Blue strike webinar   five simple ways to upgrade your donors - apr. 10, 2014
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Blue strike webinar five simple ways to upgrade your donors - apr. 10, 2014

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Ideas for getting your donors to give more.

Ideas for getting your donors to give more.

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  • Want to make sure as we talk about these five techniques that everyone has a
  • Want to make sure as we talk about these five techniques that everyone has a
  • Want to make sure as we talk about these five techniques that everyone has a

Blue strike webinar   five simple ways to upgrade your donors - apr. 10, 2014 Blue strike webinar five simple ways to upgrade your donors - apr. 10, 2014 Presentation Transcript

  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org WELCOME Five Simple Ways to Upgrade Your Donors April 10, 2014 Association of Fundraising Professionals - Washington DC Metro Area Chapter Presenter: Mary Dillon Kerwin, President Blue Strike PowerPoint at bluestrike.org/resources
  • Association of Fundraising Professionals Washington DC Metro Area Chapter afpdc.afpnet.org FIVE SIMPLE WAYS TO UPGRADE YOUR DONORS
  • In this session, we will talk about techniques to increase giving among your current donors. The five techniques were chosen because they can be adopted quickly using existing resources. AGENDA Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org AGENDA For the first 40 minutes, we will talk about each of the five techniques. We will do a quick poll to gauge how many of you are using these techniques, so we can hear about successes and obstacles and trouble shoot as we go.
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org AGENDA We will take a slight detour for the final 20 minutes to talk about an effective retention strategy, specifically a thank-you call program. We will wrap up by 10:00 am
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org WORKING FRAMEWORK Three parts to an individual giving program: 1. acquire new donors 2. recapture lapsed donors, and 3. renew & upgrade current donors. Focus on current donors. Why?
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org DEEPENING THE BASE  Deepening the base (upgrading current donors) will produce the best overall returns.  We take current donors for granted. It’s not as exciting as broadening the base (acquiring new donors).
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org WE MAY FACE . . .  Resistance about “going back” to same donors.  Skepticism about the potential for growth.  Lack of understanding about the upgrade strategies.
  • Ask for an annual increase or more than one gift? Five Simple Ways April 10, 2014 AFP DC and bluestrike.org STEP 1: FIVE UPGRADE TECHNIQUES
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 30-SECOND LOOK AT FIVE OPTIONS 1. Conditional ask strings 2. Challenge/matching opportunities 3. List and recognition levels 4. Second-gift approaches 5. Sustainer program
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 1. CONDITIONAL ASK STRING Ask for an incremental increase based on previous giving, typically highest previous contribution (HPC). If HPC is $80, the ask string would be: _ $80 _$120 _ $160 _ $200 1 1.5 2 2.5
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 1. CONDITIONAL ASK STRING SUCCESS & OBSTACLES Conditions for Success:  Customized solicitation in every mode: online, mail, personal contact.  Consistent and careful application. Obstacles:  Getting all your systems in sync.
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 2. MATCHING OPPORTUNITIES Announce a special effort to help match x dollars from a donor or group of donors who have issued a challenge. Ask for additional gifts to help reach the goal. Year end, time limited challenges work especially well. Capitalizes on team dynamic.
  • Reach out to former board members, long -time donors and others who can help put the match in motion. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org SAMPLE EMAIL TO BUILD MATCH SUBJECT: Would you help with our challenge?‫‏‬ From: Mary Dillon Kerwin To: John Miller Date: 11/01/13 Dear Mr. Miller: I am working with a handful of long-time members of Advocates in Action to create a year- end matching gift to help spur individual giving among our members. You have been such a generous, long-time supporter that I wanted to ask if you would consider joining the challenge. We have used this challenge-match campaign for the past two years to great success, raising more than $50,000 in the final few weeks of the year. The "challengers" simply let us know by email the maximum they would be willing to match before year end. If you would be willing to consider a gift of $1,000, or more, we would be very grateful. We will gather all pledges and issue a joint challenge to our members in mid- December. Once that match goal is reached, we will notify you so you may then send your contribution. (The idea is that the challenge gift is withheld until the match is met). Thank you for your long-time support and belief in our mission. Thank you for considering our request. If you have any questions, please let us know. Warm regards, Mary Dillon Kerwin marydillonkerwin@msn.com (703) 399-0855
