Katya Andresen Successful Fundraising in  Tough Economic Times
Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>...
Why do we give? <ul><li>When was the last time you saw, heard or read something from a good cause  (not your own!) that pr...
Why do we NOT give? <ul><li>When was the last time you ignored an appeal?  </li></ul>Credit: Mel Toledo, Flickr
What did we just learn?
The most important fundraising lesson <ul><li>See through the eyes of your audience </li></ul><ul><li>(donors, funders, pr...
You are not the target audience!
Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>...
Giving Snapshot 2008 Source: Giving USA 2009 <ul><li>Total giving estimated at $307.65 billion </li></ul><ul><li>Decrease ...
What’s happening in 2009? <ul><li>A third of nonprofits are down </li></ul><ul><li>A third are up (stimulus dollars) </li>...
What’s the good news? <ul><li>Online giving accounted for over 5% of total giving in 2008, a 44% increase over 2007 </li><...
Give online outreach a chance <ul><li>It’s growing </li></ul><ul><li>Youngish: 39 year old donors </li></ul><ul><li>Genero...
No magic button… you need marketing “ Broken Button”Fotofigg, Flickr
Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>...
Trend alert: 3 big trends in giving <ul><li>Tangibility and impact: the new black </li></ul><ul><li>Personal relevance and...
Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>...
1. It’s not about you, it’s about your audience <ul><li>Your: funder, donor, partner </li></ul><ul><li>Translate </li></ul...
2. It’s about your impact, not your need Credit: www.forimpact.org
It’s not about what we need but rather: <ul><li>What we can enable our donors to do </li></ul><ul><li>How we make our dono...
The joy we give … . giving affects our brain chemistry. For example,  people who give often report feelings of euphoria, w...
Bonus tip: how to talk about hard times <ul><li>Acknowledge they are hard </li></ul><ul><li>Show you you’re tightening you...
3. It’s about what  others  say
Who do we believe?
4. There are 1.8 MILLION nonprofits. <ul><li>So you must stand out.  Really. </li></ul>
An instructive story
More than a toehold in the sock market
How to win
<ul><li>Wowfundraising.com </li></ul>How to lose
Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>...
The four questions <ul><li>Why me? </li></ul><ul><li>What for? </li></ul><ul><li>Why now? </li></ul><ul><li>Who says? </li...
Why me?
By Jan Fonger What happens when we focus on ourselves Attitudes toward marketing
 
 
<ul><li>Stress picture </li></ul>
Why me?  <ul><li>Today I shall mostly be in the fetal position   Smileham on Flickr,  Creative Commons </li></ul>
 
Why me: speak to THEIR values <ul><li>CONNECT TO: </li></ul><ul><li>To their existing values </li></ul><ul><li>To their ex...
Let’s try it on you Credit: It’s just Jack, Flickr
What for?
What for? <ul><li>What’s in it FOR THEM personally? </li></ul><ul><li>What good will come about BECAUSE OF THEM? </li></ul...
What for… through the donor’s eyes
 
Let’s try it on you Credit: It’s just Jack, Flickr
Why now?
Why now? <ul><li>It’s an emergency </li></ul><ul><li>There’s a deadline </li></ul><ul><li>Something important is at stake ...
Why now?
Let’s try it on you Credit: It’s just Jack, Flickr
Who Says? blank
Who says: hopefully not just us
Who says? <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>Uber-activists may be bet...
Attn. Messengers: The Train Has Left the Station
The messenger is EVERYTHING now.   http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo
v
Let’s try it on you Credit: It’s just Jack, Flickr
Some help along the way <ul><li>We are here to help! </li></ul>
Free training, free resources
 
More stuff <ul><li>www.nonprofitmarketingblog.com </li></ul><ul><li>Robin Hood Marketing </li></ul>
Q&A
Some parting inspiration
The four questions
Another great example
Messenger matters.
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Successful Fundraising in Tough Economic Times

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Successful fundraising in tough economic times

