6 Trends

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  • We donated a sizeable amount to a local charity lieu of wedding favors. Still haven’t gotten a thank-you note. We did receive a four-page letter about the importance of their work. Too bad I didn’t get any of the credit… (See happy wedding couple attached)
  • Half of $5 to Rokia. Half of that went to millions starving in Africa. Third scenario – status NEXT to her. Thought her face next to stats would boost results up to Rokia level. But it did not. More like fact-based results. (see next slide) – dampened warm glow, de-motivated people.
  • 6 Trends

    1. Katya Andresen 6 Trends Changing the Donor-Fundraiser Relationship Forever
    2. Today’s Agenda <ul><li>Why we give </li></ul><ul><li>Future of giving </li></ul><ul><li>4 Tips for appeals this year </li></ul>
    3. Why do we give? <ul><li>When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act? </li></ul>
    4. We gave, yes we did
    5. Why do we NOT give? <ul><li>When was the last time you ignored an appeal? </li></ul>Credit: Mel Toledo, Flickr
    6. We know where you live! <ul><li>Vistaprint.com </li></ul>
    7. Happily ever after… except for the nonprofit
    8. What did we just learn?
    9. This is the lesson for us <ul><li>To be a good fundraiser, see through the eyes of your donors. </li></ul>Credit: Suzee Que, Flickr
    10. What donors want <ul><li>Personal, emotional connection </li></ul><ul><li>Thanks (involvement) </li></ul><ul><li>Feeling of making a difference (impact) </li></ul><ul><li>Confidence money well spent </li></ul>
    11. You are not the target audience!
    12. Things are changing <ul><li>Who is giving </li></ul><ul><li>How they are giving </li></ul><ul><li>What they expect </li></ul>
    13. Trend alert: 6 big trends <ul><li>Impact </li></ul><ul><li>Involvement </li></ul><ul><li>Impulse </li></ul><ul><li>Community </li></ul><ul><li>Competition </li></ul><ul><li>Transparency </li></ul>Credit: Anessa Stine, Flickr
    14. Trend 1: Impact Donors want to know where the money went and what difference they made.
    15. A generational and technological shift <ul><li>Kevin Bondelli, Flickr </li></ul>
    16. It’s about your impact, not your need Credit: www.forimpact.org
    17. What for… through the donor’s eyes
    18.  
    19.  
    20. Impact: Scale is paramount
    21. Source: Communications Network, Slovic
    22. This holiday <ul><li>Show where $ are going </li></ul><ul><li>Show the difference </li></ul><ul><li>Keep on a personal scale </li></ul>
    23. NO YES
    24. Trend 2: Involvement People don’t trust institutions. They trust their own experience. They trust their friends.
    25. We’re not in charge any more.
    26. Old messengers
    27. New messengers
    28. The (more) involved donor
    29. This holiday <ul><li>Get third party endorsement </li></ul><ul><li>Change up the messenger </li></ul><ul><li>Deepen donor relationships </li></ul>
    30. NO YES people who give often report feelings of euphoria, which psychologists have referred to as the &quot;Helper's High .&quot;
    31. Trend 3: Impulse Donors can give anywhere. Be where they want to give, when they want to give.
    32. Many, many ways to give
    33. The mothership is gone
    34. The blurring of lines
    35. This holiday <ul><li>Don’t be a control freak </li></ul><ul><li>Go to where donors are </li></ul><ul><li>Think portable </li></ul><ul><li>Be on embedded alert </li></ul>
    36. Trend 4: Community Donors are starting to self organize. They are socializing. They are starting their own causes.
    37. This holiday <ul><li>Seek out your evangelists </li></ul><ul><li>Connect them with each other </li></ul><ul><li>Volunteer thank-yous </li></ul>
    38. Trend 5: Competition There are 1.8 million nonprofits and over 100 more each day. You Are Good at It Important to Audience No One Else Is Doing
    39. How to win
    40. <ul><li>Wowfundraising.com </li></ul>How to lose
    41. This holiday <ul><li>Show how you are different </li></ul><ul><li>Focus on the donor </li></ul><ul><li>Win on gratitude </li></ul>
    42. Trend 6: Transparency Be open. It’s the only way forward.
    43.  
    44. v
    45. Focus on the donor: bad? <ul><li>No. </li></ul><ul><li>It’s a relationship, not an ATM transaction. </li></ul><ul><li>We are stewards of their money. </li></ul><ul><li>We owe them info on where it went. </li></ul><ul><li>We can’t do it without them. </li></ul>
    46. Bonus tips: How to talk about hard times <ul><li>Acknowledge they are hard </li></ul><ul><li>Show you you’re tightening your belt </li></ul><ul><li>Prove you stretch every dollar </li></ul><ul><li>Convince you can deliver IMPACT, not just stay open </li></ul>
    47. Shameless plug <ul><li>The online medium is an ideal world to meet these needs </li></ul>
    48. Giving Snapshot 2008 Source: Giving USA 2009 <ul><li>Total giving estimated at $307.65 billion </li></ul><ul><li>Decrease of 2% from 2007 (first decline since 1987) </li></ul>
    49. What’s happening in 2009? <ul><li>A third of nonprofits are down </li></ul><ul><li>A third are up (stimulus dollars) </li></ul><ul><li>Individual giving and Foundation giving to drop 9-13% (Foundation Center, GuideStar) </li></ul>
    50. What’s the good news? <ul><li>Online giving accounted for over 5% of total giving in 2008, a 44% increase over 2007 </li></ul>
    51. Give online outreach a chance <ul><li>It’s growing </li></ul><ul><li>Youngish: 39 year old donors </li></ul><ul><li>Generous: Who give $130 </li></ul><ul><li>Good for small orgs: Levels digital playing field for small nonprofits </li></ul><ul><li>Recurring giving: 20% gifts </li></ul><ul><li>Prevalent: 65% of donors research online </li></ul>
    52. The biggest donation days online <ul><li>December 30 </li></ul><ul><li>December 31 </li></ul>
    53. Q&A

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