Awash in Money  How to Compete with Billion DollarElections and Hurricanes this Year End                           #yearen...
Andrea Kihlstedtandrea@askingmatters.com          Gail Perry        gp@gailperry.com  Lindsay Nichols                (mode...
$3 billion spent in US Political CampaignUntold millions raised for Sandy                             #yearendfundraising ...
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 ...
5 Strategies to Compete Successfully  1.   Renew and Upgrade Donors  2.   Ask in Person  3.   Ask Boomer Gals  4.   Highli...
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            ...
1. Renew and Upgrade Donors    # Donors Not Renewing                 2011-2012       Current donors:             59%      ...
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                   ...
1. Renew and Upgrade Donors  Is there ANY money left?10% improvement in donor retention    50% boost in donor revenue     ...
1. Renew and Upgrade Donors Satisfied donors WILL give more!               44% of donors said they               could hav...
1. Renew and Upgrade Donors        What Creates Donor Loyalty?“Donor satisfaction with thequality of service provided byth...
1. Renew and Upgrade Donors         What Creates Donor Loyalty?• Prompt, personal TY• Did my gift make a meaningful  impac...
1. Renew and Upgrade DonorsThree Things to Do RIGHT NOW! 1. Pull a report of non-renewals. 2. Special plan for your top 10...
2. Ask in Person              #yearendfundraising   20
2. Ask in PersonBy Mail 4%       By Phone 25%                           In Person 75%                           #yearendfu...
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, caringDet...
2. Ask in PersonWhat’s the                      What’s thegoal?                           opportunity?What might          ...
2. Ask in Person         What’s YOUR         Asking Style?       www.askingmatters.com                #yearendfundraising ...
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 counterpart...
3. Ask the Boomer Gals                 #yearendfundraising   30
3. Ask the Boomer GalsA study of affluent older adults:for every $100 men gave,women in the same economiccircumstances gav...
3. Ask the Boomer GalsWomen are more likely to want their gift to be public use securities to give seek guidance from a...
3. Ask the Boomer GalsMake It Easy to See 12 point minimum Brighter colors                         #yearendfundraising  ...
3. Ask the Boomer Gals1. Pull a report of older women   donors who need to renew and   focus on them.2. Emphasize family a...
3. Ask the Boomer GalsFinal TestTake your letter to yourgrandmother.See how she likes it.                           #yeare...
4. Highlight the Benefits                   #yearendfundraising   36
4. Highlight the Benefits                   #yearendfundraising   37
4. Highlight the BenefitsFEATURES          BENEFITS Smooth finish    Easy to clean Four tines       Snares food 6 inc...
4. Highlight the BenefitsYour Organization’s Features   Buildings   Programs   Years in service   Staff   Systems   ...
4. Highlight the BenefitsYour Organization’s Benefits   Lives touched   Safe community   Crises avoided   Happy people...
4. Highlight the BenefitsYour Donor’s Benefits   Feel included   Feel appreciated   See results   Be invited   New op...
4. Highlight the Benefits NO: “tough times.” YES: “do something wonderful” that will  carry a message to donors that the...
5. Be Specific                 #yearendfundraising   43
5. Be SpecificTell your donors UP FRONT exactly what you will do with their money.           (Penelope Burk)              ...
5. Be Specific             #yearendfundraising   45
5. Be Specific             #yearendfundraising   46
5. Be Specific             #yearendfundraising   47
5. Be SpecificMake their gift        Need aas tangible as         different image                       here. Can’t seepos...
5. Be SpecificOur goal is to raise$XXX by the end of theyear so we can helpXXXX people.                           #yearend...
5. Be Specific       # 1 reason major       donors will give is if the       organization has a       history of       mea...
5. Be Specific 9 out of 10 donors say  that an organization’s  effectiveness is  important.      More Money For More Good...
Bonus Tactic #1Re-make your homepage into a donationpage the last week ofthe year                        #yearendfundraisi...
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/             •...
