.

Cover- Building Donor Loyalty -- click to see book at AmazonFirst, as Sargeant and Jay describe in their book, loyalty can be either passive or active. Passively loyal donors might give because their friends give, because they want to do something while they continue to search for the charity that is just right, or even because of inertia. By contrast, actively loyal donors care passionately about the organization and its mission. They identify with the values of the organization and regard donations to it as an essential, rather than discretionary, part of their personal budgets.

When it comes to fundraising, actively loyal donors are the only truly loyal donors. In other words, not all regular donors rise to the level of being loyal supporters.

Second, people can be loyal supporters without being donors. They even can be so intensely loyal that they make a generous legacy commitment.

December 27, 2013

Top Ten Posts of 2013, and Other Reflections

As 2013 draws to a close, I thought it would be interesting to look back briefly before we march into the New Year.

Happy New Year!

Happy New Year!

For starters, let’s look at which of my posts have been the top ten most read in the past year:

1. Can a Nonprofit Return a Donor’s Gift?

2. 6 Ways to Raise More Money without New Donors!

3. 5 Words or Phrases that Can Cause Donors to Cringe

4. 5 Things Never to Do in Your Phone Fundraising Calls

5. 5 Tips for Giving Donors What They Really Want

6. How NOT to Run a Capital Campaign

7. Prospect Research v. Invasion of Privacy

8. 7 Magical Words to Earn Respect, Trust, and Appreciation

9. Do You Make Any of These Mistakes When Speaking with Donors?

10. Do Not Let This Happen to Your Organization

I invite you to read any posts you might have missed by clicking on the title above. If you’ve read them all, thank you for being a committed reader.

I’m honored to know that I have readers from around the world. (I love the Internet!) While I appreciate all of my readers, I thought it would be interesting to look, beyond the United States, to see my top ten countries for readership:

1. Canada

2. United Kingdom

3. Australia

4. India

5. Netherlands

6. Philippines

7. France

8. Germany

9. New Zealand

10. Italy

Overall, Michael Rosen Says…, has seen a 20 percent increase in readership in 2013 compared with 2012. I thank everyone who made that possible by dropping by to read my posts. I especially want to thank those who have subscribed.

When you subscribe for free in the column at the right, you’ll receive email notices of new posts, including “Special Reports” which are not otherwise widely publicized. Beginning in 2014, subscribers will also receive exclusive bonus content and a limited number of subscriber-only special offers directly from me. So, if you’re not already a subscriber, sign-up now.

Just as I value all of my readers, I also greatly appreciate those who take the time to “Like” my posts, share my posts, Tweet my posts, re-blog my posts, and comment on my posts. In particular, I want to recognize the following people who have commented most often in 2013:

December 20, 2013

Have You Read Any Good Books Lately?

Wise fundraising professionals, nonprofit managers, consultants, and volunteers, often seek out the latest, greatest ideas, and have an interest in stories that can inspire.

If you are like many in the nonprofit world, you read books to discover the ways to generate improved results or to find inspiration.

Bookworm by PMillera4 via FlickrNow, I invite you to share the favorite book(s) you’ve read in the past year. Please use the “Leave a Reply” section below to provide the title and author of any fundraising, nonprofit management, or philanthropy book that you found particularly worthwhile to read. The book you recommend can be either a classic or a new title.

The objective here is to build a list of worthwhile books we should all consider adding to our 2014 reading lists.

By recommending a book here, you’ll get three benefits:

1. You’ll have the pleasure of helping your nonprofit brothers and sisters find worthwhile material that can help them and their organizations.

2. You’ll be entered into a drawing to win a free copy of my bestselling book, Donor-Centered Planned Gift Marketing. I’m honored to have won the AFP/Skystone Prize for Research in Fundraising and Philanthropy for this book. In addition, I’m pleased that my book has been placed on the CFRE International Resource Reading List because my goal was to get this valuable, practical information to as many people as possible. If you already have a copy (Thank you!), I’ll donate the winning copy to your favorite charity. One winner will be randomly selected on January 10, 2014.

November 8, 2013

Free, Electronic Bequest-Potential Calculator Unveiled

Smart fundraising professionals realize the value of understanding their nonprofit organization’s planned giving potential. Unfortunately, it has not always been easy to quantify that potential, until now.

Bequest Potential CalculatorCharities that do not have a planned giving program will want to know how much money their organization can raise through such a program before they decide whether a budget investment would be worthwhile.

Nonprofit organizations that already engage in planned giving will want to know whether their program is achieving all it can or if there is room for significant growth.

