The lifetime value of your average donor is a major sign of your organization’s health. Not only does donor lifetime value reflect the effectiveness of your retention efforts, but it showcases your ability to increasingly deepen donors’ commitment to your nonprofit. Naturally, improving donor lifetime value is something all organizations aim to do, year over year.
平均每个捐赠人的终身价值是社会组织健康与否的重要标志。捐赠人的生命周期价值不仅反映了在捐赠人保留方面所做努力的有效性，还体现您在逐渐深化捐助者参与和投入社会组织的能力。不言而喻，提高捐赠人的终身价值是所有社会组织每一年的重要目标。
Like most things in life, there’s no easy formula for this. There’s no quick fix for getting donors to stick around and donate more to your organization. When all is said and done, boosting retention rates and gift amounts is all about building relationships. It’s about engaging them in personalized and meaningful ways, and thereby strengthening loyalty and trust
就像生活中的大多数议题一样，提高捐赠人终身价值没有简单公式可套用，也没有捷径让捐赠人一直支持你的组织甚至捐赠更多。提高留存率和捐赠金额唯一的核心就是和捐赠人建立紧密的关系：让他们以个性化和有意义的方式参与其中，从而加强忠诚度和信任度。
While there are steps you can take to improve your donor stewardship strategy and gradually grow supporters’ involvement. Here’s how to utilize 2015 to increase your donors’ lifetime value over the year.
我们可以采取一些措施来改善捐赠人管理策略，并逐渐提升支持者的参与度。以下是如何利用2015年来提高捐赠者一年中的终身价值。
1. Get Your Donor Data in Order
让你的捐赠人数据更加有序
This next year, your first step is committing to prioritize organizing donor information.
来年第一步就是投入精力优化捐赠人数据信息。
If you’re not doing so already, your organization should be recording every touch point with donors and prospective donors (leads). Tracking supporters’ interactions with your organization is the only way you’ll be able to continually build these relationships and engage supporters in meaningful ways. You’ll be able to eliminate any guesswork around your fundraising and communications strategies and make data-driven decisions to build your donor relationships.
如果你还没有这样做，你的组织应该留意和记录与捐助者和潜在捐助者（潜在客户）的每个接触点。 跟踪支持者与您组织的互动是您能够持续建立这些关系并以有意义的方式吸引支持者的唯一途径。 您将能够消除围绕您的筹款和沟通策略的任何猜测，并以数据为导向的决策来建立您的捐赠者关系。
For example, a constituent relationship management (CRM) system, like Salesforce, can help track your data, observe trends, and identify opportunities for larger contributions down the road. Especially relevant to metrics and donor data is this post:5 Metrics Every Development Director Should Know
例如，像Salesforce这样的组成型关系管理（CRM）系统可以帮助追踪您的数据，观察趋势并找出在路上做出更大贡献的机会。 特别是与指标和捐助者数据相关的是这篇文章：每个开发总监都应该知道的5个度量标准
2. Build Rapport with First-Time Givers
和初次捐赠的捐赠人建立融洽关系
According to studies conducted by the Association of Fundraising Professionals and others, 60-70% of all new donors fail to give again the following year. Additionally, researchshows over half of donors leave an organization due to a lack of effective communication from the nonprofit.
根据筹款专业人员协会和其他机构的研究，60-70％的初次捐赠人没有在第二年再次捐赠。此外，研究表明，超过一半的捐助者由于缺乏来自社会组织的有效沟通而离开了一个组织。
Stats like these emphasize how critical it is to create an engagement plan specifically for first-time donors. Build initial trust and rapport that deepens their connection to your organization. Turn a one-time donation into a long-lasting relationship.
