2012 Giving Trends &End of Year Giving Strategies     WEDNESDAY, AUGUST 22, 2012         ANASTASIA A. STATEN   SENIOR DIRE...
Prepare Your Case for GivingDon’t Just Solicit – Take Your   It’s Not About You! It’s The Lives   Donors on a Journey     ...
Prepare Your Case for GivingPlace Your Donors in the                           Use Emotion Authentically  Center of the Mi...
Think Like an Investor: Investment PortfolioIndividual components:   Mail   Phone   Online                           Th...
Direct Response and  Emerging Major       DonorsStrategy – Consistency – Commitment
Strategy, Commitment, Consistency                  Multi-part communication:    Mail, Phone, E-mail and other communicatio...
IncreaseOpen Rate
Emerging Major DonorsFirst YearCase Study - Year-End 3 Partin Revenue           Generated 19% Increase Mail SeriesKey Wins...
Suggest Giving Level
Handwritten Address BlockEnhancedPersonalization                                          Encourage Do                  Ad...
Emerging Major Donor Year-End Growth                                                                                 $180,...
Soliciting Online Built email list and cultivated in months leading up  to year-end asks It’s ALL about the last 10-15 d...
In General: Use MailSuccess Techniques    Do the Math    Tell a Story    Maximize the P.S.First of Six e-Solicitations
“Spirit of Giving”  Copy Gets Shorter and  More Direct     Third of Six e-Solicitations
Sense of         Urgency   Goal Driven Copy and   ImageryFinal of Six e-Solicitations
Tele-Fundraising Overlay a calling campaign Great place to encourage, reinforce urgency, reactivate lapsed or about to l...
Direct Response: The Fierce Five1. Don’t Shy Away From Tried and True2. Cultivate NOW3. Challenge Yourself But Don’t Bite-...
Wrapping Up Year-End CampaignReporting Back to Donors Gift Acknowledgment Impact Reports High-Touch ReportingReport Bac...
Integrated Marketing Plan                        August                      September                      October       ...
Q and A
Contact InformationAnastasia A. Staten, Senior Director of MembershipFoundation Fighting Blindness410.423.0635 │astaten@fi...
Year End Fundraising Assoc Fundraising Professionals (MD) Presentation
Year End Fundraising Assoc Fundraising Professionals (MD) Presentation
Year End Fundraising Assoc Fundraising Professionals (MD) Presentation
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Year End Fundraising Assoc Fundraising Professionals (MD) Presentation

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AFP 2012 Giving Trends & End of Year Fundraising Strategies presentation.
Anastasia Staten shared specific end of year fundraising strategies for direct response (mail,phone, email), annual giving, and mid-level donors. Best practices, success stories (with metrics) and tips for successful end of year fundraising planning was presented for attendees to use within their organizations.

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Year End Fundraising Assoc Fundraising Professionals (MD) Presentation

