Winning donors is only the first step – retaining them in the long term is just as crucial.
Karin Ackermann, Head of the Services Center at Corris, offers insights into effective strategies for donor retention. These strategies involve not only classic communication channels but also innovative approaches such as welcome calls, retention strategies, and digital platforms.
Welcome Calls: The First Impression Counts
For various NGOs, Corris conducts so-called “welcome calls.” The goal is to greet donors on every available channel and show them appreciation. If a person has provided a phone number, they are called and thanked for their donation. This call can be combined with a brief quality check where the donor is asked about their experience with the conversation.
If the person cannot be reached, a message is left on the voicemail whenever possible, which is often received positively. Interestingly, this group tends to have the lowest cancellation rate and a higher realization rate. One possible explanation is that voicemail messages are often listened to during quieter moments when donors have time to truly engage with the topic. If leaving a message is not possible, an alternative welcome email or SMS is sent – ideally accompanied by a video. Particularly among younger target groups, WhatsApp would be an even more effective alternative to SMS, although this is currently still on the horizon.
“When I hear how our call agents speak with the donors, I see how much valuable feedback we receive. I am convinced that through the call we convey to the donors a sense of importance and professionalism. Have they really committed wholeheartedly? For me, this is where donor retention begins,” emphasizes Karin Ackermann.
Retention Calls: When a Cancellation Becomes an Opportunity
Retention calls come into play when donors wish to cancel their support. In such cases, the aim is to reach the person by phone and offer alternatives. This can include suspending payments, adjusting the donation interval, or reducing the donation amount. The objective is to find a solution that accommodates the donor while maintaining their connection to the organization.
Thoughtful Donor Journeys: The Story Must Continue
Another important tool for donor retention is the concept of the donor journey. However, these journeys are only effective if they are thoughtfully designed from start to finish. “It is no use simply sending three emails and then suddenly stopping. A donor journey must make sense throughout. If I tell a story, I cannot stop after the third chapter – otherwise I will never know how the book ends,” explains Ackermann.
The Donation Service Platform: An Innovative Approach to Reducing Cancellations
At the end of 2023, Corris launched the “Donation Service Platform” with three pilot customers. This platform allows donors to easily make address changes, adjust contributions, or even cancel their donation online. Before confirming any change, donors go through a structured dialogue where they receive information about the supported projects. The aim is to guide donors toward a conscious decision and, ideally, to prevent a complete cancellation.
Early insights show that when visiting the donation service platform, sponsoring members are often dissuaded from their intent to cancel even before making any changes. Additionally, donors can be persuaded to avoid cancellation by switching to a different payment method or adjusting their donation amount. Another advantage is that the platform significantly reduces administrative efforts, as manual cancellation confirmations are no longer necessary – everything is automated.
“The idea behind the donation service platform is that we can scale this service to offer it widely to our customers,” says Ackermann.
Conclusion: The Right Mix Makes the Difference
A well-considered mix of various donor retention measures pays off – donors can indeed be retained in the long term. With the right strategy, it is possible to strengthen the relationship with them and reduce the cancellation rate. In addition to donor acquisition, Corris offers tailored services for long-term retention.
About Karin Ackermann
Karin Ackermann has been leading the Data Management department for 16 years and has been responsible for the Contact Center at Corris since 2019. With her extensive experience, she has significantly contributed to developing effective strategies for donor retention and is continuously committed to innovative solutions in this area.