How to Kick Start Your Symbolic Giving Program

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How to Kick Start Your Symbolic Giving Program

  1. 1. 10 Takeaways to Improve or Kick Start Your Holiday Symbolic Giving Presented by Michael Johnston and Sheetal Persaud<br />
  2. 2. A virtual tour<br />What is symbolic giving – or alternative giving?<br />What are the benefits of symbolic giving?<br />How can I deal with restricted giving constraints?<br />Who are symbolic giving donors?<br />What will be more important for marketing?<br />How can you integrate your marketing efforts?<br />How can personal page fundraising be used for symbolic giving?<br />What are some success stories from organizations big and small?<br />How do you steward and convert symbolic gift donors to sustained monthly donors?<br />How can small and mid-sized organizations afford to introduce symbolic giving this holiday?<br />
  3. 3. Alternative Gift Catalogues: designated gifts for the ‘every day’ donor?<br />1 – What is alternative giving?<br />
  4. 4. The 3 steps to alternative giving?<br />hjc<br /> Proprietary and Confidential<br />4<br />Step 1 – Donor selects a gift<br />Step 2 – Donor sends a card to a loved one, friend, colleague, teacher...anyone who they buy gifts for<br />Step 3 – Donor gets a tax receipt for the full amount of their gift<br />
  5. 5. Primarily ONLINE<br />hjc<br /> Proprietary and Confidential<br />5<br />
  6. 6. But also successful OFFLINE<br />hjc<br /> Proprietary and Confidential<br />6<br />
  7. 7. 2- What are the benefits?<br />hjc<br /> Proprietary and Confidential<br />7<br />The everyone gets something mentality<br />
  8. 8. Donor – Gets that feel good feeling, a tax receipt, and a fun and interactive way of giving<br />hjc<br /> Proprietary and Confidential<br />8<br />
  9. 9. Gift Recipient – Gets a feel good feeling too (they didn’t even donate!) and a beautiful ecard or print card<br />hjc<br /> Proprietary and Confidential<br />9<br />
  10. 10. YOU – You get fundraising dollars, new donors, old donors giving more, brand awareness amongst gift recipients and media attention<br />hjc<br /> Proprietary and Confidential<br />10<br />
  11. 11. 3 – Restricted giving<br />hjc<br /> Proprietary and Confidential<br />11<br />I can’t designate my funds two specific programs. How can I adopt alternative giving?<br />
  12. 12. The industry’s best kept secret – most alternative gift catalogues are UNRESTRICTED GIVING<br />hjc<br /> Proprietary and Confidential<br />12<br />
  13. 13. hjc<br /> Proprietary and Confidential<br />13<br />
  14. 14. 4 – Who are symbolic gift donors?<br />hjc<br /> Proprietary and Confidential<br />14<br />Oprahs’s donors!<br />
  15. 15. These donors want :<br /><ul><li>They want the feeling of designation on the smallest gifts
  16. 16. They want to feel like they really know and understand where there donation is going
  17. 17. They want to show how philanthropic they are – by sending cards, telling friends and posting things on Facebook.
  18. 18. They want an easy, attractive, ONLINE giving experience</li></li></ul><li>hjc<br /> Proprietary and Confidential<br />16<br />Some stats…<br /> Age<br />< 25 8.9% <br />25-34 20.3%<br />35-44 21.6%<br />45-54 21.8%<br />55-64 18.6% <br />65+ 8.8%<br />Gender <br />Female77.7%<br />Male 22.3%<br />Coincidentally – Oprah’s prime audience too!<br />
  19. 19. And are these kinds of donors new to the database? <br />In the case of CHF and Oxfam approximately 85% of the donors are new!<br />
  20. 20. 5 – How do you market successfully?<br />hjc<br /> Proprietary and Confidential<br />18<br />
  21. 21. Some less conventional traffic drivers for Oxfam<br />Celebrity Endorsements <br /><ul><li>Coldplay announcement at concerts
  22. 22. Peter Singer link from fan site
  23. 23. Minnie Driver speaking on the Ellen Degeneres show (about Oxfam US but drove Canadian traffic)</li></li></ul><li>City wide flyer postings...<br />hjc<br /> Proprietary and Confidential<br />20<br />
  24. 24. Online Media<br />hjc<br /> Proprietary and Confidential<br />21<br />
  25. 25. Holiday features in Print Media<br />hjc<br />22<br />50% of survey respondents for Oxfam Unwrapped said this article is what drove them to give<br />
  26. 26.
  27. 27. Radio ads<br />hjc<br /> Proprietary and Confidential<br />24<br />
  28. 28. Celebrity Endorsement and Videos<br />hjc<br /> Proprietary and Confidential<br />25<br />
  29. 29. 6- How do you integrate your normal marketing efforts?<br />hjc<br /> Proprietary and Confidential<br />26<br /><ul><li>Insert a print catalogue INTO your normal holiday DM
  30. 30. Drive traffic with email
  31. 31. Hijack your website with an ad for your symbolic gift catalogue
  32. 32. Hand out leaflets in your door2door or mall campaign</li></li></ul><li>Proprietary and Confidential<br />27<br />Subject: A better way to buy gifts this holiday season<br />Holiday Eappeal<br />November 28, 2006<br />19 gifts in the first 5 days<br />Use images to convey urgency or convenience of donating online<br />
