Latest / The Nonprofit Podcast / Ep 224| Last Year's Donors Are This Year's Opportunity

Transcript

Ep 224| Last Year's Donors Are This Year's Opportunity · The Nonprofit Podcast

• 0:00
  SPEAKER_01: Okay, imagine you pull up your donor report right now, and there it is.
• 0:06
  SPEAKER_01: This whole group of people who gave to you last year, but haven't given a single dollar this year yet.
• 0:13
  SPEAKER_01: And it's already October.
• 0:15
  SPEAKER_01: Your first instinct might be well, I only have three months left till the end of the year.
• 0:20
  SPEAKER_01: I'm not wasting the giving season chasing all these people down who have clearly moved on.
• 0:25
  SPEAKER_01: But what if they haven't moved on at all?
• 0:28
  SPEAKER_01: What if they've just drifted?
• 0:31
  SPEAKER_01: Before you spend all of Q4 trying to find brand new donors, we need to talk about the people who you already know, already believe in your work enough to give once, and might just need a reason to come back.
• 0:45
  SPEAKER_01: The Nonprofit Podcast, powered by DonorBox.
• 0:49
  SPEAKER_01: Welcome to the Nonprofit Podcast.
• 0:51
  SPEAKER_01: I'm Jenna, head of community engagement here at DonorBox.
• 0:55
  SPEAKER_01: Each week we bring you practical strategies, clear insights, and inspiration to help you raise more, reach further, and take your nonprofit to the next level.
• 1:05
  SPEAKER_01: And today I am joined by my co-host and DonorBox fundraising coach, Britt Stalker.
• 1:11
  SPEAKER_01: Britt, we are talking about one of my very favorite fundraising acronyms today.
• 1:16
  SPEAKER_01: Well, hey there, Jenna.
• 1:18
  SPEAKER_01: And I know exactly where we're going with this.
• 1:21
  SPEAKER_01: Yes, yes, yes, yes.
• 1:23
  SPEAKER_01: LIBUNTs.
• 1:24
  SPEAKER_02: Let's talk about LIBUNS.
• 1:26
  SPEAKER_02: Oh my goodness, LIBUNS, I really do love me, a weird fundraising acronym.
• 1:30
  SPEAKER_01: We know you too.
• 1:31
  SPEAKER_01: And for anyone who doesn't live inside a CRM all day, LIBUNT just means last year, but unfortunately not this.
• 1:42
  SPEAKER_01: Basically, someone who gave to you last year, but so far this year, they haven't.
• 1:46
  SPEAKER_01: And since we are heading into the last quarter of the year, this is exactly when that report starts getting really interesting.
• 1:54
  SPEAKER_01: So Brit, I want to start here.
• 1:57
  SPEAKER_01: Um, let's say I pull my report and I've got 4,500 supporters in the database.
• 2:05
  SPEAKER_01: Maybe 1,800 of them haven't given yet this year.
• 2:10
  SPEAKER_01: I'm gonna play devil's advocate here a little bit.
• 2:12
  SPEAKER_01: My gut reaction might be if I'm a busy nonprofit worker right now in Q4, oh, like I only have three months left in the year.
• 2:21
  SPEAKER_01: Giving season is already here.
• 2:23
  SPEAKER_01: Why on earth would I spend my limited time and resources chasing people who seem to have checked out when I could just be nurturing my major donors, my most active donors, or even finding new donors.
• 2:37
  SPEAKER_01: Convince me I'm wrong here, please.
• 2:39
  SPEAKER_02: Oh yes.
• 2:40
  SPEAKER_02: I will convince you, Jenna, because the biggest assumption you're making right now is that people completely checked out.
• 2:47
  SPEAKER_02: And no, they haven't necessarily lapsed.
• 2:49
  SPEAKER_02: They haven't even necessarily decided that they don't care anymore.
• 2:53
  SPEAKER_02: All you actually know is that they haven't given this year.
• 2:56
  SPEAKER_02: And so those are two very different things.
• 2:59
  SPEAKER_01: Yeah.
• 3:00
  SPEAKER_01: I think we can look at a Libunt report and emotionally translate it into all right, those are the supporters we lost this year.
