https://bloomerang.co/resources/webinars/ Sarah Durham will show you how to brand your capital (or other very large) campaign so it inspires donors to act, what printed or digital tools do you need in the quiet and public phases, and how to inspire major donors to become campaign ambassadors.

1. Capital Campaign
Communications: Creating a
Powerful Case for Support
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Before we get started »

3. 3
https://bloomerang.co/demo/video

4. 3
Our guest presenter »
Sarah Durham
@bigducksarah
• Founder of Big Duck
• Author of Brandraising: How
Nonprofits Raise Visibility
and Money Through Smart
Communications (Jossey-Bass/
Wiley, 2010)
• Featured in NPR, The Chronicle of
Philanthropy, Guidestar
• named a "top fundraiser under 40"
by Fundraising Success magazine in
2006, and one of the most
influential women in technology by
Fast Company magazine in 2010

5. Capital
Campaigns
communications
Smart communications
for nonprofits

6. b

7. Sarah Durham
CEO
@BigDuckSarah
@BigDuck
#brandraising
bigducknyc.com/about/sarah-durham

8. ‣ What donors want, and where capital campaigns fit in
‣ How most capital campaigns are structured
‣ How to communicate effectively throughout your campaign
Today:

9. Let’s talk
about your
donors

10. I want to make a huge
donation today!
Captionforphoto

11. ladder of engagement

12. ladder of engagement

13. Title Text
Smart communications
for nonprofits
Appendix
26
Section 1: Improve Giving Through
Donor Segmentation and Behavior Change
Section 2: Other Opportunities
to Improve Giving
Executive Summary Introduction to $FG 2015 Beyond $FG 2015
Donors react by shutting out the “noise” and reverting to comfortable,
familiar giving habits
1. $FG 2015 Quantitative Survey, question 27a. Did you also make a gift to this organization in 2013 and plan for 2015
2. $FG 2015 Quantitative Survey, questions 13-20. Did you spend time researching this or any other organization? Please list all types of information you were looking for. What were your primary reasons for doing this research?
3. Researched, or Researched and Talked To
4. $FG 2015 Quantitative Survey, question 10. Please rate your agreement with the following statement. “I prefer to give to well known, “name brand” nonprofits”
High Levels of Loyalty
to Primary Causes1
Low Levels
of Research2
Only 13% of donors intend to give
to different nonprofits next year
$FG 20153
38%
Researches at
least 1 donation
per year
Researches
performance 33%
9%
Compares
organizations
67%
Prefer to Give to
Well-Known Nonprofits4
30%
19%
12%
61%
Strongly
Agree
Agree
Somewhat
Agree
54% of donors prefer to give
to local or regional nonprofits
The Challenge and The Opportunity Levers for Change Reframing Giving Donor Segments Segmentation Toolkit Recommendations to Optimize Giving
Camber Collective “Money for Good” Report

14. Title Text
Smart communications
for nonprofits
Appendix
39
Section 1: Improve Giving Through
Donor Segmentation and Behavior Change
Section 2: Other Opportunities
to Improve Giving
Executive Summary Introduction to $FG 2015 Beyond $FG 2015
$FG 2015 identified five donor segments
Download a copy of the Segmentation Toolkit at www.CamberCollective.com/MoneyForGood
THE UNAWARE
POTENTIAL
Jennifer
THE CAUTIOUS
STRIVER
Jacob
THE BUSY
IDEALIST
Jill
THE CONTENTED
BENEFACTOR
John
THE UNENGAGED
CRITIC
James
20% of donors
“Giving has been part
of my life for some time,
and it makes me happy.”
15% of donors
“I try to find the time
and money, and I wish
I could do more.”
14% of donors
“I want to pay it forward,
but I’m not yet in a
position to do so.”
28% of donors
“Giving is just not a
priority for me.”
23% of donors
“I have the money
but I don’t see the
point in giving.”
The Challenge and The Opportunity Levers for Change Reframing Giving Donor Segments Segmentation Toolkit Recommendations to Optimize Giving
Camber Collective “Money for Good” Report

15. What’s the why?
What does your
donor really care
about?

16. ‣ Acknowledgement of gift received, preferably personal
‣ Assurance the gift was ‘set to work’ as intended
‣ Confidence the program is having the desired effect
What donors want most:
“What Donors Want” Cygnus Applied Research / P. Burk

17. How do they
want you to
communicate
with them?
Source:CamberCollective

18. Capital campaign
communications

19. ‣ Quiet phase
• Leadership / cabinet / lead donors
• Major gifts
‣ Public phase
Campaigns:

20. ‣ Campaign feasibility and plan
‣ Concepts
‣ Case statement (quiet phase)
‣ Concept and case adaptations (quiet and public phase)
Sequence:

21. Do you need a
consultant?

22. Quiet phase / lead donors Public Phase / all donors
Case statement (printed, digital) Special mailings
Regular updates Updates in regular communications
Folder / inserts
Brochure
Microsite or area on website
Materials:

23. The right stuff

24. Captionforphoto
Inspire:
This is a rare
opportunity.
Maybe even a
legacy.
Captionforphoto

25. ‣ Impact-oriented
‣ Audience-centric
‣ Compelling visuals and language
‣ Aligns with your brand
‣ Uncomplicated
‣ Inclusive
Grab them in the kishkes.

26. Captionforphoto

27. Captionforphoto

31. Captionforphoto
Inform:
Give them what
they need to
understand it.

32. ‣ Appropriate level of detail
‣ Personalize for their interests
‣ Provided in a way that reflects their mindset / POV
‣
Provide substance.

37. Captionforphoto
Reassure:
You’ll spend this
money wisely.
Captionforphoto

38. ‣ Buttoned-up execution
‣ Credible and professional
‣ Reassuring
‣ Shareable
‣
This is a good investment.

40. Captionforphoto

43. Resources

44. What it Takes
to be Great
The Top Five Factors of Successful
Nonprofit Communications Teams
E-BOOK
bigducknyc.com/podcasts
INTRODUCING
The Smart
Communications
Podcast

45. Achieve more
Putting strategy to work for your nonprofit
E-BOOK
bigducknyc.com/strategy-ebook

46. ‣ Building a nonprofit brand that sticks workshop
November 14, New York
Learn with Big Duck
https://bigducknyc.com/events

47. Brandraising
Benchmark
REPORT
FlickrmemberGedCarroll
bigducknyc.com/brandraising-benchmark

49. Questions?

50. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•eBooks
•Daily blog post
•Weekly webinars
•Templates
•Guides

51. Upcoming free webinars »
10/25, 1pm eastern
Hot Marketing and Messaging Tips
for Year-End Campaign
Chris Hammond & Brittany LaGanke
https://bloomerang.co/resources/webinars