Today's fundraising isn't as simple as sending out an appeal. To successfully fundraise today, one must understand today's donorbase, today's fundraising landscape, and how to start. Fundraising 2.0 is about fundraising that is all about a strong foundation of messaging, data-driven, integrated, and measurable. The following slides is a presentation from Action Graphics as an overview of all of these ideas.

1. FUNDRAISING 2.0: MAXIMIZING THE
EFFECTIVENESS OF YOUR COMMUNICATIONS

2. UNDERSTANDING TODAY’S DONORBASE
HINT: IT’S NOT THE SAME AS IT USED TO BE (EVEN 5 YEARS AGO)

3. WHAT THEY WANT, WHEN THEY WANT IT
“[The modern, digitally-empowered consumer] is living life on [their] own terms
and engaging with brands when and how it’s most convenient to [them].”
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013; IDC Workbook, “Graduating from Email to Engagement”, June 2013
With each advance in digital communication...the customer becomes more powerful. Tactics that captivated
buyers yesterday lack luster today.

4. ALWAYS ON THE GO
9 out of 10 American adults have a
cell phone
58% own a smartphone!
42% of adults own a tablet
67% find themselves checking their
phone even when it doesn’t ring!
29% of cell phone owner cannot
imagine living without their phone!
Pew Research Internet Project, “Mobile Technology Fact Sheet”, January 2014

5. “INFORMATION ABUNDANCE MEANS ATTENTION SCARCITY”
+ According to a 2013 Havas Media Study, People would not care if 73% of brands disappeared!
+ On any given day, the average customer will be exposed to 2904 media messages, will pay attention
to 52 and will postively remember only four”
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

6. AND IF THAT’S NOT ENOUGH! THERE ARE MASS DIFFERENCES BY GENERATION!
- Born 1981-1995
(age 18-32 as of 2013)
- Represents 11% of total giving
- 32.8 million donors in the US
- 60% give
- Born 1965-1980
(age 33-48 as of 2013)
- Represents 20% of total giving
- 39.5 million donors in the US
- 59% give
- Born 1946-1964
(age 49-67 as of 2013)
- Represents 43% of total giving
- 51.0 million donors in the US
- 72% give
- Born 1945 and earlier
(age 68+ as of 2013)
- Represents 26% of total giving
- 27.1 million donors in the US
- 88% give
Generational groups, total U.S. population, and giving data (on average)
Blackbaud, Next Generation of American Giving, August 2013
Generation Y
Generation X Matures
Boomers

7. UNDERSTANDING TODAY’S FUNDRAISING LANDSCAPE
IT IS A CHALLENGE

8. SO MANY COMMUNICATION CHANNELS TODAY
Web - General Website, Campaign micropages, PURLS, Online Advertising, PPC Advertising
Social Media - Twitter, Facebook, Instagram, YouTube, Google+, Vine
Print/ Direct Mail
Email
Mobile - SMS, Mobile Apps
Phonathons
Face to Face
“Multichannel is the new normal. While all generations are multichannel in their communications habits, the
ideal mix varies from generation to generation” [Blackbaud, Next Generation of American Giving, Aug 2013]
“Customers don’t consider the Web, social media, and email from the same company to be separate entities,
and get confused and overwhelmed by a stream of what often appears to be contradictory messaging.”
[Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013]

9. RECENT RESEARCH
2X
Plan on Increasing Giving
Blackbaud, Next Generation of American Giving, August 2013
GIVING

10. RECENT RESEARCH - NYC SURVEY
anticipated raising
m
oremoneyin2014thanin
2
013
thought their
annualfundwouldincrea
se
57%
but only 42%
Crain’s/ AFP New York Metropolitan Nonprofit Survey, Spring 2014

11. ONLINE2010
2013
Increase in Online
Donations over
last 3 years
% of Donors Engage Online
with a Non-Profit Organization
+30%
84% of Donation
Pages are Not
Mobile Friendly
Blackbaud, Next Generation of American Giving, August 2013; The Chronicles of Philanthropy, “Most Charities Fail at Online Fundraising Basics”, Raymund Flandez, February 4, 2014

12. DIRECT MAIL
On average, direct mail accounts for
79% of donations
Blackbaud, Internet and Multichannel Giving Benchmarking Report, July 2011; Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer Report, December 2012
Email
Direct
Mail
Direct Mail is preferred 2 to 1 over
email for non-profit communications

13. SOCIAL MEDIA
6%
Donate Through
Social Media
36%
Survey Respondents are
encouraged by social
media fundraising trends
57%
Survey Respondents see
social media success
in brandraising but not
fundraising
Blackbaud, Next Generation of American Giving, August 2013; Crain’s/ AFP New York Metropolitan Nonprofit Survey, Spring 2014

