It's the perfect time to introduce, or improve, your symbolic giving campaign for this holiday! This exciting session will explore how organizations of all sizes can take advantage of the growing demand of donors - young and old - to make symbolic gifts.
Many people call symbolic giving the 'Oprah-facation' way of giving. This session will feature tons of real examples and results to help you better understand how symbolic giving can work for you - whether you are a large or small organisation.
2. TP2010 Tweeting today? @hjcnewmedia Follow us as... Your presenters... Christine Smith christine.smith@hjcnewmedia.com Fundraising and Innovation Consultant, HJC Dave Lavoie davel@oxfam.ca Core Donor Officer, Oxfam Canada
3. A virtual tour What is symbolic giving – or alternative giving? What are the benefits of symbolic giving? How can I deal with restricted giving constraints? Who are symbolic giving donors? What will be more important for marketing? How can you integrate your marketing efforts? How can personal page fundraising be used for symbolic giving? What are some success stories from organizations big and small? How do you steward and convert symbolic gift donors to sustained monthly donors? How can small and mid-sized organizations afford to introduce symbolic giving this holiday?
4. Alternative Gift Catalogues: Are a way for donors to share their affinity with your cause in a fun and easy way WHAT IS ALTERNATIVE GIVING?
5.
6. THE 3 STEPS TO ALTERNATIVE GIVING Step 1 – Donor selects a gift Step 2 – Donor sends a card to a loved one, friend, colleague, teacher...anyone who they buy gifts for Step 3 – Donor gets a tax receipt for the full amount of their gift
10. WHAT ARE THE BENEFITS? Gift Recipient – Gets a “feel good” feeling because their gift is helping someone and they have received an e-card or print card that explains how
11. WHAT ARE THE BENEFITS? Organization- You get fundraising dollars, new donors, old donors giving more, brand awareness and media attention
12.
13. RESTRICTED VS. UNRESTRICTED The industry’s best kept secret? Most alternative gift catalogues are UNRESTRICTED GIVING
53. CASE STUDY – Oxfam Environmental Scan: Oxfam had Unwrapped programs in 10 different markets - Great Britain, Ireland, Australia, America, New Zealand, Netherlands, Spain, Germany, France and Quebec. These programs are at different levels of maturity from five to two years. Programs at the five year level are seeing a levelling or reduction in revenues. Due to market competition and in some cases the fun of Unwrapped was replaced with overwhelming mission content.
66. CASE STUDY – Canuck Place By creating designated gifts – both small and large – Canuck Place has attracted larger gifts from Foundations and from companies. The ‘commodification’ of what a donor’s dollar can do is getting both larger and smaller gifts
67. STEWARDSHIP & UPGRADING Your symbolic gift donors have a connection to your mission, and can be converted to monthly giving using the right tools and effective stewardship
68. STEWARDSHIP & UPGRADING Ensure that the donation experience is easy, seamless and efficient. Have a dedicated person to respond to all donor requests and problems. Email and thank these donors after the campaign, let then know how important their support is to your organization. Follow-up using real examples on how donor dollars are used.
69. STEWARDSHIP & UPGRADING Using the Phone:CHF did a test and called 5,000 of their DM, telephone and symbolic gift donors to upgrade to monthly. The symbolic gift donors converted at a much higher rate than the other two groups!
70. STEWARDSHIP & UPGRADING What We Learned: Use the phone! Symbolic donors converted by phone have joined Oxfam and CHF’s regular monthly giving programs with an average conversion rate of 3-4% These donors feel a personal connection to your organisation and mission – so the personal touch of a phone call is the best method for conversion to monthly giving!