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Essentials of Fundraising with
eTapestry
Pam Dechert, CFRE Senior Consultant
What are the essentials of
successful fundraising?
Today’s session will cover:
What are the keys to successful fundraising?

How is fundraising doing?
Tools in eTapestry to ...
We’ve all got an opinion on
this…
But ultimately successful fundraising comes
down to:
A compelling, strong, passionate mi...
2012 CHARITABLE GIVING TRENDS
MULTI CHANNEL AND MULTI
GENERATIONAL IS THE NEW
NORM…BUT
Annual giving – essentials of
fundraising success start here
• New donors start out by giving to your
annual fund
• It is ...
HOW ARE YOUR RELATIONSHIPS?
2012 FEP Report Takeaways:
 For the first time since 2007, the net giving level was positive ...
FEP – OPT IN
Annual giving – where it all
• New donors
begins start out by giving to your
annual fund
• It is the beginning of donor lo...
HOW’S YOUR RELATIONSHIP?
•
•
•
•
•
•
•

What is your retention rate?
What is your average gift?
What is your upgrade/downg...
HOW ARE YOUR RELATIONSHIPS?
Do you Benchmark?
HOW ARE YOUR RELATIONSHIPS?
DONOR RENEWAL AND GIVING
DYNAMICS
CAMPAIGN & APPROACH
ANALYSIS
CONSECUTIVE MONTHS AND
YEARS
•
•

BUILT IN AND CUSTOM QUERIES
TO
Built in: USE
• LYBUNT/SYBUNT
• Top Donor
Custom: All new donors to the Annual Campaig...
HOW DO WE USE THESE TO
IMPROVE RELATIONSHIPS AND
RESULTS?

• Set realistic fundraising goals and donor retention rate
goal...
HOW DO WE USE THESE TO
IMPROVE RELATIONSHIPS AND
RESULTS?

• Based on these queries & reports; create custom queries to id...
How’s your relationship?
What is the minimum data you require for:
• A donor record
• Salutations
• Address, City, State
•...
How’s your relationship?
• Donor Profile:
• What do you know about the relationship?
• What do know about the donor?
• Do ...
How’s the relationship?
How’s the relationship?

Use eTap mobile to add a donor contact!
Use Quick Entry when you are back in the office!
How’s the relationship?
How’s the relationship?
Use your dashboard to manage it, remind and build those
relationships!
How’s the relationship?
• Queries and Reports on the dashboard
• Calendar of Relationship to do’s
• Progress and donors to...
To sum up on essentials of
fundraising success
• Starts with building loyalty and Annual
Giving
• You need a healthy relat...
Speaker Follow-up Slide
pam.dechert@Blackbaud.com
317.819.7529
For more information, resources,
and conversations, visit:
...
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Essentials of fundraising - eTapestry User Group 2013

