Missing Middle Webinar (April 2014)
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Are you missing millions? Engage YOUR Mid-level donors #c2webin ar Alia McKee– Sea Change Strategies Mark Rovner-Sea Change Strategies Nick Canedo– Rainforest Alliance Justin Perkins– Care2
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After compiling detailed data from 27 organizations and experts, Sea Change Strategies presents its findings on how to leverage those mid-level donors and keep them involved in your fundraising plan. In this webinar you'll learn: How to jumpstart your fundraising success with Mid-Level Donors How Rainforest Alliance successfully implemented a Mid-Level Donor Program The habits of highly effective Mid-Level Donor Plans
Transcript of Missing Middle Webinar (April 2014)
Are you missing millions? Engage YOUR Mid-level donors
#c2webinar
Alia McKee– Sea Change StrategiesMark Rovner-Sea Change Strategies
Nick Canedo– Rainforest AllianceJustin Perkins– Care2
Nonprofits use Care2 for:
• Recruiting donors and
supporters
• Driving traffic – fundraising
and branding
• Advocacy
• Growing Facebook community
Citizens use Care2 for:
• Starting and signing petitions
• Donating
• Spreading news
• Commenting on blogs
• Starting groups (organizing)
• Joining nonprofits
About
1%OF DONORS
34%
OF THE MONEY
Methodology
• Survey of 27 leading practitioners, May-June 2013
• In-depth interviews with six fundraisers
• Seven years of proprietary research
ACKNOWLEDGMENTS
Annie Berger, Rainforest Alliance
Kristin Bugge, Planned Parenthood Federation of America
Nick Canedo, Rainforest Alliance
Pete Carter, CCAH
Diane Clifford, National Audubon Society
Susan Comfort, Playworks Washington, DC
Megan Contakes, Integrated Direct Marketing
Roger Craver, The Agitator
Geraldine Engel, ACLU
Nancy Enterline, Monterey Bay Aquarium
Cathy Finney, The Wilderness Society
Dane Grams, Human Rights Campaign
John Graves, Eidolon Communications
Fraser Green, Good Works
Jamal Harris, The Nature Conservancy
Tricia Hart, Amnesty International USA
Krista Harte Sassaman, The Lukens Company
Lori Hutson, Planned Parenthood Federation of America
Mikaela King, Defenders of Wildlife
Kevin Layton, Human Rights Campaign
Robert J. Levy, Robert J. Levy Consulting
David Love, Agents of Good
Dennis McCarthy, Blackbaud
Frank O’Brien, OMP
Rosemary Oliver, Amnesty International Canada
Sam Parry, Environmental Defense Fund
Carol Rhine, Target Analytics
Martha Schumacher, Hazen Inc.
Shiloh Stark, Amnesty USA
Milo Sybrant, International Rescue Committee
8 HABITS OF HIGHLY EFFECTIVE
MID-LEVEL DONOR PROGRAMS
1. LEADERSHIP
IS EVERYTHING
Middle donors should be viewed as a central part of an organization’s lifetime value efforts. They will be retained and upgraded far more than smaller donors and far more than major donors. They represent the most significant block of money, commitment and loyalty
2. IT TAKES
PEOPLE POWER
3. BUST THOSE SILOS
Culture Clash!“Hi. I’m A Direct Mail Guy” “Hi. I’m A Major Donor Fundraiser”
• Spreadsheets and Pivot Tables
• Mass Production• Low margin, high
volume• Wal-Mart
• Donor profiles• Everything is
custom• Low volume,
monster returns• Tiffany’s
DIRECT MAIL MAJOR GIFTS
4. ATTRIBUTE THIS
What Gets
Measured Gets
Done.
5. GETTING THE
CONTENT RIGHT
3 THEMES
• Your money is making a difference.
• You are an insider.• Your generosity is valued.
“if you hold the gift back in the donor’s mirror— reflect it back to them saying ‘you’ve done a great thing; you have saved this bird or you have saved this area; because of you that crane will live.’ That is what the donor wants to hear.”
6. ALL WE NEED IS JUST
A LITTLE PATIENCE
7. LISTEN UP
“This was a wonderful opportunity and I would be
happy to participate in more things like this. Anything to help an organization that I
care about...”
It’s the Invitation,
Stupid.
8. THE INTERNET IS NOT
THE EASY BUTTON
PROFILES OF SUCCESS
Protect an additional
100 million acres of
forestland
Develop new
certification
standards
Establish hundreds
more alliances with
companies
Educate millions of
children about their
role in global
conservation
Engage tens of
millions of consumers
in making responsible
choices
PROFILES OF SUCCESS
VOLUNTEERS
EVENTS
DIRECT MARKETING
THREE TIERED SUCCESS
150 VOLUNTEERS
32 COMMUNITIES
STRIVE FOR FIVE
VOLUNTEER POWER
TRAININGS 2X ANNUALLY
STRIVE FOR FIVE DIGITAL COMMUNITY PORTAL
LOCAL ACQUISITION & RETENTION EVENTS
LOCAL GALA DINNERS
NATIONAL DINNER
EVENT POWER
PROGRAMMING SUPPORT FROM NATIONAL STAFF
INVITATION SUPPORT FROM NATIONAL STAFF
4 YEARS IN
COLLABORATION
SUPPRESSION
DIRECT MKTG POWER MAIL
PHONES
http://seachangestrategies.com/missing-middle/
JUMP START YOUR MID-LEVEL PROGRAM:
A 30 DAY PLAN
A SAMPLING FROM
MID-LEVEL DONOR PROGRAMS
Thank YOU!
SeaChangeStrategies.com
QUESTIONS?
#c2webinar
Alia McKee– Sea Change StrategiesMark Rovner-Sea Change Strategies
Nick Canedo– Rainforest AllianceJustin Perkins– Care2
