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Making your annual           appeal appealingA look at annual giving best practices
IntroductionsAmy Kaczmarek, Director of Annual Giving ProgramsDominican UniversityFundraising notables:• Grassroots• Small...
Your appeal is not about your organization.
What is an annual appeal?•   Purpose•   Timing•   Communication vehicles•   Outcomes
Your appeal is not about your organization.         It’s about your donors.
5-Step Approach to Annual Appeals1. Identify your audience (market)2. Segment your lists3. Test something – ANYTHING!4. St...
Identify your audienceWho is your audience?Better yet, who are  your audiences?• Their relationship  with you• Demographic...
Generational Fundraising• Segmenting by generations  is the hot topic• Excellent white paper: The  Next Generation of Amer...
Segment your lists                                                         Rosary                                         ...
Test something – ANYTHING!    Letter                        Brochure
Strengthen Marketing MixMain channels• Direct Mail• Phone / Telethon• Email• Web• Other publicationsUp and coming channels...
Marketing Mix – Direct MailConsiderations / Recommendations• Timing• Length of letter (just a letter?)• Style of letter• S...
Marketing Mix – PhoneConsiderations / Recommendations• Timing• Where are you calling from?• Script• Who’s calling• Pledge ...
Marketing Mix – E-mailConsiderations / Recommendations• Timing• Who is it from?• Subject line• Length• Style• Reply mechan...
Marketing Mix – WebConsiderations /  Recommendations• Content• Make a gift button• Online giving page• Above all else: Mak...
Marketing Mix – Other channelsConsiderations /  Recommendations• Other publications• Social media• Mobile• Text to give
Measuring Results• How each segment and donor type responded, and  to what type of appeal• Coded replies with appeals and ...
Appeal                                                            Graduate                                                ...
Appeal & Package ChartAppeal ID         Description                Notes                     Identifiers     #Solicited Pa...
Results• Letter performed better than the brochure• Boomers & matures vs. Gen X & Gen Y• Direct mail vs. phonathon Undergr...
Sample 2012 Overview1. Audience – same2. Segmentation – same3. Test – new online   system & designations4. Marketing Mix –...
Sample 2012 Direct Mail Results                                               FY12                                        ...
Sample 2012 E-Mail/Online Giving Results  Online       FY12   FY11    FY10   FY09  Gifts  received     309     232    211 ...
Q&AContact me:Amy KaczmarekDirector, Annual Giving ProgramsDominican Universityakaczmarek@dom.edu(708)524-6298dom.edu
Thank you!
Making your annual appeal appealing
Making your annual appeal appealing
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Making your annual appeal appealing

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Making your annual appeal appealing

