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Mid level magic

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Lisa Maska at #Bridge16 in Washington, DC

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Mid level magic

  1. 1. LISA MASKA, CFRE Partner Lautman Maska Neill & Company JOSH ADLER Director of Individual Giving The Actors Fund of America #MidLevelMagic @lautmandc @theActorsFund 2
  2. 2. #Bridge16 Our Conversation Today The Actors Fund Case Study • Challenges faced • What’s working • Lessons learned Smart strategies for using direct response to boost upgrades #MidLevelMagic @lautmandc @theActorsFund 3
  3. 3. #Bridge16 The Actors Fund Since 1882, The Actors Fund has helped performing arts and entertainment professionals in times of need, crisis or transition. •$33.1 million budget •Headquartered in New York City with regional offices in Los Angeles and Chicago •Lots of celebrity support •Heavy events and membership focus #MidLevelMagic @lautmandc @theActorsFund 4
  4. 4. #Bridge16 Revenue Breakdown Individual Giving raises $5.7 million annually Membership/tributes - $2.2 million In The Spotlight ($2,500-$24,999) - $1.4 million Planned Giving - $2.1 million #MidLevelMagic @lautmandc @theActorsFund 5
  5. 5. #Bridge16 Advancement Team of 20 Chief Advancement Officer (1) • Individual Giving (8) • • • • • • Special Events (5) • Institutional Giving (2) • Communications (4) • Director • Manager of Membership • Manager of PG/Major Gifts • Major Gift Officer (LA) • Membership Associates (2) • Database Assistant • Membership/Comms Assistant #MidLevelMagic @lautmandc @theActorsFund 6
  6. 6. #Bridge16 Base of Dedicated Supporters 12,000 Members giving $25-$2,499 • Most acquired through direct mail • Some acquired from industry unions – SAG, Equity, IATSE 305 “In The Spotlight” Members giving $2,500-$25,000 • Upgraded through direct mail 25 Major Donors giving $25,000+ #MidLevelMagic @lautmandc @theActorsFund 7
  7. 7. #Bridge16 Direct Mail How to Leverage Direct Response to Augment Your Team’s Efforts #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 8
  8. 8. #Bridge16 Mini proposal format used to drive upgrades for specific program need #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 9
  9. 9. #Bridge16 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 the conversation between the donor and the organization #MidLevelMagic @lautmandc @theActorsFund 10
  10. 10. #Bridge16 Certificates serve as cultivation effort #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 11
  11. 11. #Bridge16 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! #MidLevelMagic @lautmandc @theActorsFund 12
  12. 12. Capital Campaign Naming Opportunity #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 13
  13. 13. #Bridge16 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 #MidLevelMagic @lautmandc @theActorsFund 14
  14. 14. Mid-level Renewals – “In The Spotlight” #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 15
  15. 15. What’s the Secret? • Benefits As a Way of Engagement #Bridge16#MidLevelMagic @lautmandc @theActorsFund 16
  16. 16. We Were in a Bind… #Bridge16 • Program was not organized • Position had been vacant • Focus on Events & Celebrities • Donors were being ignored! #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 17
  17. 17. #Bridge16 Going Forward… How do we build something new without taking the steam out of the old? #MidLevelMagic @lautmandc @theActorsFund 18
  18. 18. #Bridge16 How We Are Doing It We began by adopting the higher education major gift model #MidLevelMagic @lautmandc @theActorsFund 19
  19. 19. #Bridge16 Organizing Donors • Major gift prospects organized into discrete pools • Assigned to the six staff members who serve as solicitors #MidLevelMagic @lautmandc @theActorsFund 20
  20. 20. #Bridge16 Communicate! • Scheduled weekly prospect meetings • Forum to discuss challenges and opportunities • Develop a pipeline plan with donors • Membership Associates included in meeting — they are the everyday front line and have amazing relationships #MidLevelMagic @lautmandc @theActorsFund 21
  21. 21. #Bridge16 Conversation Shift • Shift conversations from membership (transactional) to donor-centric philanthropy (what’s important to you) • Seek to engage donors • Show them that they have an opportunity to make a lasting difference through a major gift. • Discovered that some prospects with high capacity ($5mm+ in assets) were only interested in the benefits of membership (house seats). #MidLevelMagic @lautmandc @theActorsFund 22
  22. 22. #Bridge16 Active Outreach • Began to engage donors more personally • Personal (email) acknowledgments for gifts over $1,000 and handwritten note for gifts over $5,000 • Daily gift report detailing the previous days gifts • Create small events for ITS members #MidLevelMagic @lautmandc @theActorsFund 23
  23. 23. #Bridge16 The Challenge • Takes TIME to manage a prospect pool of 687 prospects • Progress is slow … but the needle is moving #MidLevelMagic @lautmandc @theActorsFund 24
  24. 24. #Bridge16 Donors “Wanna Be In the Room Where It Happens” • Creating a top-tier giving society • Recognize the members of the various levels publicly to generate interest. #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 25
  25. 25. #Bridge16 Above All… Pay attention to your donors! If one thing isn’t working, don’t be afraid to try something new There is no special formula… #MidLevelMagic @lautmandc @theActorsFund 26
  26. 26. #Bridge16 The Results Year to year comparison for individual contributions: •2014 -9.2% variance •2015 -13.0% variance •2016 +.04% variance (in the midst of a capital campaign) #MidLevelMagic @lautmandc @theActorsFund 27
  27. 27. #Bridge16 The Results Year to year comparison of ITS component: •2014 -28.2% variance •2015 -27.7% variance •2016 5.9% variance #MidLevelMagic @lautmandc @theActorsFund 28
  28. 28. #Bridge16 You Just Never Know … Two True-Life Stories Ruth Barry #MidLevelMagic @lautmandc @theActorsFund 29
  29. 29. Additional Strategies – Takeaways for Everyone Direct response can be used to enhance mid-level and major gift work • Educates donors • Reports back and shows impact • Engages donors in ways beyond just writing check #Bridge16 #MidLevelMagic @lautmandc @theActorsFund 30
  30. 30. #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 31
  31. 31. #MidLevelMagic @lautmandc @theActorsFund #MidLevelMagic @lautmandc @theActorsFund 32
  32. 32. DonDon’t forget to visit the’t forget to visit the Solutions Showcase!Solutions Showcase! #MidLevelMagic @lautmandc @theActorsFund 33

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