BOARD FUNDRAISING: ENGAGEMENT STRATEGIES FOR SUCCESS · 19-10-2018 · BOARD FUNDRAISING:...
Transcript of BOARD FUNDRAISING: ENGAGEMENT STRATEGIES FOR SUCCESS · 19-10-2018 · BOARD FUNDRAISING:...
BOARD FUNDRAISING:
ENGAGEMENT STRATEGIES FOR SUCCESS
Seth Schalet, MBA, AFP
October 19, 2018
INTRODUCTION: SETH SCHALET
AGENDA
• Data Review on Giving
• Channels to Fundraise
• Outreach Strategies
• Impact of Board Giving
• Uncovering Value In Nonprofit
Board Service Close
• 30% of annual giving occurs in
December.
• 10% of annual giving occurs on
the last 3 days of the year.
• 77% believe everyone can make a
difference by supporting causes.
• 4.5 is the average number of
charities each person supports.
• 64% of donations are made by
women.
• 69% of the population gives.
• On average, high net worth
donors gave $25,509 to charity in
2015. By comparison, general
population households gave
$2,520 on average.
• Total charitable giving grew 4.1%
in 2016 and 5% in 2017.
• In 2017, the largest source of
charitable giving came from
individuals at $281.86 billion, or
72% of total giving; followed by
foundations ($58.28 billion/15%),
bequests ($30.36 billion/8%), and
corporations ($18.55 billion/5%).
• 12.3% of total corporate cash
contributions went through
corporate matching gift programs.
• Technology companies gave the
highest proportion of matching-
gift contributions as a percentage
of total cash gifts at 17.3%.
GENERAL CHARITABLE GIVING STATISTICS
* S O U R C E : W W W . N O N P R O F I T S O U R C E . C O M / O N L I N E -
G I V I N G - S TAT I S T I C S
Raw Data:
• 58.87% of nonprofits do not have a major
gift strategy
• 53.37% of nonprofits consider multiple
major gifts to be absolutely vital
• 67.54% of nonprofits do not have a
dedicated, full-time major gift fundraiser
• 43.74% of nonprofits define a major gift
as greater than $1,000
• 35.90% of nonprofits define a major gift
as greater than $10,000
• 75.32% of nonprofits say a lack of
investment on their part (manpower,
expertise, strategy, etc.) is why they don’t
do major gift fundraising
• 88% of total dollars raised comes from
12% of donors
Anatomy of a major gift donor:
• Already in your donor database
• Has a deep passion for your mission
• Has been giving to your organization for
five years or more
• Has the financial capacity for a major gift
• Is a current or former board member or
volunteer
Making the ask:
• At least 18-24 moves to cultivate
• Ask in person
• Ask for a specific dollar amount
• Tie it to a project (avoid undesignated
asks)
• Say thank you, even if the answer is “no”
MAJOR GIFT STATISTICS
* S O U R C E : H T T P S : / / B L O O M E R A N G . C O / B L O G / I N F O G R A P H
I C - M A J O R - G I F T - F U N D R A I S I N G - B Y- T H E - N U M B E R S /
Source: GivingUSA.org
NONPROFIT TRACTION CHANNEL RANKING AND BULLSEYE
NONPROFIT TRACTION CHANNELS BULLSEYE FRAMEWORK
USING THE NONPROFIT TRACTION CHANNELS BULLSEYE
FRAMEWORK
• Rank and place your nonprofit’s top three nonprofit traction channels in
the center ring.
• These are the key channels your nonprofit marketing team should
invest the majority of its time and resources to drive new supporters,
donors and customers.
• For each key channel, be sure to identify Key Performance Indicators
(KPIs) that you will be measuring. For example: If you set a target Cost
to Acquire a donor metric for Facebook ads, your team can continue to
invest time and resources to effectively scale this key channel.
S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G
HOW BOARD MEMBERS CAN USE THE NONPROFIT
TRACTION CHANNELS BULLSEYE FRAMEWORK
How It Works
Board members can look across the channels, pick three they will engage
in for the fiscal year. It is important to coordinate with CA YMCA Youth &
Government development team to ensure there is sufficient board
coverage across the channels.
