GuideStar Webinar (10/09/12) – More Money for More Good: 3 Steps to Help Nonprofits Fundraise
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GuideStar Webinar (10/09/12) – More Money for More Good: 3 Steps to Help Nonprofits Fundraise

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Presenters: Greg Ulrich, Director of Advisory Services, Hope Consulting; Bob Ottenhoff, President Emeritus, GuideStar USA; Lindsay J.K. Nichols, Communications Director, GuideStar USA (moderator)

Presenters: Greg Ulrich, Director of Advisory Services, Hope Consulting; Bob Ottenhoff, President Emeritus, GuideStar USA; Lindsay J.K. Nichols, Communications Director, GuideStar USA (moderator)

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GuideStar Webinar (10/09/12) – More Money for More Good: 3 Steps to Help Nonprofits Fundraise GuideStar Webinar (10/09/12) – More Money for More Good: 3 Steps to Help Nonprofits Fundraise Presentation Transcript

  • M ONEY FOR G OOD II How to Get More Money for More Good 2012H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood
  • Poll 1. Who are you? a. Nonprofit professional b. Foundation program officer c. Philanthropy advisor d. Other 2. Have you heard of the Money for Good research? a. Yes b. No 3. Have you downloaded our free Guidebook? a. Yes b. No H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 1
  • Where it all started… (for Bob) To revolutionize philanthropy and nonprofit practice by providing information that advances transparency, enables users to make better decisions, and encourages charitable giving. H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 2
  • Hmmm… Money for Good research by Hope Consulting gave us pause. Do people actually care about information… and GuideStar? Only 1/3 of donors research ~5% research to find the best NPO H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 3
  • Where this led Money for Good I: 2010 Money for Good II: 2011 • Surveyed 4,000 affluent Americans1 • Surveyed 6,500+ individual donors, advisors, and grant-makers2 • Created a baseline of Americans’ - Supported by the Gates Foundation, giving and impact investing Hewlett Foundation, Liquidnet for Good behaviors and preferences • Established these groups’ research • Found that while donors say that behaviors and unmet needs around: how well a nonprofit performs is − Information important, few actively try to fund − Format the “best” nonprofits` − Channel/source1. Nationwide surv ey of Americans with HH income of $80K+, with ov er-sample of Americans with HH income of $300K+.2. Nationwide surv ey of 5,075 donors, 875 donor adv isors, and 795 institutionally-affiliated grant-makers H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 4
  • Today’s goals… 1. How donors, advisors, and foundation grant- makers behave and research nonprofits today 2. What these groups want in terms of information on nonprofits 3. What nonprofits can do based on this information to improve their fundraising and operations H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 5
  • How nonprofits are researched… We Wanted to Know… We found…• Do individual donors really only • Yup research 1/3 of donations? • Looking deeper we see that 20% are core researchers, 30% occasional… • And research varies by cause area and familiarity• What about foundations & advisors? • They research almost all recs/grants• What information do people use and • All groups get their info from the NPO where do they get it? • Individual donors rely on basic information on the organization H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 6
  • Supporting DetailsFew donors research charities – even fewer to find the ‘best’nonprofits CARE RESEARCH COMPARE Care about nonprofit Self described as Researched t o performance doing ‘research’ compare before donating nonprofits Individuals Advisors Foundations H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 7
  • Supporting DetailsSome donors are more prone to research than others Lost Cause Long Shots Occasional Core • No research in past • No research in past • Show signs of • Researched in past • No research future • Possible to convince researching, but • Will research in • Will never research to research in future not consistently future% Individual Donors 14% 39% 29% 19%% research past 0% 0% 32% 100%% “action” past 38% 49% 83% 100%% Research > 1HR 6% 7% 24% 44%% Δ Behavior due 38% 51% 70% 73%to Research in past% Interest in HPNP 0% 37% 45% 51%% looked for 7% 14% 40% 62%“Effectiveness” info H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 8
