Acquisition Addiction

The Agitator

Acquisition addiction is to fundraisers what steroids are to professional cyclists. I’ve just read Are You Addicted to Acquisition? Donor acquisition Donor retention / loyalty / commitment premium

The Year For Acquisition

The Agitator

Because I want to float the idea that 2017 should be a year for unprecedented donor acquisition. Consequently, it almost pains me to write a post saying: ‘Put the pedal to the metal’ this year on donor acquisition. Because I know how much of that acquisition success will be squandered via the leaky buckets about which Roger warns so effectively. I’m writing this post with great trepidation.

Acquisition, But First …

The Agitator

As promised, Roger and I are about to do some systematic posting on donor acquisition. So, as you fantasize about your new killer acquisition package, consider that, in addition to all those muttonhead non-responders, 73% of its actual donor delivery will be effectively wasted. OK, now we’re ready to talk about acquisition. But we are compelled — yes, compelled — to start the ball rolling with yet another warning about donor retention!

The Most Important Step in Donor Acquisition

The Agitator

Whether focusing on new donors from #GivingTuesday, the fall acquisition effort, or next year’s acquisition campaign it’s wise to remember that lousy first year retention rates are largely due to the horrible way donors are brought on board.

Retention Is The New Acquisition

The Agitator

As acquisition costs rise and response rates plummet, Tom and I have stepped up our rants on retention. In our view, retention is the new acquisition. Don''t Miss these Posts donor retention fundraising loyalty Lots of folks pay lip service to the importance of donor ‘retention’.

Acquisition: Guilty Until Proven Innocent

The Agitator

Before we wade into the nuts, bolts, techniques, pitfalls and opportunities in our Acquisition Series, we want to once more remind everyone of the climate in which today’s acquisition efforts are conducted.

How You Should Really Be Thinking About Acquisition Costs

The Agitator

Here’s a brief excerpt from Retention Fundraising on the importance of building the cost of key retention efforts into your acquisition. Donor acquisition Donor retention / loyalty / commitment Telemarketing premium Editor’s Note: The e-Book version of Retention Fundraising: the new art and science of keeping your donors for life is now available. You can click here to order either the e-Book or print versions.

Acquisition: Premiums, Crack Cocaine And Nonprofit Suicide

The Agitator

Almost every direct response fundraiser who can count eventually comes to the realization that reliance on premiums to boost short-term acquisition response rates is a long-term prescription for poor retention and lousy lifetime value. Many are unaware of the ample evidence in behavioral science for why premiums not only delude fundraisers but, far more importantly, destroy donor motivation and loyalty.

Donor Acquisition Series #2 – Lifetime Value: The Key Metric

The Agitator

Direct mail Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Nonprofit management premiumA drunk loses the keys to his house and is looking for them under a lamppost. A cop comes over and asks what he’s doing. “I’m looking for my keys,” he says. “I lost them over there.” ” The policeman looks puzzled. “Then why are you looking for them all the way over here?”

Shut The Barn Door!

The Agitator

Last week Tom appropriately boiled the pot with his posts Acquisition Addiction and Hold the Line. Tom ended his last post with this sage advice: “Any acquisition strategy should begin with a retention improvement strategy.”

Punishing Good Deeds

The Agitator

Easily and cheaply replaced by inexpensive new donors drawn from a seemingly inexhaustible acquisition pool. Given the rising costs of acquisition and falling retention rates, it surprises me how many organizations still haven’t received the memo.

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Spending On Retention Marketing

The Agitator

More respondents (50%) expected to increase their spend on acquisition.] social media and direct mail, as this chart indicates: Direct mail Donor acquisition Donor retention / loyalty / commitment Online fundraising and marketing Telemarketing premium

All About Meeting Needs

The Agitator

Copywriting / creative Donor acquisition Donor retention / loyalty / commitment Fundraising philosophy/profession premiumAny decent salesperson knows (and practises) that successful selling involves meeting customers’ needs, not selling the product or service.

