Fundraising Toolkit. Fundraising Instructions 1.Create an online fundraising page by visiting . .
A Quick Guide to Digital Fundraising - CresManager€¦ · A Quick Guide to Digital Fundraising Jay...
12
A Quick Guide to Digital Fundraising Jay Frost [email protected] 571-426-6214 1 A Quick Guide to Digital Fundraising Our Goal: To explore the best and most current tools and techniques to take your donor intelligence from good to great. Our Path: A guided tour of each phase of the major donor cycle-- Identification, Qualification, Cultivation, Solicitation, and Stewardship— learning the best current online resources, platforms, and approaches for each. Our Outcome: At the end of our time together, you’ll know how to bridge the art and science of philanthropy in your major gift effort.
Transcript of A Quick Guide to Digital Fundraising - CresManager€¦ · A Quick Guide to Digital Fundraising Jay...
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
1
A Quick Guide to Digital Fundraising Our Goal: To explore the best and most current tools and techniques to take your donor intelligence from good to great. Our Path: A guided tour of each phase of the major donor cycle-- Identification, Qualification, Cultivation, Solicitation, and Stewardship—learning the best current online resources, platforms, and approaches for each.
Our Outcome: At the end of our time together, you’ll know how to bridge the art and science of philanthropy in your major gift effort.
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
2
I. Introduction: A Tale of Two Paradigms
The Gift Pyramid and The Long Tail
A Battle of Titans: The Wealth Pyramid vs. Meghan Trainor
Conclusion: 21st Century fundraising requires both. Data driven fundraising permits both!
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
3
II. Identification & Qualification The Conversation: Where do donors come from?
• Board members, staff, volunteers, members • Family, friends, former staff, neighbors • Supporters of related organizations or causes • Anyone who will listen to your story and share it with others
The sweet spot: The intersection between wealth and affinity!
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
4
Before you start looking for your major donors, you have to know what they look like. For clarity, let’s play “Pedestal Man.” Directions:
• Write in the vertical spaces the six things you most want to know
about a prospective major donor • Draw one part of your stick man for each category you write in your
pedestal (Two arms + Two legs + trunk + head)
Pedestal Man
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
5
The Big Six (Plus One):
• Insider Stock o www.sec.gov (EDGAR) o www.cnbc.com (Ownership/Insider Holdings)
• Real Estate o www.zillow.com o www.knowx.com (Assets)
• Private Company Ownership o www.mydnb.com o www.hoovers.com
• Giving to Others o www.donorsearch.net o www.nozasearch.com
• Political Giving o www.opensecrets.org
• Board Service o www.guidestar.org o www.foundationcenter.org
• Giving to You o Inside your database: RFM Analysis
Remember: Giving is the product of asking! Sourcing prospective major donors through digital channels:
1) Screening existing donors a. www.blackbaud.com/analytics (Hard Data & Modeling) b. www.donorsearch.net (Hard Data) c. www.fullcontact.com (Social Influence) d. www.wealthengine.com (Hard Data) e. www.wealthx.com (UHNW Individuals only)
Try a screening for free now by clicking on http://www.donorsearch.net/special-offer-for-friends-of-jay-frost/
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
6
2) Acquisition through big data sources a. www.acxiom.com (Peronicx)
i. Call 888-322-9466 b. www.cqrollcall.com (CQ Roll Call)
i. Contact Domenic Caravello at [email protected]
c. www.donorsearch.net (Donors List by NTEE Code) i. Contact Ryan Woroniecki at [email protected]
3) Fully Profile and Qualify Your Prospective Donors
a. On Your Own i. Through individual sources ii. With online services like Blackbaud, DonorSearch,
Iwave, or WealthEngine b. Through a Professional Prospect Research Firm
i. www.helenbrowngroup.com 1. Contact Helen Brown at
[email protected] ii. www.aspireresearchgroup.com
1. Contact Jen Filla at [email protected]
c. Through a service provider i. www.relsci.com
1. Contact Velma Hutchins at [email protected]
III. Cultivation, Solicitation, and Stewardship Social Media provides a uniquely powerful window on the contemporary interests and networks on your donors. These platforms—and several tools drawing data from them—can rapidly accelerate your ability to…
1) Understand more about the real passions of your donors, 2) interact with donors in their preferred environment, 3) empower them to be your partner in soliciting others, and 4) recognize them before the wider public.
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
7
To make the most effective use of these platforms, you need to be aware of several important cultural considerations:
• Social Media is best as a two-way street: the more you give, the more you get.
• Social networks are all about individual control over identity, relationships and content.
• As in fundraising campaigns, and most other human activity, a small number of people make the biggest difference!
Following are three quick cheat sheets on the three major social media platforms and how to make the best fundraising use of them…
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
9
A fully digital fundraising program does not end with email solicitations and digital receipts. To be truly effective, digital fundraising empowers donors to be full partners in the online fundraising effort. Examples, especially in higher education, abound. The University of Michigan modified the #GivingTuesday theme to tailor their one day fundraising effort to their brand and employed dozens of social ambassadors to promote and raise money online. In the NGO world, CharityWater has employed the donate-a-birthday model to raise tens of millions of dollars for potable water wells in the developing world.
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
10
Giving Blue Day 2015
Charity Water Birthday Campaign
A Quick Guide to Digital Fundraising Jay Frost
[email protected] 571-426-6214
11
There are several important toolsets to advance these efforts.
1) Explore the free social media marketing tools at www.hubspot.com for ideas, templates, and calendars for advance planning.
2) Take advantage of free social media management and monitoring
tools like www.hootsuite.com to serve as a control panel for all social media activity.
3) Identify your social ambassadors—the important few at the top of the
Long Tail—consider exploring a service like www.FullContact.com.
4) Consider a software package like www.evertrue.com or www.graduway.com to provide and manage a social environment where your constituents can gather and share and you can observe who is a leader in your community and invite them to be your partner in online and offline fundraising efforts.
Most importantly, don’t think of these tools and techniques as somehow separate and apart from what you do. They are just a digital extension of what you have already been doing very well all along. Today’s online environment simply provides you access to a wider and more diverse audience, more potential donor and solicitors, and a deeper view into the passions that drive your donors to give. For more information on any of these tools or techniques, feel free to contact me at any time: Jay Frost [email protected] (571) 426-6214 You can also find, friend, and follow me at... LinkedIn – https://www.linkedin.com/in/jayfrost Twitter – https://twitter.com/gordonjayfrost Facebook – https://www.facebook.com/FrostOnFundraising
PRACTICAL PLANNED GIVING CONFERENCE SPEAKER EVALUATION
Date: ___________________ Speaker: ________________________________________ Name (optional): __________________________________________________ Please rate the following: Excellent Good Neutral Fair Poor I. OVERALL 5 4 3 2 1 Were your major objectives for this session met? Was the content of the session vital, timely, substantive? Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ II. RELEVANCE 5 4 3 2 1 Was the subject matter directly related to the requirements of your job? Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ III. VALUE 5 4 3 2 1 Do you believe the benefits of this session were worth the time, effort and cost? Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ IV. SPEAKER 5 4 3 2 1 How was their presentation style? Did the session move along at the right pace? Did they have appropriate knowledge on the topic? Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ V. MATERIALS 5 4 3 2 1 Were the materials clear and organized and appropriately helpful for the session? Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Vi. What did you like the most about the session? ____________________________________________________________________________________________________________________________________________________________________________ VI. Any suggestions to improve future sessions? ____________________________________________________________________________________________________________________________________________________________________________ XII. How many years of gift planning experience do you have? _______
