Hidden Heroes: Buried Treasure In Your Database

38
#C2Webinar Hidden Heroes: Buried Treasure in Your Database Presented by: Fraser Green, Good Works Ryann Miller, Care2 #C2Webinar Watch the full presentation here: http://hub.am/11oi62F

Transcript of Hidden Heroes: Buried Treasure In Your Database

#C2Webinar

Hidden Heroes:

Buried Treasure

in Your Database

Presented by:

Fraser Green, Good Works

Ryann Miller, Care2

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Citizens use Care2 for:

Starting or signing petitions

Spreading news

Commenting on blogs

Donating $

Joining nonprofits

Nonprofits use Care2 for:

Recruiting Donors & Supporters

Traffic/Branding/Awareness

Advocacy

Building Facebook fan base

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Hidden Heroes – the Buried Treasure in Your Database

Fraser Green

Principal and Chief Strategist

@_GoodWorks_

Ryann Miller

Director of Nonprofit Services

@ryann

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

two great books

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

we give four ways:

tipper

buyer

donor

investor

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Tipper

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Tipper

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Buyer

#C2Webinar

Buyers

#C2Webinar

Donor

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Donor

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Investor#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Investor

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

2. research

“We have two ears and one mouth so that we can listen twice as much as we speak.”

Epictetus

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

DM Donor Profile

•older (80% 60+)

•churchgoer

•2:1 female:male

•70% retired

•wide education range

•80% empty nest

•average income

•majority 65+

•churchgoer

•70% female

•55% retired

•majority university

•80% empty nest

•higher income

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

we tested upgrade to:

monthly

mid-level ($500)

bequest

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

tested $500 giving

80%+ awareness of giving/recognition

very few see recognition as important (3%)

55% of US respondents have given $500+

17% of Canadians have given $500+

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

HERO ($500+) Donor Profile

•Income $75K+

•Bequest donor

•Gives to 20+ charities

•Churchgoer

•University grad

•Income $75k+

•Bequest donor

•Gives to 20+ charities

•Male (60%)

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

WHY do they do it?(Canadian focus groups)

Judeo-Christian ethic

commitment to cause

trust organization

IMPACT/RESULTS

sense of

ownership/control

(bluefrog)

NOT for recognition

NOT for taxes

Canadian donors are

short-listing charities!

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

http://www.bluefroglondon.com/downloads/papers/Mid_Value_Donor.pdf

Great study on ‘mid-value donors’ from Bluefrog in the UK

20% noblesse oblige

20% humble and holy

60% middle class heroes

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

3. WHY should you do

HERO©?

1. Boost annual revenue

2. Major Gift Farming

3. Bequest potential!

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

4. how to get started

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

how is HERO asking

different?

Head

Heart

Soul

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

WHO do you target?

Previous gift size(s)

Loyalty (number lifetime gifts)

Postal/zip codes

Monthlies! ($42/mo = $500/yr - $84/mo = $1,000/yr)

or, you could always ASK them!

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

cohorts

pre-1946 1946-1966 1967-1982 post-1982

Civic BOOMER Gen X Millenial

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

how do you construct the

ask(mail-based)

• tell a story

• the Harry Rosen touch

• present problem/solution – heart/head

• acknowledge the big ask

• show dramatic outcome

• leverage HERO gift with annual gifts

• promise stewardship

• offer great humanitarian VALUE

• use aspirational language

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

leverage annual gifts

one dam → 300 farms

X-ray machine →25 patients per day

maternal health clinic → 500 mothers/years

new staff position → 70 clients/week

new oven → 600 meals/day for ten years

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

plan the back end!(always an opportunity to stand out

from your competitors)

• super-fast acknowledgement

• sincere thank you

• update on program/project/impact

• ask for input

• 24/7 service – name, position, all possible contact info

Watch the full presentation here: http://hub.am/11oi62F

#C2Webinar

Fraser Green

[email protected]

@_GoodWorks_

www.goodworksco.ca

Ryann Miller

[email protected]

@ryann

www.care2team.com

thank you! questions? contact us!

Watch the full presentation here: http://hub.am/11oi62F