  • Supporting Details However, donors are likely to research when they are not familiar with a nonprofit… % OF D ONATIONS R ESEARCHED % T HAT W OULD R ESEARCH W HEN : % of all respondents 0% 25% 50% 75% 100% 100% First-time donation 87% 80% 58% First-time, 60% recommended by a 81% friend 41% 40% 33% Disaster relief donation 74% 20% 0% Average When Not When Not Repeat donation 35% Brand Name Brand Name OR Personally RecommendedSource: M FGII H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 9
  • Supporting Details …or in particular cause areas % OF G IFTS R ESEARCHED % OF D OLLARS R ESEARCHED 0% 25% 50% 75% International 62% 0 Intl Disaster Relief 59% Human Rights 50% Community Poverty 48% Other 21% Employment 47% 27% Environment 46% Food 41% Poverty 41% Children 40% Women Education 38% 21% Animal 38% Disaster Relief 38% Children Education 36% 15% Health 34% Fundraising 31% Health Arts 25% 16% Religion 22% Specific School 18% --- averageSource: M FGII H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 10
  • And what do donors, foundations, and advisors want? We Wanted to Know… We found…• What information do they want? • They want a full picture of the NPO • They need more info on impact / effectiveness H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 11
  • Supporting DetailsWhat donors want: Donors want a full picture of a nonprofit, andbetter information on effectiveness than they have today Donor’s Information Needs UNMET NEEDS MET NEEDS Donors look for info on: InfoImportant − Financials Important Financials − Legitimacy Info Legitimacy − Cause Effectiveness − Organization Info on Cause Basic info on Org − Effectiveness Donors don’t find info on: − Effectiveness NO NEEDS Donors say they don’t care as much about:Not Important − Endorsements Endorsements − Information comparing nonprofitsInfo Comp. Info Performance Performance Weak Strong H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 12
  • And what do donors, foundations, and advisors want? We Wanted to Know… We found…• What information do they want? • They want a full picture of the NPO • They need more info on impact / effectiveness• How do they want it packaged? • Think “Consumer Reports”• Where do they want to get it? • Nonprofits or • Organizations (like GuideStar) that evaluate or provide info on nonprofits H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 13
  • Supporting Details Where they get information today: Today, the nonprofit itself is the donor’s leading source of information Sources Donors Use Today (check all that apply) 0% 10% 20% 30% 40% Nonprofits website 28% Friend or family member 25% Nonprofit solicitation 21% Beneficiary 16% Internet search 15% Site visit 14% Presentation/event 13% Someone at the nonprofit 13% Media report 11% Community foundation/funder 10% 3rd party nonprofit portal (ex. GuideStar) 9% Expert 6% Grant proposal or annual report 4% Advisor 2% Sources prov ided by theSource: MFGII nonprofit H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 14
  • Supporting Details Where they will go tomorrow: But donors would prefer to use third-party portals or organizations Sources Donors Would Prefer to Use 0% 25% 50% 75% 100% Nonprofit evaluation org (ex. GuideStar) 53% Evaluation org (e.g., Consumer Reports) 48% Certification org (ex. BBB) 47% Family and Friends 39% Nonprofit itself 32% Leading foundations 28% People involved with org. 28% Media 24% Expert panel 18% Government agency 18% Local community foundation 16% Leading university 12% General public 10%MFGII. Q: “Who would you trust to prov ide the information that you are looking for?”. %’s reflect % of respondents rating source as a 5 or 6 on 1-6 scale H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 15
  • And what do donors, foundations, and advisors want? We Wanted to Know… We found…• What information do they want? • They want a full picture of the NPO • They need more info on impact / effectiveness• How do they want it packaged? • Think “Consumer Reports”• Where do they want to get it? • Nonprofits or • Organizations (like GuideStar) that evaluate or provide info on nonprofits• Will they act differently? • 5% … or $15,000,000,000 H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 16
  • Supporting DetailsThe Opportunity: $15,000,000,000  Nonprofits receive $300B annually from donations and grants  Based on our research, we believe that there is an opportunity to shift ~5% of that – or $15B – through better information  This implies a wonderful opportunity to shift more money to the best nonprofits H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 17
