I recently learned that over the past eight years, United Ways across the US lost 3.5 million donors (a decrease of 30%). That’s a net loss of donors, masking a larger issue with donor/customer churn. And while overall revenue has remained relatively constant over that period, it is a disturbing trend.
Assuming $100 average gift per donor (less than $2 per week), that means that there is at least $350,000,000 fewer dollars available for the community work United Ways are doing across this nation this year than eight years ago.
As a United Way leader, what is your share of $350 million? Do you know how many donors you lost over the past several years? Even more importantly, do you know them by name, giving history and interests? And what if you could see this information in a visual format, updated nightly showing those donors who may be at-risk of leaving?
As someone who has devoted my entire professional career in and around United Ways, I’ve decided to take action this fall to work with a cohort of progressive United Ways to arrest and reverse this trend. By making donor win back a singular focus, I believe we will also improve donor retention and new donor on-boarding—with the combination of these ultimately plugging the leaks from our annual campaign buckets.
I’m now recruiting up to TEN United Way organizations to participate in a pilot of our WinBack program for three months this fall. In the 2015 WinBack pilot we will be using the NewSci churn platform created by Amy Case, to help us easily FIND, KNOW and ENGAGE donor segments which need the most attention this fall. The program also includes intensive weekly coaching sessions and monthly cohort wide webinars to facilitate best practices across the group.
Winsightz and our partners believe in the power of this platform so much, we’re offering a 75% discount on the projected price for the solution to the first ten United Way cohort members this fall. The pilot Winback program is for three months, ending in December 2015. As of this writing, we have five verbal commitments to participate in the program, so act quickly if you are interested. To schedule a complimentary review of the WinBack pilot program, please use this link or write me at email@example.com.
P.S. I believe this approach will also be useful to other non-profits and commercial organizations. We will be using the learning from the pilot to build WinBack solutions for other vertical markets as well.