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DMAW Wake Up & Learn: Midlevel Giving

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DMAW Wake Up & Learn: Midlevel Giving

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DMAW Wake Up & Learn: Midlevel Giving

  1. 1. DMAW WAKE UP & LEARN | MID LEVEL MAGIC 2
  2. 2. What We’ll Cover This Morning  Why you need a mid-level program  The right approach to creating a mid-level program  Smart strategies for using direct response to boost upgrades DMAW WAKE UP & LEARN | MID LEVEL MAGIC 3
  3. 3. MID LEVEL A mid-level program can mean different things to different organizations
  4. 4. Why We Are Talking About Mid-Level Donors  Giving in the U.S. as a percentage of GDP has stayed at 2% for over 45 years*  According to NCCS, those with income between $100,000 and $200,000 contribute, on average, 2.6% of their income *SOURCE: Nonprofit Hub DMAW WAKE UP & LEARN | MID LEVEL MAGIC 5
  5. 5. Q: What Constitutes Mid-level? A: Tiers Based on Your Donors An example: Direct response – up to $499  Robust integrated mail/online/phone program Mid-level - $500-$4,999  Still uses mail/online/phone but adds more cultivation and personal contacts Major - $5,000+  Slightly less mail/online/phone, with addition of targeted personal contact (calls and visits) DMAW WAKE UP & LEARN | MID LEVEL MAGIC 6
  6. 6. Q: How to Find Them? A: Mine Your Data to Target the Right Donors Information in your database can tell you a lot  RFM is used to identify biggest pool of prospects  Longevity  Campaign responsiveness DMAW WAKE UP & LEARN | MID LEVEL MAGIC 7
  7. 7. Q: How to Reach Them? A: Use What Works — Most Were DM Acquired  The majority of mid-level and major donors were acquired through the mail  They have responded well in the past (renewing & upgrading) to direct mail efforts Use mail and email to educate, steward, retain and upgrade their support. Mail/email + personal contact = success! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 8
  8. 8. Some Challenges  Silos …  Fighting over donors…  Donors being ignored…  Donors languishing without proper stewardship  Worst case: donors lapsing… DMAW WAKE UP & LEARN | MID LEVEL MAGIC 9
  9. 9. The Solution is Synergy Not all higher dollar donors are “different.” You can leverage your direct response program (mail, online, phone) to educate and steward your mid-level and major donors. This frees up staff time for personal cultivation and solicitation! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 10
  10. 10. THE RIGHT APPROACH Cultivate and nurture a strong bond and personal relationship
  11. 11. Keep It Personal For donors who are acquired through the mail and accustomed to giving in that way, direct mail is an effective way to:  Keep them informed about your mission  Renew their support and  Keep you top of mind But remember … mid-level donors require enhanced stewardship a timely and personal thank-you that reports on the impact of their gift DMAW WAKE UP & LEARN | MID LEVEL MAGIC 12
  12. 12. Added a note for MGO into the mailing DMAW WAKE UP & LEARN | MID LEVEL MAGIC 13
  13. 13.  Provide “Insider” information  Educate donors about mission and long-term needs  Focus on impact – what the donor’s gift has accomplished  Offer variety of ways to engage and give  Use high-touch packages Mail/email works best in concert with your additional personal solicitation efforts Make the Donor Feel Special DMAW WAKE UP & LEARN | MID LEVEL MAGIC 14
  14. 14. A newsletter that reports back DMAW WAKE UP & LEARN | MID LEVEL MAGIC 15
  15. 15. Find the Right Ask  There may be donors on your file who are giving you smaller gifts, but who have the capacity to give you more  If you have identified these donors through wealth screening, use that information to upgrade their giving in the mail  Consider having at least one mailing a year that is a dedicated upgrade mailing designed to ask high potential donors to respond to a very specific ask for a higher gift  Include donors of $100 and more in these mailings DMAW WAKE UP & LEARN | MID LEVEL MAGIC 16
  16. 16. This mid-level mail program exists to support MGO efforts DMAW WAKE UP & LEARN | MID LEVEL MAGIC 17
