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Ye fundraising 2011 sjfdc


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A presentation for Social Justice Fundraisers of Washington, DC about direct response fundraising.

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Ye fundraising 2011 sjfdc

  1. 1. Maximizing Direct Response Fundraising at Year End<br />Kathy Swayze, CFRE<br /> Social Justice Fundraisers of DC<br />
  2. 2. Individual Donors: An Important Piece of the Pie<br />Operating Income<br />Stability gained from diversity of funding sources<br />Gateway to Planned and Major Gifts<br />Public Relations & Education Value <br />Political Clout/ Grassroots Activism<br />
  3. 3. You Lose Donors Every Month Are You Adding More too? <br />Engaging current donors as online recruiters<br />Soliciting internal audiences: Product buyers, users of services, volunteers<br />Rental of lists from similar organizations<br />Name-for-name trade with similar organizations<br /><ul><li>Test and proceed cautiously
  4. 4. Expect to invest to acquire new donors</li></li></ul><li>Lapsed DonorsChampagne Segmentation on A Beer Budget<br />We Miss You!<br />According to our records, it’s time for you to renew your support of _____. It has been quite some time since your last gift. With so much still to be done to . . . we really need you to renew your financial support today.<br /> <br /> ______ is not an organization with deep pockets and tons of corporate and foundation backers. We truly depend on generous individuals like you to continue our efforts to build a better future for us all. Please return your generous tax-deductible contribution today.<br />
  5. 5. Lapsed Donors, continued<br />Dear <Salutation>,<br /> <br /> I don’t want to waste words or paper . . . so I’ll get right to the point. As a former member of the XYZ Foundation, we miss you and we want you back!<br /> <br /> I know you care about our important work to save baby XYZs. But, according to our records, your membership expired in _____(month/year). I hope there hasn’t been any mistake with our record keeping. If so, please do let us know right away. <br />
  6. 6. Don’t leave money on the table<br />Individuals money flows like a river<br />
  7. 7. Case Study: Every Name Counts <br />Presidential Campaign in A Shoebox<br />Jesse Jackson speeches throughout the country . . . “I may run for President and I will need your help. Please fill out card with a pledge amount you can do”.<br />Thousands of index cards in shoeboxes<br />Sent to Telemarketing Center. First night, in less than 10 hours with one caller, raised $18,000 from those index cards.<br />
  8. 8. Use Matching Gift<br />Do two mailings in the prime time<br />First mailing to a wider audience<br />Second mailing to our core segments<br />Develop a teaser that catches their eye<br />Use a deadline<br />Create a sense of urgency<br />Do high touch package for $100+ donors<br />YEAR END CASE STUDY<br />
  9. 9. Mailing 1: early-November<br />“Handwritten" note and blue signature add a personalized touch<br />
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  11. 11. Mailing 2: early December<br />Increase your response by extending match but not too far out<br />
  12. 12. Standout in the Mailbox: Use different color and higher quality stock …try a closed face envelope<br />Holidays are a good time to ask for tribute gifts<br />
  13. 13. It’s ALL about the last 10-15 days of the year<br />Give “donate” buttons more prominence on home page during December<br />Create a multi-part messaging campaign that builds toward the end of the year<br />Year End Fundraising Online<br />
  14. 14. L.A. Gay & Lesbian Center 3-part Year End Email Campaign<br />
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  17. 17. Case study: <br />
  18. 18. Tip #1: Be in their mailbox/inbox often<br />At least twice between Nov 1 and Dec 31<br />Email- backload to the last 10-15 days of year<br />Tip #2: Report back on outcomes <br />Newsletters in Oct/Nov<br />Accomplishments inserts in year end letters <br />Ten Tips for Online & Direct Mail Success at Year End<br />
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  21. 21. Tip #3: Analyze results from last year’s mailing to determine segments that are not making money—and don’t mail them!<br />Tip #4: To help lapsed segments perform better, consider different messaging to let them know they are lapsed. <br />Ten Tips for Online & Direct Mail Success at Year End<br />
  22. 22. Tip #5. Use holiday themes in your letters and emails. Invoke “Spirit of Giving”<br />
  23. 23. 6. Use Response-enhancing techniques<br />Matching Gift<br />Mail back devices (cards for clients)<br />Deadlines<br />Back end premium for upgraded gift<br />7. Year End is a good time to mail deeper: Info & referral requests; deep lapsed; other internal prospect lists.<br />Ten Tips for Online & Direct Mail Success at Year End<br />
  24. 24. Tip #8. Use outside <br />voices to strengthen <br />organizational <br />credibility<br />
  25. 25. Tip # 9:   Tell a Story, Don’t just ask for money -<br />Ten Tips for Online & Direct Mail Success at Year End<br />
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  28. 28. Tip # 10: Acknowledge gifts in a meaningful way<br />Send personalized thank you letters that tell them the results.<br />Consider new ways to say thanks such as phone calls, videos.<br />
  29. 29. For more information:<br />Changing the World One Story at a Time <br />Kathy Swayze, CFRE, President<br />906 Pennsylvania Ave, SE<br />Washington, DC 20003<br />(202) 543-7671<br /><br />Twitter: @impactkathy<br />