Post on 07-Jul-2020
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Nonprofit Success Workshop 10/25/2011
Instructors: Sally Heaven & Amanda Olsen
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The times, they are a-changin’…
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Agenda
• The Next Generation of American Giving
• Communication Trends
• Acquiring New Donors
• Major Gift Fundraising
• Top 10 Multi-Channel Marketing Principles
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New Donor Acquisition Down
Source: Target Analytics
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Bright Spot Analysis
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
10/2
006
11/2
006
12/2
006
1/20
07
2/20
07
3/20
07
4/20
07
5/20
07
6/20
07
7/20
07
8/20
07
9/20
07
10/2
007
11/2
007
12/2
007
1/20
08
2/20
08
3/20
08
4/20
08
5/20
08
6/20
08
7/20
08
8/20
08
9/20
08
10/2
008
11/2
008
12/2
008
1/20
09
2/20
09
3/20
09
4/20
09
5/20
09
6/20
09
7/20
09
8/20
09
9/20
09
10/2
009
11/2
009
12/2
009
1/20
10
2/20
10
3/20
10
4/20
10
5/20
10
6/20
10
Cumulative Online Revenue
# Email Records
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The Next Generation Study
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ANNUAL GIVING
DONATED BY CHECK BY MAIL
PRIMARY CHANNELS FOR UPDATES
REGULARLY ON FACEBOOK
Channels for Revenue & Updates Matures
39M POPULATION
Boomers Gen X
78M POPULATION
62M POPULATION
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Channels for Awareness
Gen Y Mainstream media 27% Word of mouth 22% School 18%
Gen X Mainstream media 24% Word of mouth 18% Mail 16%
Boomers Mainstream media 28% Mail 19% Word of mouth 16%
Matures Mail 35% Mainstream media 24% Word of mouth 18%
52% first heard childhood Average time support: 4 yrs
55% first heard 30’s+ Average time support: 13 yrs
68% first heard 30’s+ Average time support: 15 yrs
32% first heard childhood Average time support: 7 yrs
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When Channel-Hopping Is Expected…
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…Present Consistently Across Channels
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Obstacles & Solutions
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“Our email list is too small” “We can’t reach a wide enough audience”
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List Growth
Joined Convio April 2009
• Fielded petition
• Doubled their list
• Boosted revenue 600%
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List Growth Ideas
Pledges
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List Growth Ideas
Pledges
Give-Aways
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List Growth Ideas
Pledges
Give-Aways
Downloads
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List Growth Ideas
Pledges
Give-Aways
Downloads
Sponsored Donations
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• Acquire multi-channel contact information via engagement campaigns • Ask yourself:
• What are we giving away “free” now? • Is there an item or experience we could give away? • What solutions can we recommend for common issues? • What controversies are we/our constituents facing? • Who might sponsor a donation to grow our circle of friends?
Solution: Offer Incentives
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Pop Quiz!
• Pick a partner NOT with your organization
• State your mission
• Exchange ideas re: • Suggest what your partner’s group could offer that
might entice YOU to give your email address
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Test Drive List Growth
On-the-Fly
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“We’re very major-donor focused” “Online/Social/Mobile is just a distraction…”
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The Wired Wealthy Study
The Wired Wealthy Connecting with Your Mid to Major Donors An in-depth survey and study by Convio, Sea Change Strategies, and Edge Research
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• Penelope Burke study found 46% of lost donors due to “a failure to communicate.” • feels charity is not fulfilling its mandate • disagrees with change in direction • lost interest in the cause • believes charity no longer needs donor’s support • feels there are more compelling causes out there • believes charity has not kept in touch
Why Donors Stop Giving
How can this be??
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More Channels, Insufficient Staff
Phone
Face-to-Face
Mobile
Social Networks
Website
Donor Communication Channels, 1991 Now in 2011
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90% of organizations store supporter data in more than one place.
50% of organizations use paper, spreadsheets, or electronic address books to manage supporter data.
