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Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
Blackbaud HFH User Forum
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Blackbaud HFH User Forum

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Non profit year end best practices - Fall 2008

Non profit year end best practices - Fall 2008

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  • 1. Professional Services | Page 2Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Agenda ƒ Introductions & Ground Rules ƒ Housekeeping ƒ Year End Best Practices 1. Year End Appeal ƒ Targeting & Segmenting your best prospects ƒ The ‘Ask’ 2. Analysis & Planning ƒ Question and Answer Professional Services | Page 3Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Introductions & Ground Rules ƒ Today’s session is a part of an ongoing series of User Groups that Blackbaud hosts for its affiliate customers. Attendees are encouraged to share their experiences for the benefit of the group. ƒ Our facilitator: – Jeff Terry, Blackbaud’s HFH Account Manager ƒ Joining our conference call are affiliates from across the US and Canada Ground Rules: – Your participation is requested; this session was designed to be interactive. Feel free to ask questions and share your experiences. – Be aware of your background noise and/or hold music. – Enjoy this time with your peers!
  • 2. Professional Services | Page 4Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Housekeeping ƒ To encourage your participation, we will prompt you during the session for your experiences and comments. ƒ The concepts of this session should be applicable to any size affiliate ƒ Feel free to ask questions at any time. ƒ To keep the conversation going after the User Group, we have created an Affiliate Forum on our web site. This is a place where affiliates can ask more questions and share best practices. – http://hfhforum.blackbaud.com Professional Services | Page 5Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Agenda ƒ Introductions & Ground Rules ƒ Housekeeping ƒ Year End Best Practices 1. Year End Appeal ƒ Targeting & Segmenting your best prospects ƒ The ‘Ask’ 2. Analysis & Planning ƒ Question and Answer
  • 3. Professional Services | Page 6Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Why do ‘Year End’ or ‘Holiday’ Appeals? A: Loads of tactical reasons… ƒ ƒ ƒ donors are trained to give during the holidays ƒ tax deduction donors are writing checks now A: Strong strategic reasons ƒ ƒ ideal time for new donor acquisition (cost to acquire vs cost to retain) ƒ you’ve spent the last 8-10 months telling your story and building affinity with your constituency Professional Services | Page 7Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Why do ‘Year End’ or ‘Holiday’ Appeals? A: HFH Tuscon’s 2005 numbers explain: 18.49%$357,882.961,277December 7.86%$152,161.54547November 7.51%$145,258.77394October 4.27%$82,640.13240September 5.72%$110,736.11308August 3.50%$67,695.02130July 24.73%$478,583.36231June 4.51%$87,217.63410May Month Percent of total given Total given Number of gifts Raiser’s Edge Tip: Run the Statistical Report, by Month for this analysis
  • 4. Professional Services | Page 8Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Why do ‘Year End’ or ‘Holiday’ Appeals? A: Blackbaud’s Online Giving Data shows that peak online giving happens in November & December every year Gift Amount Monthly Comparison $0 $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 $14,000,000 $16,000,000 $18,000,000 JanuaryFebruary M arch April M ay June JulyAugust Septem berO ctober N ovem ber D ecem ber 2002 Donation Amount 2003 Donation Amount 2004 Donation Amount 2005 Donation Amount 2006 Donation Amount Professional Services | Page 9Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Who are our best targets? Affiliate Comments for Discussion: – “We mail to everyone in our database so we don’t miss anyone” – “Our affiliate focuses on renewing prior year donors” – “We’ve just begun coordinating our messaging across direct mail and email appeals” – “Our new Dir of Development is insisting that we have different appeal letters for different types of donors”
  • 5. Professional Services | Page 10Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Who are our best targets? To determine which segments warrant the effort & expense, reviewing data from prior efforts is critical. As a best practice, think about tracking: – Which appeals were sent to which donors – Who responded to each appeal – Which appeals generated the highest volume AND highest dollar amount – Overall cost of postage, printing, etc for each appeal – Instructions for tracking each of these metrics can be found in Blackbaud’s Knowledge Base article # 149072 Professional Services | Page 11Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Some Common Segments: Your best supporters should be recognized as such…perhaps a year- end thank you is more appropriate than an ask? Major/Top Donor Segments Prior year donors are among your first priorities. Consider language that connects their previous gift with mission delivery. LYBUNTS & SYBUNTS