• 3:09
  SPEAKER_01: But what I want to remind folks is that the first week or even the first couple of weeks of October is not December 31st.
• 3:16
  SPEAKER_01: So do not count them out yet.
• 3:19
  SPEAKER_02: Right.
• 3:19
  SPEAKER_02: Someone with a history of giving, they're gonna be fundamentally different from someone who has never supported you before.
• 3:25
  SPEAKER_01: Right.
• 3:26
  SPEAKER_01: You had shared some data earlier, and I think it's some really, really good insights here.
• 3:31
  SPEAKER_01: M and R's latest benchmark study found that among online donors, only about 24% of new donors came back the following year.
• 3:41
  SPEAKER_01: But among prior donors, people who already had a history of giving, as you said, Britt, the retention was 66%.
• 3:50
  SPEAKER_01: So the history really matters here and it's really valuable.
• 3:55
  SPEAKER_02: Yeah, it really does matter a lot.
• 3:57
  SPEAKER_02: We talk about this so much where, yeah, acquisition, it's important.
• 4:01
  SPEAKER_02: We always need those new people coming into your community, but you shouldn't be so focused on finding the next donor that you stop paying attention to someone who's already raised their hand and they're like, look, I really do care about this.
• 4:14
  SPEAKER_01: Yeah, this is not the how do I squeeze one more gift out of somebody before December 31st, right?
• 4:21
  SPEAKER_01: It's let's investigate what happened to this relationship.
• 4:27
  SPEAKER_01: So, Britt, you said something to me recently that I think is great.
• 4:31
  SPEAKER_01: You said before we start asking people to come back, we need to check the plumbing.
• 4:36
  SPEAKER_01: Yes.
• 4:38
  SPEAKER_02: Yeah, always check the plumbing.
• 4:39
  SPEAKER_02: And what we're looking for, Jenna, is first up, separate your actual donor disengagement from technical problems.
• 4:47
  SPEAKER_02: I hate to say it, there are technical problems that do arise, right?
• 4:51
  SPEAKER_02: And so for nonprofits that have a solid base of recurring donors, if someone was giving monthly and suddenly stopped, don't automatically put them into the same bucket as someone who consciously decided not to give again.
• 5:05
  SPEAKER_02: Think about it.
• 5:06
  SPEAKER_02: Maybe their recurring payment failed, maybe their credit card changed, maybe something interrupted a gift they fully intended to keep making.
• 5:15
  SPEAKER_02: And so look into those technical problems, which might be completely separate from donor disengagement.
• 5:22
  SPEAKER_01: Okay.
• 5:22
  SPEAKER_01: So that's what you mean by plumbing.
• 5:25
  SPEAKER_01: And I think that's such an easy thing to miss because if your CRM or your CSV or your spreadsheets tell you no gift this year, fine, but it doesn't tell you why unless you really dig into it.
• 5:40
  SPEAKER_01: And if you're using donor box, there's some help built into that as well.
• 5:44
  SPEAKER_01: Failed recurring payments are automatically retried.
• 5:47
  SPEAKER_01: And donors can update their payment method through their donor portal.
• 5:52
  SPEAKER_01: So before you launch some sort of elaborate, we miss you campaign, come back to recurring donor, make sure there isn't just literally a credit card problem, right?
• 6:02
  SPEAKER_02: No doubt.
• 6:02
  SPEAKER_02: And let's talk about something else, which is technical deliverability.
• 6:07
  SPEAKER_02: I want the listeners uh to look at your email list.
• 6:10
  SPEAKER_02: Are your emails bouncing?
• 6:12
  SPEAKER_02: Are people unsubscribing?
• 6:14
  SPEAKER_02: Are you sending all of the love that you put into those emails to addresses that haven't even worked in years?
• 6:19
  SPEAKER_02: Because again, this donor isn't responding and this donor isn't receiving our communication.
• 6:25
  SPEAKER_02: They're completely two different things.
• 6:27
  SPEAKER_02: And this is where I want us to clean up that fundraising myth too, which is if your email lands in Gmail Promotions tab, that doesn't automatically mean that your deliverability is broken, right?
