Takeaways to Improve or Kick Start Your Symbolic Giving Program<br />
TP2010<br />Tweeting today?<br />@hjcnewmedia<br />Follow us as...		<br />Your presenters...<br />Christine Smith<br />chr...
A virtual tour<br />What is symbolic giving – or alternative giving?<br />What are the benefits of symbolic giving?<br />H...
Alternative Gift Catalogues: Are a way for donors to share their affinity with your cause in a fun and easy way<br />WHAT ...
Fundraising Strategy<br /><ul><li>  Alternative giving programs are a donor   </li></ul>    acquisition tool <br />
THE 3 STEPS TO ALTERNATIVE GIVING<br />Step 1 – Donor selects a gift<br />Step 2 – Donor sends a card to a loved one, frie...
PRIMARILY ONLINE<br />
BUT ALSO SUPPORTED OFFLINE<br />
WHAT ARE THE BENEFITS?<br /><ul><li>   The “everyone gets something” mentality</li></li></ul><li>WHAT ARE THE BENEFITS?<br...
WHAT ARE THE BENEFITS?<br />Gift Recipient – Gets a “feel good” feeling because their gift is helping someone and they hav...
WHAT ARE THE BENEFITS?<br />Organization- You get fundraising dollars, new donors, old donors giving more, brand awareness...
RESTRICTED VS. UNRESTRICTED<br /><ul><li>   I have to raise general program dollars, not </li></ul>    restricted. Alterna...
RESTRICTED VS. UNRESTRICTED<br />The industry’s best kept secret? Most alternative gift catalogues are UNRESTRICTED GIVING...
RESTRICTED VS. UNRESTRICTED<br />
WHO ARE SYMBOLIC DONORS?<br />Oprahs’s donors!<br />
WHO ARE SYMBOLIC DONORS?<br />These donor want:<br /><ul><li>  want easy, attractive, fun, ONLINE giving experience.
  want the feeling of designation on the smallest gifts
  want to feel like they really know and understand where </li></ul>their donation is going<br /><ul><li>  want to show ho...
WHO ARE SYMBOLIC DONORS?<br />                      Some stats…<br />      Age<br />< 25 	8.9% <br />25-34 	20.3%<br />35-...
ARE THESE NEW/EXISTING DONORS?<br />    In the case of CHF and Oxfam approximately 85% of the donors are new!<br />
How to Market?<br />
Celebrity Endorsements<br />Example: Minnie Driver speaking on the Ellen DeGeneres <br />                  show (about Oxf...
HOW TO MARKET?<br />City wide flyer postings...<br />
HOW TO MARKET?<br />Online Media<br />
50% of survey respondents for Oxfam Unwrapped said this article is what drove them to give<br />HOW TO MARKET?<br />Holida...
HOW TO MARKET?<br />Radio ads<br />
HOW TO MARKET?<br />Video<br />
EMAIL APPEALS<br />Holiday Appeal<br />November 28<br />19 gifts in the first 5 days<br />Use images to convey urgency or ...
EMAIL APPEALS<br />Reminder #1<br />December 12<br />25 gifts in the next 5 days<br />Refer to prior appeals<br />
EMAIL APPEALS<br />Reminder #2<br />December 19<br />15 gifts within 2 days<br />Emotional<br />Convenience<br />What gift...
EMAIL APPEALS<br />Reminder #3<br />December 21<br />32 gifts in the 4 days before Christmas<br />Last Minute Gift-Focus o...
EMAIL APPEALS<br />Final Reminder<br />First Reminder<br />Second Reminder<br />Initial Appeal<br />
HOW TO INTEGRATE MARKETING?<br /><ul><li>Insert a print catalogue INTO your normal   holiday DM
 Drive traffic with email
Hijack your homepage with an ad for your symbolic gift catalogue
Hand out leaflets in your door-to-door or mall campaign</li></li></ul><li>APPLYING PERSONAL PAGES<br />
APPLYING PERSONAL PAGES<br />
APPLYING PERSONAL PAGES<br />Don’t BUY me anything this holiday – go to my personal page – and help me reach my goal as a ...
