The document provides guidance on creating an individual giving program, including key lessons learned from case studies and examples. Some of the main points covered include: - 70% of giving comes from individuals, and 42% of gifts are given online - Factors like age, email/mail contact, and desire for recognition are important motivators for individual donors - Successful campaigns have clear goals and metrics, target the right channels and messages for different donor segments, and focus on continuous testing and improvement.

1. CREATING AN INDIVIDUAL GIVING
PROGRAM:
WHAT WORKS & WHAT’S POSSIBLE

2. Case study in hunchery and failure.
Understand basic segmentation,
importance of age, and what drives
giving decisions.
Create your spring campaign plan
relative to your time and available
budget, if any.

3. 70% of giving is from individuals
42% of gifts given online
83% give after being emailed and mailed
.08% give to get a tax deduction
QUICK SNAPSHOT

4. WHAT WENT WRONG?

5. BRIAN LAUTERBACH:
FUNDRAISING
GENIUS
26 YEARS OLD

6. HIRED IN 2001
TO RAISE $4 MILLION
FOR ANNUAL FUND

7. FIRST UP:
RENEW 5,300 DONORS
THAT GAVE $370,000
BY MAIL

8. MAIL DATE:
SEPTEMBER 12, 2001

9. RED CROSS:
NEW FUNDRAISING
RECORDS SET
ONLINE

10. “YOU WANT $55,000
TO BUILD
ONLINE GIVING
FOR THE ARTS”

11. ELEVEN WEEKS:
DEVELOPMENT &
TESTING

12. INVITED MY BOSS,
COLLEAGUES TO
WATCH AND LEARN

13. $1,700

14. AWKWARD,
PERIOD
OF REFLECTION

15. LESSONS LEARNED (the hard way)
1. Move from appeal to campaign
2. Adjust the review mirror, don’t ignore it
3. Don’t cut and paste, edit for the channel
4. Make it easy for them, not you
5. Perfect, don’t just send, the thank you
6. Don’t project your metrics, bias, or goals
7. Start with what’s free + easy
8. Spend money only when necessary

16. FIRST TAKEAWAY
THE CHANNEL ONLY DELIVERS
THE MESSAGE. IT’S NOT THE
STRATEGY.

17. SECOND TAKEAWAY
AGE IS THE MOST IMPORTANT
DATA POINT NEEDED FOR
INDIVIDUAL GIVING

27. TAKEAWAY THREE
PERFECT THE BASICS + BUILD IN
TIME TO UNDERPERFORM

28. WHAT DO I NEED TO KNOW?

29. Want to enhance their performance
experience
Want recognition from community and
desired peer group
Want access to those that are
performing and creating
UNDERSTAND WHY THEY
GIVE

36. CREATE YOUR STORY
PROBLEM
1. Opportunity
2. Solution
3. Goal
4. Measurement
5. Call to action

37. WHAT DO I NEED TO DO?

38. RIGHT-SET EXPECTATIONS

39. THE SMART & EASY PLAN
1. Identify goals & accompanying metrics
2. Pair goals with tactics, channels
3. Create your voice and narratives
4. Collaborate on one calendar
5. Launch, learn, repeat
LET’S BUILD ONE!

40. THE SPRING CAMPAIGN
1. Secure board commitment
2. Secure/create challenge grant
3. Create segments
4. Select channels, check website
5. Choose author
6. Create timeline (backdated from performance)
7. Create content & channels
8. Deploy
9. Performance(s)
10.Redeploy

41. TAKEAWAYS FIVE THRU TEN
1. Planning template
2. Board commitment form
3. Case for support checklist
4. Campaign examples
5. 1-hour meeting next week