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  • Section header
  • Fundraising Conferences, Research, books, CRRE’s, consultants…talk about Donor CentricDonor RetentionStrategic fundraisingComprehensive development planMulti channel marketingAnd we know that we need a strong case, and a good plan. Oh, and we want to be ‘donor centric’… Theoretically, we know this. Except there are these things called the budget, the fundraising goal, the board reports. And the pressure hits you. You are a small shop trying to write grants, track donors, thank donors, maybe even see a donor. But there is a golf outing next week, an online auction coming up, and a board member has a great new fundraiser they want to try. So, just under the surface of these pressures to do fundraising well (really develop the relationships) AND at the same time meet your numbers is your etapestry database.
  • In 2012, overall charitable giving in the United States was up 1.7% on a year-over-year basis. Large organizations grew by 0.3%, medium organizations grew 2.7%, and small nonprofits grew 7.3% compared to the same time period in 2011. Online giving grew 10.7% in 2012 compared to 2011. Large organizations grew by 7.2%, medium sized organizations grew 14.3%, and small nonprofits grew 11.8% on a year-over-year basis. Overall giving in 2012 grew 1.7% on a year-over-year basis for the 3,144 nonprofit organizations in the analysis. This was a decrease from the 2011 growth rate and points to a continuing slow recovery to charitable giving in the United States. It is clear that larger nonprofit organizations are still trying to rebuild their fundraising to pre-recession levels. Nonprofit fundraising performance had significant differences based on the size of the organization. Small nonprofits, with annual total fundraising less than $1 million, grew their fundraising 7.3% compared to 2011. Medium-sized organizations, with annual total fundraising between $1 million and $10 million, had an increase of 2.7% in 2012. Fundraising by large organizations, with annual total fundraising more than $10 million, was up by 0.3%.
  • Annual Fund needs to be a mix of traditional (direct mail, events, and new, online, txt etc. ) but traditional is still king. Research shows that annual fund donors represent a nonprofit’s future major contributors. Many annul fund donors you count on are your best major/planned gift prospects. A donor is defined as loyal if they have given to you a minimum of 3 out of the past 5 years. After 6 solicitations per year, long term loyalty diminishes. Focus on building long term relationships rather than squeezing an extra $20 during the year. HENZE Target Analytics
  • Annual Giving has 5 aims:Promote intro givingReach large groupsPromote loyal givingBe efficient and cost effectiveMinimize intrusion into donors life
  • Charities Raising More Money, But Still Losing DonorsFor the first time in five years, charity respondents to the annual Fundraising Effectiveness Project survey saw positive gains in giving, but still continued to lose donors faster than they gained them.The  survey, developed by the Association of Fundraising Professionals (AFP) and the Urban Institute, shows that for every $100 a charity gained in 2012 from new donors, the return of previous donors and increased giving from current donors, it lost an average of $96 from lapsed donors and smaller gifts from current donors—for a positive gain of $4. The positive results mark the first time since 2007 that the net giving level was positive, and stands in stark contrast to 2009 during the recession, when the net giving level was $-19—that is, for every $100 a charity gained, it lost $119. In 2011, the net giving level was $0, meaning charities lost $100 for every $100 gained.“The 2012 results are good news for charities, but we can’t get complacent,” said Andrew Watt, FInstF, president and CEO of AFP. “We are slowly but surely recovering from the impact of the recession, but we have a long ways to get back to pre-recession levels of giving. Plus, the difference in performance between small and large charities is startling, and we need to look at how the sector can better support these groups.”Organizations raising more than $500,000 in 2012 saw an average gain of $16.60 in their net giving levels. In contrast, charities raising $100,000 to $500,000 experienced net losses of $-5.10, and nonprofits raising less than $100,000 saw net losses of $-13.50.The report’s authors cautioned that growth in giving isn’t keeping pace with growth in the gross domestic product and inflation. An organization needs $100 in gains for every $94 in losses (a “net gain in giving” of $6) just to keep up with today’s GDP and outdo inflation. Despite Revenue Gains, Still Losing DonorsDespite 2012’s net giving increase of $4, nonprofits continued to lose more donors than they gained. For every 100 new and returning donors added to a charity’s donor list in 2012, 105 departed without a gift, for a net loss in donors of -5.This figure is a slight improvement from last year’s level of -7, but isn’t near the level of two years ago: + 3. Until the recession, charities were much better at retaining donors. For example, in 2007, the net gain in donors was + 13 (for every 100 new and returning donors, charities lost just 87).“The results are troubling because we’re seeing a trend of charities relying on fewer donors giving larger gifts,” said Elizabeth Boris, director of the Center on Nonprofits and Philanthropy at the Urban Institute. “Charities need to work harder on reaching out to new and different groups of donors. More important, however, is keeping donors for longer than a year, since it’s much cheaper to retain existing donors than it is to continually find new ones.”The FEP survey also looks at attrition in terms of how many donors in one year didn’t give the next year.  On average, 56.8 percent of 2011 donors did not make a gift in 2012.  This compares favorably with 2011’s 58.5 percent attrition rate, and continues a slow improvement trend that started in 2009.However, donor attrition was somewhat better in 2007 before the recession at 55 percent. “While the slightly improved donor attrition rate for 2012 is encouraging, it continues to show that donor retention needs to be a top priority for nonprofits,” said Watt.About the SurveyIn 2006, the Urban Institute, AFP, and a group of donor software providers designed a survey to measure gains and losses in gift amounts and in the number of donors among the firms’ clients. This year’s survey concluded in February and gathered data for 2012.The 2012 Fundraising Effectiveness Survey received data from 2,840 respondents covering year-to-year fundraising results for 2011-2012. Respondents raised over $1.3 billion from 1,556,000 donors for an average fundraising per respondent of nearly $469,000 and an average giving per donor of $856.
  • Annual Giving has 5 aims:Promote intro givingReach large groupsPromote loyal givingBe efficient and cost effectiveMinimize intrusion into donors life
  • Let’s look at existing donors and constituents first.
  • Annual Giving has 5 aims:Promote intro givingReach large groupsPromote loyal givingBe efficient and cost effectiveMinimize intrusion into donors life
  • Transcript of "Essentials of fundraising - eTapestry User Group 2013"

