Five Dangerous Trends Facing Your Mission

Five dangerous trendsFacing your mission

Eric PratumFind Me: @EricPratum & @GrizzardComm 2

Trend 1: Corporate Competition 3

Trend 2.0: Trust Review from a friendMainstream media review Expert review Customer review Editors review Blogger review 0% 20% 40% 60% 80% 100% Groundswell: Winning in a World Transformed by Social Technologies 4

Trend 2.1: Engagement 5

Trend 3: Cross-channel measurementCampaign # of Responses % of Total Revenue Average GiftNovember 2010 Direct Mail 1,062 67% $51,330 $48.33Direct Mail-Online 40 3% $5,065 $126.63Lockbox White Mail 124 8% $11,773 $94.94Online 211 13% $32,238 $152.79Memorial/Honor 76 5% $5,875 $77.30Other 75 5% $19,122 $254.96Total 1,588 $125,403 $78.97Total Mailed in November 2010 49,846Overall Response Rate 3.19% 6

Trend 4: Funding gapSenior DonorsBoomer Donors 7

Trend 5: Foundation growth"I really became of Family Foundations thatThe Proliferation frustrated with the factall I did was writeformingafter check to thisMajor donors are check foundations to:charity ortheir giving without really feeling1. Focus that charitylike Because they are losing faith in charities2. it was part of me. At a certain point, youwant to feelthey are looking for true partnerships3. Because that connection."4. Maximize their tax benefit 8

Do you know me? 10

Values are important. 11

What I believe affects everything. 12

You never ask me what I think. 13

There are distinct reasons why Idonate. 14

However, I can tell you don’t have aclue. 15

Today, I got a newsletter. 16

It talked about you. 17

What you are doing here and there. 18

I am still wondering if you finished thathousing project. 19

Months ago, it seemed like a big deal.I gave. 20

My money should count. 21

Are you still a good investment? 22

Don’t tell me about your needs. 23

Tell me about the needs you aremeeting. 24

My friend told me about a newcharity. 25

I attended their webinar. 26

They asked for my opinion. I gave it. 27

Their Facebook Page informs me onbreakthroughs. 28

I heard about one of yours from them. 29

I was impressed. I gave. 30

They use technology to be moreefficient, not to chase trends or beflashy. 31

You use technology to ask for moremoney. 32

They treat me like a partner in a noblecause. 33

You treat me like an ATM. 34

I haven’t stopped giving. 35

Just to you. 36

Legacy

think BIG

Blue VsRed

Eliminate homelessness

Cure cancer

Eradicate HIV/AIDS

Vision 59

Tricking Tricking STOP Tricking

Blah, Blah, Blah, Yada, Yada, Yada, Give usBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us Money STOPBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us MoneyBlah, Blah, Blah, Yada, Yada, Yada, Give us Money Money

STOPRead and Hear

Be driven by the mission rather than

Inspire 64

The nonprofit brand experienceTake Donors to the Front Lines of the Work Vision Trips

Sight Smell Taste TouchSixth Sense Wine is like Branding HearDay After

8% response

• give only one gift per year • give only to newsletters• give every month • give online• give only to appeals • give only to events• give only to a specific offer • give only to receipt mailings• never give in the summer • are never going to give again• are wealthy• are elderly • bugged at mail volume• can give much more • will give to the next impact• care about other causes • never give in the winter • who volunteer • who have personally been impacted by your mission • give via the telephone

What to measureKnowing what tomeasure is asimportant as gettingthe metrics right

Integration

Your offer$105 = $1,000,000 + 26% 12,000 children a yearO = OfferP = ProgramB = Budget (Annual)A = AdministrativeC = CostL = LivesI = ImpactedT = Time

THE offer

Personal testimony1.Core conviction.2.It’s what drives you.3.It’s contagious.4.Living example (donate). 80

The two most important thingsWriteSpeakThe truth 81

Eric PratumEric.pratum@Grizzard.com404.935.7130

Five Dangerous Trends Facing Your Mission

by Eric Pratum on Jan 07, 2012

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Five Dangerous Trends Facing Your Mission — Presentation Transcript