This document summarizes the essentials of successful fundraising. It discusses that successful fundraising comes down to having a compelling mission, a relational approach to donors, a strong relationship-building program, and understanding how fundraising connects to the entire organization. It also emphasizes that annual giving is essential, as it reaches the most donors and influences donor loyalty. Finally, it stresses the importance of using tools like eTapestry to analyze donor relationships and communications, in order to strengthen relationships and increase fundraising success over time.

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Essentials of Successful Fundraising
with eTapestry
PRESENTED BY PAM DECHERT,CFRE SENIOR CONSULTANT

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WHAT ARE THE ESSENTIALS OF SUCCESSFUL
FUNDRAISING?

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• What are the keys to successful fundraising?
• How is fundraising doing?
• Tools in eTapestry to more effectively build relationships and raise
more money for your annual fund.
TODAY’S SESSION WILL COVER:

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But ultimately successful fundraising comes
down to:
• A compelling, strong, passionate mission
your donors connect with;
• A relational approach to your donors (it’s
about relationships, not numbers or money)
• A vigorous relationship-building program
(which implies the use of multiple
strategies), and
• An understanding of the connection
between fundraising and every other
function of your organization.
WE’VE ALL GOT AN OPINION ON THIS…

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2012 CHARITABLE GIVING TRENDS

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MULTI CHANNEL AND MULTI
GENERATIONAL IS THE NEW NORM…BUT

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ANNUAL GIVING – ESSENTIALS OF
FUNDRAISING SUCCESS START HERE
• New donors start out by giving to your
annual fund
• It is the beginning of donor loyalty (or
not)
• It reaches the largest group of
individuals
• New donors and multi year donors will
increase overall fundraising

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HOW ARE YOUR RELATIONSHIPS?
2012 FEP Report Takeaways:
 For the first time since 2007, the net giving level was positive and stands in
stark contrast to 2009 during the recession, when the net giving level was
$19—that is, for every $100 a charity gained, it lost $119.
 In 2011, the net giving level was $0, meaning charities lost $100 for every
$100 gained. BUT:
 For every $100 you gained in 2012 from new donors & returning donors,
you lost an average of $96 from lapsed donors and smaller gifts from
current donors.
Fundraising Effectiveness Project: You are or should be opted in!

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FEP – OPT IN

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ANNUAL GIVING – WHERE IT ALL BEGINS
• New donors start out by giving to your
annual fund
• It is the beginning of donor loyalty (or
not)
• It reaches the largest group of
individuals
• New donors and multi year donors will
increase overall fundraising

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HOW’S YOUR RELATIONSHIP?
• What is your retention rate?
• What is your average gift?
• What is your upgrade/downgrade rate?
• How do you compare do yourself and others?
• Do you have a goal to increase retention and donor loyalty?
• How well do you know these donors?
• What is a loyal donor?

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HOW ARE YOUR RELATIONSHIPS?
Do you Benchmark?

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HOW ARE YOUR RELATIONSHIPS?

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DONOR RENEWAL AND GIVING DYNAMICS

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CAMPAIGN & APPROACH ANALYSIS

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CONSECUTIVE MONTHS AND YEARS

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BUILT IN AND CUSTOM QUERIES TO USE
• Built in:
• LYBUNT/SYBUNT
• Top Donor
• Custom: All new donors to the Annual Campaign
• Compound query of all first time donors to your Annual Campaign
• All donors this week and subtract out
• All donations before this week

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HOW DO WE USE THESE TO IMPROVE
RELATIONSHIPS AND RESULTS?
• Set realistic fundraising goals and donor retention rate
goals
• What if you increase donor retention by 4%,6%,10%?
• Measureable by quarter
• Set regular communications with these constituents

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HOW DO WE USE THESE TO IMPROVE
RELATIONSHIPS AND RESULTS?
• Based on these queries & reports; create custom queries to identify key
donors to communicate with and thank for upgraded gift, new gifts,
downgraded gifts.
• Use Mass Update to mass add contacts
• Use Custom Account query to add calendar items
• Segment thank you’s and communications based on these.
• New donor thank you and welcome to your group
• Thank you for being a loyal donor letter
• Thank you for increasing your supports
• Thank you for coming back and supporting us again
• Communicate how their money is making a difference

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HOW’S YOUR RELATIONSHIP?
What is the minimum data you require for:
• A donor record
• Salutations
• Address, City, State
• Account Type needs to be
REQUIRED
• Gift Entry
• Campaign & Approach needs to be
REQUIRED

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HOW’S YOUR RELATIONSHIP?
• Donor Profile:
• What do you know about the relationship?
• What do know about the donor?
• Do you set regular communications with each donor and track them
in the donor’s record?
• Do you track your informal communication?
• Do you regularly do NCOA updates?
• Do you track volunteering?
• Do you target any of these donors to build a great profile? 10, 20?
• Ask board and staff about information, birthday, interest in your
group.
• Informal and Formal research? Do you assign staff donors to
manage or to research?
• Do we ask them their preferences? Why not?

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HOW’S THE RELATIONSHIP?

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HOW’S THE RELATIONSHIP?
Use eTap mobile to add a donor contact!
Use Quick Entry when you are back in the office!

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HOW’S THE RELATIONSHIP?

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HOW’S THE RELATIONSHIP?
Use your dashboard to manage it, remind and build those
relationships!

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HOW’S THE RELATIONSHIP?
• Queries and Reports on the dashboard
• Calendar of Relationship to do’s
• Progress and donors to communicate with

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TO SUM UP ON ESSENTIALS OF
FUNDRAISING SUCCESS
• Starts with building loyalty and Annual
Giving
• You need a healthy relationship that is
built on your mission AND solid data,
analysis, communication to keep and
build a strong donor base that knows
you make a difference with their help
and giving.
• Use the tools in eTapestry to track, build
and maintain those relationships that
lead to fundraising success!

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QUESTIONS?

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TWEET ABOUT YOUR SESSION
#ETAPFUNDRAISER
#ETAPRELATIONSHIP
#ANNUALDONORSROCK