  33. 33. Proprietary and Confidential<br />28<br />Reminder #1<br />December 12, 2006<br />25 gifts in the next 5 days<br />Refer to prior appeals<br />
  34. 34. Proprietary and Confidential<br />29<br />Reminder #2<br />December 19, 2006<br />15 gifts within 2 days<br />Emotional<br />Convenience<br />What gift can accomplish<br />
  35. 35. Proprietary and Confidential<br />30<br />Reminder #3<br />December 21, 2006<br />32 gifts in the 4 days before Christmas<br />Last Minute Gift-Focus on service to donor<br />
  36. 36. Proprietary and Confidential<br />31<br />Final Reminder<br />First Reminder<br />Initial Appeal<br />Second Reminder<br />
  37. 37. 7 - What about personal pages and designated small gifts?<br />
  38. 38.
  39. 39. Don’t get me anything this holiday – go to my personal page – and help me reach my goal as a holiday present!!!<br />
  40. 40. Sick Kids holiday personal page fundraising:<br />No promotion except button on home page<br />Three weeks on home page during Christmas season<br />$120,000 in three weeks<br />They love the idea of having people make their own page and proactively going out to friends, family and colleagues saying ‘no gifts please…’ and asking for donations<br />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 – and seek small gifts from their friends for their designated personal page solicitation?<br />
  41. 41. 8 - Some case studies<br />Alternative giving can work – for bring brand AND small brands<br />
  42. 42. Case Study 1 – CHF Gifts That matter<br />Campaign Year 3 - 2007<br />Campaign Year 1 – 2005<br /><ul><li>Launched October 2005
  43. 43. 592 total donors
  44. 44. Average gift $68.15
  45. 45. $40,256 total gifts</li></ul>Introduced year round School Fundraising focused campaign<br />Re-launched holiday focused campaign September 2007<br />703 total donors – 544 in December<br />Average gift $97.76<br />$68,725 total gifts<br />Campaign Year 2 – 2006<br />Launched October 2006<br />520 total donors – 462 in December<br />Average gift $96.32<br />$50,085 total gifts<br />
  46. 46.
  47. 47. Case Study 2 – Oxfam Canada<br />
  48. 48. Case Study – Oxfam Canada<br />
  49. 49. Case Study – Oxfam Canada<br />
  50. 50. Case Study 3 – Canuck Place Children’s Hospice<br />
  51. 51. Canuck Place Children’s Hospice<br />Campaign Year 1 – 2006 <br />Campaign Year 3 - 2008<br /><ul><li>Launched December 2006
  52. 52. 42 total donors
  53. 53. Average gift $112.14
  54. 54. $4,710 total gifts
  55. 55. Further promotion as a year round alternative giving option
  56. 56. 154 total donors - 63 in December
  57. 57. Average gift $118.96
  58. 58. $34,260 total gifts
  59. 59. 247% in revenue</li></ul>Campaign Year 2 - 2007<br /><ul><li>Year round alternative giving option
  60. 60. 156 total donors - 69 in December
  61. 61. Average gift $113.94
  62. 62. $13,840 total gifts
  63. 63. 294% in revenue</li></li></ul><li>
  64. 64. By creating designated gifts – both small and large – Canuck Place has attracted larger gifts from Foundations and from companies.<br />The ‘commodification’ of what a donor’s dollar can do is getting both larger and smaller gifts<br />
  65. 65. 9 - How do you steward and upgrade your symbolic gift donors?<br />hjc<br /> Proprietary and Confidential<br />46<br />Your symbolic gift donors love your brand and can be upgraded with the right stewardship streams<br />
  66. 66. Be sure to email and thank your symbolic gift donors after the campaign and let them know how their gifts helped your organisation<br />hjc<br /> Proprietary and Confidential<br />47<br />
  67. 67. Then phone them!<br />hjc<br /> Proprietary and Confidential<br />48<br />
  68. 68. CHF called 5000 of their DM, telephone and symbolic gift donors to upgrade the donors to monthly. The symbolic gift donors converted at a rate 1000% higher than the other two groups! <br />hjc<br /> Proprietary and Confidential<br />49<br />
  69. 69. What have we learned from CHF and Oxfam’s commitment from these donors? <br />Use the phone!!!! These donors have joined Oxfam and CHF’s normal monthly giving programs with an average conversion rate of 5-7% from the phone. <br />These donors feel a personal connection to your organisation – so the personal touch of a phone call really works!<br />
  70. 70. 10 – A technology choice for the mid-sized to small organisation<br />hjc<br /> Proprietary and Confidential<br />51<br />Setting up your own symbolic gift catalogue can get expensive. With CharityGiftBag.org an organisation with even a small budget embrace this effective form of giving<br />
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  77. 77. hjc<br /> Proprietary and Confidential<br />58<br />
  78. 78.
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  82. 82.
  83. 83.
  84. 84.
  85. 85. Benefits<br /><ul><li>Central hub for many organisations so easy to acquire new donors
  86. 86. CGB led marketing driving traffic to the site to help you acquire donors
  87. 87. Low cost of entry – but still plenty or room for branding, personalisation and YOU get the donor names</li></li></ul><li>www.CharityGiftBag.org<br />
  88. 88. Thank you!<br />

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