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AFP DC workshop year end fundraising, august 11, 2015

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Recommendations to help nonprofit staff prepare for year end fundraising. Sponsored by the Association of Fundraising Professionals DC Chapter

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AFP DC workshop year end fundraising, august 11, 2015

  1. 1. GET READY, HERE IT COMES . . . YEAR END FUNDRAISING! Association of Fundraising Professionals Washington, DC Metro Area Chapter August 11, 2015 Presenter: Mary Dillon Kerwin, President, Blue Strike AFP Workshop: Year End FundraisingAugust 11, 2015 1
  2. 2. This session will focus on how to: • Get ready for year-end fundraising • Juggle schedules and prioritize tasks • Motivate staff during this hectic time of year • Be creative, strategic . . and get the job done! AFP Workshop: Year End Fundraising August 11, 2015 2
  3. 3. For this session • We should tap the wisdom in the room • Share ideas and questions • Access the slides at www.bluestrike.org/webinars_and_trainings • Provide feedback August 11, 2015 AFP Workshop: Year End Fundraising 3
  4. 4. A framework for our discussion today – Five focus areas 1. Create fresh, relevant content 2. Carry out solicitation activities 3. Connect with staff and office 4. Engage your board, and 5. Prep your website and online presence AFP Workshop: Year End Fundraising August 11, 2015 4
  5. 5. 1. Prepare fresh, relevant content • List of accomplishments • 2016 Top Ten Priorities • Video, one-pagers • Sample asks • Hot issue . . . or not? AFP Workshop: Year End Fundraising August 11, 2015 5
  6. 6. Content issue: political unknowns • Is your issue going to be at the top of the political agenda? • Will your organization be garnering media attention? Good or bad? • Is the Supreme Court hearing a case that will affect your organization’s issue? • Consider how to manage action and engagement along with solicitations AFP Workshop: Year End Fundraising August 11, 2015 6
  7. 7. 2. Solicitation schedule of activities • Get your schedule squared away now • Segment and prioritize donor list • Sync up multi-channel • Use phone and social channels as support • Blitz lapsed donors AFP Workshop: Year End Fundraising August 11, 2015 7
  8. 8. Solicitation channels • Mail – personalized letters with notes • Email – schedule and follow through Customize asks with ask strings • Ask for a specific amount • Before You Hit Send: Your End of Year Fundraising Appeal Checklist Danielle Johnson-Vermenton, NPEngage, Aug. 2014 • Don’t Make These Five Mistakes in Your Fundraising Appeal Gail Perry interviews Tom Ahern August 11, 2015 AFP Workshop: Year End Fundraising 8
  9. 9. Make it fun and rewarding • Giving clubs • Matching or challenge campaign • Sustainer campaign August 11, 2015 AFP Workshop: Year End Fundraising 9
  10. 10. Figure 1. Giving Clubs $1,748,474 $1,940,761 $2,697,044 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 No Giving Club Recognition Only Recognition and Fundraising Giving clubs with a fundraising component are associated with higher revenue August 11, 2015 AFP Workshop: Year End Fundraising 10
  11. 11. Figure 2. Matching Campaigns $1,778,860 $1,848,724 $2,655,744 $3,246,755 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 No Matching Campaigns Low emphasis Moderate Emphasis Heavy Emphasis Matching campaigns are associated with higher revenue August 11, 2015 AFP Workshop: Year End Fundraising 11
  12. 12. Figure 3. Sustainer Program $1,789,965 $2,726,310 $0.00 $500,000.00 $1,000,000.00 $1,500,000.00 $2,000,000.00 $2,500,000.00 $3,000,000.00 $3,500,000.00 $4,000,000.00 Low emphasis/no program Moderate and heavy emphasis Sustainer campaigns see higher revenue August 11, 2015 AFP Workshop: Year End Fundraising 12
  13. 13. How to handle another big thing or two • Giving Tuesday is Dec. 1, 2015 http://www.givingtuesday.org/ • Annual Gala • Walkathon • Capital campaign August 11, 2015 AFP Workshop: Year End Fundraising 13
  14. 14. 3. Connect with staff & office • Development office • Executive director and senior staff • Support staff, incl. IT, web, and online • Program heads AFP Workshop: Year End Fundraising August 11, 2015 14
  15. 15. Office toolbox - have it handy! • EIN • Stock gift transfer instructions • Grant app materials (in case a foundation calls) board list, budget, audit, 990, tax- exempt ruling. • Login codes • Acknowledgement letters August 11, 2015 AFP Workshop: Year End Fundraising 15
  16. 16. 4. Engage board • Board fundraising webinar • Thank you calls • Challenge or matching campaign • New Year’s Eve “chat room” • Updates on positive fundraising news AFP Workshop: Year End Fundraising August 11, 2015 16
  17. 17. 5. Website and online presence • Make it mobile • Hijack home page • Prime social channels • Check Google AdWords • Test donation pages and back-office ops • Review third-party sites . . . donors do! AFP Workshop: Year End Fundraising August 11, 2015 17
  18. 18. Shadow box aka pop-up August 11, 2015 AFP Workshop: Year End Fundraising 18
  19. 19. Shadow box August 11, 2015 AFP Workshop: Year End Fundraising 19
  20. 20. Charity Watchdogs
  21. 21. Check other third-party sites How does your organization’s profile look on these sites? Up to date? Accurate? • Great Nonprofits • Guidestar http://www.guidestar.org/ • Network for Good http://www1.networkforgood.org/ • JustGive https://www.justgive.org/ How about with government regulators? • IRS Exempt Organizations Select Check Tool http://apps.irs.gov/app/eos/ • State licensing agency: Washington, DC, Virginia, Maryland
  22. 22. Recap: “five” for year end 1. Create fresh, relevant content 2. Carry out solicitation activities 3. Connect with staff and office 4. Engage your board, and 5. Prep your website and online presence AFP Workshop: Year End Fundraising August 11, 2015 22
  23. 23. Charitable giving laws • In 2014, congress waited until the second week of Dec. to decide on the tax deductibility of certain gifts, specifically the IRA rollover and conservation easements. • Keep tabs with your state association or subscribe to emails from the National Council of Nonprofits. August 11, 2015 AFP Workshop: Year End Fundraising 23
  24. 24. Just when you thought it was over . . . • January number crunching • Control your benchmarking environment • Prepare for the second best time of year – February and March August 11, 2015 AFP Workshop: Year End Fundraising 24
  25. 25. Wrap up • Evaluation • Come to Friday’s Aug. 14 brown bag! ASAE 1575 I St. NW. at 11:45 am • Sign up for “share results” activities • Keep in touch marydillonkerwin@bluestrike.org AFP Workshop: Year End Fundraising August 11, 2015 25

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