23. How to Rock Donor Experience + Taking Stewardship to the Next Level - Lynne Wester
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Overview
Meet Lynne.This self-professed Donor Relations Guru has built a career reimagining how we engage, show impact and thank donors in a more strategic, meaningful way. She'll break down the 4 Pillars of Donor Relations and even find time to provide 3 quick ways small nonprofits can start to rebuild their donor relations program. We'll talk differences between stewardship and donors relations, see how you'd stack up to Lynne's covert Giving Experiment, and praise the yumminess of Doritos. Don't miss this must-listen-to episode!
“The future of fundraising is based on donor behavior, not on amount.”
Meet the Donor Relations Guru, Lynne Wester
The 4 Pillars of Donor Relations
Building a robust donor funnel
Know your donors and don’t ignore data intelligence
Lynne’s advice for small shop nonprofits to transform their donor experiences, even with a small team
The future of fundraising: donor behavior
Lynne’s gratitude kit - share gratitude and value hand written notes
Powerful Quotes:
“If you don’t do stewardship, you end up with unspent funds and unhappy donors.” -Lynne
“85% of donors don’t actually know what their donation did.” -Lynne
“During an economic downturn it is 7x cheaper to keep the donor you have, rather than find a new one.” -Lynne
“You want it to appear simple to the donor, even if it is the most complex process to make happen.” -Lynne
“Businesses that have great customer experiences don’t have a better product, they have a better experience.” -Lynne
“We can’t be silent martyrs. We have to be strategic partners.” -Lynne
“The thing with Amazon is that they know who you are. The first pillar of the donor experience is intelligence.” -Lynne
“We as a profession need to look at behaviors.” -Lynne
“High net worth individuals in America give 1.3% of their wealth away. Those below the poverty line give 3.7% of their wealth away.” -Lynne
“Generosity is what we should be valuing.” -Lynne
Lynne’s Four Pillars of Donor Relations
Acknowledgement
Stewardship
Recognition
Engagement
Lynne’s Tips:
Assess your donor experience. Give to your own organization and evaluate the process
Donor relations professionals aren’t silent martyrs, they are strategic partners
Data makes us more strategic. Know your donors and don’t ignore data intelligence
Utilize your board members
Advice for Small Shop Nonprofits
Analyze your gratitude process. Make sure your thank you : ask ratio is balanced
Utilize your board members as “secret shoppers”
Employ your volunteers to help share gratitude
Find your donors who have been giving to you for half or more years that you have been in existence
Bless and release your big donors, start looking at your loyal donors and building relationships with them
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Connect with Lynne Wester / Donor Relations Guru
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