• 6:39
  SPEAKER_02: Promotions is still an inbox category.
• 6:42
  SPEAKER_02: What I would check is whether your sending domain is properly authenticated, whether you're seeing unusual bounce rates, and whether you're continually sending to dead addresses.
• 6:52
  SPEAKER_02: What I'm talking about here is take a look at your SPF, take a look at your DKIM DMARC authentication.
• 7:00
  SPEAKER_02: There are additional requirements if you're a bulk sender.
• 7:04
  SPEAKER_02: And if you don't have those things set up right from the get-go, it can truly damage your sender reputation when sending these well-thought-out emails.
• 7:13
  SPEAKER_01: And so our first takeaway isn't even send an email, right?
• 7:17
  SPEAKER_01: It's, well, first of all, let's make sure that it's working.
• 7:20
  SPEAKER_01: And then it's know who's actually on the list.
• 7:24
  SPEAKER_01: And this is where your CRM should be doing the work for you.
• 7:28
  SPEAKER_01: Whatever CRM you're using, let's call it donor box CRM, for example, you can actually filter specifically for LiveBuns and build dynamic lists around that donor behavior.
• 7:38
  SPEAKER_01: So we're not talking about exporting 1800 names and manually highlighting rows in Excel, right?
• 7:46
  SPEAKER_01: Um you can operate that way if you'd like to, but you don't have to do that yourself.
• 7:51
  SPEAKER_01: All right, right.
• 7:51
  SPEAKER_01: So plumbing checked, data cleaned up.
• 7:55
  SPEAKER_01: Let's say I still have 1800 names.
• 7:57
  SPEAKER_01: I certainly personally cannot call 1800 people between now and December.
• 8:02
  SPEAKER_01: So how do I decide who gets what?
• 8:07
  SPEAKER_02: Yeah, it's a great question.
• 8:08
  SPEAKER_02: This is where segmentation matters, okay?
• 8:12
  SPEAKER_02: You might have a large number, what, 1800?
• 8:14
  SPEAKER_02: You said Jenna.
• 8:15
  SPEAKER_02: Take a look at your highest value relationships.
• 8:18
  SPEAKER_02: They're gonna deserve the highest relational touch points that you make.
• 8:22
  SPEAKER_02: And what I mean by highest value, it doesn't necessarily mean whoever cut you the biggest check last year.
• 8:28
  SPEAKER_02: There are other uh signals to look for.
• 8:30
  SPEAKER_02: That might be lifetime giving.
• 8:32
  SPEAKER_02: You might look at consecutive years of giving, you might even look at someone who has been a recurring donor before.
• 8:38
  SPEAKER_02: You might take a look at someone with a particularly strong connection to a program.
• 8:43
  SPEAKER_02: So again, if you have 1800 people that are lapsed, you want to triage, you want to kind of target the top by percent and use the signals to do those relational high-touch types of outreach.
• 8:55
  SPEAKER_01: I'm glad that you said that because I don't love the idea of just sorting by dollar amount and calling the first 30 people because they gave the most.
• 9:05
  SPEAKER_01: And as you said, someone who gave$50 a year for 10 years is telling you something pretty significant about their relationship with you, whether or not they gave this year yet.
• 9:14
  SPEAKER_01: And same for folks who are connected to programs and are really invested.
• 9:19
  SPEAKER_02: Absolutely, Jenna.
• 9:21
  SPEAKER_02: Absolutely.
• 9:22
  SPEAKER_01: And I would add another column mentally, who actually knows this person within the organization?
• 9:28
  SPEAKER_01: If your executive director, your board churning, a program leader knows them, don't automatically assign that supporter relationship to a development person just because this is fundraising.
• 9:42
  SPEAKER_01: And yes, that is their job.
• 9:44
  SPEAKER_01: But if you're trying to re-engage these donors, start with the relationships they already have within your organization, if you can.
• 9:51
  SPEAKER_02: You bring up a really good point, Jenna.
• 9:54
  SPEAKER_02: Yes.
• 9:54
  SPEAKER_02: Think about the person with a relationship who has close affinity or proximity.
