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Mythbusters Direct Response Edition (Season 2)

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#Bridge19 #Mythbusters

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Kama Sanguinetti
Parkinson’s Foundation
Laura Whitlock
Pioneers
Lisa Maska, CFRE
Lautman Maska
Neill & Company
YOUR HOSTS
...

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Your board
understands and
appreciates the need
to spend money on
fundraising.

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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!

Editor's Notes

  • Sticker shock might happen when you show your fund raising expense budget to the board
    Educate with empirical evidence
    By spending $X, we bring in $X. If we decrease the budget by $X, we will only bring in $X
    Don’t expect them to know what you know

  • Your “Comms Team” and Program Staff are NOT your donors!

    Donors, not professionals, are your target audience.

    The fact is: Donors don’t want to solve a problem because it is big. Poverty. Hunger. Access to Health Care.
    <Click>
    Donors want to solve a problem because it is solvable.


  • They want to know that their small gift can make a big difference.
    Like:
    Give a vaccination to save a child’s life.
    Provide a meal to make a difference.
    Your donor’s want to know their gift matters.

  • Giving Tuesday is entering it’s 8th year
    2018 there were 3.6M gifts
    The mean gift was $105 for over $400M raised
    2017 $300M raised, up 78% from 2016
  • These trends indicate a change in giving behavior
    People are planning to give on this day
    You don’t want to miss out
    Think of it as a kick-off to year-end giving
  • Matching Gifts are HUGE motivators!
  • 2017: 0.15%
    3 Giving Tuesday emails and 6 year-end
    2018: 0.10%
    3 Giving Tuesday emails and 6 year-end
    Average opt-out rate is .2% to .5%
  • letters need to be as long as it takes to get someone to give. TEST to see what works for you. (HRC No words package; 4 page letter; 2 page letter)
  • TRUTH: many donors don’t even realize they are lapsed!
  • #1-Would you give money if no one said thank you?
    #2-By sending a reply envelope with the thank you, we generated $70,000.

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