  • So, let me understand… Are you saying…• Donors are rational, analytical beings • No. Not that black and white that want a lot of data, especially on • Giving is emotional impact? • But people want to know they are doing good w/ hard earned $$• GuideStar had it right all the time? • In some ways, yes • In others, we are changing• That there are things nonprofits can • Good question… do with this information??? H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 18
  • Collect, Communicate, Connect H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 19
  • Before elaborating, another quick poll 1. Have you heard of the GUIDESTAR EXCHANGE PROGRAM? a. Yes b. No 2. Do you have an updated GUIDESTAR EXCHANGE PROFILE? a. Yes b. No c. I don’t know 3. Have you heard of CHARTING IMPACT? a. Yes b. No 4. Have you heard of GREAT NONPROFITS? a. Yes b. No H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 20
  • Collect, Communicate, Connect1. Focus on impact. The unmet need. Show how well you are achiev ing your goals2. Chart your impact. Answer fiv e key questions that will bring you and your donors clarity on your approach and accomplishments. For more go to www.chartingimpact.org3. Update / complete your GuideStar Exchange profile at http://bit.ly/GuideStarExchange4. Use GreatNonprofits to gather input from stakeholders at www.greatnonprofits.org H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 21
  • Collect, Communicate, Connect1. Lead with impact and competence. Donors want to be sure their money isn’t being wasted and that you are making a difference. They look to NPOs to find that info2. Highlight third party accolades, like Philanthropedia, GreatNonprofits, Charity Nav igator3. Update your GuideStar Exchange profile. You can link directly to it and it will populate many other portals. H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 22
  • Collect, Communicate, Connect1. Know your donors. Donors are a div erse group and not ev eryone is going to be the right fit for your message. Make sure that you are talking to the right groups2. Target your message. Make sure you tell your story in a way that appeals to each groups3. Follow up. Thank your donors and let them know what you did with the money and how you are improv ing what you do. Don’t ruin it by asking for more H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 23
  • More Money for More Good – CAPTURE THE $15 BILLION! The Guide Includes:  Info: In-depth findings on how individual donors, advisors, and grant-makers use information today, and are likely to use information tomorrow  Insights: How nonprofits can increase fundraising and help create a more effective sector  Applications: Case studies of organizations that use information to drive donor engagement  Tips: 10 tips to help nonprofits collect better information, communicate their story, and connect with donors  Document is available at www.guidestar.org/moneyforgood  Questions? Email Lindsay at lnichols@guidestar.org H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 24
  • Thank you! Bob Ottenhoff President and CEO Emeritus, GuideStar CEO, Center for Disaster Philanthropy bob.ottenhoff@disasterphilanthropy.org http://disasterphilanthropy.org/ Greg Ulrich Director, Hope Consulting greg@hopeconsulting.us www.hopeconsulting.us Lindsay Nichols Communications Director, GuideStar lnichols@guidestar.org www.guidestar.org H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 25
  • Q&A For more information, including our full reports, infographics, and other tips, please visit: www.guidestar.org/moneyforgood www.guidestar.org | www.hopeconsulting.us H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 26
  • Appendix H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 27
  • APPENDI XAbout GuideStar GuideStar’s Mission To revolutionize philanthropy and nonprofit practice by providing information that: • advances transparency, • enables users to make better decisions, and • encourages charitable giving. H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood 28
  • About Hope Consulting W HAT W E D O W HO W E A RE H OW W E ’ RE U NIQUE Customer insights and Experienced consultants Deep Customer strategy consulting from top-tier strategy Insights Capabilities firms Comprehensive discovery Identify opportunities for predictive approaches clients to drive growth Supported by specialists quantification of and social impact with deep expertise in market opportunity brand, technology, and Focus on: industry Strategy Expertise • Global health • Financial services Powerful Analytics • Impact investing • Philanthropic Experience on the effectiveness Ground (50+ countries) 29 H O P E CO NS U LT I NG a n d G U I DES T AR U S A #M on eyforG ood