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10 Take-Aways To Improve Or Kick Start Your Symbolic Giving Program
 

10 Take-Aways To Improve Or Kick Start Your Symbolic Giving Program

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It's the perfect time to introduce, or improve, your symbolic giving campaign for this holiday! This exciting session will explore how organizations of all sizes can take advantage of the growing ...

It's the perfect time to introduce, or improve, your symbolic giving campaign for this holiday! This exciting session will explore how organizations of all sizes can take advantage of the growing demand of donors - young and old - to make symbolic gifts.

Many people call symbolic giving the 'Oprah-facation' way of giving. This session will feature tons of real examples and results to help you better understand how symbolic giving can work for you - whether you are a large or small organisation.

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    10 Take-Aways To Improve Or Kick Start Your Symbolic Giving Program 10 Take-Aways To Improve Or Kick Start Your Symbolic Giving Program Presentation Transcript

    • Takeaways to Improve or Kick Start Your Symbolic Giving Program
    • TP2010
      Tweeting today?
      @hjcnewmedia
      Follow us as...
      Your presenters...
      Christine Smith
      christine.smith@hjcnewmedia.com
      Fundraising and Innovation Consultant, HJC
      Dave Lavoie
      davel@oxfam.ca
      Core Donor Officer, Oxfam Canada
    • A virtual tour
      What is symbolic giving – or alternative giving?
      What are the benefits of symbolic giving?
      How can I deal with restricted giving constraints?
      Who are symbolic giving donors?
      What will be more important for marketing?
      How can you integrate your marketing efforts?
      How can personal page fundraising be used for symbolic giving?
      What are some success stories from organizations big and small?
      How do you steward and convert symbolic gift donors to sustained monthly donors?
      How can small and mid-sized organizations afford to introduce symbolic giving this holiday?
    • Alternative Gift Catalogues: Are a way for donors to share their affinity with your cause in a fun and easy way
      WHAT IS ALTERNATIVE GIVING?
    • Fundraising Strategy
      • Alternative giving programs are a donor
      acquisition tool
    • THE 3 STEPS TO ALTERNATIVE GIVING
      Step 1 – Donor selects a gift
      Step 2 – Donor sends a card to a loved one, friend, colleague, teacher...anyone who they buy gifts for
      Step 3 – Donor gets a tax receipt for the full amount of their gift
    • PRIMARILY ONLINE
    • BUT ALSO SUPPORTED OFFLINE
    • WHAT ARE THE BENEFITS?
      • The “everyone gets something” mentality
    • WHAT ARE THE BENEFITS?
      Donor – Gets that “feel good” feeling, a tax receipt, and a fun and interactive way of giving
    • WHAT ARE THE BENEFITS?
      Gift Recipient – Gets a “feel good” feeling because their gift is helping someone and they have received an e-card or print card that explains how
    • WHAT ARE THE BENEFITS?
      Organization- You get fundraising dollars, new donors, old donors giving more, brand awareness and media attention
    • RESTRICTED VS. UNRESTRICTED
      • I have to raise general program dollars, not
      restricted. Alternative gift catalogues won’t
      work for my program.
    • RESTRICTED VS. UNRESTRICTED
      The industry’s best kept secret? Most alternative gift catalogues are UNRESTRICTED GIVING
    • RESTRICTED VS. UNRESTRICTED
    • WHO ARE SYMBOLIC DONORS?
      Oprahs’s donors!
    • WHO ARE SYMBOLIC DONORS?
      These donor want:
      • want easy, attractive, fun, ONLINE giving experience.
      • want the feeling of designation on the smallest gifts
      • want to feel like they really know and understand where
      their donation is going
      • want to show how philanthropic they are – by sending
      cards, telling friends and posting things on Facebook.
    • WHO ARE SYMBOLIC DONORS?
      Some stats…
      Age
      < 25 8.9%
      25-34 20.3%
      35-44 21.6%
      45-54 21.8%
      55-64 18.6%
      65+ 8.8%
      Gender
      Female77.7%
      Male 22.3%
      Coincidentally – Oprah’s prime audience too!
    • ARE THESE NEW/EXISTING DONORS?
      In the case of CHF and Oxfam approximately 85% of the donors are new!
    • How to Market?
    • Celebrity Endorsements
      Example: Minnie Driver speaking on the Ellen DeGeneres
      show (about Oxfam US but drove Canadian traffic)
      HOW TO MARKET?
    • HOW TO MARKET?
      City wide flyer postings...
    • HOW TO MARKET?
      Online Media
    • 50% of survey respondents for Oxfam Unwrapped said this article is what drove them to give
      HOW TO MARKET?
      Holiday features in Print Media
    • HOW TO MARKET?
      Radio ads
    • HOW TO MARKET?
      Video
    • EMAIL APPEALS
      Holiday Appeal
      November 28
      19 gifts in the first 5 days
      Use images to convey urgency or convenience of donating online
    • EMAIL APPEALS
      Reminder #1