APPLYING PERSONAL PAGES<br />Sick Kids holiday personal page fundraising:<br /><ul><li> No promotion except button on home...
 Three weeks on homepage during Christmas season
 $120,000 in three weeks
People make their own page and proactively going out to friends, family and colleagues and asking for donations
 Will people begin to make their own pages for a designated purchase? e.g. $10,000 piece of equipment or $10,000 for one d...
592 total donors
Average gift $68.15
$40,256 total gifts</li></ul>Campaign Year 2 – 2006<br />Campaign Year 4 - 2008<br />Launched October 2006<br />520 total ...
652 total donors
Average gift $107.68
$71,485 total gifts</li></li></ul><li>CASE STUDY – CHF<br />
CASE STUDY – Oxfam<br />
CASE STUDY – Oxfam<br />
CASE STUDY – Oxfam<br />
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10 Take-Aways To Improve Or Kick Start Your Symbolic Giving Program

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It's the perfect time to introduce, or improve, your symbolic giving campaign for this holiday! This exciting session will explore how organizations of all sizes can take advantage of the growing demand of donors - young and old - to make symbolic gifts.

Many people call symbolic giving the 'Oprah-facation' way of giving. This session will feature tons of real examples and results to help you better understand how symbolic giving can work for you - whether you are a large or small organisation.

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10 Take-Aways To Improve Or Kick Start Your Symbolic Giving Program

  1. 1. Takeaways to Improve or Kick Start Your Symbolic Giving Program<br />
  2. 2. TP2010<br />Tweeting today?<br />@hjcnewmedia<br />Follow us as... <br />Your presenters...<br />Christine Smith<br />christine.smith@hjcnewmedia.com<br />Fundraising and Innovation Consultant, HJC<br /> Dave Lavoie<br />davel@oxfam.ca<br /> Core Donor Officer, Oxfam Canada<br />
  3. 3. A virtual tour<br />What is symbolic giving – or alternative giving?<br />What are the benefits of symbolic giving?<br />How can I deal with restricted giving constraints?<br />Who are symbolic giving donors?<br />What will be more important for marketing?<br />How can you integrate your marketing efforts?<br />How can personal page fundraising be used for symbolic giving?<br />What are some success stories from organizations big and small?<br />How do you steward and convert symbolic gift donors to sustained monthly donors?<br />How can small and mid-sized organizations afford to introduce symbolic giving this holiday?<br />
  4. 4. Alternative Gift Catalogues: Are a way for donors to share their affinity with your cause in a fun and easy way<br />WHAT IS ALTERNATIVE GIVING?<br />
  5. 5. Fundraising Strategy<br /><ul><li> Alternative giving programs are a donor </li></ul> acquisition tool <br />
  6. 6. THE 3 STEPS TO ALTERNATIVE GIVING<br />Step 1 – Donor selects a gift<br />Step 2 – Donor sends a card to a loved one, friend, colleague, teacher...anyone who they buy gifts for<br />Step 3 – Donor gets a tax receipt for the full amount of their gift<br />
  7. 7. PRIMARILY ONLINE<br />
  8. 8. BUT ALSO SUPPORTED OFFLINE<br />
  9. 9. WHAT ARE THE BENEFITS?<br /><ul><li> The “everyone gets something” mentality</li></li></ul><li>WHAT ARE THE BENEFITS?<br />Donor – Gets that “feel good” feeling, a tax receipt, and a fun and interactive way of giving<br />
  10. 10. WHAT ARE THE BENEFITS?<br />Gift Recipient – Gets a “feel good” feeling because their gift is helping someone and they have received an e-card or print card that explains how<br />
  11. 11. WHAT ARE THE BENEFITS?<br />Organization- You get fundraising dollars, new donors, old donors giving more, brand awareness and media attention<br />
  12. 12. RESTRICTED VS. UNRESTRICTED<br /><ul><li> I have to raise general program dollars, not </li></ul> restricted. Alternative gift catalogues won’t <br /> work for my program. <br />
  13. 13. RESTRICTED VS. UNRESTRICTED<br />The industry’s best kept secret? Most alternative gift catalogues are UNRESTRICTED GIVING<br />
  14. 14. RESTRICTED VS. UNRESTRICTED<br />
  15. 15. WHO ARE SYMBOLIC DONORS?<br />Oprahs’s donors!<br />
  16. 16. WHO ARE SYMBOLIC DONORS?<br />These donor want:<br /><ul><li> want easy, attractive, fun, ONLINE giving experience.
