Fundraising Campaigns1

Fundraising CampaignsPart 1

Rich DietzNonprofit R+D

rich@nonprofitrd.com

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus

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Our Speaker

Rich DietzFounder of Nonprofit R+D - Technology Training for Nonprofit Professionals

Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.

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Agenda

1. Review where we have been

2. Fundraising Campaign best practices

3. Worksheets and templates

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Previous Webinars

1. Online fundraising 101

2. Abila Fundraising Online (2 sessions)

3. Peer-to-Peer Fundraising

4. Website Best Practices

5. Email Marketing and Welcome Series

6. And on we go …

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Online Hierarchy of Needs

Need a strongFoundation

*E.T. = Emerging Technologies

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Fundraising Campaigns

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Fundraising Campaigns

THE key to online fundraising.. Or any fundraising for that matter

Fundraising Campaigns are the framework• You could run a successful campaign with just this info • Other Strategies and Tactics can then be added to this framework

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Definition: Fundraising Campaign

Most definitions something like:

“a campaign to raise money for some cause”

Our definition:“A coordinated series of actions that utilize

• a specific goal• a clear call to action• a sense of urgency (Timeline), • a compelling story, and• part of a larger supporter cultivation system

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Our Definition

Coordinated series of actions• Not a donate button or a single email• Multi-appeal (7 Touches)

Specific Goal• Focus should be on a specific program or need• Monetary goal should be relevant to the need

• Not just a number, but what that number will mean

Clear call to action• What do you want them to do?• Tied to the specific goal

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Our Definition

Sense of urgency (Timeline)• Don’t let them put it off until later• Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this school year

Compelling Story (Storytelling)• Stories increase emotion and donations• Tie the story into all communications

Part of larger supporter cultivation system• The donation is only a small part of the Fundraising Campaign• Continuous follow up and engagement – Long term benefits

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Fundraising Campaign Cycle

Traffic(Email, DM,

Social Media)

Landing Page(Website)

Action(Donate, signup, etc.)

Thanks / Follow Up

Donor Engagement

(Feed the Funnel)

11

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Why Fundraising Campaigns

Emotion >> Rationality• Dan Ariely – Predictably Irrational• Buy based on emotion / Rationalize it later with facts• Focus on emotion first,

• then give them the reasons why it was a good decision• Simon Sinek: How great leaders inspire action

What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)

Community Philanthropy 2.0 survey

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Dan Ariely – Money and Need

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Campaigns + Stories

http://www.austinfoodbank.org/hunger-is-unacceptable/

Campaigns (stories) are compelling… • Donation pages are not

Create emails and campaigns with “stories” in mind• Individual stories• Across emails.. The Cliffhanger• Multichannel• Childhood Hunger vs. four-year old Marie

http://www.austinfoodbank.org/hunger-is-unacceptable/

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Fundraising CampaignWorkbook

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Fundraising Campaign Templates

Fundraising Campaign Workbook

• Planning Timeline• Campaign Planning Sheet*• Email Templates*• Sample Campaign

* Includes Word versions for easy editing

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Fundraising Campaign Templates

These are just guides• Designed to get you off the blank page• Think how they fit into YOUR organizations planning and materials• Make sure to write in your voice – much more compelling

Basic three email series• Focus is on email since this is about online fundraising• You can integrate this with your direct mail campaign• Add more emails or communications as needed• Module on Strategies and Tactics will give more ideas on how to broaden and strengthen your campaigns

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Let’s go check out theWorkbook

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Homework

Your assignment, if you choose to accept it:

• Review the Campaign Planning Workbook

• Complete the Campaign Planning Sheet

• Create 1-3 draft emails using the Email Templates

• Send them to me and schedule a one on one to review

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@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus Rich Dietzrich@nonprofitrd.com