Nonprofit Chief Executive Officers, Chief Financial Officers, and board members, will want to know the potential of planned giving before they agree to invest scarce budget resources in a program to acquire planned gifts.

To help fundraising professionals gauge their organization’s planned giving potential, I included a “Bequest Potential Worksheet” in my award-winning book Donor-Centered Planned Gift Marketing. Now, I’ve collaborated with Greg Warner and his team at MarketSmart to develop the free, electronic Bequest Potential Calculator.

October 30, 2013

Special Report: Two New Books Acknowledge Rosen

[Publisher’s Note: “Special Reports” are posted from time-to-time as a benefit for subscribers and frequent visitors to this blog. “Special Reports” are not widely promoted. To be notified of all new posts, including “Special Reports,” please take a moment to subscribe in the right-hand column.]

 

We’re honored to report that two new scholarly books have acknowledged the assistance and helpful insights of Michael J. Rosen, CFRE.

American Charitable Bequest Demographics (1992-2012), by Russell James, JD, PhD of Texas Tech University, provideRussell James Books an extensive review of the changing nature of American charitable estate planning. The book presents over 50 charts and graphs in simple, visual fashion with each page containing one graph or chart, comments on the importance of the information, and details about the methodology behind the data.

With James’ book, you’ll learn about the estate planning trends that affect planned giving; you’ll discover how different demographic factors (i.e.: age, race, gender, family status, etc.) affect charitable estate planning; you’ll see the impact of giving and volunteering on charitable estate planning. You’ll also gain many other useful insights.

You can purchase a paperback version of James’ book at The Nonprofit Bookstore (powered by Amazon), Alternatively, thanks to the kindness of Russell James, readers of Michael Rosen Says…may download a FREE copy of the e-book version here, for a limited time.

October 25, 2013

Does Race Matter with Legacy Giving?

From time to time, someone will ask me if racial/ethnic differences exist when it comes to legacy giving. While phrased in various well-intentioned ways, the questions are usually asked in hushed tones. People fear being politically incorrect. They fear being perceived as bigoted.

Nevertheless, the question is a valid, important one when it comes to defining a priority prospect list.

Does race or ethnicity matter with legacy giving?

Fortunately, thanks to Texas Tech researcher Russell James, JD, Click for Free Russell James E-bookPhD, we have a clear, though somewhat complex, answer based on concrete data about Americans 55 years of age and older.

In his newest book, American Charitable Bequest Demographics (1992-2012), James reveals that significant racial differences do exist when it comes to planned giving, at least on the surface. He found that in 2010, 6.5 percent of non-Hispanic Whites included a charitable estate recipient in their plans while only 1.8 percent of non-Hispanic Blacks and 1.7 percent of Hispanics did so.

The good news for us is that James’ inquiry did not stop there.

Looking below the surface, James found a critical reason for the disparity in charitable estate planning. Non-Hispanic Whites are simply far more likely to do estate planning with 63.9 percent doing so compared with just 23.4 percent of non-Hispanic Blacks and 19.6 of Hispanics.

To give us a better understanding of the impact of racial differences on legacy giving, James also looks at charitable estate planning among those with estate planning documents, a will or trust. Among non-Hispanic Whites, he finds that 10.2 percent have included a charitable gift. Among non-Hispanic Blacks, it is 7.7 percent with the figure among Hispanics at 8.3 percent.

James asserts that the data “shows that minorities are as likely as non-Hispanic Whites to include a charitable component in their [estate] plans once completed. [The analysis] suggests that the primary barrier to charitable planning among minorities is simply the lack of planning documents.”

October 18, 2013

Use of Wills and Trusts Down Sharply. Cause for Alarm?

The percentage of older Americans with a will or trust has plummeted in just a dozen years. If people do not have a will, they cannot include a charitable bequest commitment in it. So, should the latest findings from Texas Tech researcher Russell James, JD, PhD set off alarm bells for planned gift fundraisers?

In his newest book, American Charitable Bequest Demographics (1992-2012), James observes that 61.2 percent of those age 55 and over had a will or trust in 1998. By 2010, that figure had fallen to just 40.8 percent. For 2012, the projection is 40.0 percent.

Decline of Will & Trust Use - Russell James copy

There are two possible reasons for the sharp decline.

In many jurisdictions, individuals can use non-probate transfers such as transfer-on-death or pay-on-death designations. While traditionally used for financial accounts, such designations are increasingly available for automobiles and real estate. Designations can, in many cases, allow for the complete transfer of an estate without the use of either a trust or probate process.

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