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 2. MATCHING OPPORTUNITIES – SUCCESS & OBSTACLES Conditions for Success:  Tracking and reporting  Timing to avoid conflict with annual giving Obstacles:  No matching funds!
  • Use recognition as an incentive to increase giving. Use giving levels such as platinum, gold, silver and bronze. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 3. LIST AND RECOGNITION LEVELS
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 3. LIST AND RECOGNITION LEVELS SUCCESS & OBSTACLES Conditions for Success:  Need critical mass of donors at higher levels, willingness to be listed  Publication for recognition Obstacles:  Sensitivity about giving abilities.
  • The donor’s “first gift” is an annual contribution. The second gift would be for a special event, a program- restricted gift, honoraria, or gift to subsidiary. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 4. SECOND GIFT APPROACHES
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 4. SECOND GIFT APPROACHES SUCCESS & OBSTACLES Conditions for Success:  Need a variety of fundraising opportunities  Creative and flexible Obstacles:  We only solicit once a year.
  • Monthly or quarterly contributions of small gifts to add up to larger overall contribution. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 5. SUSTAINER PROGRAM
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org 5. SUSTAINER PROGRAMS SUCCESS & OBSTACLES Conditions for Success:  Should be continuous  Careful of people falling through the cracks. Need system for checking on credit card expiration. Obstacles:  Selling the initial sign up.
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org NEXT STEPS  Dedicate energy and resources to developing an upgrade strategy.  Review 3 to 5 years of individual giving fundraising results.  Use cumulative annual giving as the metric.
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org NEXT STEPS  Look at giving totals broken out by new v. current v. lapsed donors.  Evaluate potential for “new” dollars (re-defined).  Try one or two new techniques for increasing giving among current donors in your organization.
  • Magic of Thank- You Calls STEP 2: REGULAR OUTREACH Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
  • Personal thank you calls from board members to individual donors can help build meaningful relationships with donors and also engage your board in outreach on behalf of your organization. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org THANK YOU AND OUTREACH
  • The first step in getting the program off the ground is to have at least one board member willing to take the plunge by making a first round of initial calls. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org ASK YOUR BOARD FOR HELP
  • Recruit a “champion,” someone on the board -- perhaps your board chair or other well-regarded member to make these initial calls. Decide on a time, preferably a weekday evening or a weekend afternoon. Set aside one hour. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org FIND ONE OR TWO CHAMPIONS
  • Pull together a list of 15 to 20 names of donors who have recently given. Provide those names to your board member along with just a few other key pieces of information: location, most recent gift amount and date; date of first gift and cumulative giving. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org PROVIDE ORIENTATION AND CALL LIST
  • ID: 1002003 Kelly Miller Chicago; member since 2009 Most recent: $250 Mar. 7, 2014 Cumulative: $825 (312) 555-1212 Five Simple Ways April 10, 2014 AFP DC and bluestrike.org SAMPLE CONTACT ITEM
  • 133569 Elmer Herschel Almond, WI; new member Most recent: $500 on Dec. 22, 2013 eh13@xxx.com (607) 555-1212 1446855 Jane Pearson Santa Barbara, CA; member since 1983 Most recent: $1,000 Dec. 2013 Cumulative: $13,850 jpearson@xxx.net (415) 555-1212 11114031 Robert Cain Atlanta, GA; member since 2007 Most recent: $1,000 Dec. 2013 rcain@xxx.com (421) 555-1212 11813201 Anisha Gupta Cheverly, MD; member since 1988 Most recent: $325 on 12/28/2013 Cumulative: $1,125 agxx@xxx.com (410) 555-1212 1077784 Kathy Talent, MD TAKOMA PARK, MD; member since 1998 Most recent: $250 on 12/4/2013 Cumulative: $1,775 kxxxxxxx@xxx.edu (301) 555-1212 1177700 Edward Islee Fairfax, VA; member since 2011 Most recent: $200 on 12/5/2013 7:56:11 AM Cumulative: $1,000 exxxx@xxx.com (703) 555-1212 Five Simple Ways April 10, 2014 AFP DC and bluestrike.org SAMPLE CALL LIST