• 9:59
  SPEAKER_02: That should be the person reaching out to.
• 10:00
  SPEAKER_02: And again, we are identifying maybe the top 5%, right?
• 10:04
  SPEAKER_02: So 20 or 30 people who really warrant that genuine, high touch type of outreach.
• 10:11
  SPEAKER_02: So what's the first touch point for these folks?
• 10:14
  SPEAKER_02: What would you recommend?
• 10:15
  SPEAKER_02: So, what I tell my coach and clients is in many ways, it's kind of a two-phase type of outreach.
• 10:20
  SPEAKER_02: So the first touch point is going to be a conversation without an ask.
• 10:26
  SPEAKER_02: And I know listeners, you might get nervous when I say that, when I'm saying this in October, right?
• 10:31
  SPEAKER_02: But it's a conversation where you're inviting them in a non-monetary way without that ask.
• 10:37
  SPEAKER_01: Yeah.
• 10:38
  SPEAKER_01: And I can hear it already, like, oh, it's Q4, Britt.
• 10:42
  SPEAKER_01: You want me to contact a donor and not put a donate button on it.
• 10:46
  SPEAKER_01: I know that can be a tough one for folks, but trust us here.
• 10:51
  SPEAKER_01: I want you to trust us here.
• 10:53
  SPEAKER_02: Right.
• 10:53
  SPEAKER_02: It can be a toughie, but the purpose of this first touch point, we're not trying to manipulate someone into a donation.
• 11:00
  SPEAKER_02: This is very much a relationship, a friendship, a dating relationship.
• 11:04
  SPEAKER_02: We're basically trying to reopen.
• 11:06
  SPEAKER_02: And so coming back to those 1800 laps donors you have, Jenna, we don't have time to get on a phone call, right?
• 11:12
  SPEAKER_02: But we want to keep the outreach relational.
• 11:15
  SPEAKER_02: And so we're gonna drop a voicemail here.
• 11:18
  SPEAKER_02: And that voicemail could sound as simple as, hey, William, it's Britt from Donor Box.
• 11:24
  SPEAKER_02: I was looking back at our work from last year and I thought about the support specifically to our shelter project.
• 11:31
  SPEAKER_02: I just wanted to check in and let you know your support, it made possible X, Y, and Z.
• 11:37
  SPEAKER_02: I love to catch up when you have a minute.
• 11:40
  SPEAKER_01: I like that much better than the we noticed you haven't donated this year, and I've gotten those.
• 11:47
  SPEAKER_01: Please do not make your donor feel like their gym just notified them that they haven't checked in lately or that they need to renew their membership soon.
• 11:56
  SPEAKER_01: I know we've talked about this in previous episodes, but ringless voicemail can help you lead these thoughtful voicemails as well.
• 12:03
  SPEAKER_02: Ooh, yes.
• 12:04
  SPEAKER_02: Yeah, I tend to fall into this trap too.
• 12:06
  SPEAKER_02: There's there's so many cliches when we're reaching out to someone.
• 12:09
  SPEAKER_02: And it's all about how would you talk to a professional peer or a friend?
• 12:13
  SPEAKER_02: Keep that voice and tone in mind when you are making that voicemail.
• 12:17
  SPEAKER_01: One of the important things here, too, is that when you're reaching out to these folks, you are not pretending that you won't eventually want them to give again.
• 12:26
  SPEAKER_01: You're fundraisers.
• 12:28
  SPEAKER_01: They know that you're fundraisers, they know that this is the goal for a development department within an organization.
• 12:35
  SPEAKER_01: You're just not treating the relationship like the only interesting thing about them is whether they've made their gift yet in 2026, right?
• 12:43
  SPEAKER_01: Let's talk about the other 1,770 people I've got in my database now, Britt.
• 12:48
  SPEAKER_01: Because most nonprofits, like you said, cannot personally steward every single LIBUN one-to-one as much as we would like to.
• 12:57
  SPEAKER_01: So, how do folks re-engage them without sending one of those emails that says, we miss you, and then, you know, immediately follows it with the CTA to give?
• 13:07
  SPEAKER_01: I love this question.