AWASH IN MONEY?     Yes!             #yearendfundraising   56
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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 (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

  1. 1. Awash in Money How to Compete with Billion DollarElections and Hurricanes this Year End #yearendfundraising 1
  2. 2. Andrea Kihlstedtandrea@askingmatters.com Gail Perry gp@gailperry.com Lindsay Nichols (moderator) lnichols@guidestar.org #yearendfundraising 2
  3. 3. $3 billion spent in US Political CampaignUntold millions raised for Sandy #yearendfundraising 3
  4. 4. Is there ANY money left? #yearendfundraising 4
  5. 5. What’s a gal to do? #yearendfundraising 5
  6. 6. 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
  7. 7. 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
  8. 8. 1. Mount An All-Out Campaign to Renew and Upgrade Donors #yearendfundraising 8
  9. 9. 1. Renew and Upgrade DonorsDonor Attrition WAKE UP Call! #yearendfundraising 9
  10. 10. 1. Renew and Upgrade DonorsLook underyour nose! #yearendfundraising 10
  11. 11. 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
  12. 12. 1. Renew and Upgrade Donors # Donors Not Renewing 2011-2012 Current donors: 59% New donors: 73% AFP Urban Institute Fundraising Effectiveness Survey #yearendfundraising 12
  13. 13. 1. Renew and Upgrade DonorsDo you have a leaky donor bucket? #yearendfundraising 13
  14. 14. 1. Renew and Upgrade Donors Is there ANY money left?Most Costly Mistake THE DONOR ABYSS #yearendfundraising 14
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 2. Ask in Person #yearendfundraising 20
  21. 21. 2. Ask in PersonBy Mail 4% By Phone 25% In Person 75% #yearendfundraising 21
  22. 22. 2. Ask in Person3 out of 4 asks result in a gift #yearendfundraising 22
  23. 23. 2. Ask in Person #yearendfundraising 23
  24. 24. 2. Ask in Person #yearendfundraising 24
  25. 25. 2. Ask in PersonCompetitive, team players, goal orientedIn the moment, creative, courageousListeners, emotional, caringDetailed, responsible, thorough #yearendfundraising 25
  26. 26. 2. Ask in PersonWhat’s the What’s thegoal? opportunity?What might What movesgo wrong? my heart? #yearendfundraising 26
  27. 27. 2. Ask in Person What’s YOUR Asking Style? www.askingmatters.com #yearendfundraising 27
  28. 28. 3. Ask the Boomer Gals #yearendfundraising 28
  29. 29. 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
  30. 30. 3. Ask the Boomer Gals #yearendfundraising 30
  31. 31. 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
  32. 32. 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
  33. 33. 3. Ask the Boomer GalsMake It Easy to See 12 point minimum Brighter colors #yearendfundraising 33
  34. 34. 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
  35. 35. 3. Ask the Boomer GalsFinal TestTake your letter to yourgrandmother.See how she likes it. #yearendfundraising 35
  36. 36. 4. Highlight the Benefits #yearendfundraising 36
  37. 37. 4. Highlight the Benefits #yearendfundraising 37
  38. 38. 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
  39. 39. 4. Highlight the BenefitsYour Organization’s Features Buildings Programs Years in service Staff Systems Plans Budget #yearendfundraising 39
  40. 40. 4. Highlight the BenefitsYour Organization’s Benefits Lives touched Safe community Crises avoided Happy people Healthy people Strong economy #yearendfundraising 40
  41. 41. 4. Highlight the BenefitsYour Donor’s Benefits Feel included Feel appreciated See results Be invited New opportunities Warm heart #yearendfundraising 41
  42. 42. 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
  43. 43. 5. Be Specific #yearendfundraising 43
  44. 44. 5. Be SpecificTell your donors UP FRONT exactly what you will do with their money. (Penelope Burk) #yearendfundraising 44
  45. 45. 5. Be Specific #yearendfundraising 45
  46. 46. 5. Be Specific #yearendfundraising 46
  47. 47. 5. Be Specific #yearendfundraising 47
  48. 48. 5. Be SpecificMake their gift Need aas tangible as different image here. Can’t seepossible the other well enough. #yearendfundraising 48
  49. 49. 5. Be SpecificOur goal is to raise$XXX by the end of theyear so we can helpXXXX people. #yearendfundraising 49
  50. 50. 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
  51. 51. 5. Be Specific 9 out of 10 donors say that an organization’s effectiveness is important. More Money For More Good” Guidestar #yearendfundraising 51
  52. 52. Bonus Tactic #1Re-make your homepage into a donationpage the last week ofthe year #yearendfundraising 52
  53. 53. Bonus Tactic #2 #yearendfundraising 53
  54. 54. Bonus Tactic #3Plan a Porch Party #yearendfundraising 54
  55. 55. 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
  56. 56. AWASH IN MONEY? Yes! #yearendfundraising 56

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