Understand the different nonprofit traction channels
Complete the Nonprofit Traction Channel Ranking Table and Bullseye
Framework
Strategize, execute, evaluate and scale your top three traction channels.
It is imperative to focus and invest heavily in your highest potential
channels.
S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G
S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G
EXAMPLES
Influencer Marketing
Description: Connecting and encouraging key leaders with large followings to promote your
organization and campaigns.
Example: Kiss The Ground has enrolled singer songwriter Jason Mraz in the past to not only
promote and make a stand for the organization, but also serve as a strong brand advocate.
Use your networks.
Business Development (Partnerships)
Description: Business Development (BD) is the process of creating strategic relationships that
benefit both your nonprofit and partners. It is similar to sales, but instead of going one to one,
you are partnering to go one to many in a way that benefits both parties.
Example: Some organizations’ partner with grocery stores to fundraise on their behalf.
S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G
EXAMPLES Peer to Peer Fundraising
Description: Peer-to-peer fundraising leverages supporters to crowdsource and tap their networks on
behalf of your organization. If an organization is looking to effectively execute peer-to-peer fundraising,
I recommend the Classy platform.
Example: Barbells for Boobs has inspired its niche and passionate audience to leverage peer to peer
fundraising to drive both awareness and revenue so that the organization can mobile and empower
people to take action in breast cancer.
Speaking Engagements
Description: Speaking engagements are a worthwhile tactic to increase volunteers and donors. However,
organizations must be selective in determining which opportunities to pursue and ensure their
message is being shared with the right audience that is interested in the mission and willing to support.
Example: Urban Street Angels gained volunteer and donor traction by speaking at local Rotary Club
meetings.
Offline Events
Description: Offline events, trade shows and networking opportunities are an effective way to engage
people, albeit less scalable. Creating events or hosting groups via Meetup.com gives your community
the chance to connect and share the mission at hand.
Example: If your nonprofit is committed to ocean conservation and you start a monthly beach cleanup
meetup group, you will undoubtedly attract like-minded individuals to your cause.
Name & Contact Information Relational & Giving Data Other Information
David Kaufman 4567 East Side Street Midtown, Illinois 60612
Telephone: 252-123-4567 (Market Value: $785,000)
Florida Home: 1234 Seaside Court
Naples, FL 30312 Telephone: 312-678-5432 (Market Value: $3,678,000)
Spouse: Katie
President, Goodfellows Bank 1027 Main Street Midtown, IL 60612 Telephone: 252-986-7654
Affiliations Past Board, Theater Foundation Past Chairman, Athletic Club Board, Stewardship Foundation Member, Community Church Board, Committee for Community Development Board, YMCA Board, United Way Board, National Multiple Sclerosis Society Board, Policy Research Institute Board, Friendly Health Systems
Board, Smith Foundation Board, Goodfellows Foundation Board, Jones Foundation Board, Manufacturing Company Board, Alliance of Bankers
Sample Giving Donor, Not-For-Profit Organization Donor, Republican & Democratic
candidates
$50,000+ All Girls High School, 2003 $5,000-9,000 All Girls High School, 2002 $50,000-100,000 Friendly Hospital Foundation, 2004 $25,000+ State University Business School, 2003 $1,500-2,499 Public Museum, 2003 $10,000-14,999 Performing Arts Foundation, 2005 $10,000-99,999 State University, 2002
Date of Birth: November 16, 1948 Katie Kaufman is a retired
elementary school teacher
Katie Kaufman, Date of Birth:
January 6, 1944 The Kaufman’s have 3 grown
daughters
SAMPLE BOARD MEMBER DONOR PROSPECT PROFILE
SAMPLE PROSPECT PROFILE MAP
SAMPLE COMPREHENSIVE MAP SHOWING SECTOR GROUPINGS
SAMPLE LINKEDIN NETWORK MAP
2017 2018 Key Y&G Board Dates
Board Meetings
Friday, October 27th- 10:00am-3:00pm Wyndham Anaheim
Friday, January 19th- 10:00am-3:00pm Holiday Inn San Mateo
Friday, March 16th - 10:00am-3:00pm Sheraton Pasadena
Friday, June 22nd - 10:00am-3:00pm Sacramento Doubletree
September 2018- Board Retreat Date and time TBD Trainings/Conferences
November 10th-12th : T &E I- Fresno January 13th -15th:
T&E II- Fresno February 15th-18th : MLC-
Sacramento
March 23rd-25th: MUN Training- Camp Roberts April 26th–April 29th: MUN Summit-
Los Angeles
VIP DAYS
February 16th: VIP DAY SACRAMENTO
April 27th : VIP DAY MUN
Giving Opportunities
November 28th: Giving Tuesday – 100% participation needed
December 1st -Feb 17th: Annual Giving Campaign- 100% participation needed
Jan-April: Tax Check Off
June : Youth Governor Inauguration Ball- 100% needed
Just How Big is Giving
Tuesday?