  17. 17. want the feeling of designation on the smallest gifts
  18. 18. want to feel like they really know and understand where </li></ul>their donation is going<br /><ul><li> want to show how philanthropic they are – by sending </li></ul> cards, telling friends and posting things on Facebook.<br />
  19. 19. WHO ARE SYMBOLIC DONORS?<br /> Some stats…<br /> Age<br />< 25 8.9% <br />25-34 20.3%<br />35-44 21.6%<br />45-54 21.8%<br />55-64 18.6% <br />65+ 8.8%<br />Gender <br />Female77.7%<br />Male 22.3%<br />Coincidentally – Oprah’s prime audience too!<br />
  20. 20. ARE THESE NEW/EXISTING DONORS?<br /> In the case of CHF and Oxfam approximately 85% of the donors are new!<br />
  21. 21. How to Market?<br />
  22. 22. Celebrity Endorsements<br />Example: Minnie Driver speaking on the Ellen DeGeneres <br /> show (about Oxfam US but drove Canadian traffic)<br />HOW TO MARKET?<br />
  23. 23. HOW TO MARKET?<br />City wide flyer postings...<br />
  24. 24. HOW TO MARKET?<br />Online Media<br />
  25. 25. 50% of survey respondents for Oxfam Unwrapped said this article is what drove them to give<br />HOW TO MARKET?<br />Holiday features in Print Media<br />
  26. 26. HOW TO MARKET?<br />Radio ads<br />
  27. 27. HOW TO MARKET?<br />Video<br />
  28. 28. EMAIL APPEALS<br />Holiday Appeal<br />November 28<br />19 gifts in the first 5 days<br />Use images to convey urgency or convenience of donating online<br />
  29. 29. EMAIL APPEALS<br />Reminder #1<br />December 12<br />25 gifts in the next 5 days<br />Refer to prior appeals<br />
  30. 30. EMAIL APPEALS<br />Reminder #2<br />December 19<br />15 gifts within 2 days<br />Emotional<br />Convenience<br />What gift can accomplish<br />
  31. 31. EMAIL APPEALS<br />Reminder #3<br />December 21<br />32 gifts in the 4 days before Christmas<br />Last Minute Gift-Focus on service to donor – sense of urgency!<br />
  32. 32. EMAIL APPEALS<br />Final Reminder<br />First Reminder<br />Second Reminder<br />Initial Appeal<br />
  33. 33. HOW TO INTEGRATE MARKETING?<br /><ul><li>Insert a print catalogue INTO your normal holiday DM
  34. 34. Drive traffic with email
  35. 35. Hijack your homepage with an ad for your symbolic gift catalogue
  36. 36. Hand out leaflets in your door-to-door or mall campaign</li></li></ul><li>APPLYING PERSONAL PAGES<br />
  37. 37. APPLYING PERSONAL PAGES<br />
  38. 38. APPLYING PERSONAL PAGES<br />Don’t BUY me anything this holiday – go to my personal page – and help me reach my goal as a holiday present!!!<br />
  39. 39. APPLYING PERSONAL PAGES<br />Sick Kids holiday personal page fundraising:<br /><ul><li> No promotion except button on homepage
  40. 40. Three weeks on homepage during Christmas season
  41. 41. $120,000 in three weeks
  42. 42. People make their own page and proactively going out to friends, family and colleagues and asking for donations
  43. 43. Will people begin to make their own pages for a designated purchase? e.g. $10,000 piece of equipment or $10,000 for one designated researcher/doctor? </li></li></ul><li>CASE STUDY – CHF<br />Case Study 1 – CHF Gifts That Matter<br />Campaign Year 3 - 2007<br />Campaign Year 1 – 2005<br />Launched September 2007<br />703 total donors<br />Average gift $97.76<br />$68,725 total gifts<br /><ul><li>Launched October 2005
  44. 44. 592 total donors
  45. 45. Average gift $68.15
  46. 46. $40,256 total gifts</li></ul>Campaign Year 2 – 2006<br />Campaign Year 4 - 2008<br />Launched October 2006<br />520 total donors<br />Average gift $96.32<br />$50,085 total gifts<br /><ul><li>Launched October 2008
