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.
Mythbusters Direct Response Edition (Season 2)
Lisa Maska, CFRE
Neill & Company
appreciates the need
to spend money on
Get Your Board on board!
• Avoid ”sticker shock”!
• Educate with empirical evidence.
• Engage in regular communication – to
educate and report out.
Acquisition will only
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%
% of Revenue % of Gifts
When people complain,
changing the strategy
to address their complaints
is a good idea.
heard one of
“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
“This looks like a bill. Why are you sending
me a bill?”
“I’m getting too many emails from you.”
Haters Gonna Hate.
They just want to be heard.
Be sympathetic …
“I understand you are frustrated.”
Don’t change your strategy...