• 13:09
  SPEAKER_02: You're you're challenging me.
• 13:10
  SPEAKER_02: Well, email is completely okay here.
• 13:13
  SPEAKER_02: What I would say, Jenna, and for our listeners is we want to give them an easy way to participate before we ask them to give.
• 13:20
  SPEAKER_02: We're trying to engage them in a deeper way.
• 13:23
  SPEAKER_02: And one way to do that is get curious, ask a question.
• 13:27
  SPEAKER_02: We want to invite their input, their opinions, and we want to open up the floor for something interesting to respond to.
• 13:34
  SPEAKER_01: Yes.
• 13:35
  SPEAKER_01: And I think this goes back to an episode that we did with Kara just a few weeks ago on donor surveys.
• 13:42
  SPEAKER_01: You could steal some of those ideas and use that as outreach.
• 13:46
  SPEAKER_01: And I love this because now you're learning something within your outreach too.
• 13:52
  SPEAKER_01: So instead of you haven't donated, please donate.
• 13:54
  SPEAKER_01: It could be we're planning for next year.
• 13:57
  SPEAKER_01: We'd love your input, or which of these two programs would you like to hear most about that is such useful information as you are planning the rest of your year and even into the new year.
• 14:11
  SPEAKER_02: Exactly.
• 14:12
  SPEAKER_02: And when someone responds to that one question, think about the reference points.
• 14:17
  SPEAKER_02: Think about those colorful insights.
• 14:19
  SPEAKER_02: You're gonna have something meaningful to weave into your follow-up conversations.
• 14:24
  SPEAKER_02: Think about William from our first touch point.
• 14:26
  SPEAKER_02: He starts to tell you that he's most interested in that river cleanup, right?
• 14:31
  SPEAKER_02: We're not gonna have the same old generic messaging.
• 14:34
  SPEAKER_02: We're gonna have some beautiful insights that we can weave in.
• 14:37
  SPEAKER_02: And I think the bigger lesson here is segmentation isn't just, well, meet your donors get email A and everyone else gets email B.
• 14:46
  SPEAKER_02: Every little signal that you're starting to pick up through this outreach that you're doing, it's gonna help you to communicate more thoughtfully.
• 14:54
  SPEAKER_02: Think about reciprocity, right?
• 14:56
  SPEAKER_02: It's all about relationship building.
• 14:58
  SPEAKER_02: What do they give to you?
• 14:59
  SPEAKER_02: What do they click?
• 15:00
  SPEAKER_02: What do they tell you that they care about?
• 15:02
  SPEAKER_02: Do they even attend an event?
• 15:04
  SPEAKER_02: All of these are subtle, small signals that you want to start relying on as relationship information to do that outreach a little bit better next time.
• 15:13
  SPEAKER_01: Yes.
• 15:14
  SPEAKER_01: And when you have this information, you should document it.
• 15:17
  SPEAKER_01: Whatever way that you document info on your donors, please do not collect all this wonderful information and just leave it sitting in your inbox.
• 15:28
  SPEAKER_01: Put it in your CRM, tag the interest, add a note, build the segment, whatever that is.
• 15:35
  SPEAKER_01: Really think about why you're doing this and how you can utilize it, not just in this quarter, but again for the future.
• 15:42
  SPEAKER_01: Because if you do this, and yes, I know it does take some rolling up your sleeves, but December U is going to be very, very, very grateful to October U if you do.
• 15:53
  SPEAKER_01: Britt, I am gonna push you a little somewhere else as well.
• 15:58
  SPEAKER_01: Let's say I send that October check-in and my donors don't respond.
• 16:05
  SPEAKER_01: Do I really stop fundraising to them for the rest of the year?
• 16:10
  SPEAKER_01: Do I really stop trying to reach out and making the ask?
• 16:15
  SPEAKER_02: No, not necessarily.
• 16:16
  SPEAKER_02: What I don't want is for you, Jenna, to take silence as permission to start soliciting them harder.
• 16:23
  SPEAKER_02: What do we do if someone's silent with us, right?
• 16:25
  SPEAKER_02: We come at them harder.