  • 6. Professional Services | Page 12Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Some Common Segments: Identify middle tier donors and use language that suggest an increased level of support. Upgrade Segments Friends, family, business associates of your board members are grouped. The board member signs her group of letters before mailing. Board or Leadership Segments Professional Services | Page 13Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Some Less Common Segments: Will a 1-4% response rate from this group justify the cost of mailing to them? Consider excluding constituents that haven’t given in 3+ years. Non Donor Segment The number of touch-points your constituents have with the affiliate can be quantified. (a person that volunteers regularly, sits on a committee and receives the newsletter scores high) Different appeals are sent based on the range of scores. Connectedness Segments Longevity is often a better predictor than previous gift amounts. These donors may be a prospect for a planned or major gift ask, in addition to their annual type gift. Consecutive Years or Long Time Donors Raiser’s Edge Tip: Run the Consecutive Years Report to identify these donors
  • 7. Professional Services | Page 14Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Some Less Common Segments: Identify constituents that gave online or have opted into your eNewsletters or registered to volunteer online. Appeal to them using the same electronic medium. eDonor Segment Some non profits will recognize the anniversary date of the first gift as an important occasion in the appeal letter….a subtle reminder that 12 months have passed. Anniversary Donors Identify constituents that have made their first gift to the affiliate. Use appeal language that makes it easy for them to give a 2nd time (small gift amount, online giving, etc) New Donor Segments Professional Services | Page 15Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Who are our best targets? Best Practice Take Away: – Your supporters have different interests, giving histories and levels of connectedness with your affiliate. Your appeal should speak to these differences. ƒ The deeper the profile you keep in your database, the easier it is to appeal in a ‘donor centric’ way ƒ The more donor centric your appeal, the better the response – Affiliates need to measure response rate within each segment in order to improve the following year. Raiser’s Edge Tip: Run the Appeals Analysis Report to measure response rates and cost per dollar raised
  • 8. Professional Services | Page 16Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: How does an affiliate make the best ask? Affiliate Comments for Discussion: – “Every appeal we send out includes a story of one of our families…they generate a much stronger reaction” – “We send the same letter to everyone to keep it simple” – “We struggle with suggesting a gift amount” – “We don’t have the staff to send different letters out” Professional Services | Page 17Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Agenda ƒ Introductions & Ground Rules ƒ Housekeeping ƒ Year End Best Practices 1. Year End Appeal ƒ Targeting & Segmenting your best prospects ƒ The ‘Ask’ 2. Analysis & Planning ƒ Question and Answer
  • 9. Professional Services | Page 18Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: How does an affiliate make the best ask? Blackbaud’s Recommendations: – If you can’t be personal, don’t bother – Leverage the Brand Power that HFHI brings – Use email, website, PSAs, etc to boost response rates – Recruit families to provide quotes or success stories – Automated database functions make this process manageable with limited staff resources Raiser’s Edge Tip: Use the Segment Function to combine segments in a single mail run Professional Services | Page 19Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Agenda ƒ Introductions & Ground Rules ƒ Housekeeping ƒ Year End Best Practices 1. Year End Appeal ƒ Targeting & Segmenting your best prospects ƒ The ‘Ask’ 2. Analysis & Planning ƒ Question and Answer
  • 10. Professional Services | Page 20Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Analysis and Planning Q: What are affiliates doing to prepare their 2007 fund raising plan? Affiliate Discussion Points: – “Looking at our build projections and revenue needs” – “Hoping to find new funding sources” – “Reviewing performance data to build our 2007 plan” – “Just hoping to maintain sanity through December!” Professional Services | Page 21Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Analysis and Planning Q: What are affiliates doing to prepare their 2007 fund raising plan? Year over year comparisons:
  • 11. Professional Services | Page 22Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Analysis and Planning Q: What are affiliates doing to prepare their 2007 fund raising plan? Donor retention & acquisition analysis: Professional Services | Page 23Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Analysis and Planning Q: What are affiliates doing to prepare their 2007 fund raising plan? Giving Trends Within Affinity Groups:
  • 12. Professional Services | Page 24Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Analysis and Planning Q: What are affiliates doing to prepare their 2007 fund raising plan? Cost Per Dollar Raised & Appeal Response Rates: Professional Services | Page 25Year End Best Practices © 2006 Strictly Confidential Material and Property of Blackbaud Questions Suggestions or Questions from the Group? Jeff Terry Blackbaud, Inc. Jeffrey.Terry@blackbaud.com 1.800.443.9441 (ext. 3133) Elizabeth Brunner Habitat for Humanity International EBrunner@habitat.org

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