  47. 47. 652 total donors
  48. 48. Average gift $107.68
  49. 49. $71,485 total gifts</li></li></ul><li>CASE STUDY – CHF<br />
  50. 50. CASE STUDY – Oxfam<br />
  51. 51. CASE STUDY – Oxfam<br />
  52. 52. CASE STUDY – Oxfam<br />
  53. 53. CASE STUDY – Oxfam<br />Environmental Scan:<br />Oxfam had Unwrapped programs in 10 different markets - Great Britain, Ireland, Australia, America, New Zealand, Netherlands, Spain, Germany, France and Quebec. <br />These programs are at different levels of maturity from five to two years. <br />Programs at the five year level are seeing a levelling or reduction in revenues. Due to market competition and in some cases the fun of Unwrapped was replaced with overwhelming mission content. <br />
  54. 54. CASE STUDY – Canuck Place<br />
  55. 55. CASE STUDY – Canuck Place<br />Campaign Year 1 – 2006 <br />Campaign Year 3 - 2008<br /><ul><li>Launched December 2006
  56. 56. 42 total donors
  57. 57. Average gift $112.14
  58. 58. $4,710 total gifts
  59. 59. Further promotion as a year round alternative giving option
  60. 60. 154 total donors - 63 in December
  61. 61. Average gift $118.96
  62. 62. $34,260 total gifts</li></ul>Campaign Year 2 - 2007<br /><ul><li>Year round alternative giving option
  63. 63. 156 total donors - 69 in December
  64. 64. Average gift $113.94
  65. 65. $13,840 total gifts</li></li></ul><li>CASE STUDY – Canuck Place<br />
  66. 66. CASE STUDY – Canuck Place<br /> By creating designated gifts – both small and large – <br /> Canuck Place has attracted larger gifts from <br /> Foundations and from companies.<br /> The ‘commodification’ of what a donor’s dollar can do <br /> is getting both larger and smaller gifts<br />
  67. 67. STEWARDSHIP & UPGRADING<br />Your symbolic gift donors have a connection to your mission, and can be converted to monthly giving using the right tools and effective stewardship<br />
  68. 68. STEWARDSHIP & UPGRADING<br />Ensure that the donation experience is easy, seamless and efficient. <br />Have a dedicated person to respond to all donor requests and problems.<br />Email and thank these donors after the campaign, let then know how important their support is to your organization.<br />Follow-up using real examples on how donor dollars are used. <br />
  69. 69. STEWARDSHIP & UPGRADING<br />Using the Phone:CHF did a test and called 5,000 of their DM, telephone and symbolic gift donors to upgrade to monthly. The symbolic gift donors converted at a much higher rate than the other two groups! <br />
  70. 70. STEWARDSHIP & UPGRADING<br />What We Learned:<br />Use the phone! Symbolic donors converted by phone have joined Oxfam and CHF’s regular monthly giving programs with an average conversion rate of 3-4%<br />These donors feel a personal connection to your organisation and mission – so the personal touch of a phone call is the best method for conversion to monthly giving!<br />
  71. 71. IN CONCLUSION<br />Why Alternative Giving?<br /><ul><li> allows donors to share their affinity with your cause
  72. 72. cost-effective donor acquisition tool
  73. 73. unrestricted funds
  74. 74. increased brand awareness
  75. 75. supports existing appeals/campaigns
  76. 76. attracts both small and large gifts
  77. 77. good upgrading potential</li></li></ul><li>THE END<br />Thank you!<br />

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