Gcsv2011 fundraising beyond events-joanna nixon


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This document was created by an individual or individuals who submitted a proposal so he / she / they may present at the Office of Faith-Based and Community Initiative’s 2011 Conference on Service and Volunteerism (GCSV11). This proposal was approved by the Indiana Commission on Community Service and Volunteerism (ICCSV) and other community partners. Sharing this document is a courtesy extended by the OFBCI to conference attendees who may want to reference materials covered at the GCSV11, and the OFBCI in no way not responsible for specific content within.

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Gcsv2011 fundraising beyond events-joanna nixon

  1. 1. Fundraising beyondSpecial Events
  2. 2. Session at a Glance• Special Events (pros and cons)• Reasons Individuals Give• The Multi-Channel Approach• Direct Mail, Email, Online and Personal Asking• Solicitation Planning• Donor Stewardship
  3. 3. Special Events Can:• Inform individuals about your cause and organization• Motivate Individuals to Give• Motivate Existing Donors to Give More• Celebrate Donors• Recognize Donors
  4. 4. Challenge withSpecial Events“Too much work.”“Not enough money raised related to the effort.”Average nonprofit spends $.71-$1.33 to raise $1.00“The right people are not in the room. “No follow-up/acquisition mechanism.Guests/donors get weary with the same auctionitems and programming year after year.
  5. 5. Reasons Individuals GivePersonal ask by someone they know or trust Emotionally moved by a story Personal Passion for the cause or issueFirst hand relationship with the organization Tradition Tax deduction A gift will make a difference
  6. 6. What is a Multi-Channel Approach?A coordinated fund solicitation during a specific timeframe that involves multiple tacticsto raise support. The multi-channel approach is intended to maximize reaction from the donor andconstituency base. The Multi- Channel Mail Approach
  7. 7. Direct Mail – Is FirstThe primary objectives of an annual fund should be the following:• To solicit and secure a new gift, repeat the gift, and upgrade the gift• To build and develop a base of donors• To establish habits and patterns of giving by regular solicitation• To raise annual unrestricted and restricted money• To inform, involve, and bond the constituency to the organization• Create a Call to Action
  8. 8. Key Components of a Successful Direct Mail:• Personalized communication• Make your letter visual• Share a story of how you are making a difference• Make a compelling case for support• Provide specific amounts for how dollars can make a difference• Indicate where individuals can get more information• Include a remit envelope
  9. 9. Email/Online Fundraising:• Make sure you are acquiring emails (website, events)• Email Supplements Direct Mail• Personalize email communication especially fundraising appeals• Analyze the response/interest with analytics (clickable links)• Segment your email donation list• Provide opportunities for individuals to engage “offline”• Make sure you are set-up to accept gifts online
  10. 10. Key Components of aSuccessful Donation Landingpages:• Have a DONATE link from your homepage• Provide specific amounts for how dollars can make a difference• Have a transaction page with major credit cards accepted• Create one-time and monthly giving opportunities
  11. 11. PERSONAL SOLICITATION• Personal solicitation is best• People give to people• People give to causes not institutions• Bring your mission to life• Do your homework: Understand linkages and connections• Begin where the donor is• Engage in a conversation• Be compelling• Communicate how dollars make a difference
  12. 12. ASK Amounts$10 Mobile & Social Media$20-$25 New Donors (house list)Previous Lapsed donors (12+ months)gift amount Source: Giving USAPrevious Existing donorsgift amount +
  13. 13. Planning MessagingFundraising
  14. 14. Solicitation Planning• Be proactive, intentional and strategic• Planning allows you to be thoughtful and focus on the positive opposed to crisis communications
  15. 15. Planning: What gets communicated and how its communicated Donors Lapsed Donors Volunteers General Personal Solicitation Email 1st QuarterJanuary - March Direct Mail Online Other non- fundraising communication Segment communication by type and by audience
  16. 16. Donor StewardshipMaintaining a Relationship 1 Send acknowledgment and thank you notes 2 Avoid gifts of appreciation 3 Provide periodic personalized organization updatesStay in Touch 4 Extend a personal invitation to get involved beyond giving 5 Be proactive when something doesn’t go as planned
  17. 17. Fundraising • Be multi-channelKey Points • Intentional plan your fundraising solicitations (who, what, when) • Make a compelling case for why individuals should give • Offer opportunities for how dollars make a difference at various giving levels • Don’t ignore the donor after they give a gift • Create systems to make giving to your organization a habit
  18. 18. Questions? Joanna Nixon, Strategy Consultant jnixon@achieveguidance.com www.achieveguidance.com 317.637.3000