Successful Fundraising in Tough Economic Times

Katya Andresen Successful Fundraising in Tough Economic Times

Today’s Agenda
Why we give
State of giving
Future of giving
4 rules of fundraising
4 questions you must answer
Q&A throughout

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?

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

What did we just learn?

The most important fundraising lesson
See through the eyes of your audience
(donors, funders, prospects)
Credit: Suzee Que, Flickr

You are not the target audience!

Today’s Agenda
Why we give
State of giving
Future of giving
Q&A throughout

Giving Snapshot 2008 Source: Giving USA 2009
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)

What’s the good news?
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

No magic button… you need marketing “ Broken Button”Fotofigg, Flickr

Today’s Agenda
Why we give
State of giving
Future of giving
Q&A throughout

Trend alert: 3 big trends in giving
Tangibility and impact: the new black
Personal relevance and relationship
Community and friends to friends fundraising
Which means…
Credit: Anessa Stine, Flickr

Today’s Agenda
Why we give
State of giving
Future of giving
Q&A throughout

1. It’s not about you, it’s about your audience
Your: funder, donor, partner
Translate
Here is what I need from you
Into
Here is what you can accomplish
(cheesy animation alert)

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

It’s not about what we need but rather:
What we can enable our donors to do
How we make our donors feel
What we can accomplish together
How we can help our funders achieve THEIR goals
How we can drive a partner’s bottom line

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 "Helper's High ."

Bonus tip: 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

3. It’s about what others say

Who do we believe?

4. There are 1.8 MILLION nonprofits.
So you must stand out. Really.

An instructive story

More than a toehold in the sock market

How to win

Wowfundraising.com
How to lose

Today’s Agenda
Why we give
State of giving
Future of giving
Q&A throughout

The four questions
Why me?
What for?
Why now?
Who says?

Why me?

By Jan Fonger What happens when we focus on ourselves Attitudes toward marketing

Stress picture

Why me?
Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons

Why me: speak to THEIR values
CONNECT TO:
To their existing values
To their existing feelings
To their existing desires

Let’s try it on you Credit: It’s just Jack, Flickr

What for?

What for?
What’s in it FOR THEM personally?
What good will come about BECAUSE OF THEM?
Are you going to spend the money wisely?

What for… through the donor’s eyes

Why now?

Why now?
It’s an emergency
There’s a deadline
Something important is at stake
This is new and different

Why now?

Who Says? blank

Who says: hopefully not just us

Who says?
76% of givers are motivated by friends and family, says Cone
Uber-activists may be better messengers than us
We need to give them the FREEDOM to do that for us
It makes our job easier!

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

Some help along the way
We are here to help!

Free training, free resources

More stuff
www.nonprofitmarketingblog.com
Robin Hood Marketing

Some parting inspiration

The four questions

Another great example

Messenger matters.

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Successful Fundraising in Tough Economic Times

by katyaa on Oct 02, 2009

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Successful Fundraising in Tough Economic Times — Presentation Transcript