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Webinar - Targeting Donors for Year-End Success - 2016-10-06


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Hear from Network for Good's Nate Nasralla to get tips on smart donor communication for meeting your year-end fundraising goals.

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Webinar - Targeting Donors for Year-End Success - 2016-10-06

  1. 1. Targeting Donors for Year-End Success Nate Nasralla, Network for Good October 6, 2016
  2. 2. . © TechSoup Global | All rights reserved2 Using ReadyTalk • Chat to ask questions • All lines are muted • If you lose your Internet connection, reconnect using the link emailed to you. • If you lose your phone connection, re-dial the phone number and re-join. • ReadyTalk support: 800-843-9166 Your audio will play through your computer’s speakers. Hear an echo? You may be logged in twice and will need to close one instance of ReadyTalk.
  3. 3. . © TechSoup Global | All rights reserved3 You Are Being Recorded… This webinar will be available on the TechSoup website along with past webinars: You can also view recorded webinars and videos on our YouTube channel: You will receive an email with this presentation, recording, and links within a few days. Tweet us @TechSoup or using hashtag: #tswebinars
  4. 4. . © TechSoup Global | All rights reserved4 Presenters Assisting with chat: Kevin Lo, TechSoup Becky Wiegand Webinar Program Manager TechSoup Nate Nasralla Director, Fundraising Solutions Network for Good
  5. 5. . © TechSoup Global | All rights reserved5 Objectives • Assess who to target in your year-end communications • Learn what constitutes good fundraising communications • Consider the appropriate channels and segmentation • Gain templates to get started on your own campaign calendar • Answer questions!
  6. 6. 6 About TechSoup
  7. 7. . © TechSoup Global | All rights reserved7 The Need Is Global – And So Are We TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social change agents around the world to gain effective access to the resources they need to design and implement solutions for a more equitable planet. Countries Served TechSoup Partner Location NetSquared Local Group Where are you on the map?
  8. 8. . © TechSoup Global | All rights reserved8 www.TechSoup.Global
  9. 9. . © TechSoup Global | All rights reserved9 Our Impact Together, we build a stronger, more resilient civil society. $5.2B in technology products and grants employed by NGOs for the greater good 35 languages used to provide education and support 100+ corporate and foundation partners connected with the causes and communities they care about 6.2M annual visits to our websites 600,000 newsletter subscribers empowered with actionable knowledge 79% of NGOs have improved organizational efficiency with TechSoup Global's resource offering* *Source: survey conducted among TechSoup members in 2013
  10. 10. . © TechSoup Global | All rights reserved10 Participant Poll Do you know today what you need to do before December 31 to raise 50% more than last year? - Yes - No - Sorta?
  11. 11. . © TechSoup Global | All rights reserved11 Participant Poll How many hours per week do you spend on direct fundraising? - Less than 2 - A few - 20 hours/half-time - 40 hours/full time - Other (comment in chat)
  12. 12. SPECIAL PRESENTATION Creating a Year-end Campaign to Raise Money, Not Expenses Thursday, October 6, 2016 Nate Nasralla, Director of Fundraising Solutions
  13. 13. BOARD DONORS FUNDERS BUSINESSE S COMMUNITY TEAM INSIGHTSTOOLS PLAN What are the elements of a year-end campaign? TIME
  16. 16. FIRST UP: RENEW 5,300 DONORS THAT GAVE $370,000 BY MAIL
  17. 17. MAIL DATE: SEPTEMBER 12, 2001
  21. 21. $1,700
  23. 23. Today we’ll discuss what drives the campaign: Channel. What you need to know about your donors’ communication preferences. Plan. How to create a fundraising plan, right- sized and best-suited for budget, staff. Message. How to create a true donor- centric message to compel renewal. NEXT >
  24. 24. PART Why and how people give and what motivates them to do so. NEXT >
  25. 25. What do you need to know? You have to do a little bit of everything to reach everyone, but start with channels that can reach the most for the lowest cost.
  26. 26. PART How to create a fundraising plan, right- sized for your nonprofit to drive year-end. NEXT >
  27. 27. Aligns resources around what works and is possible NEXT > Requires you to think beyond and before transactions Helps you more easily allocate resources, including time Focuses and motivates a board of directors Provides rigor and framework to ongoing ideation
  29. 29. Top Line Fundraising Questions Answer How many contactable households do you have? 200 How many gifts did you receive last fiscal year from: Board members 10 Individuals 45 Sponsors 4 Small business 6 Private foundations 2 Government 1 Special events 80 Total amount of dollars you raised last fiscal year? $65,000 How much was spent on fundraising last fiscal year, including both production and retention? $20,000
  30. 30. Your plan is more than strategies and goals, it also is a calendar, sequencing all of the interdependent steps. 1. Create timeline 2. Secure board commitment 3. Create content & channels 4. Secure create challenge grant 5. Create segments 6. Ready website 7. Move to production 8. Configure automated acknowledgment 9. Deploy campaign 10. Send formal acknowledgment letter 11. Initiate monthly Gifts At Work Series
  31. 31. What do you need to know? You won’t keep what you don’t manage. The fundraising plan is the single tool you use to align time, resources, and people to reach goals. It’s function and purpose to essential for success – and your sanity.
  32. 32. TEMPLATE
  33. 33. PART How to create effective fundraising message & case for support. NEXT >