  17. 17. Plan Your Annual Communication Calendar Remember — even if a donor gives only in November, they need to hear from you throughout the year!  Plan touchpoints regularly throughout the year  Ask several times throughout the year  Vary the opportunities to connect — engagement!  Thank the donor often Even if YOU aren’t asking all year — other organizations are! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 18
  18. 18. The Magic of DIRECT MAIL How to Leverage Direct Response to Augment Your Team’s Efforts
  19. 19. Strategies for Success Let your direct response program do the heavy lifting Offer a variety of opportunities to give Consider giving societies Use targeted upgrade asks DMAW WAKE UP & LEARN | MID LEVEL MAGIC 20
  20. 20. Certificates can serve as cultivation efforts DMAW WAKE UP & LEARN | MID LEVEL MAGIC 21
  21. 21. The Results  13 gifts $1,000+ totaling $48,500  1 gift of $1,000 from a $100 donor  1 gift of $1,000 from a $250 donor  9 gifts of $1,000+ from $500 donors  1 gift of $2,500 from a $2,500 donor And a $30,000 gift from a $10,000+ donor! 22DMAW WAKE UP & LEARN | MID LEVEL MAGIC
  22. 22. Capital Campaign Naming Opportunity for Targeted Asks at Higher Levels DMAW WAKE UP & LEARN | MID LEVEL MAGIC 23
  23. 23. The Results Naming opportunities at $300, $2500, and $10,000 price points  $300 – 51 bricks sold  $2,500 – 9 bricks sold  $10,000 – 3 bricks sold  Allows donors to raise their hand  Creates a lasting connection between donor and organization DMAW WAKE UP & LEARN | MID LEVEL MAGIC 24
  24. 24. Reaching New Heights With Successful Mid Level Upgrade Mailings
  25. 25. Mini proposal format used to drive upgrades for specific program need DMAW WAKE UP & LEARN | MID LEVEL MAGIC 26
  26. 26. The Results  Beat revenue goal by 69%  42 gifts $1,000+ totaling $98,000  3 gifts of $1,000 from $250 donors  15 gifts of $1,000 from $500 donors  2 gifts of $10,000 from $5,000 donors  And started a conversation between the donor and the organization DMAW WAKE UP & LEARN | MID LEVEL MAGIC 27
  27. 27. The Actors Fund Upgrade Mailing DMAW WAKE UP & LEARN | MID LEVEL MAGIC 28
  28. 28. Results Mailed half as many donors as projected but …  Beat gross revenue goal by more than 300%  Average gift of more than $2,700  Nearly half of all gifts were new joins to ITS program  Three gifts of $5,000  Two gifts of $10,000  DMFA Package of the Year!!! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 29
  29. 29. When the Magic Doesn’t Happen… DMAW WAKE UP & LEARN | MID LEVEL MAGIC 30
  30. 30. Point Foundation Cornerstone Invite and Upgrade DMAW WAKE UP & LEARN | MID LEVEL MAGIC 31
  31. 31. The Results We thought we did everything right…  High-touch package  Great benefits for becoming a cornerstone member  SRE with Harvey Milk stamp Results told a different story:  Fell just short revenue projections  50% fewer gifts than projected  Costs 20% higher than projected DMAW WAKE UP & LEARN | MID LEVEL MAGIC 32
  32. 32. What Happened?? ► Point Foundation has a high-level giving society, but it’s not publicized other than at events ► DM donors not acquired on a membership-based ask ► A more simple case for support probably would have yielded better results ► Basically: we were too forward on the first date! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 33
  33. 33. Control vs Test: Your current upgrade strategy may be working better than you think it is! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 34
  34. 34. Results  Control package brought in 30% more gifts than the test!  Average gift between the two panels was basically the same  Control package generated three gifts of $1000+  Test package generated one gift of $1000+ DMAW WAKE UP & LEARN | MID LEVEL MAGIC 35
  35. 35. Lessons Learned Before you ask for an upgraded gift … Know your donors: ► On what message were they acquired? ► Were they acquired on a premium?  Cultivate them before making the ask  Engage them in ways beyond just writing check DMAW WAKE UP & LEARN | MID LEVEL MAGIC 36
  36. 36. Don’t Forget to Cultivate in Ways That Will Help Generate Upgrade Gifts in the Future DMAW WAKE UP & LEARN | MID LEVEL MAGIC 37
  37. 37. Say Thank You! DMAW WAKE UP & LEARN | MID LEVEL MAGIC 38
  38. 38. THANK YOU! LISA MASKA, CFRE Partner @lautmandc JILLIAN LESLIE Sr. Account Executive @lautmandc DMAW WAKE UP & LEARN | MID LEVEL MAGIC 39

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