  1. 1. 2012 Giving Trends &End of Year Giving Strategies WEDNESDAY, AUGUST 22, 2012 ANASTASIA A. STATEN SENIOR DIRECTOR OF MEMBERSHIP FOUNDATION FIGHTING BLINDNESS
  2. 2. Prepare Your Case for GivingDon’t Just Solicit – Take Your It’s Not About You! It’s The Lives Donors on a Journey Your Donors Can Change
  3. 3. Prepare Your Case for GivingPlace Your Donors in the Use Emotion Authentically Center of the Mission
  4. 4. Think Like an Investor: Investment PortfolioIndividual components:  Mail  Phone  Online Three Principles To a  In-person meeting (one-on-one, Successful Year-End small gatherings, etc…) 1. StrategyTypes of Givers:  Major Donors (Individual, 2. Commitment Corporate and Foundation) 3. Consistency  Direct Response  Emerging Major Donors  Planned Giving
  5. 5. Direct Response and Emerging Major DonorsStrategy – Consistency – Commitment
  6. 6. Strategy, Commitment, Consistency Multi-part communication: Mail, Phone, E-mail and other communications channelsMail• Direct Response • Two part series in the prime time (November and December) • First mailing to a wider audience, second to core segment• Emerging Major Donors • Three part series over 4-months starting in SeptemberPhone: Overlaid a telemarketing campaignEmail• Six part series excluding cultivation • Targeted messagingKeys to Success: Use Matching Gift, Create a Sense of Urgency, Use a Deadline and Remember if You Are Not Asking Someone Else Is
  7. 7. IncreaseOpen Rate
  8. 8. Emerging Major DonorsFirst YearCase Study - Year-End 3 Partin Revenue Generated 19% Increase Mail SeriesKey Wins:Net Per Donor Acquired (NPDA): $901Return On Investment (ROI): 813%Total Revenue: $157K
  9. 9. Suggest Giving Level
  10. 10. Handwritten Address BlockEnhancedPersonalization Encourage Do Address Block Directed Givin
  11. 11. Emerging Major Donor Year-End Growth $180,000 $157,190 $160,000 $140,000 $120,000 $100,000 Number of Responses $80,000 Income Generated $62,663 $60,000 $58,980 $50,445 $40,000 $37,880 $20,000 $0FY08 FY09 FY10 FY11 FY12
  12. 12. Soliciting Online Built email list and cultivated in months leading up to year-end asks It’s ALL about the last 10-15 days of the year Give “donate” buttons more prominence on home page during December – consider a shadow box, flash sales and social media Create a multi-part messaging campaign that builds toward the end of the year
  13. 13. In General: Use MailSuccess Techniques Do the Math Tell a Story Maximize the P.S.First of Six e-Solicitations
  14. 14. “Spirit of Giving” Copy Gets Shorter and More Direct Third of Six e-Solicitations
  15. 15. Sense of Urgency Goal Driven Copy and ImageryFinal of Six e-Solicitations
  16. 16. Tele-Fundraising Overlay a calling campaign Great place to encourage, reinforce urgency, reactivate lapsed or about to lapse donors
  17. 17. Direct Response: The Fierce Five1. Don’t Shy Away From Tried and True2. Cultivate NOW3. Challenge Yourself But Don’t Bite-Off More Than You Chew4. Maximize Production5. Educate Larger Team
  18. 18. Wrapping Up Year-End CampaignReporting Back to Donors Gift Acknowledgment Impact Reports High-Touch ReportingReport Back to Yourself Analyze Results Set goals for next campaign Thanking Your Donors Does NOT Stop in December
  19. 19. Integrated Marketing Plan August September October November December January Facilitate prospect Facilitate prospect Secure matching gift, meetings, host social meetings, host social identify major gift gatherings and program gatherings and program Mail appeal to personal Forward email appeals toBoard/CEO prospects visits visits lists personal lists Phone call thank-a-thon Refine solicitation Set goals with team, strategy; host top including $ raised, # prospects at gatherings, Continue solicitations Continue solicitations donors, # outreach visits; talk with and outreach to top and outreach to top Celebrate year-endDirector of actions; socialize with corporate, foundation prospects; facilitate prospects; facilitate success, thank donors,Development Board & CEO donors Board leads Board outreach Call/visit with top donors analyze results Create customized cultivation plans with prospects; know Ramp up targeted Intensive quality Intensive quality prospects decision- outreach, begin Intensive quality outreach; update outreach; update Thank donors; report onGift Officers making timelines solicitations outreach, solicitations committed donors committed donors results Mail follow-up to CYE #1; overlay telemarketing Rest your file or regularly Rest your file or regularly Regularly scheduled Mail CYE #1 appeal; and E-mail campaigns; schedule solicitation; scheduled solicitation; solicitation or package overlay telemarketing thanks donors; suppress Celebrate CYE campaignDirect cultivate on all available cultivate on all available with "spirit of giving and E-mail campaigns; donors who have given to or year in review; thanksResponse channels channels theme thanks donors the CYE efforts donors
  20. 20. Q and A
  21. 21. Contact InformationAnastasia A. Staten, Senior Director of MembershipFoundation Fighting Blindness410.423.0635 │astaten@fightblindness.org anastasiastaten

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