This document summarizes a presentation on fundraising during times of fear and uncertainty. The key points discussed are: 1. The most important actions nonprofits can take are to communicate with donors, dispel myths, and listen to feedback. Effective communication involves thanking donors, sharing the nonprofit's mission impact, and providing support options. 2. Cleaning and segmenting donor data allows nonprofits to focus communications on the most loyal donors. Calling top donors within 48 hours of a gift significantly increases future donations. 3. Messaging should use powerful language that inspires donors and shows the impact of their support through stories and images. Nonprofits should avoid words like "help" or "donate

1. During Fear & Uncertainty – How to
Fundraise? March 2020
3/18/2020
©2020 Ignited Fundraising™
& Bloomerang 1
During Fear & Uncertainty
HOW to Fundraise?
What I Do
Thank You
For Your
Work!

2. During Fear & Uncertainty – How to
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©2020 Ignited Fundraising™
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We are
Stronger
Together

3. During Fear & Uncertainty – How to
Fundraise? March 2020
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©2020 Ignited Fundraising™
& Bloomerang 3
• Master Storyteller & Fundraising
Culture Change Expert
• Help NPOs raise $350 million from
individual donors…And counting
• Named one of America’s Top 25
Fundraising Experts
• Author, Speaker, Trainer, Coach
LJacobwith
@LJacobwith
www.ignitedfundraising.com
Lori L. Jacobwith
Steven Shattuck
Contributor: Fundraising Principles
and Practice (Second Edition)
Author: Robots Make Bad
Fundraisers (coming soon -Bold & Bright Media)
Member/Faculty:
• Fundraising Effectiveness Project (FEP)
Project Work Group
• AFP Center for Fundraising Innovation (CFI)
• Institute for Charitable Giving
@StevenShattuck
Chief Engagement Officer, Bloomerang

4. During Fear & Uncertainty – How to
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Quick Poll
Our Nonprofit has sent out
email and/or written
communication about our
response to COVID-19
YES or NO
Quick Poll
We have or are planning to
cancel a large/major annual
fundraising event:
YES – NO – Haven’t Decided

5. During Fear & Uncertainty – How to
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Pause vs. Panic
Pause vs. Panic
• When we feel anxiety we’re far less
flexible.
• Pause & think through responses.

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Pause vs. Panic
• PREPARE by planning.
• ACCEPT that there’s a lot we don’t
know – and won’t for awhile.
• Make positive language choices.
Breathe

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• 3 Most Important Actions
• Data – Your New Best Friend
• Powerful Language
• Examples
• Next Steps
• Q & A
Today’s Agenda
3 MOST IMPORTANT
ACTIONS

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1.Communicate
2.Dispel Myths
3.Listen
COMMUNICATE

9. During Fear & Uncertainty – How to
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Our Job Right Now
What Do We
Want People To:
Feel?
Do?
By when?

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 Thank
 Check-in
 Share Mission Moments & Money Story
 Provide Options
Donor Communication Checklist
• Perceives organization produces outcomes
• Knows what to expect with each interaction
• Receives a timely thank you
• Receives opportunities to make views known
• Feels they’re part of an important cause
• Feels their involvement is appreciated
• Receives info showing who is being helped
Key Drivers of Donor Communication*
bit.ly/donorcommitmentstudy

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March 13, 2020 – 3:50 PM Pacific
As one of our most
loyal supporters…

12. During Fear & Uncertainty – How to
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21st Century Phone Calls = Text

13. During Fear & Uncertainty – How to
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Share Your New Event Data
Updated calendar invite received 3/16/20 -
Within moments of receiving CEO message
about moving fundraising event date.
Success Anytime
Communication
Communication
Communication

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March 16, 2020
Subject Line:
Are you hungry to help?

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Use Compelling Visuals
60 X Faster
Rate the brain
processes images in
comparison to words.
DISPEL MYTHS

16. During Fear & Uncertainty – How to
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Tell The Truth
Be a Source of Truth & Calm
• What does it truly take to do your work?
• What’s open & what’s closed?
• How can donors & volunteers help?
• Reference Center for Disease Control & your
State Department of Health vs. news outlets.

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Myth: Donor Fatigue
Research Confirms
“I could always expand giving a little, but I try to
hold back in case there is a major need at one of
the organizations I support. I always like to have a
little in reserve in case a special need comes
along.”
“There were two instances this year where I made
gifts over and above what I had intended and they
both involved personal contact from someone in the
development office (director or gifts officer). Being
thanked for my previous gift was much more
persuasive than receiving multiple emails and direct
mail letters.”
Penelope Burk, Author
Cygnus Applied Research

18. During Fear & Uncertainty – How to
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Your Myth’s?
• Fully funded by the government
• Our building is new – we don’t need anything
• Clients only need you one time
• Your mission matters less than others
• What else?

