Supporters who are more than donors

Stop 36 of 58 · about 8 minutes

How many of your volunteers have never been asked to give? How many guests came and were never thanked? Volunteers are often tracked in their own platform or spreadsheet, apart from donors. Attendance lives in a ticketing tool. So "which volunteers have never given?" is a question no single system can answer.

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The Engage tab of the Field Guide Audiences dashboard: volunteers and event guests who could be invited to give, one ready-made audience per card, and a Venn of the people on two lists. Open full size

Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result.

The lesson

Mission joins them. Three insights do the work:

Volunteer Donor Status sorts everyone into Volunteer Only, Donor Only, Both, and Neither.
Event Participant Flag is 1 for anyone who has attended at least one event.
Donor & Participant Flag is 1 for people who both give and come to events.

Two ready-made audiences come from them. Volunteers Who Have Never Donated: thank them for their time first, then a gentle ask. Gala Guests Who Never Gave: follow up after the next event, mention what they experienced, make the first ask easy and specific.

Whether you have volunteer and event data depends on your CRM. The Field Guide shows which CRMs carry it.

Watch this stop · about a minute

More of it in Orbit

Volunteer vs Donor Overlap on Volunteer Insights: volunteers, donors, and the people who are both. Lapsed means no volunteering for two years or more. Open full size

The Participant / Donor Conversion Rate table on Event Insights: contacts who take part in events and also donate. Open full size

Your turn, in Field Guide, then Orbit

In the Field Guide, look up Volunteer Donor Status and check whether your CRM supports it.
Open the Audiences tab and read Volunteers Who Have Never Donated and Gala Guests Who Never Gave.
If your system has the data, find Volunteer Donor Status on a dashboard, or build a cube of it in your workbook.

Quick check

Volunteer Donor Status sorts people into which groups?

Volunteer Only, Donor Only, Both, Neither
Active, Lapsed, New
Gold, Silver, Bronze

Answer: Volunteer Only, Donor Only, Both, Neither

A volunteer on your "never donated" list makes a first gift. What happens to Volunteer Donor Status at the next refresh?

Nothing
It moves from Volunteer Only to Both
It moves to Neither

Answer: It moves from Volunteer Only to Both

Need a hint?

It combines volunteering with lifetime giving. A first gift moves someone to Both.

Why it matters

Thank people for everything they give: their time and their presence, not only their money.

Read on

Audiences on this stop

Learn Mission is a free course. You read a little, do it yourself, then answer one quick check. Orin, the assistant in Orbit, walks with you. Your progress stays in your browser.

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It is stop 36 of 58. Open it in the course, or start from the beginning.

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All of Part 5: Audiences

The whole course, stop by stop