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  • Thanks, Katyaa. I meant to add that it’s all good! I was making notes for future reference. I appreciate the transcript, which I just noticed. Is there sound? This is my first experience with SlideShare and haven’t seen a way to get sound.
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  • How can we connect Reward in return for action Make it memorable Examples (L’Oreal and food speech) Exercise with 2 messages and audiences
  • Chris Buckley piece
  • Chris Buckley piece
  • Immediate: AIDS: long-term killer or Number One Personal: Civil society in Ukraine – happy constituents, stability for business Reflective of audience values – happy feet Better than competition – Truth campaign Credible – messenger, facts, testimonials, case studies, social norms
  • People listen to other people. (CONE: 76%) What your friends and family say, matters most. They are better messengers for catalyzing action than anyone in this room. They know what to say and how to say it. Think about what this means to us: We need to GIVE THEM THE FREEDOM to BE OUR MESSENGERS.
  • Technology enables these messengers to FLIP THE FUNNEL Explain flipping the funnel Importance of user-driven content – let them speak in their own words Importance of social networks – lets them speak where their friends and family already are, reach more people efficiently, amplifies the message Importance of ease of this – attracts whole new group of fundraisers that wouldn’t go to effort offline or who don’t like asking for $$ directly; some more effective than others.
  • Online allows you to act on impulse. Tell Robin’s story as an example – Jan 18: Out running, feet numb, diagnosed with MS soon after Friend sees Kevin on The View She tells Robin Feb 2-Robin goes online and becomes a fundraiser for her MS chapter – on impulse, in 5 min Friends and family get a way to act on their impulse to help her First day:$800 in donations
  • Feet First is a small organization in Seattle working for a more livable, walkable community. They had a tiny budget but big ambitions – they wanted media attention around the fact that many streets aren’t walkable, and they wanted to start soliciting donations online.
  • The first purchase: a chicken suit for $125. This brought their mission to life – they didn’t talk about walkable communities, they talked about the fact it was hard for the chicken to cross the road. Every local TV station and newspaper picked up the story.
  • Successful Fundraising in Tough Economic Times