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I’ll Take My Fundraising Cannibalism On the Rocks

The Agitator

Donor acquisition Donor retention / loyalty / commitment Social media premium As of yesterday, the high visibility ‘Ice Bucket Challenge’ had produced $15.6 million from existing donors, plus 307,598 new donors for The ALS Association.

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How Will Hurricane Harvey Affect Year-End Giving?

The Agitator

Communications Direct mail Donor acquisition Donor Centricity Donor retention / loyalty / commitment Integrated fundraising and marketing Major donors Nonprofit management premiumIn 2005 the devastation from Hurricanes Katrina and Rita triggered $6.5

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Escape from Fairy-Tale Fundraising—Roger Craver, Part 2

Getting Attention

Right now, he’s all about donor loyalty, all the time. 1) Show board and donors the value of investing in acquisition and retention, using case studies of competing orgs when possible. 4) Hunt down drivers and killers of donor commitment and loyalty.

LTV … The GPS For Fundraisers

The Agitator

Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data premium As I emphasize repeatedly in my book, Retention Fundraising , over the long haul, Lifetime Value (LTV) is the most significant measure for benchmarking and steering your fundraising efforts.

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What the Simpsons Can Teach Us About Retention Rate

The Agitator

They can cut new donor acquisition and nothing else; overall retention will increase with no impact on subgroups. Thus, you may want to reallocate your acquisition spend.

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Fundraising Myths And Dark Legends

The Agitator

Copywriting / creative Direct mail Donor acquisition Donor retention / loyalty / commitment premium One of my all-time favorite fundraising copywriters is Tom Gaffny.

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Is Peer-To-Peer Fundraising Dead?

The Agitator

Acquisition Don''t Miss these Posts fundraising loyalty premium Peer-to-peer fundraising is about as dead as direct mail.

The Rage-Donation

The Agitator

Communications Donor acquisition Donor retention / loyalty / commitment Mobile marketing and fundraising Online fundraising and marketing premiumAshley Fetters has written an interesting pice in GQ magazine titled, The Rise of the ‘Rage-Donation’ A fun read.

What to Do When Cost-to-Acquire Lies to You

The Agitator

If not, you need lower acquisition costs or higher lifetime value. The donors in panel B will have to give one gift on average to make the acquisition investment worth it. Those investments not only make your program more profitable; they also open new vistas for acquisition.

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Powerful ‘Thank You’ #1

The Agitator

Let’s kick off the week with an innovative and energizing example of the power of ‘thank you’ to enhance both acquisition and retention. Donor acquisition Donor retention / loyalty / commitment premiumA virtual symphony combining the creative use of mobile and a first-rate understanding of the importance of donor experience. This magnificent example is reported in the UK’s Independent.

Starting Over #10: Understand Money

The Agitator

Nowhere is this myopia more noticeable and dangerous than when it comes to donor acquisition and retention. “Oh Board Meeting Swipe File Direct mail Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Nonprofit management Starting Over premium

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Retentionomics

The Agitator

One feature of this report is a comparison of the business performance of 300 marketing execs, 14% who were classed as ‘Retention Gurus’ and 14% as ‘Acquisition Athletes’ on the basis of their relative marketing focus/investment in retention versus. Donor acquisition Donor retention / loyalty / commitment premiumRoger and I are rather passionate when it comes to preaching the donor retention gospel.

When Women Win

The Agitator

Direct mail Donor acquisition Donor retention / loyalty / commitment Fundraising philosophy/profession Innovation Major donors Nonprofit management premium

The Neglected Gold Mine of Lapsed Donors

The Agitator

Communications Donor acquisition Donor retention / loyalty / commitment Nonprofit management Social media Telemarketing Uncategorized premiumI’m glad Tom raised the issue of ‘lapsed’ donors in his post, When To Give Up On A Donor.

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Explaining Abstract Numerical Concepts–Like “Eleven”– To Your Boss

The Agitator

Starting off simple, this is the answer to why we must invest in acquisition and retention. The idiot you replaced cut acquisition for three straight years to try to make net numbers.