• 16:27
  SPEAKER_02: But no, we don't do that.
• 16:29
  SPEAKER_01: So that's kind of what I wanted to get at.
• 16:31
  SPEAKER_01: No, we shouldn't stop reaching out, but it doesn't mean that we should just, all right, let's just go in with the hard asks direct, no relationship building.
• 16:40
  SPEAKER_01: Let's just get to what we want, right?
• 16:42
  SPEAKER_01: You know, year end is still a huge giving opportunity.
• 16:46
  SPEAKER_01: And I'll go back to another MR benchmark report that I found.
• 16:51
  SPEAKER_01: It found that nonprofits received 37% of their online revenue in December of 2025.
• 16:59
  SPEAKER_01: And so I do not think that one unanswered email in October automatically means never ask this person again, or this person's never gonna give this year.
• 17:09
  SPEAKER_01: That's spot on, Jenna.
• 17:10
  SPEAKER_02: And what that really means is we got to change our expectations.
• 17:14
  SPEAKER_02: And it might even uh mean that we change our level of personalization.
• 17:19
  SPEAKER_02: The people who actively re-engage with you with that outreach we just talked about, those are gonna be your people that I'd prioritize for more personal year-in outreach.
• 17:29
  SPEAKER_02: For the other folks, for someone who hasn't responded at all, they might still receive your broader year-in campaign if they're an appropriate opted-in member.
• 17:37
  SPEAKER_02: But again, it's all about readjusting your expectations and tailoring the communication to match whether they reciprocated or not.
• 17:45
  SPEAKER_01: Yeah, that makes sense.
• 17:47
  SPEAKER_01: When you're using engagement to decide where to spend your limited personal fundraising energy, don't declare every quiet donor lapsed forever.
• 17:58
  SPEAKER_01: But definitely if you see a response from folks, you can lean into them a bit more.
• 18:05
  SPEAKER_01: Let's say now it's December, we've blinked and we're gonna be there in no time.
• 18:10
  SPEAKER_01: Let's say I've checked my data, I've reached out, I've learned what some people care about.
• 18:16
  SPEAKER_01: At what point do I stop dancing around it and actually ask these folks to get this year?
• 18:23
  SPEAKER_02: Once you've rebuilt enough context to make the ask relevant, and it doesn't have to be complicated.
• 18:28
  SPEAKER_02: If William told you in October that youth housing matters most to him, you're gonna say, Hey, William, you told us earlier this fall that youth housing was one of the programs you cared most about.
• 18:39
  SPEAKER_02: We're working to house 50 more young people before the end of the year.
• 18:42
  SPEAKER_02: And I'd love to invite you to be part of making that possible.
• 18:46
  SPEAKER_02: Your ask listeners, you're gonna connect it to something that he actually told you in a past touch point.
• 18:52
  SPEAKER_02: You want to weave those signals into your ask.
• 18:56
  SPEAKER_01: Yes, and that is so different from suddenly popping into his inbox on December 29th with urgent final notice, your tax deduction expires in 48 hours, whatever that is, or we need your help immediately.
• 19:08
  SPEAKER_01: You know, you are a nonprofit, you are not a debt collector.
• 19:13
  SPEAKER_01: And this is where I think this whole conversation can really come together.
• 19:17
  SPEAKER_01: Re-engagement, it is a campaign, but it is a campaign of listening, remembering, and then making an ask that reflects what their values are and what is meaningful to them.
• 19:30
  SPEAKER_01: And you have to take the time to learn that.
• 19:33
  SPEAKER_01: There is one last piece here that feels maybe obvious, but I want everyone listening to actually do it.
• 19:40
  SPEAKER_01: I am laying it on thick here.
• 19:42
  SPEAKER_01: I want you to take out your phone and make a donation to your own organization today.
• 19:48
  SPEAKER_01: All right.
• 19:49
  SPEAKER_02: Oh, yes.
• 19:50
  SPEAKER_02: I know we say this a lot, Jen, on the podcast, but it's it's so important.
• 19:54
  SPEAKER_01: It's for a good reason, right?
• 19:56
  SPEAKER_01: Because you can do every single thing we just talked about, right?
