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#Bridge19 #Mythbusters
Kama Sanguinetti
Parkinson’s Foundation
Laura Whitlock
Pioneers
Lisa Maska, CFRE
Lautman Maska
Neill & Company
YOUR HOSTS
...
Your board
understands and
appreciates the need
to spend money on
fundraising.
Get Your Board on board!
• Avoid ”sticker shock”!
• Educate with empirical evidence.
• Engage in regular communication – t...
Acquisition will only
attract low-dollar
donors.
PARKINSON’S
FOUNDATION
Results Tell a Different Story...
• More than 21% of gifts
from new donors are
$1,000 or higher!
• ...
When people complain,
changing the strategy
to address their complaints
is a good idea.
Who hasn’t
heard one of
these…
“Why do you waste money on ____ (fill in
the blank)? Save your money for the cause.”
“All y...
Haters Gonna Hate.
They just want to be heard.
Be sympathetic …
“I understand you are frustrated.”
Don’t change your strat...
TRUST THE NUMBERS
Sending
calendars
& labels =
more gifts
#Bridge19
#Mythbusters
Sending
more emails =
more donations
#Bridge19
#Mythbusters
Sending out
frequent
requests =
more
donations
#Bridge19
#Mythbusters
Plain white
envelopes are
boring. They
won’t stand out in
the mail.
Marketing is
one thing…
Fundraising is
another.
Sometimes simple works…
Boring can win…
Fundraising Can Be Ugly!
16% more revenue! 30% more revenue! 10% more revenue!
#Bridge19
#Mythbusters
People don’t give
to newsletters.
Two Mailings a Year = 15% of all Revenue
#Bridge19 #Mythbusters
Donors will give more
when we give them
more information
about our programs.
Remember Who You Are Talking To…
THE DONOR … NOT YOUR COMMS / PROGRAM TEAM
Donors want
to know their
small gift will
make a big
difference
Give a vaccination to save a
child’s life.
Provide a meal ...
Education Is
Not the
Answer
Giving is emotional.
Not rational.
#Bridge19 #Mythbusters
Meals Only
• Boosts Response by 10%
• Boosts Average Gift by
15%
#Bridge19 #Mythbusters
Giving Tuesday
won’t work for us,
there’s already too
much competition.
$0
$50
$100
$150
$200
$250
$300
$350
$400
2012 2013 2014 2015 2016 2017 2018
Amount raised in millions $
SOURCE: Giving Tu...
#Bridge19 #Mythbusters
Matches are
over-used –
people are de-
sensitized
to them.
Supporters responded
enthusiastically to this 24-hour
triple match with the highest open
rate of the year end series!
Too many emails at
year-end make people
mad—they will opt out
of all emails.
P I O N E E R S S E N D S 3 G I V I N G T U E S DAY E M A I L S A N D 6 Y E A R - E N D
#Bridge19 #Mythbusters
Average
opt-out rate is
0.2% to 0.5%
2017 Pioneers = 0.15%
2018 Pioneers = 0.10%
#Bridge19 #Mythbusters
You need a 4-page letter in acquisition.
#Bridge19 #Mythbusters
LAPSED
DONORS DON’T
CARE ABOUT US
ANY MORE.
THEY STILL CARE!! LOOK AT THEM…
• Need a bit more effort
• Need to be reminded
• Like Prospects, not donors
• Be willing t...
THEY ARE
WORTH IT!!
Renewed lapsed donors
often have 50% greater
LTV than new names
TRUTH: many donors don’t even realize they are lapsed!
#Bridge19 #Mythbusters
Donors Will Never Make a Big Gift
Through a Facebook Ad.
Bricks were
promoted
through FB,
email and mail
• The Facebook Ads raised
$5,250 – a return on ad
spend of 911.70%!
• And ...
Our donors will
never opt in to
receiving text
messages.
Only true if you don’t try!
#Bridge19 #Mythbusters
Started Around 2005
Marriage Equality …
• Today: HRC Mobile Action
Network 440,000 Strong
(and growing)
• Mobile subscribe...
Our donation page is fine
the way it is.
Devoting time and
money to your donation
page can really pay off...
HRC Added TOGGLE to Donation Page
RESULT: 3-fold Increase
in New Sustainers!
#Bridge19 #Mythbusters
PCRM Switched to a Fast action platform
RESULT: Page Completion Rates
are now 60-75%
#Bridge19 #Mythbusters
Sending acknowledgements
by mail is not necessary.
“Why are we
spending
$46,000 on
thank you notes?
We can
cut that cost.”
You should always
say “thank you”
when someone
gives you money!
$70,000
#Bridge19 #Mythbusters
Kama
ksanguinetti@parkinson.org
Laura
lwhitlock@pioneersvolunteer.org
Lisa
lmaska@lautmandc.com
#Bridge19 #Mythbusters
Tha...
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Mythbusters Direct Response Edition (Season 2)

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#Bridge19 #Mythbusters

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Mythbusters Direct Response Edition (Season 2)

