Renewals in threes

Every fundraising program out there depends upon donor renewals to survive. They provide the base that we build from. But not all renewals are equal. Some are closely connected with you and give of their own accord. Others are more distant than many of your non-donors.

How you communicate with this wide range of folks who all fall under that renewal or LYBUNT grouping needs to match the range of their engagement with you.

Those who have giving to you in their list of priorities before you ask, are of course on your radar to grow gifts from. The most effective way to do so is often a recurring gift program (monthly, quarterly, etc...) and the best time to get them started on doing so is month 11 of the "year" since their last gift. Start by asking for a renewal and then ask them if they would be comfortable doing that each of the next 12 months. Odds are good they won't but try suggesting that they do 1/10th of it each month - you just grew that gift by 20% if they agree! Use the same case for support that you are putting in front of the folks you need to convince to give in the stewardship materials - these folks are inverted in communications with you - they give then you need to tell them why they should. This is usually phrased to them as the impact of their gift, but it is crucial to long term success and truly is the solicitation for the next gift.

Those who are revolving donors (give 2 out of 3 of 3 out of 5 years for example) often need a greater nudge. The challenge with many of these folks is getting their attention. You are not a top level priority which means that you are actively competing with other causes for their eyeballs, energy and money. Identify what is working for you - is it mail, phone, email, social media? Where are these donors coming from and what is the case for support that is having the greatest effect. Build a 12 month campaign around that case just for this audience. In years after they lapse, don't increase solicitations, increase engagement pieces. Most importantly increase not decrease the communication. Give them reason to value you and show them you value them no matter the state of their support. Have a top end board or presidential piece going out? Test sending it to a portion of this audience with the ask appropriately tailored. You may be amazed what shows up as a result.

Those who made either a first gift ever or a first gift in a long time, defined by me as the point when my returns to the population match or exceed future donors (those who have never given) in futility, are a much greater challenge. Start by soliciting them how they gave - ideally match when as well but given institutional fiscal year constraints that may not be the best approach to hit an annual goal even if it is the best approach for long term success. If their gift last year was through the mail, ask that way and try following up with a query based email or call - why did you give last year, do you plan to do so again this year and what motivated you to make a gift style questions. Your goal is to get them to think of you again and do so in a positive light. Follow up shortly after with another solicitation that is clearly tied to the first and serves as much as a reminder as an outright stand alone piece. When that doesn't work (and no matter who you are or how effective you try to be, odds are better that it won't than it will) look at what the case for support they gave to was and write a personal letter from you or a student "volunteer" that talks about why their support mattered and how it made a difference to that case. Follow that up with a phone program or personal phone call.

Three audiences, three simple steps, three populations that will provide the support you need to grow your giving year after year.