There are no guarantees in our current COVID-19 climate. But there are hints that there are steps you can take to help your program be recession resistant, if not recession-proof. Join us to discuss what you should be thinking about – and acting upon – to jump-start your fundraising program AND build a stronger foundation for the new normal that awaits us post-pandemic.

1. ©2020 Charity Dynamics – Confidential & Proprietary
Donor Advised Funds, Monthly Giving + More

2. 2
Your Presenter
Dolores McDonagh
Principal Consultant
Charity Dynamics

3. How to Protect Yourself in a Pandemic
• Wear Your Mask
• Wash Your Hands
• Practice Social Distancing
• Follow Strong and Smart Leaders
Protect Yourself
3

4. Get Your Mask On!
4

5. Your Mask is Your Monthly Sustainer Program
• Masks – even homemade ones,
help to inhibit the spread of COVID-
19 by keeping a greater proportion
of droplets from getting out into
the atmosphere
• Sustainer programs help in much
the same way – by limiting donor
attrition
80%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
First Year Retention Rate
New Sustainers New One-Time Donors
Network for Good

6. 2018 Changes in Online Giving
2018 Blackbaud Luminate Online® Benchmark Report

7. Grow Your Sustainer Program
• Promote on your site
• Convert one-time donors at “Point
of Sale”
• Invite current one-time donors to
switch to recurring
• Retain & Upgrade Sustainers
7
Monthly Giving callout on
Navigation drop down.

8. Promote Sustainer Giving: Offer a Quick Path
8

9. Promote Sustainer Giving: High Visibility on Home Page
9

10. Promote Sustainer Giving: Ways to Give Page
10
Have a prominent call out on
your ‘Ways to Give’ page.

11. Promote Sustainer Giving: Making the Case
11
Dedicated page

12. Promote Sustainer Giving: Donation Form
12
• Send people to the right ask
– Sustainer lead ask
– One-time lead ask
• Highlight choice early in form

13. Promote Sustainer Giving: Alternative Donation Form
13
‘Out of the box’ options often include a
check box to make gift monthly. This can
make it difficult to calibrate ask amounts.
Simple option is
to offer a link to a
monthly form.‘
Sustaining gifts don’t have to be monthly!

14. Calibrate Your Ask for Your Audience
9% 4%
47%
19%
39%
45%
5%
32%
0%
20%
40%
60%
80%
100%
120%
Typical Animal Welfare Typical Food Bank
<$10 $10-19 $20-49 $50+
44% give
$20+ each
77% give
$20+ each
month
14

15. Convert One-Time Donors at “Point of Sale”
15
• Algorithm suggest a monthly
amount that represents a
modest annual upgrade.
• If donor declines, one-time
gift is still processed.

16. Invite one-time donors to support you monthly
• Lead with mission, focus on convenience
• Send to a monthly form
• Multiple opportunities to ask
– Welcome Series
– Single invitation to broad audience
• Segment with asks based on giving
level
– Smaller, ongoing targeted asks triggered
by donor actions
16

17. Retain Sustainers
• Provide relevant meaningful
information in your monthly thank
you emails
• Run, read and act on ongoing
reports
– Cancellations
– Expired Credit Cards
• Empower Sustainers to manage
their accounts
17

18. Upgrade Sustainers
18

19. Wash Your Hands
19

20. DAF Marketing is to Handwashing as Sustainers are to Masks
Marketing Donor Advised Funds is an
active way of protecting your organization
from recession.
• Know Your Numbers: Identify current
& potential DAF users
• Make it easy for donors to direct
grants to you
• Send targeted communications to DAF
owners to facilitate campaign gifts
Network for Good

21. What are Donor Advised Funds?
Three major types of DAFs:
• Community Foundations
• Single-issue charities
• National sponsor organizations
21
DAFs are intermediary
philanthropic vehicles that
function as personal giving
accounts, like checking or
savings accounts that are
designated irrevocably for
charitable giving.
Understanding Donor Advised Funds: How Grants Flow
during Recessions

22. How do Donor Advised Funds Work?
1. Donor makes a tax-
deductible contribution
into a donor advised
fund account.
22
Donor
Donor
Advised
Fund
Nonprofit
Recipient
Nonprofit
Recipient
Nonprofit
Recipient
Irrevocable
Contributions
Income-tax
deduction
Advisory privileges
Grants
2. DAF sponsor holds
and manages assets.
3. Donor “advises’ grants
out of DAF account to
other nonprofit
recipients.