• 20:00
  SPEAKER_01: Reconnect with someone, send the perfect message, make an incredibly relevant ask, and really revive the relationship that you've had with these Live Bunts, and then send them to a donation experience that feels like they're applying for a mortgage.
• 20:14
  SPEAKER_01: And we do not want that.
• 20:15
  SPEAKER_02: We don't want it.
• 20:16
  SPEAKER_02: And it happens more than enough.
• 20:18
  SPEAKER_02: You got 14 required fields, you don't got your digital wallets on there, something doesn't load correctly, you know, you're gonna lose them.
• 20:26
  SPEAKER_02: And especially at year end when so much of the giving is happening on a deadline, this friction, it truly matters.
• 20:32
  SPEAKER_02: Your donor should be able to decide, yes, I'm ready and I want to do this, and then actually be able to do it without having to work for it.
• 20:40
  SPEAKER_01: Totally.
• 20:41
  SPEAKER_01: And that's something we've been pretty obsessive about with donor boxes, omni give donation forms, omni give supports, digital wallets, express checkout options, like Apple Pay and Google Pay.
• 20:53
  SPEAKER_01: So if somebody decides to come back and re-engage with your organization, you are not putting another obstacle between that decision and their gift.
• 21:03
  SPEAKER_01: Let's wrap this up.
• 21:04
  SPEAKER_01: If somebody listens to this episode and has just 30 minutes this week, Britt, what do you want them to do?
• 21:12
  SPEAKER_02: So, one, pull your lie butt list.
• 21:16
  SPEAKER_02: Don't start emailing them yet.
• 21:17
  SPEAKER_02: Just look at it.
• 21:18
  SPEAKER_02: You're gonna separate your recurring donors whose gift stops, your higher touch relationships, and then everyone else.
• 21:25
  SPEAKER_02: Then you're gonna look at your communication data and ask, are these people actually receiving what I'm trying to send them?
• 21:32
  SPEAKER_02: And then I would add one more thing.
• 21:35
  SPEAKER_02: Pick one re-engagement action you can actually execute on.
• 21:38
  SPEAKER_02: I'm always trying to be thoughtful about everyone's energy and bandwidth.
• 21:42
  SPEAKER_02: Maybe it's 10 personal calls, maybe it's that one highly personal plain text check-in.
• 21:49
  SPEAKER_02: Maybe it's one question you're gonna ask to that larger, broader segment of folks.
• 21:53
  SPEAKER_02: You don't need to build some massive 14-touch reactivation automation journey by Friday, keep it simple.
• 22:00
  SPEAKER_01: Love it.
• 22:01
  SPEAKER_01: Uh so just start the conversation, y'all.
• 22:04
  SPEAKER_01: Because the goal, like you said, isn't to make 1,800 people give tomorrow.
• 22:08
  SPEAKER_01: It's just to figure out which relationships still have some life in them and give those people a thoughtful way back in.
• 22:15
  SPEAKER_01: Britt, this was a good one.
• 22:17
  SPEAKER_01: Thank you.
• 22:18
  SPEAKER_01: And if you're realizing that step one of everything we just talked about is actually being able to find and segment these donors, donorbox can help.
• 22:27
  SPEAKER_01: Just head over to www.donorbox.org to learn more.
• 22:32
  SPEAKER_01: Thank you for being a part of the nonprofit podcast community.
• 22:36
  SPEAKER_01: Your work matters, and we are honored to support it.
• 22:39
  SPEAKER_01: If you enjoyed this episode, share it with another nonprofit leader, leave us a review, or subscribe to our YouTube channel.
• 22:45
  SPEAKER_01: Until next time, stay inspired.
• 22:49
  SPEAKER_00: That warm feeling when you help someone, it's not just happiness, it's fulfillment.
• 22:54
  SPEAKER_00: And we believe it should be available to everyone.
• 22:57
  SPEAKER_00: From frontline heroes to first time fundraisers.
• 23:00
  SPEAKER_00: Our tools empower you to help others.
• 23:03
  SPEAKER_00: This is our mission.
• 23:04
  SPEAKER_00: This is Donorbox, helping you help others.