GuideStar Webinar (12/06/12) - Awash in Money: How to Compete with Billion Dollar Elections and Hurricanes This Year-End
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GuideStar Webinar (12/06/12) - Awash in Money: How to Compete with Billion Dollar Elections and Hurricanes This Year-End

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Presenters: Andrea Kihlstedt, author and co-founder, AskingMatters.com; Gail Perry, author, Fired Up Fundraising: Turn Board Passion into Action; Diana Hand, Senior Marketing Manager, GuideStar ...

Presenters: Andrea Kihlstedt, author and co-founder, AskingMatters.com; Gail Perry, author, Fired Up Fundraising: Turn Board Passion into Action; Diana Hand, Senior Marketing Manager, GuideStar (moderator)

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GuideStar Webinar (12/06/12) - Awash in Money: How to Compete with Billion Dollar Elections and Hurricanes This Year-End GuideStar Webinar (12/06/12) - Awash in Money: How to Compete with Billion Dollar Elections and Hurricanes This Year-End Presentation Transcript

  • Awash in Money How to Compete with Billion DollarElections and Hurricanes this Year End #yearendfundraising 1
  • Andrea Kihlstedtandrea@askingmatters.com Gail Perry gp@gailperry.com Lindsay Nichols (moderator) lnichols@guidestar.org #yearendfundraising 2
  • $3 billion spent in US Political CampaignUntold millions raised for Sandy #yearendfundraising 3
  • Is there ANY money left? #yearendfundraising 4
  • What’s a gal to do? #yearendfundraising 5
  • GOOD NEWS Political donations do not cut into charitable donations for most donors. 89% said their political donations did not negatively impact their charitable giving. Fidelity Charitable® Giving Season Survey October 2012 #yearendfundraising 6
  • 5 Strategies to Compete Successfully 1. Renew and Upgrade Donors 2. Ask in Person 3. Ask Boomer Gals 4. Highlight the Benefits 5. Be More Specific #yearendfundraising 7
  • 1. Mount An All-Out Campaign to Renew and Upgrade Donors #yearendfundraising 8
  • 1. Renew and Upgrade DonorsDonor Attrition WAKE UP Call! #yearendfundraising 9
  • 1. Renew and Upgrade DonorsLook underyour nose! #yearendfundraising 10
  • 1. Renew and Upgrade Donors Donors Are Not Renewing! Every $100 gained in 2011 Offset by $100 lost Net gain: $0 AFP Urban Institute Fundraising Effectiveness Survey #yearendfundraising 11
  • 1. Renew and Upgrade Donors # Donors Not Renewing 2011-2012 Current donors: 59% New donors: 73% AFP Urban Institute Fundraising Effectiveness Survey #yearendfundraising 12
  • 1. Renew and Upgrade DonorsDo you have a leaky donor bucket? #yearendfundraising 13
  • 1. Renew and Upgrade Donors Is there ANY money left?Most Costly Mistake THE DONOR ABYSS #yearendfundraising 14
  • 1. Renew and Upgrade Donors Is there ANY money left?10% improvement in donor retention 50% boost in donor revenue IMMEDIATELY. ~Tom Ahern referring to Dr. Adrian Sargeant’s research #yearendfundraising 15
  • 1. Renew and Upgrade Donors Satisfied donors WILL give more! 44% of donors said they could have afforded to give more last year. ~Penelope Burk 2012 #yearendfundraising 16
  • 1. Renew and Upgrade Donors What Creates Donor Loyalty?“Donor satisfaction with thequality of service provided bythe fundraising team is thesingle biggest driver of loyaltytoward the organization.” ~Dr. Adrian Sargeant #yearendfundraising 17
  • 1. Renew and Upgrade Donors What Creates Donor Loyalty?• Prompt, personal TY• Did my gift make a meaningful impact?• Was my gift used as intended? ~Penelope Burk #yearendfundraising 18
  • 1. Renew and Upgrade DonorsThree Things to Do RIGHT NOW! 1. Pull a report of non-renewals. 2. Special plan for your top 10 donors. 3. Call everyone else on your list! #yearendfundraising 19
  • 2. Ask in Person #yearendfundraising 20
  • 2. Ask in PersonBy Mail 4% By Phone 25% In Person 75% #yearendfundraising 21
  • 2. Ask in Person3 out of 4 asks result in a gift #yearendfundraising 22
  • 2. Ask in Person #yearendfundraising 23