  1. 1. Making your annual appeal appealingA look at annual giving best practices
  2. 2. IntroductionsAmy Kaczmarek, Director of Annual Giving ProgramsDominican UniversityFundraising notables:• Grassroots• Small shop• Mid-size, higher ed
  3. 3. Your appeal is not about your organization.
  4. 4. What is an annual appeal?• Purpose• Timing• Communication vehicles• Outcomes
  5. 5. Your appeal is not about your organization. It’s about your donors.
  6. 6. 5-Step Approach to Annual Appeals1. Identify your audience (market)2. Segment your lists3. Test something – ANYTHING!4. Strengthen Marketing Mix5. Measure your results
  7. 7. Identify your audienceWho is your audience?Better yet, who are your audiences?• Their relationship with you• Demographics• Donor type
  8. 8. Generational Fundraising• Segmenting by generations is the hot topic• Excellent white paper: The Next Generation of American Giving
  9. 9. Segment your lists Rosary College Matures Boomers Gen X Gen Y Cls of 1930-1967 Cls of 1968-1986 Cls of 1987-2000 Cls of 2001-2010Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Graduate Schools Brennan School of Library & Info Education Social Work Business Science Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr
  10. 10. Test something – ANYTHING! Letter Brochure
  11. 11. Strengthen Marketing MixMain channels• Direct Mail• Phone / Telethon• Email• Web• Other publicationsUp and coming channels• Social media• Mobile• Text to give
  12. 12. Marketing Mix – Direct MailConsiderations / Recommendations• Timing• Length of letter (just a letter?)• Style of letter• Signatory• Packaging / envelope• Reply mechanism• Postage• Number of communications each year• Free gift?• Above all else: Make an ask AND make it easy to give
  13. 13. Marketing Mix – PhoneConsiderations / Recommendations• Timing• Where are you calling from?• Script• Who’s calling• Pledge cards• Number of calls before you leave a message• Above all else: Make an ask AND make it easy to give
  14. 14. Marketing Mix – E-mailConsiderations / Recommendations• Timing• Who is it from?• Subject line• Length• Style• Reply mechanism• Number of communications each year• Above all else: Make an ask AND make it easy to give
  15. 15. Marketing Mix – WebConsiderations / Recommendations• Content• Make a gift button• Online giving page• Above all else: Make an ask AND make it easy to give
  16. 16. Marketing Mix – Other channelsConsiderations / Recommendations• Other publications• Social media• Mobile• Text to give
  17. 17. Measuring Results• How each segment and donor type responded, and to what type of appeal• Coded replies with appeals and packages
  18. 18. Appeal Graduate Schools Brennan School of Library & Info Education Social Work Business ScienceLybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Package Rosary College Matures Boomers Gen X Gen Y Cls of 1930-1967 Cls of 1968-1986 Cls of 1987-2000 Cls of 2001-2010 Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr Lybunt Sybunt NonDnr
  19. 19. Appeal & Package ChartAppeal ID Description Notes Identifiers #Solicited Packages1Brochure 1B Fall FY11 DM GEN Y 1=RCAS GEN Y 1BL, 1BS, 1BN 2,359 L-S-N2Brochure 2B Fall FY11 DM Gen X 2=RCAS Gen X 2BL, 2BS, 2BN 868 L-S-N3Brochure 3B Fall FY11 DM BOOM 3=RCAS Boomers 3BL, 3BS, 3BN 769 L-S-N4Brochure 4B Fall FY11 DM Mature 4=RCAS Matures 4BL, 4BS, 4BN 650 L-S-N1Letter 1L Fall FY11 DM GEN Y Fall Direct mail Letter 1LL, 1LS, 1LN 2,358 L-S-N2Letter 2L Fall FY11 DM Gen X 2=RCAS Gen X 2LL, 2LS, 2LN 1,534 L-S-N3Letter 3L Fall FY11 DM BOOM 3=RCAS Boomers 3LL, 3LS, 3LN 774 L-S-N4Letter 4L Fall FY11 DM Mature 4=RCAS Matures 4LL, 4LS, 4LN 653 L-S-N55 BSB 55 BSB Fall DM FY11 direct mail 55BSB 4,043 L-S-N56 GSLIS 56 GSLIS Fall DM FY11 direct mail 56GSLIS 5,731 L-S-N57 SOE 57 SOE Fall DM FY11 direct mail 57SOE 1,878 L-S-N58 GSSW 58 GSSW Fall DM FY11 direct mail 58GSSW 320 L-S-N59 SLCS 59 SLCS Fall DM FY11 direct mail 59SLCS 297 L-S-NFall email FY11 Fall year end email FY11 Email blast year end 9256 L-S-N
  20. 20. Results• Letter performed better than the brochure• Boomers & matures vs. Gen X & Gen Y• Direct mail vs. phonathon Undergraduate Letter Brochure Phonathon Response Rate 2.09% 1.94% 44% Average Gift $78.78 $64.58 $57.63
  21. 21. Sample 2012 Overview1. Audience – same2. Segmentation – same3. Test – new online system & designations4. Marketing Mix – better timing, channels, web, & email communications5. Results
  22. 22. Sample 2012 Direct Mail Results FY12 Avrg/ Appeal Solicited Amount Response % Donors Donor Undergrad Fall Direct Mail 10,834 $42,368.00 4.48% 485 $87.36 Graduate Fall Direct Mail 9,226 $9,586.00 1.44% 133 $72.08 Undergraduate Spring 7,520 $11,403.91 1.72% 129 $88.40 Direct Mail Graduate Spring Direct Mail 8,879 $2,945.00 0.50% 44 $66.93 FY11 Avrg/ Appeal Solicited Amount Response % Donors Donor Undergrad Fall Direct Mail 9965 $15,652.00 2% 218 $71.80 Graduate Fall Direct Mail 12269 $9,302.50 1% 136 $68.40 Undergraduate Spring 7,268 $6,405.00 1.07% 78 $82.12 Direct Mail Graduate Spring Direct Mail 9,096 $1,705.00 0.3% 27 $63.15
  23. 23. Sample 2012 E-Mail/Online Giving Results Online FY12 FY11 FY10 FY09 Gifts received 309 232 211 155
  24. 24. Q&AContact me:Amy KaczmarekDirector, Annual Giving ProgramsDominican Universityakaczmarek@dom.edu(708)524-6298dom.edu
  25. 25. Thank you!

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