So I'm an admitted fundraising nerd. That's ok, I tell myself all the time. I base many of my findings on data, I love data. Data doesn't lie and is difficult to dispute. I've been tracking some interesting data for the past 6 months and I have some findings to share with you. It involved donor retention and the fact that our first time donors are leaving us in alarming amounts. Remember, according to the wonderful people at Bloomerang, first time donor retention hovers at 23%. When we ask donors why they don't give again, over-solicitation is the #1 reason.
Well, I now have living proof of that. I constantly ask non-profits what their ask to thank ratio is. Folks, it's really outta whack. Not just hard asks, but those supposed "soft" asks too. Remember, there is NO such thing as a "soft" ask to a donor, that's like being "partially" pregnant. An ASK is an ASK. I gave numerous gifts online on Giving Tuesday, you can see the information here and here is my experience with a few nonprofits from the list.
Oxfam:
Since December, I've received 2 thank yous, and one receipt. So I'll count that at 3. Since December I've received 19 solicitations. 3 in the postal mail, and 16 emails. 8 emails in December alone.
ASKS: 19 THANKS: 3 DONOR RETENTION: NOT LIKELY
Khan Academy:
Since December I've received 3 thank yous and one receipt. That's 4. I've also received one solicitation.
ASKS: 1 THANKS: 4 DONOR RETENTION: VERY LIKELY
Heifer International:
Since December I've received a WHOPPING 44 solicitations. And 2 thank yous including the receipt. 40 emails, 4 in the postal mail. In December, after I made my gift on the 3rd, I received 23 ASKS IN DECEMBER ALONE.
ASKS: 44 THANKS: 2 DONOR RETENTION: SERIOUSLY?
The opposite is also true. I haven't heard from some of the organizations I gave to in December at all since the day I gave.
Charity Newsies, American Pit Bull Foundation and Caromont Health:
All sent thank yous the day I gave and have never re-solicited me.
ASKS: 0 THANKS: 1 DONOR RETENTION: NOT LIKELY
Many of you are probably asking, what is the correct ask to thank ratio? I don't have a magic answer for you. I think it honestly depends on your donor base. But I can tell you the following: You can't ask again until you've properly thanked the donor and explained the impact of THEIR gift. (See Charity Water for an example of this done correctly. Their ratio is 5 ASKS to 8 THANKS so far). The first step is identifying your ask to thank ratio, not hard asks or soft ones but asks, period. In thanks you can count a receipt, an acknowledgment and any impact or gratitude piece, I'm generous here.
I would love to hear your thoughts and you can post anonymously the results of your test, ratios abound!
Cheers,
Lynne
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ReplyDeleteThank you for this great post! I’m betting that mine is not the only organization who has never actually considered these numbers (and who will be horrified once they do). I’m curious, though, about what category a newsletter containing a remit envelope falls into. Impact or ask? Both?
ReplyDeleteAAAAH, yes, I would love to know the answer to the question about a Newsletter envelope. I have never thought that to be a real ask, hard or soft, but more of a supplement. I feel as though a real ask is in the form of a segmented, personalized appeal and/or visit. Would love to hear your thoughts on this!
ReplyDeleteWe've asked donors and they clearly perceive this as a request for more money... An ask!
DeleteWhere I work (University) don't include envelopes in our newsletters. But as a donor, if I get an envelop, I consider that an ask. The only exception is if there is something else I can "return" in the newsletter (a survey, registration, etc.) Again - in my donor hat - I consider the envelop a waste of money since I do the majority of my giving on-line. Generally it turns me off the charity. This may not be the case with your donors, but maybe look at your data - how many get returned. Perhaps you should ask donors who would like envelops to let you know and you can send those people a bunch as a service and save money tucking them into newsletters where they might not be well received. Just my 2 cents.
ReplyDeleteGreat comment and spot on!!
DeleteAny time you use a donation envelope, there is an intent to ask (outright or subliminally).
DeleteWe do about six thanks to 24 asks. Is that bad?
ReplyDelete24 asks in a year is two every month... Think about it...
DeleteBeing President of a non-profit I try to limit asks.. Also when they donate online, they of course get a computer thank-you. However, I also send an email or hand written THANK-YOU note. Some times (maybe not enough), I will print a THANK-YOU to all those who helped in a fund raising project in the newsletter. DON'T forgot to thank the small donor as that is how a lot of big donors start out.
DeleteI use this language for small donations ... No gift is ever too small … it helps us continue to introduce world-class performances and education outreach programs to our community.
DeleteWe have an monthly electronic newsletter that pretty much always contains both asks and thanks, and often multiple asks and thanks within the same newsletter. If you are calculating the ask/thanks ratio, would you count this as one ask and one thank you?
ReplyDeleteThis may be a silly question, but what about our monthly e-newsletter? Our header has a "Donate" button in the top right (mimicking our website banner). But no other ask in the newsletter. Is that an ask?
ReplyDeleteLynne,
ReplyDeleteDo you have any data that supports the idea that an disproportional ask;thank ratio drives donors away? My boss forwarded a column from a consultant saying, "forget the naysayers, you need to always be soliciting, totherwise donors will forget."
Definitely, something to get worried about. True as you say donors really take your words seriously more than they first see what you do with what they give you then comes the part where you are supposed to be accountable to them. Most players in this business have forgotten the basic rules here and this as you point out might just be the reason for most donors looking away.
ReplyDeletePaula Robinson @ Canada Gives