23. Why Focus on DAFs Now?
• More of your mid-level donors are
moving to Donor Advised Funds
• Appear to be somewhat recession
proof
• Tools exist to make it easier for
donors to direct funds to you online
23

24. The Growth of Donor Advised Funds
Source: National Philanthropic Trust The 2019 DAF Report

25. $37.12
$30.90
$25.06
$21.42
$19.91
$23.42
$19.70
$15.86
$14.22
$12.35
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00
2018
2017
2016
2015
2014
Distributions from DAFs Contributions to DAFs
DAFs contributions grew 19% in 2018
Distributions were up by 20%, but
there is still a significant gap in DAF
revenue inflow and distributions to
nonprofits.
Donor Advised Fund Growth
25
*Contribution and distribution figures are shown in billions

26. Know Your Numbers & Promote That You Accept DAFs
• Funds
– Identify top funds currently making
gifts to your organization
• Donors
– Tag all current and lapsed donors
who have made DAF gifts in your
CRM
• Use simple cultivation survey to ask
donors if they have – or are
considering a DAF
• Promote DAFs in your offline
marketing
26
Offline marketing
includes
acknowledgments,
inserts and even
language on direct mail
reply forms

27. Make It Easy: Offer a Clear Path to DAFs
27

28. Make It Easy
28

29. Make it Easy: Event Fundraising
29
Walk to End Alzheimers offers a
toggle between giving options.
Dana Farber offers a text link under
gift array.

30. Make it Easy: DAF Widget
30
MarketSmarts’ DAF Widget is a gateway that
offers links to hundreds of DAF login pages.
DAFDirect is a joint effort of
Fidelity, Schwab and BNY Mellon.

31. Features of Each Widget
DAF Direct DAF Widget
Cost Free – requires some styling on web pages Free – may require some styling
How it Works Direct requests for three funds: Fidelity, Schwab
and BNY Mellon.
Offers links directly to hundreds of funds’ login pages.
Requires Donor
Login
No Yes
Customizations
available
Widget can be programmed to recognize donors
through cookies, specific URLs can be set to only
show specific designation names
None
Learn more
Dafdirect.org Dafwidget.com
31

32. Make It Easy: Go Beyond the Widget
• DAFDirect offers seamless access,
but only for three sponsoring funds
• Offer quick links to your other top
funds
32

33. DAF Email Marketing
Leveraging what you know
about existing DAF donors,
you can target asks in email
campaigns.

34. Check to see if your organization is mentioned on Fund sites
• Schwab:
https://mkt.schwabcharitable.org/C
OVID-19.html
• Vanguard:
https://www.vanguardcharitable.or
g/supporting-disaster-relief
• Fidelity:
https://www.fidelitycharitable.org/
34

35. Support Social Distancing
35

36. Support Social Distancing
• CALL your donors to check in
– Engage staff outside your office to
touch base with donors
• Organize ZOOM or other webinar
briefings for targeted segments
• Some of your donors may now
need support from you now
• Provide engagement opportunities
for people stuck at home

37. Be a Leader in Your Organization
37

38. Be a Leader
• Engage staff in connecting with
donors
• Volunteer for your organization’s
COVID-19 Task Force
• Provide current and relevant
information to your supervisor
• Participate in Employee morale
activities

39. Don’t Forget
• Make your Sustainer program your
mask
• Get your Donor Advised Fund
marketing in shape well before Year
End
• Reach out to donors who are social
distancing
• Be a leader in your organization
39

40. Questions?

41. Next Webinar:
Offer the Sizzle & the Steak, But make It ALL About Them:
Making ‘Virtual’ Meaningful in a Humanity-Focused Environment
P2P Virtual Conference
April 23, 2:30 PM ET
Contact us!
info@charitydynamics.com
dmcdonagh@charitydynamics.com