(Becomes Institutional Memory Loss)
Insufficient Systems
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Out of Balance with Tech Investment
Public (“foreground”)
Staff (“background”)
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CC:
FW:
RE:
Tech gone wild
SUBJ: Major donor wants an update…
RE:
RE:
RE:
RE:
CC:
CC:
CC:
CC:
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Tech on purpose
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Tech on purpose
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Tech on purpose
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Tech on purpose
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Recognition/Cultivation
Step
Timeline
$1 -
$249
$250 -
$499
$500 -
$999
$1,000 -
$2,499
Action
Thank You Letter, Signed by ED with Tax Info (On Letterhead)
Within 24 hours X
X
X X Print Letter for ED
to Sign
Handwritten Thank You Note with Pet Photo
48 hours X
X
X
X
Provide Card
Phone Call from ED or Development Director
48 hours X X
X
Provide Number
Note from Furry Friends Board Chair
2 weeks X
X
Send Board Chair Info, Card
Call from Furry Friends Board Member
Within 2 weeks X
Provide Number
Invitation to Tour Shelter, Mobile Spay/Neuter Clinic, etc.
As Appropriate X
Send Invite
Note from Volunteer Shelter Worker, Veterinarian, Adopter, etc
2 months X
Identify, Give Stationery
Holiday Cards Send in November Every Year
X
X
X
X
Put Together Mailing List
Donor Listing in “The Scoop” Annual Report
Annual X
X
X
X
Invite to “Wag and Purr” Donor Appreciation Event
Annual X
X
X
X
Plan, Organize
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What could this mean for you?
“YES” Give Again, If called by
BOD
“YES” Increase Amount
From Donor Centered Fundraising, by Penelope Burke
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Test Drive Stewardship
On-the-Fly
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Don’t let this be you!
Donors not getting called except for ask
From Donor Centered Fundraising, by Penelope Burke
Donors not getting visited except for ask
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Public (“foreground”) Staff (“background”)
Solution: Invest in Balance
• Harness technology in foreground & background
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• Cost | Capabilities | “I want to see _________”
…then close out with Top 10 Principles
10-Minute Q&A
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“Social Media doesn’t work for us” “We tried & got nothing”
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Common Ground™
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Common Ground™
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Rare Consensus Among Generations
GEN Y GEN X BOOMER MATURE
87% 89% 82% 76%
“Peer to peer solicitation is the most acceptable form of solicitation”
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Solution: Power to the People
Percent of online time spent social networking
HINT: Let your “free agents” help figure it out.
25% Source: Nielsen ratings, May 2011
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Test Drive Getting Results from Social
On-the-Fly
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Top 10 Principles For Multi-Generational/Multi-Channel Success
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Be Holistic
VOLUNTEERS DONORS 67%
Source: Fidelity Charitable Gift Fund and VolunteerMatch http://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml
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Be Balanced
Foreground Background
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Be Consistent
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Be Present
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Be Likeable
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Guess what these have in common?
50% of facebook posts
25% of tweets
They contain links!
Be Shareable
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Be Welcoming
1 2
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Be Persistent
1
2
3
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Be Data-Driven
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Be Adaptable
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Donors
Prospects
Events
Programs
Corporations Volunteers Media
Academics
Foundations
Partners
Practitioners
Advocates
Lapsed
Brought to You by Common Ground
The donor database (or “central nerve system”)
of the modern nonprofit
Phone
Face-to-Face
Web
Social
Mobile
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Appendix
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Homework
• With your fundraising team, exchange ideas re: • Who OUTSIDE your fundraising team could be
assigned a prescribed stewardship task • For example, museum curators could send thank-you
notes with seasonal “staff-pick” inserts, like The Top 4 Family-Friendly Halloween Films
• Incorporate the above into a documented stewardship plan (see template next page)
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Cultivation
Step
Timeline
$1 -
$249
$250 -
$499
$500 -
$999
$1,000 -
$2,499
Action