  • 2. Ask in Person #yearendfundraising 24
  • 2. Ask in PersonCompetitive, team players, goal orientedIn the moment, creative, courageousListeners, emotional, caringDetailed, responsible, thorough #yearendfundraising 25
  • 2. Ask in PersonWhat’s the What’s thegoal? opportunity?What might What movesgo wrong? my heart? #yearendfundraising 26
  • 2. Ask in Person What’s YOUR Asking Style? www.askingmatters.com #yearendfundraising 27
  • 3. Ask the Boomer Gals #yearendfundraising 28
  • 3. Ask the Boomer Gals“Boomer and older women are more likely to give to charity and give more than their male counterparts when other factors affecting giving are taken into consideration.” ”Women Give 2012” Women’s Philanthropy Institute at the Center on Philanthropy at Indiana University #yearendfundraising 29
  • 3. Ask the Boomer Gals #yearendfundraising 30
  • 3. Ask the Boomer GalsA study of affluent older adults:for every $100 men gave,women in the same economiccircumstances gave $258. ”Women Give 2012”” Women’s Philanthropy Institute at the Center on Philanthropy at Indiana University #yearendfundraising 31
  • 3. Ask the Boomer GalsWomen are more likely to want their gift to be public use securities to give seek guidance from a financial planner. --Nonprofit Times #yearendfundraising 32
  • 3. Ask the Boomer GalsMake It Easy to See 12 point minimum Brighter colors #yearendfundraising 33
  • 3. Ask the Boomer Gals1. Pull a report of older women donors who need to renew and focus on them.2. Emphasize family and connection3. Write from your heart4. Large font5. Emotional pictures 34
  • 3. Ask the Boomer GalsFinal TestTake your letter to yourgrandmother.See how she likes it. #yearendfundraising 35
  • 4. Highlight the Benefits #yearendfundraising 36
  • 4. Highlight the Benefits #yearendfundraising 37
  • 4. Highlight the BenefitsFEATURES BENEFITS Smooth finish  Easy to clean Four tines  Snares food 6 inches long  Fits the hand Metal  Durable Curved  Doesn’t hurt mouth #yearendfundraising 38
  • 4. Highlight the BenefitsYour Organization’s Features Buildings Programs Years in service Staff Systems Plans Budget #yearendfundraising 39
  • 4. Highlight the BenefitsYour Organization’s Benefits Lives touched Safe community Crises avoided Happy people Healthy people Strong economy #yearendfundraising 40
  • 4. Highlight the BenefitsYour Donor’s Benefits Feel included Feel appreciated See results Be invited New opportunities Warm heart #yearendfundraising 41
  • 4. Highlight the Benefits NO: “tough times.” YES: “do something wonderful” that will carry a message to donors that the charity is fulfilling its mission.” ~Penelope Burk 2012 #yearendfundraising 42
  • 5. Be Specific #yearendfundraising 43
  • 5. Be SpecificTell your donors UP FRONT exactly what you will do with their money. (Penelope Burk) #yearendfundraising 44
  • 5. Be Specific #yearendfundraising 45
  • 5. Be Specific #yearendfundraising 46
  • 5. Be Specific #yearendfundraising 47
  • 5. Be SpecificMake their gift Need aas tangible as different image here. Can’t seepossible the other well enough. #yearendfundraising 48
  • 5. Be SpecificOur goal is to raise$XXX by the end of theyear so we can helpXXXX people. #yearendfundraising 49
  • 5. Be Specific # 1 reason major donors will give is if the organization has a history of measurable results. ~Penelope Burk October 2011 #yearendfundraising 50
  • 5. Be Specific 9 out of 10 donors say that an organization’s effectiveness is important. More Money For More Good” Guidestar #yearendfundraising 51
  • Bonus Tactic #1Re-make your homepage into a donationpage the last week ofthe year #yearendfundraising 52
  • Bonus Tactic #2 #yearendfundraising 53
  • Bonus Tactic #3Plan a Porch Party #yearendfundraising 54
  • More Great Stuff from Gail and Andrea www.askingmatters.com www.gailperry.com/awash-money-webinar-resources/ •153 Tips To Raise More Money by Mail •Year-End Campaign Tip Sheet www.capitalcampaignmagic.com #yearendfundraising 55
  • AWASH IN MONEY? Yes! #yearendfundraising 56