150 countries
over 1 million
social media
mentions
2.5 million donations
in online
gifts $300
million
GIVING TUESD A Y 201 7 DONORPERFEC T C OMMUNIT Y
GIVING TUESD A Y 201 7 GLOBAL SUCCESS
Nonprofits who
participated last
year grew 9.5%
35% of online gifts were
Made on mobile
$175 average
online
gift
$27.8 Million
total + 40% from last year
of processing fees were covered by donors
Using the Donors Cover Costs option on DonorPerfect’s
integrated donation forms
72%
Your #GivingTuesday
Communication Channels • Email-create email to your network
• Social Media - post stories
• Facebook - link to GTuesday page
• Instagram –client pictures
• YouTube –make video or post existing
• LinkedIn –custom post or write article
What Can You Do As Board Members?
November 28
Your #GivingTuesday Options • CAYMCA Alumni Engagement: Each board members is assigned 25 alumni
• Double your donation via corporate matching gift. Get your company to include
CA-YMCAY&G In their program
• Individual board member match challenge
• Board collective match challenge:
• $25K Becomes $50K
These stats show what just one donor can do:
On average, a donor can raise $568 through an individual crowdfunding page.
An average donation to a crowdfunding campaign is $66.
Over 50% of people who receive an email about a crowdfunding campaign donate.
What Can You Do As Board Members?
WHAT IS AN ANNUAL CAMPAIGN/ FUND
• Annual ask by an organization: same time
• Creates a donor pipeline
• Creates expectation of cyclic giving
• Identifies potential leadership
• Identifies potential CAPITAL gifts
COMMUNICATIONS-OLD STYLE
• Personal connection
• Annual fund letter
• Phonathon
• Thank you on letterhead
COMMUNICATIONS - NEW STYLE
• Website
• Snapchat/Instagram
• Text
ANNUAL FUND VIDEO EXAMPLES
https://www.youtube.com/watch?v=490fwzvH04A **
https://www.bu.edu/campaign/ways-of-giving/annual-fund/
https://www.youtube.com/watch?v=DdLmpQMJieQ
These are some great examples. Jump on Google and find more. And
don’t forget about a thank-you at the end of the year to tie it together!
https://www.youtube.com/watch?v=OIshddqA-wc
TAX CHECKOFF ENGAGEMENT
JANUARY - APRIL
CALIFORNIA: 2016 AVERAGE INDIVIDUAL INCOME TAX
REFUND: $2,810
S O U R C E : C N B C . A C C O R D I N G T O I R S D ATA , T H E
AV E R A G E I N D I V I D U A L I N C O M E TA X R E F U N D I N 2 0 1 6
W A S $ 3 , 0 5 0 , N O T I N C L U D I N G B U S I N E S S I N C O M E ,
E S TAT E & T R U S T, G I F T A N D E M P L O Y M E N T TA X .
THINK OF TAX CHECKOFF LIKE A CAMPAIGN
Email Campaign to Friends and Family for Refunds
Social Media Outreach
Lunch & Learns Where You Work
Postcards to Local CPA’s & Tax Prep Firms
Contest for most confirmed checkoff donations
Tax Day Party To Celebrate Donors & Say Thank
You.