    1. 1. Essentials of Fundraising with eTapestry Pam Dechert, CFRE Senior Consultant
    2. 2. What are the essentials of successful fundraising?
    3. 3. Today’s session will cover: What are the keys to successful fundraising? How is fundraising doing? Tools in eTapestry to more effectively build relationships and raise more money for your annual fund.
    4. 4. We’ve all got an opinion on this… But ultimately successful fundraising comes down to: A compelling, strong, passionate mission your donors connect with; A relational approach to your donors (it’s about relationships, not numbers or money) A vigorous relationship-building program (which implies the use of multiple strategies), and An understanding of the connection between fundraising and every other function of your organization.
    5. 5. 2012 CHARITABLE GIVING TRENDS
    6. 6. MULTI CHANNEL AND MULTI GENERATIONAL IS THE NEW NORM…BUT
    7. 7. Annual giving – essentials of fundraising success start here • New donors start out by giving to your annual fund • It is the beginning of donor loyalty (or not) • It reaches the largest group of individuals • New donors and multi year donors will increase overall fundraising
    8. 8. HOW ARE YOUR RELATIONSHIPS? 2012 FEP Report Takeaways:  For the first time since 2007, the net giving level was positive and stands in stark contrast to 2009 during the recession, when the net giving level was $19—that is, for every $100 a charity gained, it lost $119.  In 2011, the net giving level was $0, meaning charities lost $100 for every $100 gained. BUT:  For every $100 you gained in 2012 from new donors & returning donors, you lost an average of $96 from lapsed donors and smaller gifts from current donors. Fundraising Effectiveness Project: You are or should be opted in!
    9. 9. FEP – OPT IN
    10. 10. Annual giving – where it all • New donors begins start out by giving to your annual fund • It is the beginning of donor loyalty (or not) • It reaches the largest group of individuals • New donors and multi year donors will increase overall fundraising
    11. 11. HOW’S YOUR RELATIONSHIP? • • • • • • • What is your retention rate? What is your average gift? What is your upgrade/downgrade rate? How do you compare do yourself and others? Do you have a goal to increase retention and donor loyalty? How well do you know these donors? What is a loyal donor?
    12. 12. HOW ARE YOUR RELATIONSHIPS? Do you Benchmark?
    13. 13. HOW ARE YOUR RELATIONSHIPS?
    14. 14. DONOR RENEWAL AND GIVING DYNAMICS
    15. 15. CAMPAIGN & APPROACH ANALYSIS
    16. 16. CONSECUTIVE MONTHS AND YEARS
    17. 17. • • BUILT IN AND CUSTOM QUERIES TO Built in: USE • LYBUNT/SYBUNT • Top Donor Custom: All new donors to the Annual Campaign • Compound query of all first time donors to your Annual Campaign • All donors this week and subtract out • All donations before this week
    18. 18. HOW DO WE USE THESE TO IMPROVE RELATIONSHIPS AND RESULTS? • Set realistic fundraising goals and donor retention rate goals • What if you increase donor retention by 4%,6%,10%? • Measureable by quarter • Set regular communications with these constituents
    19. 19. HOW DO WE USE THESE TO IMPROVE RELATIONSHIPS AND RESULTS? • Based on these queries & reports; create custom queries to identify key donors to communicate with and thank for upgraded gift, new gifts, downgraded gifts. • Use Mass Update to mass add contacts • Use Custom Account query to add calendar items • Segment thank you’s and communications based on these. • New donor thank you and welcome to your group • Thank you for being a loyal donor letter • Thank you for increasing your supports • Thank you for coming back and supporting us again • Communicate how their money is making a difference
    20. 20. How’s your relationship? What is the minimum data you require for: • A donor record • Salutations • Address, City, State • Account Type needs to be REQUIRED • Gift Entry • Campaign & Approach needs to be REQUIRED
    21. 21. How’s your relationship? • Donor Profile: • What do you know about the relationship? • What do know about the donor? • Do you set regular communications with each donor and track them in the donor’s record? • Do you track your informal communication? • Do you regularly do NCOA updates? • Do you track volunteering? • Do you target any of these donors to build a great profile? 10, 20? • Ask board and staff about information, birthday, interest in your group. • Informal and Formal research? Do you assign staff donors to manage or to research? • Do we ask them their preferences? Why not?
    22. 22. How’s the relationship?
    23. 23. How’s the relationship? Use eTap mobile to add a donor contact! Use Quick Entry when you are back in the office!
    24. 24. How’s the relationship?
    25. 25. How’s the relationship? Use your dashboard to manage it, remind and build those relationships!
    26. 26. How’s the relationship? • Queries and Reports on the dashboard • Calendar of Relationship to do’s • Progress and donors to communicate with
    27. 27. To sum up on essentials of fundraising success • Starts with building loyalty and Annual Giving • You need a healthy relationship that is built on your mission AND solid data, analysis, communication to keep and build a strong donor base that knows you make a difference with their help and giving. • Use the tools in eTapestry to track, build and maintain those relationships that lead to fundraising success!
    28. 28. Speaker Follow-up Slide pam.dechert@Blackbaud.com 317.819.7529 For more information, resources, and conversations, visit: blackbaud.com/research npEngage.com
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