  1. 1. #Bridge19 #Mythbusters
  2. 2. Kama Sanguinetti Parkinson’s Foundation Laura Whitlock Pioneers Lisa Maska, CFRE Lautman Maska Neill & Company YOUR HOSTS #Bridge19 #Mythbusters
  3. 3. Your board understands and appreciates the need to spend money on fundraising.
  4. 4. Get Your Board on board! • Avoid ”sticker shock”! • Educate with empirical evidence. • Engage in regular communication – to educate and report out.
  5. 5. Acquisition will only attract low-dollar donors.
  6. 6. PARKINSON’S FOUNDATION Results Tell a Different Story... • More than 21% of gifts from new donors are $1,000 or higher! • Gifts as high as $5,000 or even $50,000 have been received through the mail! 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% $0.01-$4.99 $5.00-$34.99 $35-$49.99 $50-$99.99 $100-$249.99 $250-$499.99 $500-$999.99 $1,000+ % of Revenue % of Gifts
  7. 7. When people complain, changing the strategy to address their complaints is a good idea.
  8. 8. Who hasn’t heard one of these… “Why do you waste money on ____ (fill in the blank)? Save your money for the cause.” “All you do is ask for money. Stop sending me things.” “This looks like a bill. Why are you sending me a bill?” “I’m getting too many emails from you.”
  9. 9. Haters Gonna Hate. They just want to be heard. Be sympathetic … “I understand you are frustrated.” Don’t change your strategy...
  10. 10. TRUST THE NUMBERS
  11. 11. Sending calendars & labels = more gifts #Bridge19 #Mythbusters
  12. 12. Sending more emails = more donations #Bridge19 #Mythbusters
  13. 13. Sending out frequent requests = more donations #Bridge19 #Mythbusters
  14. 14. Plain white envelopes are boring. They won’t stand out in the mail.
  15. 15. Marketing is one thing… Fundraising is another. Sometimes simple works… Boring can win… Fundraising Can Be Ugly!
  16. 16. 16% more revenue! 30% more revenue! 10% more revenue! #Bridge19 #Mythbusters
  17. 17. People don’t give to newsletters.
  18. 18. Two Mailings a Year = 15% of all Revenue #Bridge19 #Mythbusters
  19. 19. Donors will give more when we give them more information about our programs.
  20. 20. Remember Who You Are Talking To… THE DONOR … NOT YOUR COMMS / PROGRAM TEAM
  21. 21. Donors want to know their small gift will make a big difference Give a vaccination to save a child’s life. Provide a meal to make a difference. #Bridge19 #Mythbusters
  22. 22. Education Is Not the Answer Giving is emotional. Not rational. #Bridge19 #Mythbusters
  23. 23. Meals Only • Boosts Response by 10% • Boosts Average Gift by 15% #Bridge19 #Mythbusters
  24. 24. Giving Tuesday won’t work for us, there’s already too much competition.
  25. 25. $0 $50 $100 $150 $200 $250 $300 $350 $400 2012 2013 2014 2015 2016 2017 2018 Amount raised in millions $ SOURCE: Giving Tuesday USA $400 million raised Recent Revenue Growth 3.6 MILLION GIFTS! $300 million
  26. 26. #Bridge19 #Mythbusters
  27. 27. Matches are over-used – people are de- sensitized to them.
  28. 28. Supporters responded enthusiastically to this 24-hour triple match with the highest open rate of the year end series!
  29. 29. Too many emails at year-end make people mad—they will opt out of all emails.
  30. 30. P I O N E E R S S E N D S 3 G I V I N G T U E S DAY E M A I L S A N D 6 Y E A R - E N D #Bridge19 #Mythbusters
  31. 31. Average opt-out rate is 0.2% to 0.5% 2017 Pioneers = 0.15% 2018 Pioneers = 0.10% #Bridge19 #Mythbusters
  32. 32. You need a 4-page letter in acquisition.
  33. 33. #Bridge19 #Mythbusters
  34. 34. LAPSED DONORS DON’T CARE ABOUT US ANY MORE.
  35. 35. THEY STILL CARE!! LOOK AT THEM… • Need a bit more effort • Need to be reminded • Like Prospects, not donors • Be willing to invest in them #Bridge19 #Mythbusters
  36. 36. THEY ARE WORTH IT!! Renewed lapsed donors often have 50% greater LTV than new names
  37. 37. TRUTH: many donors don’t even realize they are lapsed! #Bridge19 #Mythbusters
  38. 38. Donors Will Never Make a Big Gift Through a Facebook Ad.
  39. 39. Bricks were promoted through FB, email and mail • The Facebook Ads raised $5,250 – a return on ad spend of 911.70%! • And emails raised 100% more than the prior year. #Bridge19 #Mythbusters
  40. 40. Our donors will never opt in to receiving text messages.
  41. 41. Only true if you don’t try! #Bridge19 #Mythbusters
  42. 42. Started Around 2005 Marriage Equality … • Today: HRC Mobile Action Network 440,000 Strong (and growing) • Mobile subscribers are 250% more likely to donate!
  43. 43. Our donation page is fine the way it is.
  44. 44. Devoting time and money to your donation page can really pay off...
  45. 45. HRC Added TOGGLE to Donation Page RESULT: 3-fold Increase in New Sustainers! #Bridge19 #Mythbusters
  46. 46. PCRM Switched to a Fast action platform RESULT: Page Completion Rates are now 60-75% #Bridge19 #Mythbusters
  47. 47. Sending acknowledgements by mail is not necessary. “Why are we spending $46,000 on thank you notes? We can cut that cost.”
  48. 48. You should always say “thank you” when someone gives you money! $70,000 #Bridge19 #Mythbusters
  49. 49. Kama ksanguinetti@parkinson.org Laura lwhitlock@pioneersvolunteer.org Lisa lmaska@lautmandc.com #Bridge19 #Mythbusters Thank You! Don’t forget to visit the Solutions Showcase for more ideas!

#Bridge19 #Mythbusters

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