  • Rather than simply handing off the list and asking your board member to make the calls, you are going to assist in placing those calls. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org CONFERENCE CALL
  • Using a three-way conference call, you and your board member will contact the donor together. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org CONFERENCE CALL
  • Call your board member first and review the call list. “We are going to call Kelly Miller first. She gave $250 on March 7 of this year. She lives in Chicago and has been a donor for five years.” Five Simple Ways April 10, 2014 AFP DC and bluestrike.org CHECK IN BEFORE PLACING CALL
  • “Ms. Miller, this is Mary Dillon Kerwin from Advocates in Action, I have on the line with me our board chair who is making calls today to thank our supporters. If you have just a minute, may I conference her in?” Five Simple Ways April 10, 2014 AFP DC and bluestrike.org PLACE THE CALL
  • Five Simple Ways April 10, 2014 AFP DC and bluestrike.org GETTING SIGN UPS The most effective time to enlist more volunteers is during a board meeting. Mark your day-timer with blocks of available time and send it around the room during the meeting to have them pencil in a time they are available.
  •  13 board members  27 call sessions  362 calls Five Simple Ways April 10, 2014 AFP DC and bluestrike.org ACTUAL YEAR END PROGRAM
  • 1. direct contact-positive conversation; 2. direct contact-busy; 3. direct contact-do not call; 4. left message; 5. email only; or 6. no contact Five Simple Ways April 10, 2014 AFP DC and bluestrike.org CODING CALL OUTCOMES
  • No. of calls Call outcome Percent 174 voice mail message left 48.07% 105 no contact 29.01% 44 direct contact-positive conversation 12.15% 9 direct contact-busy 2.49% 9 direct contact-no calls please 2.49% 21 emails only 5.80% 362 Total Five Simple Ways April 10, 2014 AFP DC and bluestrike.org ACTUAL CALL RESULTS
  • After making lots of these calls, board members reach a comfort level:  Talking to semi-strangers on the phone  Using the phone to cultivate donors  Working with you! Five Simple Ways April 10, 2014 AFP DC and bluestrike.org THE COMFORT ZONE
  •  “Maybe I should write notes to the people we didn’t reach. Can you send me their addresses?”  “My brother might be interested in giving. Can you send him a letter from me?” Five Simple Ways April 10, 2014 AFP DC and bluestrike.org THIS IS WHAT STARTS TO HAPPEN
  •  “When are we going back to major donor x? I had a good conversation with her last time.”  “Did so-and-so give yet this year? Because I could call him if he hasn’t.” Five Simple Ways April 10, 2014 AFP DC and bluestrike.org AND THIS . . .
  •  “I’m going to be in Atlanta next month. Are there people I can meet with while I’m there?”  “There’s a college roommate of mine who just sold her company. How should we connect with her?” Five Simple Ways April 10, 2014 AFP DC and bluestrike.org AND THIS . . .
  •  Take into consideration location, tenure, and professional occupation.  Provide script and opportunity to practice.  Offer new board members a chance to listen in. Five Simple Ways April 10, 2014 AFP DC and bluestrike.org WHEN ASSIGNING CALLS
  • UPCOMING EVENTS AND MORE RESOURCES Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
  • Engaging Your Board in Fundraising, A Staff’s Guide by Kathy Hedge https://www.boardsource.org/eweb/blf- 2013/sessions.htm#FUNDRAISING BoardSource $24.00 Urban Institute Special Report Engaging Board Members in Fundraising, Sept. 2012 http://www.urban.org/UploadedPDF/412673-The-Nonprofit- Research-Collaborative-Special-Report.pdf Five Simple Ways April 10, 2014 AFP DC and bluestrike.org RESOURCES
  • Donor Centered Leadership with Penelope Burk Thursday, April 24, 2014 8:00 am to noon, NPR, 1111 N. Capitol St, NE, Studio 1, Washington DC AFP-DC Brown Bag Lunch Friday, May 2, 2014 at 11:45 am, ASAE, AFG 12th Annual National Conference on Association Foundations & Fundraising Thursday, May 8, 2014, FHI 360 Conference Center, 1825 Connecticut Avenue NW, 8th Floor, Washington, DC Five Simple Ways April 10, 2014 AFP DC and bluestrike.org AFP DC UPCOMING EVENTS
  • The Nuts and Bolts of Obtaining Your CFRE Friday, May 13, 2014 at 5:00 to 6:30 pm, AWHONN 2000 L Street, NW, Suite 740, Washington, DC 20036 Advanced Executives: Fundraising Ideas from Abroad, May 21, 2014, from 8:00 to 10:00 am, Merrill Lynch, 5th Floor Conference Rm., 1152 15th St NW, Washington, DC 20005 Five Simple Ways April 10, 2014 AFP DC and bluestrike.org AFP DC UPCOMING EVENTS
  • Sending Your Executive Director on Tour Tuesday, April 29, 2014 at 01:15 PM Recapturing Lost Donors Tuesday, May 13, 2014 at 01:15 PM The Magic of Thank You Calls Tuesday, May 27, 2014 at 01:15 PM Charity Watchdogs: Managing Your Profile and Ranking Tuesday, June 24, 2014 at 01:15 PM Five Simple Ways April 10, 2014 AFP DC and bluestrike.org BLUE STRIKE WEBINARS