    1. Katya Andresen Successful Fundraising in Tough Economic Times
    2. Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>4 rules of fundraising </li></ul><ul><li>4 questions you must answer </li></ul><ul><li>Q&A throughout </li></ul>
    3. Why do we give? <ul><li>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? </li></ul>
    4. Why do we NOT give? <ul><li>When was the last time you ignored an appeal? </li></ul>Credit: Mel Toledo, Flickr
    5. What did we just learn?
    6. The most important fundraising lesson <ul><li>See through the eyes of your audience </li></ul><ul><li>(donors, funders, prospects) </li></ul>Credit: Suzee Que, Flickr
    7. You are not the target audience!
    8. Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>4 rules of fundraising </li></ul><ul><li>4 questions you must answer </li></ul><ul><li>Q&A throughout </li></ul>
    9. Giving Snapshot 2008 Source: Giving USA 2009 <ul><li>Total giving estimated at $307.65 billion </li></ul><ul><li>Decrease of 2% from 2007 (first decline since 1987) </li></ul>
    10. What’s happening in 2009? <ul><li>A third of nonprofits are down </li></ul><ul><li>A third are up (stimulus dollars) </li></ul><ul><li>Individual giving and Foundation giving to drop 9-13% (Foundation Center, GuideStar) </li></ul>
    11. What’s the good news? <ul><li>Online giving accounted for over 5% of total giving in 2008, a 44% increase over 2007 </li></ul>
    12. Give online outreach a chance <ul><li>It’s growing </li></ul><ul><li>Youngish: 39 year old donors </li></ul><ul><li>Generous: Who give $130 </li></ul><ul><li>Good for small orgs: Levels digital playing field for small nonprofits </li></ul><ul><li>Recurring giving: 20% gifts </li></ul><ul><li>Prevalent: 65% of donors research online </li></ul>
    13. No magic button… you need marketing “ Broken Button”Fotofigg, Flickr
    14. Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>4 rules of fundraising </li></ul><ul><li>4 questions you must answer </li></ul><ul><li>Q&A throughout </li></ul>
    15. Trend alert: 3 big trends in giving <ul><li>Tangibility and impact: the new black </li></ul><ul><li>Personal relevance and relationship </li></ul><ul><li>Community and friends to friends fundraising </li></ul><ul><li>Which means… </li></ul>Credit: Anessa Stine, Flickr
    16. Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>4 rules of fundraising </li></ul><ul><li>4 questions you must answer </li></ul><ul><li>Q&A throughout </li></ul>
    17. 1. It’s not about you, it’s about your audience <ul><li>Your: funder, donor, partner </li></ul><ul><li>Translate </li></ul><ul><ul><li>Here is what I need from you </li></ul></ul><ul><ul><li>Into </li></ul></ul><ul><ul><li>Here is what you can accomplish </li></ul></ul>(cheesy animation alert)
    18. 2. It’s about your impact, not your need Credit: www.forimpact.org
    19. It’s not about what we need but rather: <ul><li>What we can enable our donors to do </li></ul><ul><li>How we make our donors feel </li></ul><ul><li>What we can accomplish together </li></ul><ul><li>How we can help our funders achieve THEIR goals </li></ul><ul><li>How we can drive a partner’s bottom line </li></ul>
    20. The joy we give … . giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists have referred to as the &quot;Helper's High .&quot;
    21. Bonus tip: how to talk about hard times <ul><li>Acknowledge they are hard </li></ul><ul><li>Show you you’re tightening your belt </li></ul><ul><li>Prove you stretch every dollar </li></ul><ul><li>Convince you can deliver IMPACT, not just stay open </li></ul>
    22. 3. It’s about what others say
    23. Who do we believe?
    24. 4. There are 1.8 MILLION nonprofits. <ul><li>So you must stand out. Really. </li></ul>
    25. An instructive story
    26. More than a toehold in the sock market
    27. How to win
    28. <ul><li>Wowfundraising.com </li></ul>How to lose
    29. Today’s Agenda <ul><li>Why we give </li></ul><ul><li>State of giving </li></ul><ul><li>Future of giving </li></ul><ul><li>4 rules of fundraising </li></ul><ul><li>4 questions you must answer </li></ul><ul><li>Q&A throughout </li></ul>
    30. The four questions <ul><li>Why me? </li></ul><ul><li>What for? </li></ul><ul><li>Why now? </li></ul><ul><li>Who says? </li></ul>
    31. Why me?
    32. By Jan Fonger What happens when we focus on ourselves Attitudes toward marketing
    33.  
    34.  
    35. <ul><li>Stress picture </li></ul>
    36. Why me? <ul><li>Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons </li></ul>
    37.  
    38. Why me: speak to THEIR values <ul><li>CONNECT TO: </li></ul><ul><li>To their existing values </li></ul><ul><li>To their existing feelings </li></ul><ul><li>To their existing desires </li></ul>
    39. Let’s try it on you Credit: It’s just Jack, Flickr
    40. What for?
    41. What for? <ul><li>What’s in it FOR THEM personally? </li></ul><ul><li>What good will come about BECAUSE OF THEM? </li></ul><ul><li>Are you going to spend the money wisely? </li></ul>
    42. What for… through the donor’s eyes
    43.  
    44. Let’s try it on you Credit: It’s just Jack, Flickr
    45. Why now?
    46. Why now? <ul><li>It’s an emergency </li></ul><ul><li>There’s a deadline </li></ul><ul><li>Something important is at stake </li></ul><ul><li>This is new and different </li></ul>
    47. Why now?
    48. Let’s try it on you Credit: It’s just Jack, Flickr
    49. Who Says? blank
    50. Who says: hopefully not just us
    51. Who says? <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>Uber-activists may be better messengers than us </li></ul><ul><li>We need to give them the FREEDOM to do that for us </li></ul><ul><li>It makes our job easier! </li></ul>
    52. Attn. Messengers: The Train Has Left the Station
    53. The messenger is EVERYTHING now. http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo
    54. v
    55. Let’s try it on you Credit: It’s just Jack, Flickr
    56. Some help along the way <ul><li>We are here to help! </li></ul>
    57. Free training, free resources
    58.  
    59. More stuff <ul><li>www.nonprofitmarketingblog.com </li></ul><ul><li>Robin Hood Marketing </li></ul>
    60. Q&A
    61. Some parting inspiration
    62. The four questions
    63. Another great example
    64. Messenger matters.

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