The audio for this webinar will be broadcast through your computer. Once you
join the presentation, a small audio broadcas...
Building Blocks for a Sustained
Giving Program
February 26, 2014
Hosted by Adam Lemmon & Danielle Johnson-Vermenton
Adam Lemmon
Lead Interactive Consultant
Go! Team

• Lives in Austin, TX
• If I weren’t doing this I would
be a backpack de...
Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (M...
“…it just seems to make sense to invest in a system
or process that can truly encourage sustained
support.”

See more at: ...
Sustained Fundraising
programs require time to grow

Monthly giving is growing in
popularity amongst American
donors (and ...
Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (M...
Commercial Break
Go! Essentials
Sustained Giving
Marketing and
Promotion

Storytelling /
Fundraising

Program
Maintenance

Foundation

•

Promote on websi...
Sustaining campaign big picture
Planning

- Theme/Narrative
(What’s the story?)
- Tone

- Voice (Who’s
pitching the ask?)
...
© 2012 Blackbaud, Inc.
© 2012 Blackbaud, Inc.
ONLINE
DONATION FORM
Monthly Giving Option Enabled
Clear Definition that this is a
monthly/recurring donation form

Provid...
Vitamin angels
Campaign template
Headline
Opening Statement (be bold)
Concise background info
Clear call to action – link
Levels: Spell out the impact
Headline
Opening Statement (be
bold)
Action Link

Concise background info
Bullets create natural
white space making it
mor...
Campaign template

Headline
Closing statement – call
to action
Bullets create natural
white space making it
more legible a...
Campaign template

Headline
Thank You

Impact statement: bullet
points = faster reading
Tell Others
MULTI-MESSAGE
CAMPAIGN
Multi-message campaigns
outperform one-off appeal
Help your audience anticipate the
monthly giving ...
© 2012 Blackbaud, Inc.
KEY REPORTS
New monthly donors / Lapsed monthly donors
Total $ from sustaining gift
Average monthly donation $

Monthly pr...
Service Center
Logged in view for donor

Donors have the tools to
be in control of their
experience via the
Service Center...
Customer Service
What is the donor experience

 Who will handle donor inquiries?
 Will you send annual receipts? Or
mont...
ONGOING
MAINTENANCE
Reporting
Customer Experience
Retention Strategy
Incentives
Offline Conversion

Branding & Marketing
Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (M...
Planning

Building

Launching

© 2012 Blackbaud, Inc.

Reporting
© 2012 Blackbaud, Inc.
Today’s Topics
Sustained Giving: It just makes sense
Building Blocks of Sustained Giving
Donation Forms
Email Campaigns (M...
Questions?
Resources
Online Marketing Benchmark Study (see how you stack up)
https://www.blackbaud.com/nonprofit-resources/onlinemark...
More Campaign Examples
Butte Humane Society
Can-Do-Canines
Northern Illinois Foodbank
Emancipet
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Sustained giving building blocks webinar feb 2014

  1. 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. 2. Building Blocks for a Sustained Giving Program February 26, 2014 Hosted by Adam Lemmon & Danielle Johnson-Vermenton
  3. 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. 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. 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. 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. 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. 8. Commercial Break Go! Essentials
  9. 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. 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. 11. © 2012 Blackbaud, Inc.
  12. 12. © 2012 Blackbaud, Inc.
  13. 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. 14. Vitamin angels
  15. 15. Campaign template
  16. 16. Headline Opening Statement (be bold) Concise background info Clear call to action – link Levels: Spell out the impact
  17. 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. 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. 19. Campaign template Headline Thank You Impact statement: bullet points = faster reading Tell Others
  20. 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. 21. © 2012 Blackbaud, Inc.
  22. 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. 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. 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. 25. ONGOING MAINTENANCE Reporting Customer Experience Retention Strategy Incentives Offline Conversion Branding & Marketing
  26. 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. 27. Planning Building Launching © 2012 Blackbaud, Inc. Reporting
  28. 28. © 2012 Blackbaud, Inc.
  29. 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. 30. Questions?
  31. 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. 32. More Campaign Examples
  33. 33. Butte Humane Society
  34. 34. Can-Do-Canines
  35. 35. Northern Illinois Foodbank
  36. 36. Emancipet
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