  34. 34. Focus work, creative time to avoid procrastination Create message that targets donors, not staff Think in terms of characters, not pages Draw attention to your mission and outcomes Leverage content for email, mail & social media
  35. 35. Donors all make gift decisions differently and you must creatively integrate all of them Rational Reasons (Head): “What I am being asked to do makes sense and I understand why it’s important.” Emotional Reasons (Heart): “I identify with this mission and programs because I know someone who...and I want to help.” Transformational Reasons (Halo): “This is a big problem and I want to leverage my resources to fulfill the vision and change the world.” TEMPLATE
  36. 36. Your message needs to embrace the notion that donors give through your organization, not to it. The founder or the facility doesn’t drive giving or retention, the mission and impact you make does. Donors are hiring you to do the good in the community they want to happen but don’t have time to do, directly. Always answer the question and when you do, become relevant, “Why is your mission important to me?” TEMPLATE
  37. 37. Don’t project your own metrics, needs or milestones into your message – they don’t drive giving or retention. “Our fiscal year ends...” and “Close budget shortfall of...” uninspire, unless your mission is to balance a budget. Opportunity for to create and sustain immediate program impact creates urgency, not months calendar. “If everyone participates with a gift of...” only demonstrates you can do math, not fulfill the promise of your mission and program. TEMPLATE
  38. 38. Tell the story you want donors and prospects tell their friends – that’s what matters. Quantify impact and opportunity, create your Needs Target with three, concentric circles. Tell donors and prospects what they become after they support your mission and programs TEMPLATE Tell a story about someone who benefits from your mission instead or just articulating what you need.
  39. 39. Tax deductibility is already a known fact and it doesn’t drive most giving Only .008% of donors who give gifts under $1,000 report doing so in order to get a tax deduction Reminding donors and prospects of deductibility wastes precious communication real estate to communicate impact Talking about it implies you believe it’s important and what motivates people to support your mission. TEMPLATE
  40. 40. What do you need to know? You need to cause an interruption, not just deliver a message. A donor should not only know why they are hearing from you, but anticipate the value of the information you are sharing with them.
  41. 41. TEMPLATE
  42. 42. Bonus ideas.
  43. 43. Send an update letter Tell donors and prospects what you achieved this summer and what’s ahead this Fall Use the opportunity to thank them for their past support and give an example of how you put the dollars to work Keep it under one page, personalize it using at least a first name, give it a live “wet” signature.
  44. 44. Follow donors, prospects on social media Allows you to comment on news and stories for which you have subject matter expertise Builds your network for #GivingTuesday and easy outreach thereafter (for future efforts) The simple act of following suggests you’re thinking about the donor or prospect and you value what they say to their networks
  45. 45. Conduct a virtual briefing or town hall Respond to a emerging need or news story that relates to your mission, invite donors and prospects to call- or dial-in Have a person who benefits from your mission and programs speak about their experience Outline your plan to address the opportunity or need – how you’re going to take action
  46. 46. Create a simple, clickable newsletter Find a story or online content that addresses between 2-4 programs in your mission Embed links in an email with an appealing image that drives a click or shows the program in action Review which donor, prospect clicked on which link/story to make a first-pass assessment of what’s most important to them
  47. 47. Ask donors to be GivingTuesday/Day Ambassadors Gauge their commitment to your mission by asking them to report and share your content on your big day Shows donors, prospects you regard them as part of the family and their network has value to your mission Exponentially expands the network that will have exposure to your #GivingTuesday message/ask
  48. 48. Invite them to see or tour a program in action The simple act of inviting is a powerful gesture, even if they do not attend Those that attend are truly interested in your programs, services – and not wine and passed hors d'oeuvres Demonstrates to invitees that their dollars support programs and impact, not entertainment.
  49. 49. 54 Questions?
  50. 50. . © TechSoup Global | All rights reserved55 Learn and Share! Chat in one thing that you learned in today’s webinar or will try to implement. Will you share this information with your colleagues and within your network? Please complete the post-event survey that will pop up once the webinar ends!
  51. 51. . © TechSoup Global | All rights reserved56 Upcoming Webinars and Events 10/11: Should You Contract Out Your Nonprofit's Tech? IT Assist and Managed Services 10/13: QuickBooks for Religious and Faith-Based Organizations 10/18: Is the Cloud Right for You? 10/19: Microsoft Azure 10/20: Broadband Planning for Libraries: Enough Is Never Enough 10/25: Show Your Impact! Introduction to Data Visualization with Tableau 10/26: Idealware Technology Planning for Nonprofits and Libraries 10/27: What Microsoft's Cloud Services Can Do for Your Nonprofit Explore our webinar archives for more!
  52. 52. . © TechSoup Global | All rights reserved57 ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week. For more information: Please complete the post-event survey that will pop up once you close this window. Thank You to Our Webinar Sponsor!