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Adrian Sargeant: Trust
Image Source: Third Sector
“Donor trust is the
essential foundation
of the philanthropic
relationship.”
Update Your Plan – Daily

20. During Fear & Uncertainty – How to
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LISTEN
Listen
To your staff
Your clients
Your donors & volunteers
Your own family
Yourself

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Subject Line: Office Closing…but wait…
Sent March 17, 4:53 PM Central
Offered a lock box in parking lot for
contributions of “stuff” & checks.
Used BombBomb™

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Posts From Home
Invite Feedback & Interaction
https://www.picuki.com/tag/heyjenlookatme

23. During Fear & Uncertainty – How to
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DATA:
Your New Best Friend
Clean Your Data Now

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Data Stewardship
• NCOA – National Change of Address
• Deceased Suppression Processing
• Email/Phone Append
• Batch Screening (for wealth/capacity)
Segment Your Data

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Take inventory of your most
valuable supporters
(your “we can’t lose these people)
& reach out

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Steven’s
Favorite
Segments
• Long-term loyals (3-5+ years of giving)
• Monthly donors
• Longtime corporate sponsors
• P2P fundraisers
• Active social media supporters
• People with scheduled pledges
• Board members
• New donors within 90 days

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Donor Retention Rates
Source: Fundraising Effectiveness Project http://afpfep.org

28. During Fear & Uncertainty – How to
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Pick. Up. The. Phone.
First-time donors who get a personal thank you
within 48 hours are 4x more likely to give a second
gift.
~Source: McConkey-Johnston International UK
A thank-you call from a board member to a newly acquired
donor within 24 hours of receiving the gifts will increase
their next gift by 39%.
~Source: Penelope Burk
Bloomerang Research
http://bit.ly/bloomerangcalldonors

29. During Fear & Uncertainty – How to
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Bloomerang Research
http://bit.ly/bloomerangcalldonors
Bloomerang Research
http://bit.ly/bloomerangcalldonors

30. During Fear & Uncertainty – How to
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POWERFUL
LANGUAGE

31. During Fear & Uncertainty – How to
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Craft Messages That
 Teach
 Inspire
 Call to Action

32. During Fear & Uncertainty – How to
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Paint a Picture of One Person
Duty & Obligation Communication
Donate
Attend
Help Us
Give More
Give Again

33. During Fear & Uncertainty – How to
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Inspiring Communication
Donate
Attend
Help Us
Give More
Give Again
Invest
See Your Impact
Who Will Your Gift
Help?
Long-Term Partners
Hard
Donor Fatigue
We Can’t
Not Enough…
They Won’t
Scarcity Communication

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Possibility Communication
Hard
Donor Fatigue
We Can’t
Not Enough…
They Won’t
Learning To…
Inspire You
What if We Could
The Very Right People
Long-Term Partners
Share Your Money Story
Image Source: Upstream Arts

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Your Money Story
The gap between where you are today in
reaching your annual fundraising goal…
PLUS your visionary – forward thinking –
fundraising goal…
& the amount you’ve raised so far this year.

36. During Fear & Uncertainty – How to
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It’s Okay to Talk About Money
“Here’s What it Takes…”

37. During Fear & Uncertainty – How to
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5 Most Disengaging Words
“Help us with our goal.”
Fact: No one cares about your goal but you.
Make sure your share:
Here’s how you’ve already made a difference AND
here’s what’s left to do NOW.
No Donate Buttons - PLEASE

38. During Fear & Uncertainty – How to
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Instead of Donate
You Helped A Child Today
I Care
I Support My Community
I’m Hungry to Help
YES. Count on Me!
Every Gift Matters
What Else?
Two Virtual Opportunities
March 31 – 8:30 am to Noon
bit.ly/imaginewhatspossible2020
Starting
March 26
&
April 7

39. During Fear & Uncertainty – How to
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MORE EXAMPLES

40. During Fear & Uncertainty – How to
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Donor Updates
Image Source: American Heart Association
Show a Face & Connect
Me to My Impact
Specific = Action

41. During Fear & Uncertainty – How to
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Specific = Action
For Canceled Events
Image source: Pangea World Theater Instagram
Gift

42. During Fear & Uncertainty – How to
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Use Powerful Images
Image Source: Issuu.com/Georgetowncsic
Image source: YMCA Mpls
Inspire & Call to Action

43. During Fear & Uncertainty – How to
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Engage & Listen
A View From Your Room #FAAnonStop
Daniel Graves, Founder,
The Florence Academy of Art
Image source: YouTube
What It Takes
http://bit.ly/MoneyStoryImages

44. During Fear & Uncertainty – How to
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http://bit.ly/MoneyStoryImages

45. During Fear & Uncertainty – How to
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NEXT STEPS

46. During Fear & Uncertainty – How to
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Lazy or Inspiring?
What Do We
Want People To:
Feel?
Do?
By when?

47. During Fear & Uncertainty – How to
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3/18/2020
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 Thank
 Check-in
 Share Mission Moments & Money Story
 Provide Options
Donor Communication Checklist
Type In and Share
• What did you learn?
• What will you DO
differenty?

48. During Fear & Uncertainty – How to
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Lori Jacobwith – Ignited Fundraising
@Ljacobwith
Fire Starters Blog
Online Courses
Resources & Staying Connected
Lori L. Jacobwith
Master Storyteller & Fundraising
Culture Change Expert
IgnitedFundraising.com
@StevenShattuck
https://bloomerang.co/covid19

49. During Fear & Uncertainty – How to
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Questions?
Uncertainty is the
fertile ground of pure
creativity & freedom.”
~ Deepak Chopra
Image Source: Instagram

50. During Fear & Uncertainty – How to
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During Fear & Uncertainty
HOW to Fundraise?