"Thanks for donating. Now please stay a while!" How do you retain all these COVID-19 donors?
Thursday, July 15th, 2021
11:30 AM - 12:30 PM: Breakout 5
When COVID-19 hit, and schools closed, No Kid Hungry got the boost of a lifetime - celebrity endorsements, tons of free media, and a super-sympathetic nation. The need to get meals to hungry kids grew exponentially, and the donors - along with money - poured in. In one month, they raised their entire annual budget, and the generosity continues to this day, bringing in more than 150K new donors. In this session, you'll learn how No Kid Hungry built a strategy, on the fly, to engage and - most importantly - retain these new COVID-19 supporters.
The COVID-19 pandemic doesn't follow the trajectory of a "normal" emergency (disaster hits, damage is done, there's an immediate need, we clean-up, everyone gets back to normal) and so the typical model of converting an emergency donor no longer holds. Are these people looking to make a one-and-done gift? Or are they loyal supporters that will stick with your organization until the crisis is over? If that's the case, what were you doing to cultivate, engage and retain them for the long run? And now that you have their attention, how do you keep it? It's never too late to start implementing a retention plan!
Learning Outcome #1
By attending this session participants will learn: How to leverage segmentation to distinguish between (and deliver the right message to) COVID-19 donors and loyal mission donors
Learning Outcome #2
By attending this session participants will learn: How to re-evaluate your fundraising program and identify new engagement opportunities that drive new-donor retention without scaring off loyal supporters.
Learning Outcome #3
By attending this session participants will learn: How to re-examine your approach to onboarding, timing to second gift, and strategy for growing donors into sustainers, all while increasing stewardship to across the board.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters