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Keeping it Fresh!
How to Continue Growing as Mature Nonprofit
Margaret Carter – Director of Annual Giving, Reading is Fund...
Founded in 1966, by Margaret
McNamara, a literacy tutor,
RIF is the nation’s oldest
children’s literacy non-profit.
Readin...
Flagship Program since 1976 – RIF’s Books For
Ownership Program
What?
Book distributions
Where?
17,000 sites such as schoo...
Over 400 million new, free books to
more than 35 million children
RIF Impact to Date
Two BIG Challenges for RIF
Loss of critical Federal
funding for our flagship
Books For Ownership
Program in 2011.
How do w...
Loss of Funding Communications
Literacy Emergency!
Emergency mail and
e-appeals to all donor file
Contacted all of our lar...
RIF’s Refocus Assessment of entire organization,
including fundraising.
Programmatically:
•Focus on STEAM, multiculturalis...
Impact Not Reach
34 % of children entering kindergarten lack the basic
language skills they will need to learn to read
40%...
RIF’s Fundraising Refocus
Fundraising – back to best practices
Matching gifts
Invest more in new donor
acquisition
Launch ...
RIF’s Fundraising Refocus
Fundraising – back to best practices
Connecting the donor with the
cause
Testimonials
Kids quote...
Sustainer “Book Hero”
Middle Donor Invite
Mailed in February
Upgrade and renewal
Longer response time
Results
Response Rate = 3.36%
Average Gift...
• Research scientist Dr. Mathilde Krim and Hollywood
movie star Elizabeth Taylor, who joined forces to create
amfAR in 198...
• Message Fatigue
• Resource Funding Cuts
• Donor Fatigue
• Perception – AIDS is No Longer a Crisis
Challenges
A Rough Sector
Staying Relevant
E-Philanthropy Cultivation Series
Social Media: facebook
Social Media: facebook
Social Media: Twitter
Social Media: Instagram
LATEST AIDS STATISTIC:
35,000,000
CURED
GMHC is the nation's leading provider of HIV/AIDS care, prevention
services and advocacy, serving nearly 9,000 people livi...
GMHC Challenges
1. Messaging
2. List market fatigue
3. Limited budget
4. No telemarketing
1. Messaging: Reiterating that the crisis is not over
1. Messaging: Reiterating that the crisis is not over
“Names” Insert
OE Teaser Test
1. Messaging: Focus on meals and community
1. Messaging: Focus on meals and community
Thanksgiving Placemat
Holiday Card Reply Form
1. Messaging: Package testing!
May “Remembrance” Appeal
1. Messaging: Package testing!
July “Notecard” Appeal
1. Messaging: Package testing!
August “Story” Appeal
2. Limited Budget: Tweak testing
 Inexpensive tweak tests that move the needle
 Envelope teasers
 Ask string builds
 C...
2. Limited Budget: Tweak testing
Address Label Designs
Envelope Teasers
2. Limited Budget: Tweak testing
Reply Form Designs
Ask String Builds
2. Limited Budget: Cost efficiencies
 Taking advantage of gang printing opportunities
 Combined list plans/merges
 Seas...
3. List Market Fatigue: Identifying untapped markets
 Deeper Lapsed Names
 Warm prospects
 AIDS Walk NY Donors
 Modele...
3. List Market Fatigue: Targeting strategies
 Letter versioning
 Lapsed/Metro vs. National
 Multi strategy
 Letter swi...
3. List Market Fatigue: Package testing
“Names” OE and Johnson Box
Window Cling
Stand-Alone
Holiday Card
Supporter Card
4. No Telemarketing: No problem!
 In FY2013 GMHC suspended telemarketing 
 Last minute December mailing added to replac...
4. No telemarketing: More sustainers?!
 Multi-channel approach (mail/email) to recruit monthly givers
 Three cultivation...
4. No telemarketing: More sustainers?!
R1 $5 Upgrade Ask
Address Label Cultivation
March Upgrade Email Series
Don’t mess with what’s working!
 Three part calendar based renewal series
 Involvement devices
 Matching gifts (offline...
Don’t mess with what’s working!
R2 Reminder Notice
R1 Supporter Card
Double Window Urgent Appeal
R3 Invoice Statement
Take advantage of the stuff you have!
 GMHC Name Recognition
 Symbolic Red Ribbon
 Keith Haring Foundation
Keith Haring...
Thank you!
Don’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are on display at the
Solutions...
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
Keeping it fresh Bridge 2014
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Keeping it fresh Bridge 2014

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Keeping it fresh Bridge 2014

  1. 1. Keeping it Fresh! How to Continue Growing as Mature Nonprofit Margaret Carter – Director of Annual Giving, Reading is Fundamental Dagmar Fiala – Manager of Individual Giving, amfAR The Foundation for AIDS Research Bryan Evangelista – Account Supervisor, Lautman Maska Neill & Company (and GMHC) #Bridge14
  2. 2. Founded in 1966, by Margaret McNamara, a literacy tutor, RIF is the nation’s oldest children’s literacy non-profit. Reading is Fundamental (RIF) Overview
  3. 3. Flagship Program since 1976 – RIF’s Books For Ownership Program What? Book distributions Where? 17,000 sites such as schools, libraries, Head Starts, clinics, and community centers Who? Organizations serving children with an average of 80% or greater free and reduced meal eligibility
  4. 4. Over 400 million new, free books to more than 35 million children RIF Impact to Date
  5. 5. Two BIG Challenges for RIF Loss of critical Federal funding for our flagship Books For Ownership Program in 2011. How do we distinguish RIF from all of the other children’s literacy organizations?
  6. 6. Loss of Funding Communications Literacy Emergency! Emergency mail and e-appeals to all donor file Contacted all of our large funders to let them know about the loss of Federal Funding 9% response rate w/ $47.72 average gift
  7. 7. RIF’s Refocus Assessment of entire organization, including fundraising. Programmatically: •Focus on STEAM, multiculturalism and stemming summer reading loss. •Use statistics and research to back up case for support. •Frame case around cradle to career and competition in a global economy.
  8. 8. Impact Not Reach 34 % of children entering kindergarten lack the basic language skills they will need to learn to read 40% of U.S. 4th graders do not achieve basic levels of reading proficiency. One in three children spending more than half their lives in poverty does not graduate from high school. 18
  9. 9. RIF’s Fundraising Refocus Fundraising – back to best practices Matching gifts Invest more in new donor acquisition Launch Sustainer program “Book Hero” Revamp middle donor program with upgrade invitation Promote tribute giving
  10. 10. RIF’s Fundraising Refocus Fundraising – back to best practices Connecting the donor with the cause Testimonials Kids quotes Kids drawings Bookmarks $10 = 4 books
  11. 11. Sustainer “Book Hero”
  12. 12. Middle Donor Invite Mailed in February Upgrade and renewal Longer response time Results Response Rate = 3.36% Average Gift = $265 Note card package in A7 outer
  13. 13. • Research scientist Dr. Mathilde Krim and Hollywood movie star Elizabeth Taylor, who joined forces to create amfAR in 1985. • One of the world’s leading nonprofit organizations dedicated to the support of AIDS research, HIV prevention, treatment, education, and the advocacy of sound AIDS –related public policy. • Invested more than $388 million in its programs. • Awarded more than 3,300 grants to research teams worldwide.
  14. 14. • Message Fatigue • Resource Funding Cuts • Donor Fatigue • Perception – AIDS is No Longer a Crisis Challenges
  15. 15. A Rough Sector
  16. 16. Staying Relevant
  17. 17. E-Philanthropy Cultivation Series
  18. 18. Social Media: facebook
  19. 19. Social Media: facebook
  20. 20. Social Media: Twitter
  21. 21. Social Media: Instagram
  22. 22. LATEST AIDS STATISTIC: 35,000,000 CURED
  23. 23. GMHC is the nation's leading provider of HIV/AIDS care, prevention services and advocacy, serving nearly 9,000 people living with HIV/AIDS in the epidemic's largest U.S. epicenter. As the world's first HIV and AIDS service organization GMHC is an expert in providing the services that every person affected by the epidemic deserves. GMHC is on the front lines caring for people who are both HIV negative and positive, including: testing, nutrition, legal, mental health and education services.
  24. 24. GMHC Challenges 1. Messaging 2. List market fatigue 3. Limited budget 4. No telemarketing
  25. 25. 1. Messaging: Reiterating that the crisis is not over
  26. 26. 1. Messaging: Reiterating that the crisis is not over “Names” Insert OE Teaser Test
  27. 27. 1. Messaging: Focus on meals and community
  28. 28. 1. Messaging: Focus on meals and community Thanksgiving Placemat Holiday Card Reply Form
  29. 29. 1. Messaging: Package testing! May “Remembrance” Appeal
  30. 30. 1. Messaging: Package testing! July “Notecard” Appeal
  31. 31. 1. Messaging: Package testing! August “Story” Appeal
  32. 32. 2. Limited Budget: Tweak testing  Inexpensive tweak tests that move the needle  Envelope teasers  Ask string builds  Control package refreshes  Tests to save money  Window vs. Closed Face OE  Preprint vs. Personalized letter  Postage Treatment
  33. 33. 2. Limited Budget: Tweak testing Address Label Designs Envelope Teasers
  34. 34. 2. Limited Budget: Tweak testing Reply Form Designs Ask String Builds
  35. 35. 2. Limited Budget: Cost efficiencies  Taking advantage of gang printing opportunities  Combined list plans/merges  Seasonal tote bag offer  Acquisition and Appeal package similarities
  36. 36. 3. List Market Fatigue: Identifying untapped markets  Deeper Lapsed Names  Warm prospects  AIDS Walk NY Donors  Modeled lists  Geographic/demographic selects on outside lists  $100 list exchanges  amfAR, GLSEN, The Actor’s Fund
  37. 37. 3. List Market Fatigue: Targeting strategies  Letter versioning  Lapsed/Metro vs. National  Multi strategy  Letter switch  Seasonal co-controls  Address Labels + Totebag  Placemat  Address Labels + Holiday Card
  38. 38. 3. List Market Fatigue: Package testing “Names” OE and Johnson Box Window Cling Stand-Alone Holiday Card Supporter Card
  39. 39. 4. No Telemarketing: No problem!  In FY2013 GMHC suspended telemarketing   Last minute December mailing added to replace budgeted call  Proven Fall appeal series mail dates shifted for the first time ever  Time-sensitive matching gift secured  Raised over $90,000 – more than triple the budgeted goal!  2013 MAXI winner and now an integral part of appeal series 
  40. 40. 4. No telemarketing: More sustainers?!  Multi-channel approach (mail/email) to recruit monthly givers  Three cultivation touch points in Fall appeal mailings  October Invite email series  Upgrade ask as part of Renewal #1 mailing  March upgrade/reinstatement email series  In FY2013, GMHC experienced it’s first INCREASE in monthly giving revenue since before the recession
  41. 41. 4. No telemarketing: More sustainers?! R1 $5 Upgrade Ask Address Label Cultivation March Upgrade Email Series
  42. 42. Don’t mess with what’s working!  Three part calendar based renewal series  Involvement devices  Matching gifts (offline and online)  Urgent appeals  Sequester, Ryan White funding cuts, food pantry waiting list  Email!  36% increase in revenue over the past 4 years
  43. 43. Don’t mess with what’s working! R2 Reminder Notice R1 Supporter Card Double Window Urgent Appeal R3 Invoice Statement
  44. 44. Take advantage of the stuff you have!  GMHC Name Recognition  Symbolic Red Ribbon  Keith Haring Foundation Keith Haring Red Ribbon Address Labels
  45. 45. Thank you! Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! #Bridge14 Margaret Carter mcarter@rif.org Dagmar Fiala dagmar.fiala@amfar.org Bryan Evangelista bevangelista@lautmandc.com

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