      December 12
      25 gifts in the next 5 days
      Refer to prior appeals
    • EMAIL APPEALS
      Reminder #2
      December 19
      15 gifts within 2 days
      Emotional
      Convenience
      What gift can accomplish
    • EMAIL APPEALS
      Reminder #3
      December 21
      32 gifts in the 4 days before Christmas
      Last Minute Gift-Focus on service to donor – sense of urgency!
    • EMAIL APPEALS
      Final Reminder
      First Reminder
      Second Reminder
      Initial Appeal
    • HOW TO INTEGRATE MARKETING?
      • Insert a print catalogue INTO your normal holiday DM
      • Drive traffic with email
      • Hijack your homepage with an ad for your symbolic gift catalogue
      • Hand out leaflets in your door-to-door or mall campaign
    • APPLYING PERSONAL PAGES
    • APPLYING PERSONAL PAGES
    • APPLYING PERSONAL PAGES
      Don’t BUY me anything this holiday – go to my personal page – and help me reach my goal as a holiday present!!!
    • APPLYING PERSONAL PAGES
      Sick Kids holiday personal page fundraising:
      • No promotion except button on homepage
      • Three weeks on homepage during Christmas season
      • $120,000 in three weeks
      • People make their own page and proactively going out to friends, family and colleagues and asking for donations
      • Will people begin to make their own pages for a designated purchase? e.g. $10,000 piece of equipment or $10,000 for one designated researcher/doctor?
    • CASE STUDY – CHF
      Case Study 1 – CHF Gifts That Matter
      Campaign Year 3 - 2007
      Campaign Year 1 – 2005
      Launched September 2007
      703 total donors
      Average gift $97.76
      $68,725 total gifts
      • Launched October 2005
      • 592 total donors
      • Average gift $68.15
      • $40,256 total gifts
      Campaign Year 2 – 2006
      Campaign Year 4 - 2008
      Launched October 2006
      520 total donors
      Average gift $96.32
      $50,085 total gifts
      • Launched October 2008
      • 652 total donors
      • Average gift $107.68
      • $71,485 total gifts
    • CASE STUDY – CHF
    • CASE STUDY – Oxfam
    • CASE STUDY – Oxfam
    • CASE STUDY – Oxfam
    • CASE STUDY – Oxfam
      Environmental Scan:
      Oxfam had Unwrapped programs in 10 different markets - Great Britain, Ireland, Australia, America, New Zealand, Netherlands, Spain, Germany, France and Quebec.
      These programs are at different levels of maturity from five to two years.
      Programs at the five year level are seeing a levelling or reduction in revenues. Due to market competition and in some cases the fun of Unwrapped was replaced with overwhelming mission content.
    • CASE STUDY – Canuck Place
    • CASE STUDY – Canuck Place
      Campaign Year 1 – 2006
      Campaign Year 3 - 2008
      • Launched December 2006
      • 42 total donors
      • Average gift $112.14
      • $4,710 total gifts
      • Further promotion as a year round alternative giving option
      • 154 total donors - 63 in December
      • Average gift $118.96
      • $34,260 total gifts
      Campaign Year 2 - 2007
      • Year round alternative giving option
      • 156 total donors - 69 in December
      • Average gift $113.94
      • $13,840 total gifts
    • CASE STUDY – Canuck Place
    • CASE STUDY – Canuck Place
      By creating designated gifts – both small and large –
      Canuck Place has attracted larger gifts from
      Foundations and from companies.
      The ‘commodification’ of what a donor’s dollar can do
      is getting both larger and smaller gifts
    • STEWARDSHIP & UPGRADING
      Your symbolic gift donors have a connection to your mission, and can be converted to monthly giving using the right tools and effective stewardship
    • STEWARDSHIP & UPGRADING
      Ensure that the donation experience is easy, seamless and efficient.
      Have a dedicated person to respond to all donor requests and problems.
      Email and thank these donors after the campaign, let then know how important their support is to your organization.
      Follow-up using real examples on how donor dollars are used.
    • STEWARDSHIP & UPGRADING
      Using the Phone:CHF did a test and called 5,000 of their DM, telephone and symbolic gift donors to upgrade to monthly. The symbolic gift donors converted at a much higher rate than the other two groups!
    • STEWARDSHIP & UPGRADING
      What We Learned:
      Use the phone! Symbolic donors converted by phone have joined Oxfam and CHF’s regular monthly giving programs with an average conversion rate of 3-4%
      These donors feel a personal connection to your organisation and mission – so the personal touch of a phone call is the best method for conversion to monthly giving!
    • IN CONCLUSION
      Why Alternative Giving?
      • allows donors to share their affinity with your cause
      • cost-effective donor acquisition tool
      • unrestricted funds
      • increased brand awareness
      • supports existing appeals/campaigns
      • attracts both small and large gifts
      • good upgrading potential
    • THE END
      Thank you!