Katya Andresen 6 Trends Changing the Donor-Fundraiser Relationship Forever

Today’s Agenda Why we give Future of giving 4 Tips for appeals this year

Why we give

Future of giving

4 Tips for appeals this year

Why do we give? When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?

When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?

We gave, yes we did

Why do we NOT give? When was the last time you ignored an appeal? Credit: Mel Toledo, Flickr

When was the last time you ignored an appeal?

We know where you live! Vistaprint.com

Vistaprint.com

Happily ever after… except for the nonprofit

What did we just learn?

This is the lesson for us To be a good fundraiser, see through the eyes of your donors. Credit: Suzee Que, Flickr

To be a good fundraiser, see through the eyes of your donors.

What donors want Personal, emotional connection Thanks (involvement) Feeling of making a difference (impact) Confidence money well spent

Personal, emotional connection

Thanks (involvement)

Feeling of making a difference (impact)

Confidence money well spent

You are not the target audience!

Things are changing Who is giving How they are giving What they expect

Who is giving

How they are giving

What they expect

Trend alert: 6 big trends Impact Involvement Impulse Community Competition Transparency Credit: Anessa Stine, Flickr

Impact

Involvement

Impulse

Community

Competition

Transparency

Trend 1: Impact Donors want to know where the money went and what difference they made.

A generational and technological shift Kevin Bondelli, Flickr

Kevin Bondelli, Flickr

It’s about your impact, not your need Credit: www.forimpact.org

What for… through the donor’s eyes

Impact: Scale is paramount

Source: Communications Network, Slovic

This holiday Show where $ are going Show the difference Keep on a personal scale

Show where $ are going

Show the difference

Keep on a personal scale

NO YES

Trend 2: Involvement People don’t trust institutions. They trust their own experience. They trust their friends.

We’re not in charge any more.

Old messengers

New messengers

The (more) involved donor

This holiday Get third party endorsement Change up the messenger Deepen donor relationships

Get third party endorsement

Change up the messenger

Deepen donor relationships

NO YES people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High ."

Trend 3: Impulse Donors can give anywhere. Be where they want to give, when they want to give.

Many, many ways to give

The mothership is gone

The blurring of lines

This holiday Don’t be a control freak Go to where donors are Think portable Be on embedded alert

Don’t be a control freak

Go to where donors are

Think portable

Be on embedded alert

Trend 4: Community Donors are starting to self organize. They are socializing. They are starting their own causes.

This holiday Seek out your evangelists Connect them with each other Volunteer thank-yous

Seek out your evangelists

Connect them with each other

Volunteer thank-yous

Trend 5: Competition There are 1.8 million nonprofits and over 100 more each day. You Are Good at It Important to Audience No One Else Is Doing

How to win

Wowfundraising.com How to lose

Wowfundraising.com

This holiday Show how you are different Focus on the donor Win on gratitude

Show how you are different

Focus on the donor

Win on gratitude

Trend 6: Transparency Be open. It’s the only way forward.

v

Focus on the donor: bad? No. It’s a relationship, not an ATM transaction. We are stewards of their money. We owe them info on where it went. We can’t do it without them.

No.

It’s a relationship, not an ATM transaction.

We are stewards of their money.

We owe them info on where it went.

We can’t do it without them.

Bonus tips: How to talk about hard times Acknowledge they are hard Show you you’re tightening your belt Prove you stretch every dollar Convince you can deliver IMPACT, not just stay open

Acknowledge they are hard

Show you you’re tightening your belt

Prove you stretch every dollar

Convince you can deliver IMPACT, not just stay open

Shameless plug The online medium is an ideal world to meet these needs

The online medium is an ideal world to meet these needs

Giving Snapshot 2008 Source: Giving USA 2009 Total giving estimated at $307.65 billion Decrease of 2% from 2007 (first decline since 1987)

Total giving estimated at $307.65 billion

Decrease of 2% from 2007 (first decline since 1987)

What’s happening in 2009? A third of nonprofits are down A third are up (stimulus dollars) Individual giving and Foundation giving to drop 9-13% (Foundation Center, GuideStar)

A third of nonprofits are down

A third are up (stimulus dollars)

Individual giving and Foundation giving to drop 9-13% (Foundation Center, GuideStar)

What’s the good news? Online giving accounted for over 5% of total giving in 2008, a 44% increase over 2007

Online giving accounted for over 5% of total giving in 2008, a 44% increase over 2007

Give online outreach a chance It’s growing Youngish: 39 year old donors Generous: Who give $130 Good for small orgs: Levels digital playing field for small nonprofits Recurring giving: 20% gifts Prevalent: 65% of donors research online

It’s growing

Youngish: 39 year old donors

Generous: Who give $130

Good for small orgs: Levels digital playing field for small nonprofits

Recurring giving: 20% gifts

Prevalent: 65% of donors research online

The biggest donation days online December 30 December 31

December 30

December 31

Q&A