Sustained giving building blocks webinar feb 2014

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  • 1. The audio for this webinar will be broadcast through your computer. Once you join the presentation, a small audio broadcast box will appear on your screen and you will hear the host through your computer speakers. To join an Audio broadcast in WebEx, click on the Communicate menu in your WebEx screen and select Join Audio Broadcast. If you are having problems connecting with the audio broadcast server you can still join using the teleconference. To join the teleconference follow the steps below: 1.Leave the audio broadcast by clicking on Communicate > Leave Audio Broadcast. 2.Get the teleconference number, click on Communicate > Join Teleconference. If you are unable to listen to the audio through your computer and wish to dial into the conference line, please use the information below: Call-in toll-free number: 1-866-410-6539 (US & Canada) Conference Code: 654 391 2
  • 2. Building Blocks for a Sustained Giving Program February 26, 2014 Hosted by Adam Lemmon & Danielle Johnson-Vermenton
  • 3. Adam Lemmon Lead Interactive Consultant Go! Team • Lives in Austin, TX • If I weren’t doing this I would be a backpack designer Danielle Johnson Vermenton Senior Interactive Consultant Go! Team • Former nonprofit fundraiser • Lives in Atlanta, GA • If I weren’t doing this I would be a chef
  • 4. Today’s Topics Sustained Giving: It just makes sense Building Blocks of Sustained Giving Donation Forms Email Campaigns (Marketing/Promotion) Ongoing Maintenance Key Takeaways Q&A
  • 5. “…it just seems to make sense to invest in a system or process that can truly encourage sustained support.” See more at: http://www.npengage.com/fundraising/sustained-giving-systematizing-donorloyalty/#sthash.jZ7sBEth.dpuf
  • 6. Sustained Fundraising programs require time to grow Monthly giving is growing in popularity amongst American donors (and Canadian donors too) Important to make monthly giving option easy to find
  • 7. Today’s Topics Sustained Giving: It just makes sense Building Blocks of Sustained Giving Donation Forms Email Campaigns (Marketing/Promotion) Ongoing Maintenance Key Takeaways Q&A
  • 8. Commercial Break Go! Essentials
  • 9. Sustained Giving Marketing and Promotion Storytelling / Fundraising Program Maintenance Foundation • Promote on website as way to give • Educate constituents, staff & board on the giving opportunity to make monthly gifts • • Basic reporting Admin ability to manage gifts Intermediate • Integrate campaign with print and social media • Multi-message campaign & dedicated donation form • Query sustained giving donors to suppress from other campaigns Advanced • Year long plan and inclusion in editorial calendar • • • Upsells Unique giving opp Branded giving opp • Allow donors to manage their own gifts online (see more in session 2!)
  • 10. Sustaining campaign big picture Planning - Theme/Narrative (What’s the story?) - Tone - Voice (Who’s pitching the ask?) -Timing and tie ins Building - Develop the multi message campaign Launching Reporting - Who will need to be involved for final approval? - Email Campaign reports to review audience reaction (opens/clicks) -Include 3 messages, a - What target date do dedicated donation you have in mind for form and launching? autoresponders -Include 3-4 concrete examples of impact to $ - Schedule the message deliveries in advance - Promote the initiative across multiple channels (multichannel!) - Donation reports to review gifts -Have a Gratitude Strategy
  • 11. © 2012 Blackbaud, Inc.
  • 12. © 2012 Blackbaud, Inc.
  • 13. ONLINE DONATION FORM Monthly Giving Option Enabled Clear Definition that this is a monthly/recurring donation form Provide details on gift level impact Keep your form as concise as possible – fewer fields means lower “abandonment”
  • 14. Vitamin angels
  • 15. Campaign template
  • 16. Headline Opening Statement (be bold) Concise background info Clear call to action – link Levels: Spell out the impact
  • 17. Headline Opening Statement (be bold) Action Link Concise background info Bullets create natural white space making it more legible and scannable Levels: Spell out the impact
  • 18. Campaign template Headline Closing statement – call to action Bullets create natural white space making it more legible and scannable Final Call to Action!
  • 19. Campaign template Headline Thank You Impact statement: bullet points = faster reading Tell Others
  • 20. MULTI-MESSAGE CAMPAIGN Multi-message campaigns outperform one-off appeal Help your audience anticipate the monthly giving campaign (talk about the “upcoming” campaign in your eNews) Clear call to action Let them know that this campaign will come to a close
  • 21. © 2012 Blackbaud, Inc.
  • 22. KEY REPORTS New monthly donors / Lapsed monthly donors Total $ from sustaining gift Average monthly donation $ Monthly processing (any payments errors/failures?) Plan for ongoing gift management: 1) Admin ability to manage gifts 2) Donor ability to self-manage gifts online Ongoing attention to card expiration dates Monitoring upcoming end-dates (if applicable)
  • 23. Service Center Logged in view for donor Donors have the tools to be in control of their experience via the Service Center. Donation form configuration options
  • 24. Customer Service What is the donor experience  Who will handle donor inquiries?  Will you send annual receipts? Or monthly?  Will you suppress donors from other campaigns? Keep the ones you love! Make sure you’re their favorite  Develop a gratitude with attitude strategy JUST for your monthly donors  Use technology to make it automated
  • 25. ONGOING MAINTENANCE Reporting Customer Experience Retention Strategy Incentives Offline Conversion Branding & Marketing
  • 26. Today’s Topics Sustained Giving: It just makes sense Building Blocks of Sustained Giving Donation Forms Email Campaigns (Marketing/Promotion) Ongoing Maintenance Key Takeaways Q&A
  • 27. Planning Building Launching © 2012 Blackbaud, Inc. Reporting
  • 28. © 2012 Blackbaud, Inc.
  • 29. Today’s Topics Sustained Giving: It just makes sense Building Blocks of Sustained Giving Donation Forms Email Campaigns (Marketing/Promotion) Ongoing Maintenance Key Takeaways Q&A
  • 30. Questions?
  • 31. Resources Online Marketing Benchmark Study (see how you stack up) https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy What is the Sustainer Bump? http://www.npengage.com/sustained-giving/the-sustainer-bump/ Increase Donor Loyalty with Sustained Giving http://www.npengage.com/fundraising/sustained-givingsystematizing-donor-loyalty/ Best Practices in Monthly Giving from Gail Perry http://www.gailperry.com/2011/07/20-best-practices-for-monthly-giving-programs/ Keeping Monthly Donors is Worth the Effort http://www.thenonprofittimes.com/news-articles/keeping-monthly-donors-is-worth-the-effort/ 10 Things to Know about a Basic Sustained Giving Program http://www.fundraisingsuccessmag.com/article/10-things-you-need-know-about-creating-monthly-giving-program410431/1# New Audiences, New Channels http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=6890 Gift Parity on npENGAGE http://www.npengage.com/online-fundraising/gift-type-parity-emerging-best-practice-for-2014 / npEXPERTS Show the Love eBook https://www.blackbaud.com/nonprofitresources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_ca mpaign=npEXPERTS2014
  • 32. More Campaign Examples
  • 33. Butte Humane Society
  • 34. Can-Do-Canines
  • 35. Northern Illinois Foodbank
  • 36. Emancipet