Part Two of a Two Part
Guide: How to Boost Sustainer Retention in The First Three Months – Top 10 Keys
From Non-Profit Organizations
Read Part One: Supercharge Sustainer Retention from Face-to-Face Fundraising
Retention. It’s something every single one of us struggle with. And no matter how a new sustainer came on board (digitally, direct mail, telephone, face-to-face, TV or other), the first three months after sign-up are critical to retaining new sustainers.
But when it comes to recurring donors acquired via
face-to-face (also referred as F2F, street, canvassing, door), retention
becomes even more crucial.
A group of Non-Profit Organizations (NPOs) have been
working on this best practice list and came together at a recent meeting of the
Professional Face-to-Face Fundraising Association (PFFA, www.pffaus.org) and shared their extensive
experience of holding onto high quality sustainers, and finalized the top 10
keys to doing so.
Here are their top 10 keys, the “must dos” for maximizing
recurring donor retention in the first 90 days.
Data Collection
1. Make sure sustainers are the ‘right age’
Know the target age group you are aiming to bring on board and then qualify the age of your new sustainers at the point of sign up. Then make sure this is accurate with a welcome call to verify details. This ‘right’ age may be different for each organization, but this will help you track retention by age groups and requalify new sustainers moving forward.
2. Data quality is essential!
Make sure that the information your face-to-face fundraisers are collecting is accurate and reliable. Electronic systems should have built-in checking and validation measures, and these should be verified through phone calls after sign-up.
3. Ensure financial processes operate perfectly
If
you’ve done all the hard work to inspire new sustainers, don’t lose out on
their gifts because of badly implemented financial processes. Make sure your
database connection with your payment gateway is working smoothly. And – this
is really important – make sure that your process to update credit card details
is capturing every change for every sustainer.
A quick check to ensure all recurring payment processes for various
payment frequencies can avoid missed payments for frequencies other than
monthly.
Face-to-face fundraiser training
4. Get the whole team involved
Bring in your fundraising colleagues and those working on your organization’s program into training sessions for the face-to-face fundraisers. This will mean the fundraisers will have a better understanding of your work and your colleagues will be better informed about how face-to-face fundraising works. It brings the whole team closer together. If you do this right, you’ll have many more people rooting internally for bringing in more sustainers and you’ll generate more loyal sustainers as well.
5. Support vendor staff retention
Work
with your Professional Fundraising Agency (PFA) to support retention of face-to-face
fundraisers. The longer they stay with your agency the more invested they
become in your program. By providing great training and celebrating the
successes of the face-to-face team, it encourages your top fundraisers to stay
with the program. One easy way to ensure that the PFA gets updates and has some
extra great ways to motivate the fundraisers is by ensuring that you send out
direct mail updates, newsletters, calendars and any types of stickers or
posters that will help keep your program in the forefront of their minds and
their conversations with potential sustainers fresh.
Donor Journey and Customer Service
6. Personalized thank you letter
A personalized thank you letter from the face-to-face fundraiser can add to the connection with the new sustainer. It reminds them of how good he or she felt when first signing up and the letter will come when it is critical to reinforce the sustainers’ commitment to a long-term gift.
7. Confirm the relationship as soon as you can
While the new sustainer is still feeling the strength of the connection with the face-to-face fundraiser, make sure to also make sure he or she understands this is a legitimate process. Get your cause connected and reinforced as soon as you can and thank the sustainer by using a text, phone call and letter. Make sure that these messages are consistent with what the sustainer heard from the fundraiser. Typically, organizations try to get these messages out within the first 48 hours after sign-up.
8. Transition from face-to-face fundraiser to the organization’s mission
Start the long-term relationship with the new sustainer and transition them from the personal connection to the fundraiser to a positive connection with your organization and cause. Some people sign up because of the personality of a passionate and effective face-to-face fundraiser and it is really important to strengthen the sustainer’s connection with the cause and not just one person.
9. Stewardship and engagement
Give your sustainers a wide range of opportunities to engage with your organization across multiple channels. Design a stewardship process specifically for your supporters who have come on board through face-to-face fundraising. And do realize that stewardship often starts even before the sustainer receives their first thank you letter. One example is to have a special web page on your site about your face-to-face fundraising campaign where sustainers can go to at their leisure. It confirms that they just had a great conversation with one of your face-to-face fundraisers and more importantly, it confirms that they made the right decision.
10. Test, test and then test some more…
Take
a look at your overall messaging. What works in other channels? If you’ve
tested some messaging in the mail, via email or phone, this can help. Test some
options with the PFA and their teams and work out which story and messaging is
expected to resonate with your sustainers most. Realize that your face-to-face
acquired sustainers may react differently to those coming from other channels.
Then,
do the same for subsequent messaging after the face-to-face acquired sustainer
is with you. What works for them? How often should you communicate with them? Make
sure to understand the data that tells you when to connect and when to
suppress!
These 10 keys from NPOs are gold nuggets gleaned from
years of experience by organizations and their partners who are leading
face-to-face fundraising efforts in the U.S.
This is just a taste of the expertise that has been
pooled through the PFFA’s Work Group program.
The PFFA is the self-regulatory association for
organizations utilizing or working in and with face-to-face fundraising approaches
and has more than twenty-five member organizations including NPOs, PFAs and
service providers.
The PFFA has organized Work Group meetings three times
a year since 2015. These Work Groups are a chance for sector experts to meet
and to find ways to improve face-to-face fundraising and ensure sustainable
fundraising practices in the U.S. well into the future. The power of the PFFA
is the sharing and implementation of best practice – which allows for much
wider knowledge and experience contributed than any single organization can
provide on its own.
If you’d like to find out more about the Professional
Face to Face Fundraising Association the opportunity to participate in future
Work Groups and learn about a huge range of other benefits, PFFA membership is
critical to making your face-to-face program a success. More information – find
out more at www.pffaus.org or by emailing: info@pffaus.org.
