Expect the Unexpected: An Interactive Conversation on ......Expect the Unexpected: An Interactive...
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Expect the Unexpected: An Interactive Conversation on Marketing to Donors staffing and Structure Association Foundation Group October 17, 2019
Transcript of Expect the Unexpected: An Interactive Conversation on ......Expect the Unexpected: An Interactive...
Expect the Unexpected:
An Interactive Conversation on Marketing to
Donors
staffing and Structure
Association Foundation Group
October 17, 2019
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Your Speakers:
• Honna George, Director of Membership & Data
Management at the Society of Women Engineers
• Drew Navolio, Partner, VP of Client Services at David James Group
1. Your name, role, and where you
work.
2. What is one thing you hope to
learn today?
3. What is one piece of advice you
could give on marketing to
donors
Please Share
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Outline of Our Conversation Today
• Introduction – Who is in the room?
• Make it Simple: A Profile of SWE’s Giving
• Examples of unexpected donor marketing opportunities
& best practices.
• Workshop Ideas & Report Out
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Profile: SWE Donation Options
Campaigns:
• Planned Giving – Ada Pressman Society (All year)
• WE Annual Conference Registration Grants (Conference)
• Annual Campaign (Winter)
• Giving Tuesday (First Tuesday after Thanksgiving)
• Life Member Campaign (Spring)
• Leadership & Board Campaign (All year)
Recognition Strategies:
• Halo Reception
• Annual Report
• Blog posts
• Social media posts
• Website listing
• Customized outreach
• Thank you letters for gifts over $100
• Automatic thank you letters for online gifts
SWE engages donors and members throughout the year in various
campaigns and recognition strategies.
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SWE & Planned Giving
• Ada Pressman was an early member of SWE,
who was a SWE President, received the
Distinguished Service Award, and also served
on the Board of Trustees.
• Program was fully updated in 2016. Updates
included a new section on website, materials,
and communication strategy.
Individuals who commit to include SWE in their planned giving are recognized through
the Ada Pressman Society.
• Currently, 55 individuals have committed to including SWE in
their estate plan.
• SWE is updating all Planned Giving information.
• SWE will conduct awareness campaign in 2018 to all
professional members.
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Make Donating Accessible: Microdonation Programs
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
FY16 FY17 FY18 FY19
SWE Annual Registration Grant Donor Trends FY16 - Present
Goal Actual
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Make Donating Accessible: Microdonation Programs
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Example 1: Jack Black Remembers Mom
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Three Take Always from Example #1
1. Be accessible – we answered the phone when Jack
Black called but missed the Price is Right call.
2. Donor centric follow-up: focused on mother, not
celebrity factor. Stewardship of gift highlighted
mother’s work.
3. Timed publication of gift in accordance with donor
preferences.
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Example 2: Google Doodle Highlights Innovative Member
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Three Take Always from Example #2
1. Big gifts come in small packages – this Google
Doodle collaboration came from a small request and a
10 month email exchange.
2. Diversify Impact – we were able to raise awareness
and funding for the Mary G. Ross Scholarship.
3. Institutional history can be everything
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Example 3: John Oliver Highlights SWE
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Three Take Always from Example #3
1. Have the infrastructure ready.
2. Have the numbers to back up your story.
3. Continue the relationship past the one-time event.
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Reflect, Discuss, and Share
1. Take five minutes to document the following:
• One insight from today.
• One way to make your fundraising simpler.
• If you had one 15-minutes of marketing fame dream come true, what would it be?
2. Break into groups of 2-3 and spend a few minutes discussing the reflections of your
peers.
3. What is one thing you will do today to make one of the three things you described
happen?
It is time to report out and/or ask questions!