像这样的统计数据强调了为首次捐赠者制定专门的参与计划的重要性。建立初步的信任和关系，加深与组织的联系。将一次性捐赠变成长久的关系。
Create a 2 to 3 part email campaign customized to welcome first-time donors. Start by thanking them and sharing the impact of their gifts, and offer valuable resources to help them learn more about your cause and programs (eg. blog posts, impact reports, infographics, photos and videos, etc.). Link your social network profiles so they can follow you. In the final email of the series, ask them to opt into your monthly newsletter. Not only will this initial outreach add new donors to your regular communication workflows, but it will make them feel like valued members of your community, right off the bat.
创建一个2至3个定制的电子推广邮件，以欢迎第一次捐助者。首先感谢他们并分享他们捐赠的影响，并提供宝贵的资源，帮助他们更多地了解您的事业和计划（例如博客帖子，影响报告，信息图表，照片和视频等）。提供社交网络链接，以便他们可以关注你；在一系列电子邮件的最后一封中，邀请他们加入您的每月通讯。这次初步宣传不仅可以添加新的捐助者进入社会组织的常规沟通工作，还可以让他们感受到价值感，无所不能。
3. Encourage Regular Donors to Become Recurring Donors
鼓励普通捐助者成为定期捐助者
An excellent way to increase the lifetime value of your supporters is to turn them into recurring donors. For one, monthly donors have around a 60% retention rate, a much higher average than one-time donors. Monthly donations also allow you increase the amount a supporter gives on average each year. It’s a win-win situation.
提高支持者终身价值的一个很好的方法是将他们变成定期捐助者。例如，月捐支持者的保留率约为60％，远高于一次性捐赠人的平均水平。月捐还让您有机会增加捐赠金额。这是一个双赢的局面。
To do this, start by showing supporters the impact of their gifts, and how those gifts have been critical to your organization’s mission.
要做到这一点，首先要向支持者展示他们捐助的影响，以及这些捐助对贵组织的使命至关重要。
Then, try using social media and other marketing efforts to inform and excite supporters about your recurring giving program. For example, you might start publicizing your upcoming recurring donations campaign, its benefits and its impact on your organization before sending out the email that actually asks people to join the program.
然后，尝试使用社交媒体和其他营销活动来告知并激发支持者关于您的定期捐赠计划/项目。例如，在发出要求人们加入该计划/项目的电子邮件之前，先要开始宣传您即将开始的定期捐赠活动，其优点及其对组织的影响。
This will help roll the topic out onto supporters’ radars without fatiguing them. As the ones who are making change happen, emphasize how monthly gifts can increase the impact donors can make exponentially. Then, in February or March, target your regular donors – those who usually give multiple times a year – and ask them to join your recurring giving program.
这将有助于将主题推广到支持者的雷达上，而不会让他们感到疲倦。随着改变的发生，强调月度捐赠可以成倍增加的影响力。然后，在二月或三月，锁定您的常规捐赠者（通常是每年多次捐赠者）并请他们加入您的定期捐赠计划。
To read about how to run a stellar recurring revenue campaign, read this post on how Watsi raised $20,000 in recurring revenue…in just two days.
要了解如何运行一流的经常性收入活动，请阅读这篇文章，了解Watsi如何在短短两天内为经常性收入筹集20,000美元。
Two Tips:
Even within this donor group, keep in mind not everyone needs to be asked to give the same monthly amount. Check individual giving history, age, region, marital status, and any other demographics that will help you segment regular donors on a finer level, and tailor recurring donation asks to fit the attributes of each group.
在这类捐赠人群体里，请记住，并非每个人都需要提供相同的每月捐赠金额。核查每个人的捐赠历史，年龄，地区，婚姻状况，以及其他人口统计资料，这些资料将有助于您细分常规的捐赠者，并量身定制定期捐赠以寻求适合每个群体的属性。
To create some extra value for donors, consider presenting a monthly gift as a way to gain entry to a special, “honorary group” for your most dedicated supporters. Frame your ask an invitation to join an elite tier of supporters that plays an important role in your organization’s development.
