This book is about one How to use marketing and effective communications to build donor loyalty after the first gift.The research is conclusive. When your nonprofit connects with its donors at a deeper, more emotional level – when it shows CARE – all of your fundraising metrics improve. Your donor retention, average gift size, and lifetime value will all reach new heights. Follow John Haydon’s clear and concise “CARE framework” for donor communications and you’ll attract additional support from existing donors and see your retention rates improve significantly. What others have to “Proven, practical advice on what it truly takes to keep your donors happy . . . A towering legacy containing John’s lifetime of precious knowledge.” —Lisa Sargent, international fundraising copywriter and donor retention communications expert “Following the advice in this book will mean billions more in donations to improve our world.” —Harvey McKinnon, co-author of The Power of Giving
I am biased, because John Haydon was a friend of mine and I love hearing his voice again on every page of this book. When I imagine how you will read it if you never had the good fortune to meet John, here's what occurs to me.
Are you a complete beginner at nonprofit fundraising? Then here's what you'll get out of this book: you'll understand why caring for donors feels good, makes the world better, and raises more money--all at the same time!
If you're on staff at a nonprofit and you need to convince your Executive Director and your Board that showing the love to your existing donors is the place to spend your time and budget, you will love the stories and data that John gives you to make your case.
If you're convinced but don't know where to start, this book gives you a roadmap. If you've started but need to get organized, the CARE framework will help you make sure you're doing all the most important things.
And if you're an experienced fundraiser like me, you will find wonderful new ideas and even more valuable reminders of the how-tos of Donor Care in every chapter. You might even want to take the next year and systematically go through the book, using it as a springboard for improvement and a checklist to make sure you don't miss a trick.
I learned to much from John Haydon before he passed away. He was the master at using social media to build engagement with donors. In this, his final masterpiece, he tackles one of the biggest challenges for any fundraiser - keeping your donors. With average retention rates hovering around 40% for most nonprofits, this guide brings hope and solutions.