Strategies for Donor Retention Using Your CRM Software


This webinar explains how CRM software can be a great tool to help you report and communicate effectively in your fundraising efforts. Philip Manzano of explains how to show donor impact and retain donors by creating reliable reports and data. This webinar is for nonprofit professionals with essential fundraising skills who are looking to improve their craft with the use of CRM software. 


In this webinar you will learn: 

  • Meaningful ways to connect with your donors and promote relationship building in your fundraising activities; 
  • To create reliable reports and ways to share information, case studies or stories with donors; 
  • To leverage your data with reports for donor retention, including how to create and customize reports


Below is a summary of the webinar, full recording, and presentation slidedeck. 

Summary of the Webinar

Introduction and agenda (0:00 - 4:52)


Presents the agenda for the webinar. The purpose is to teach you how CRM can be used strategically for donor retention. This will be accomplished through these three strategies: 1. How to connect with donors in a meaningful way; 2. How to create reliable reports and share them through collateral development; and 3. How to leverage data to create helpful reports. 


What is donor retention?  (4:53 - 7:47) 


Defines donor retention and how to calculate the rate of donor retention (%), and provides statistics on nonprofit industry trends of donor retention.


Know Where You Stand (7:48 - 11:55)


Shares reasons for donors to stop giving, including the following: inability to afford giving, poor communication or service, passing away of the donor, never receiving a thank you, among others.  Overall, a common theme is poor communication of the nonprofit with the donor, including not thanking the donor or sharing impact. 



What do donors actually want? (11:56 - 14:16)


Shares the top wants of donors, including prompt and personal messages of gratitude, story-based reporting on impact of their gift, repetition of impact and gratitude before the next solicitation.


Supply Chain Risk Management (14:17 - 22:00)


Explains the uses of the CRM beyond a database. In using a CRM, lists what essential fields (information) you must have about your donors that could help build out a relationship tree, as well as nice-to-haves fields that can help build customizable relationships and portable fields.   


Creating meaningful collateral (22:01 - 30:06)


Explains how to create unique  collateral tailored to the donor to build resonance. This begins with listening to your donor, by looking for the relevant data in the CRM, and tracking information about donors. This includes pulling a query (running a report) on where the donors have volunteered. The second area is looking through data on where the donors are giving (whether a cause area or a specific program). 


Leveraging your data with reports (30:07 - 36:55)


Explores the types of reports you can pull from your CRM to help communicate with and steward your donors effectively. This includes producing reports that track when gifts are made (whether by time of month or occasion in the year), and tying offline activity to online giving.


Final thoughts (36:56 - 40:52)


In summary, donors stop giving because of bad communication. A CRM can help you collect meaningful data, tell you what types of marketing collateral can be developed and can generate reports to better inform you how your donors behave.  


Questions and answers period (40:53 - 57:16)



Webinar Recording


Webinar Presentation

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