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Effectiveness in Donor Acquisition.1
Effectiveness in Donor Acquisition.1
Donor acquisition is much like investing in the stock market. It’s wise to have
diversity in your donor acquisition program. This is important for many reasons:
Some of the most commonly used approaches to acquiring new donors are:
Whenever a ministry asks our firm to help them acquire donors our first step is to
help the ministry to think through the process of donor acquisition to determine what
makes sense for them. Here are some questions to help you sort through your priorities:
1. What are your growth goals? Are they moderate? Aggressive? The more
aggressive your growth goals become the more you will need to consider how
much you are willing to pay to acquire a donor.
2. Do you need to have net income from your donor acquisition efforts? If you
are relying on net income from your acquisition efforts to help you fund your
ministry then this will limit the amount of donors you are able to acquire.
3. What is your current donor attrition rate? Most ministries have not
determined this. A healthy attrition rate should be somewhere between 17-
18%. If your ministry’s attrition rate is much higher than this, you should be
asking yourself “Why?”
490 E Roosevelt Road, Suite 101 ● West Chicago IL 60185 ● Phone: 630-562-1321 ● Fax: 630-562-1686
email: mjohnson@douglasshaw.com ● www.douglasshaw.com
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4. What is your Long-Term-Donor-Value? This is the net value of a donor over
an extended period of time. Most ministries like to measure donor values
after 5-6 years. This is important because it will help you to know the long-
term impact of your donor acquisition efforts.
What you may be gaining in glowing acquisition results is often coming at the cost of
lost revenue from your current donors and higher attrition rates. The lost revenue comes
when a saturation mailing asks a prospect for a gift ranging from $7.00 up to $35.00.
When this mailing is sent to your faithful supporters (who by now are contributing at a
much higher level) they respond to the choices they are given e.g. instead of giving a gift
of $75.00 they may give $35.00 or less.
When faithful donors receive a saturation mailing, they see it as a mailing from your
ministry and not a special once-a-year donor acquisition effort for others in your
community. They see it as just another request for money from your ministry. So when
saturation mailings are overlaid upon cultivation mailings, donors can become
disgruntled and ask to be removed from your file or, even worse, they just stop giving
and you never know why.
Remember, the excellent net income from a saturation mailing has to come from
somewhere. It’s coming from your current donors who are being pummeled with appeals
that ask for too little too often. If you evaluate the result of your saturation mailings by
removing the income from your existing donors, you will see that saturation mailings are
“robbing Peter to pay Paul,” and your ministry is the loser.
490 E Roosevelt Road, Suite 101 ● West Chicago IL 60185 ● Phone: 630-562-1321 ● Fax: 630-562-1686
email: mjohnson@douglasshaw.com ● www.douglasshaw.com
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At Douglas Shaw & Associates, we understand your need for new donors at a
reasonable cost. But we encourage you to take the “longer view” by merge/purging your
existing file from saturation mailings. Yes, we know it raises the cost of your acquisition
package and it lowers the traceable income. But the longer view shows you will keep
your existing donors longer and they will give at higher levels when they are not included
in saturation acquisition efforts. So beware of the downside of what appears to be a
highly profitable venture. It may be coming to you at a high price--the future of your
ministry.
1. The percentage of responses that are new donors vs. existing donors. This is
important because a response is not a new donor e.g. if you receive 14,000
responses of which 10,000 are new donors, then your percentage of new donors
from acquisition is 71.4%. This is a very acceptable rate! However if you are
realizing only 55% or 60% then you have a problem. You may need to rethink
either your merge/purge process or determine the level of market saturation you
are willing to withstand.
2. Cost per donor: This is the net cost you paid to acquire a new donor. This is
determined by subtracting your total acquisition cost from your total acquisition
gross income. This is your net income. Now divide your net income by the
number of new donors you have acquired. This is your cost per donor e.g.:
490 E Roosevelt Road, Suite 101 ● West Chicago IL 60185 ● Phone: 630-562-1321 ● Fax: 630-562-1686
email: mjohnson@douglasshaw.com ● www.douglasshaw.com
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Incidentally, this would be an excellent cost per donor (CPD)! Many ministries
spend up to $25.00 to acquire a new donor. An aggressive growth program will very
easily see an $8.00-$10.00 CPD.
3. Long-Term Donor Value (LTDV): This is the “big picture” number that you
need to know. This tells you the net value of a donor over time. Most ministries
measure their LTDV over a 5-6 year period. Here is how LTDV is measured:
Total cost to cultivate 10,000 new donors for 1 full year ($144,750)
490 E Roosevelt Road, Suite 101 ● West Chicago IL 60185 ● Phone: 630-562-1321 ● Fax: 630-562-1686
email: mjohnson@douglasshaw.com ● www.douglasshaw.com
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Now, looking at your own donor file determine the following:
1. The % of the original new donors who remain active in years 2-6
If you find this process confusing you may want to ask your fund raising agency
to help you in determining your Long-Term-Donor-Value. If they are not able or
willing to do this you may want to hire an agency that is willing (DSA is very
willing)!
490 E Roosevelt Road, Suite 101 ● West Chicago IL 60185 ● Phone: 630-562-1321 ● Fax: 630-562-1686
email: mjohnson@douglasshaw.com ● www.douglasshaw.com
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