为捐赠者创造一些额外价值，可以考虑每月赠送一份礼物，以此作为获得特别“荣誉团体”的方式，以获得最忠诚的支持者。建立你的邀请，加入支持者的精英阶层，这对你组织的发展起着重要作用。
4. Create Custom Donation Forms with Specific Giving Levels
创建特定捐赠级别的自定义捐赠表格
Custom donation forms can be a powerful asset to your online fundraising efforts. When your form matches the branding and messaging of particular campaign appeals, it creates a seamless donation experience that can result in higher conversion rates. To make it even better, custom forms also provide a unique opportunity for you to upgrade donors’ gift amounts. How? By allowing you to tinker with your giving levels.
定制捐款表格可以成为您在线筹款活动的强大资产。 当您的表单符合特定品牌宣传和消息传递时，它会创建无缝捐款体验，从而实现更高的转化率。 为了让它更好，自定义表格还为您提供一个独特的机会来升级捐助者的捐赠数量。 如何实现？ 表格允许你调整捐赠水平。
Let’s say you’re sending out an email appeal series for your next fundraising campaign. If you do some segmentation beforehand, you can spin up different donation forms with default giving levels adjusted to each group’s past giving history. Whether their average donation amount is modest or large, donors will see suggested gift amounts tailored just for them. This gives you the chance to increase certain group’s gift amounts, without unintentionally downgrading others.
假设您正在为您的下一次筹款活动发送系列电子邮件呼吁。 如果您事先做了一些细分，您可以调整不同的捐赠表格，并根据每个小组的过往捐赠历史调整默认捐赠级别。 无论他们的平均捐赠金额是适度还是大，捐助者都会看到为他们量身定制的建议捐赠金额。 这可以让你有机会增加某些群体的捐赠数量，而不会无意中将其他人降级。
5. Respond to Donors’ Interests
回应捐赠人的兴趣
As we’ve mentioned, increasing donors’ lifetime value is all about continually engaging them in a meaningful way. This means you have to understand their interests and motivations and respond to them in a targeted manner.
正如我们所提到的，提高捐赠者的终身价值就是不断以有意义的方式吸引他们。 这意味着你必须了解他们的兴趣和动机，并有针对性地回应他们。
One option, for instance, is to learn what programs your donors are most passionate about. Track what programs and campaigns your supporters are giving to, and tailor your follow-up communications to reflect those interests. For example, if a supporter always donates to your rainforest preservation efforts in Asia, your thank-you message can include a link to a blog post or impact report that touches specifically on your organization’s activity in that region.
例如，一种选择是了解您的捐助者最热衷的项目。 跟踪您的支持者捐助的项目和活动，并定制后续沟通以反映这些兴趣。 例如，如果支持者总是捐赠给亚洲的热带雨林保护工作，那么您的感谢信息可以包含指向您的组织在该地区的活动的博客文章或影响报告的链接。
Responding to a first-time donor, however, can be a bit harder. You don’t have a lot of prior context that can help shape your follow-up message. Not to worry, you can include custom questions on your donation form that can help collect this information.
然而，回应首次捐助者可能会更困难。 您没有很多先前的背景可以帮助定制您的后续沟通信息。 不用担心，您可以在捐款表单上添加自定义问题，以帮助收集这些信息。
Conclusion
结论
Finally, there is no end all be all secret to growing your donors’ lifetime value. Therefore, it all rests on your organization’s ability to build relationships. It requires understanding your supporters’ interests and connections to your nonprofit and responding to them in targeted and personalized ways. So, as you deepen your relationships, use these tips to help you approach opportunities to upgrade donors.
最后，增加捐赠者的终身价值的工作是无止境的也并非是绝密的。 因此，这一切都取决于您的组织建立关系的能力。 它需要了解您的支持者的兴趣和与您的非营利组织的关系，并以有针对性和个性化的方式对其进行回应。 所以，当你加深你们的关系时，请使用这些提示来帮助你找到升级捐赠者的机会。
作者 ELIZABETH CHUNG （ Lead Content Associate at Classy）
翻译 黄莎（益惠亚洲有限公司BD）
欢迎大家留言交流和更正翻译内容......
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