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...
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!
PCRM Switched to a Fast action platform
RESULT: Page Completion Rates
are now 60-75%
by mail is not necessary.
“Why are we
thank you notes?
cut that cost.”
You should always
say “thank you”
gives you money!
Don’t forget to visit the
for more ideas!
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.