Beware the Mismatched Incentives Between You and Your Canvassing Firm

The Agitator

A few weeks ago, Kevin Schulman here ignited a firestorm by suggesting a F2F model where the canvassing vendor does some or all the financing for this new donor acquisition. Let’s take a firm that charges an acquisition fee of $275 for a $25 monthly donor.

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Losing Donors Through Your Donate Page

The Agitator

Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Integrated fundraising and marketing Mobile marketing and fundraising Online fundraising and marketing premium

The Tragedy of the Donor Commons

The Agitator

How do we know this tragedy of the commons has arrived when it comes to donor acquisition through list rental and exchange? Direct mail Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Metrics Nonprofit management Research Uncategorized premium

Monthly Giving Part 2- Setting Goals and Getting Started

The Agitator

Communications Direct mail Donor acquisition Donor retention / loyalty / commitment Integrated fundraising and marketing Nonprofit management Online fundraising and marketing Uncategorized premium

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Spotlight On Sustainers: Part 2

The Agitator

Board Meeting Swipe File Breaking Out of the Status Quo Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Nonprofit management Online fundraising and marketing premium

Can Your Monthly Donors Be Held Hostage?

The Agitator

Breaking Out of the Status Quo Donor acquisition Donor retention / loyalty / commitment Media usage / trends Nonprofit management Online fundraising and marketing Transparency Uncategorized premium

Your Key Metrics In Minutes For A Stellar 2017

The Agitator

Breaking Out of the Status Quo Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Innovation Major donors Nonprofit management premium

“Hold The Line!”

The Agitator

My recent post — Acquisition Addiction — has caused a bit of reader consternation that The Agitator might view the ‘acquisition’ and ‘retention’ sides of fundraising as an ‘either/or’ proposition. That imbalance is, in our judgment, over-weighted on the side of acquisition. Donor acquisition Donor retention / loyalty / commitment premium

What to Listen for in Donor Onboarding

The Agitator

In this case, it’s imperative to learn this factor and segment on this immediately at acquisition. “Most people do not listen with the intent to understand; they listen with the intent to reply.”. Stephen R. Covey.

Has Generosity Peaked?

The Agitator

As reported in this Fast Company article , Demographics Donor acquisition Donor retention / loyalty / commitment Research premiumCall me Chicken Little, but I’m afraid. And maybe you should be too. For over 15 years the Lilly Family School of Philanthropy (Indiana University) has tracked the giving of nearly 10,000 families and individuals in the US. Their newly released data is here — Generosity for Life.

More On 2nd Gifts – Part 1

The Agitator

Our job [as fundraisers] is to protect the acquisition investment. . In short, as Caity notes, true ‘donor acquisition’ involves far more than simply getting the initial gift. PROBLEM AND OPPORTUNITY STARTS WITH ACQUISITION. Incomplete Acquisition Metrics.

Frequency Of Giving

The Agitator

Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Online fundraising and marketing premium

How To Reduce F2F Attrition In The First 90 Days

The Agitator

It’s time to re-set, re-boot and re-imagine this once vaunted channel of acquisition. The session, Donor acquisition Donor retention / loyalty / commitment DonorTrends / DonorVoice Fundraising analytics / data Innovation Nonprofit management Research premiumMake no mistake.

Barriers To Growth — Cliff Notes Edition

The Agitator

Donor acquisition Donor retention / loyalty / commitment Fundraising analytics / data Fundraising philosophy/profession Nonprofit management premium Several hundred new Agitator readers have come on board since I first launched the ‘Barriers to Growth’ series back in May.

Unconscious (Dis)Trust

The Agitator

With his two (so far) in-depth articles on donor acquisition, Roger’s been laying on some heavy stuff to start off the new year. And he’s still ‘just’ talking about how to determine how much to spend (that is, invest ) in acquisition and the concepts/metrics involved.

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