ANYTHING BUT FUNDRAISING…
“I’ll do anything
you want, just
don’t ask me to
ask for money”
“Isn’t the fact that I
am serving on the
board enough?”
“I didn’t become a
nurse to spend
my time
fundraising”
• Because you’re a
caretaker for the next
generation.
• Others won’t give to you
if you don’t have
conviction.
• It just feels good
• Multiplier effect—board
gifts beget more gifts
from new donors.
WHY BOARD GIVING MATTERS
UNCOVERING VALUE IN NONPROFIT BOARD SERVICE
Here are 5 valuable outcomes you can expect to obtain through board
service.
Let’s spend a moment on each outcome:
1. Leadership
2. Teamwork
3. Expand your network
4. Skill development
5. Enact meaningful change
LEADERSHIP
Board service gives you with the opportunity to sharpen,
cultivate and demonstrate your leadership skills. Although
many people who are invited to serve on a board are already
recognized leaders in their community, this does not preclude
“up-and-coming professionals” to seek Board service to
develop their leadership skills. It is through Board service and
other experiential experiences that strong leaders are
developed. As a Board member, you will be tasked with
providing the strategic and financial leadership to ensure your
organization’s vitality, integrity and ultimate success are
realized.
TEAMWORK
As a board member, you get to work with a variety of different people with
different skills and backgrounds all focused on accomplishing a common
goal. Through Board service, you will sharpen your ability to collaborate,
and hone your teaming skills. Most Boards are structured with an
executive committee and working subcommittees—excellent
opportunities to cross-team with Board colleagues on a variety of
initiatives. High-functioning Boards expect their Board members to join at
least one subcommittee and to fully participate during the Board
meetings. The best Boards embrace diverse perspectives in order to
obtain the best solution to the challenges the organization is addressing.
And impactful Boards do not expect to solve their problems in isolation,
nor rely solely on the nonprofit staff to shoulder the work of the Board.
EXPAND YOUR NETWORK
LinkedIn is great for online networking, but personal face-to-
face interactions are still the best way to demonstrate your
personal brand while growing your personal and professional
network.
Board service will expose you to people outside of your
traditional connections. A strong peer network will help you,
whether you are looking for that next new job, leveraging it for
your current position, or making new friendships.
SKILL DEVELOPMENT Serving on board committees and attending board meetings can translate
into valuable learning experiences for you. You will strengthen your
expertise in an array of fields. Through board service, you get an
exclusive look into a nonprofit’s governance and can help shape the
organization’s mission and strategy. As a board member, you are also
exposed to new ideas and opportunities, and can increase your business
acumen and knowledge of concepts like financial management and
strategy building. You’ll learn a how to contribute to a different type of
bottom line—one that incorporates the delivery of public benefit.
Cultivating school gardens, protecting the oceans, or helping returning
Veterans find employment are examples of supporting a social ‘bottom
line’. You will learn how to define and measure success, and understand
what tools and resources your nonprofit can tap into to achieve its goals.
In addition to learning from the people around you, you also have the
opportunity to be a mentor to an organization’s staff, volunteers, and
possibly other board members as well.
ENACT MEANINGFUL CHANGE
Serving on a board is a privilege and offers an opportunity to guide the vision
and strategy of an organization with a mission that is meaningful to you. If
chosen correctly, the board should serve as a vehicle for you to enact
change and make a substantial impact on issues that are important to you.
You will gain expertise on how to combat pressing social issues. While many
people do what they can to help address social and environmental issues
through donating money or ad-hoc volunteering, imagine the even greater
impact you could make through board service.
By serving on a nonprofit board, you gain first-hand knowledge and insight
into social issues’ causes and perpetuating factors. You also leave the board
equipped with the tools to find effective solutions to these issues—a win-win
for all.
Questions?
CONTACT SETH SCHALET
Operational IMPACT Partners LLC
Nonprofit Management Expertise: Sustainable Impact
(650) 579-1210
(650) 678-2022 (cell)
www.operationalimpact.org