14. =
Open
Rates
Click
Through
Rates
Blackbaud, Next Generation of American Giving, August 2013; Pew Internet and American Life Project’s Generations 2010 report; Marketing Sherpa, “Email Summit”, 2013
EMAIL
of online
American cite
email as one
of their regular
activities
92%
of adult
Americans check
their email first
thing in am
58%

15. TRANSACTION VS ENGAGEMENT
TRANSACTION
ENGAGEMENT
“Engagement channels may or may not be transaction channels, and vice versa, but both matter”
[Blackbaud, Next Generation of American Giving, Aug 2013]

16. “Every interaction is a link within the context
of a communication supply-chain. Don’t look at
each discrete message, or even each campaign,
as a unique event with a direct link to the end
result. MARKETING IS NOT A CANDY MACHINE.
Instead, view each as a link in a chain of events
each of which leads to other actions”
IDC Technology Marketing Blog, “Data, Marketing, and Supply-chains: Insight from the IBM Smarter Commerce Conference”, Kathleen Schaub, July 15, 2013

17. RETENTION RATES
+10% = 2X lifetime value
40%
AVERAGE
Charityinfo.ca, “Create a Warm Welcome”, Leah Eustace, April 29, 2013

18. PRESSURE FOR IMMEDIATE RESULTS
The Non-Profit Times, “Development Director Jobs Open for 2 Years”, March 2013;
“Why Do Development Professionals Jump Ship”, Bill J. Harrison, http://www.iteachfundraising.com/articles/Jumpship.html
Philanthropy.com, “Half of Fundraisers in the Top Job would like to Quit”, January 2013
Crain’s/ AFP New York Metropolitan Nonprofit Survey, Spring 2014
of Executive Directors said their previous development director was fired, citing
poor fundraising performance, poor performance overall, and not fitting with
organizational culture
25%
40%
of development directors were unsure if they would even
stay in the field of fundraising
Average tenure of a development professional within an organization2 years or less
of Executive Directors are at least lukewarm about their top
development officer33%
of Fundraisers do not believe their Board can work
effectively with them as fundraising conditions change42%

19. Crain’s/ AFP New York Metropolitan Nonprofit Survey, Spring 2014
ACCORDING TO YOUR PEERS
“We are expected to do more with less - raise significantly more money without
increasing fundraising capacity in anyway (no hiring additional staff or a
consultant, not paying for the full version of a program but making do with the
less effective free version”
“I am seeing exhausted fundraisers with not enough staff to do increased
fundraising. There is a lot of pressure on fundraisers to help offset government
funding decreases...All fundraisers I know are being asked to do more and more
with less resources, which is burning people out.”

20. HOW / WHERE DO YOU START?

21. “Fundraising underperformance is actually a failure to communicate”
[“Stewardship Communication: Good Will Through Good Communications”, Patricia Malizia, Feb 2013]

22. DONOR IS KING!
“Remember that the best campaigns
aren’t about you or what you want
subscribers to do. They’re about your
subscribers and what they want.”
[Matt Blumberg, Chairman & CEO of Return Path]
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

23. START PROFILING YOUR DONORS YOU HAVE MORE DATA THAN YOU THINK
Previous Gift Amount
How They Gave
Address
Age
Past Interactions as Volunteer, Board Member,
Client
Income Range
Sometimes You Might Know Their Area of Interest
CATALOGUE YOUR DATA INTO GROUPS
Constituent Groups
Current/ Lapsed Donors
Income Level Opportunities
Generational
Geography
GROW YOUR DATA
Append with outside lists - Wealth Studies,
Education level, Lifestyle interests, charitable
interests
Build data organically
Track donor engagement

24. START PERSONALIZING YOUR COMMUNICATIONS
PERSONALIZE WAYS TO USE PERSONALIZATION
Text Direct Mail/ Print
Images Email
Design/ Layout Web
Length Video
In-Person/ Phone
SUCCESSFUL CAMPAIGNS ARE PERSONALIZED

25. GENERIC
DIRECT MAIL
DEEPLY PERSONALIZED CAMPAIGNS
PERSONALIZATION WORKS . . .
2X
RESPONSE
RATE
. . . BUT MAKE SURE THE MESSAGE IS RELEVANT
“...improved response rates do not magically occur when personalization is used...The [most] critical factor
is the offer [message], and how relevant it is to the recipient”
Caslon Report, 1-to-1 Response Rate Report: Benchmark Information for Relevant Cross-Media Marketing”, 2012

26. REMEMBER - DONOR IS KING!
Relevance means knowing who your audience is and what they want from your
[communications]. Impersonal and poorly timed messages make your subscribers think,
You don’t know who I am. You don’t know what I want. You just don’t get me. If you aren’t
relevant, your subscribers will opt-out - or emotionally opt-out.
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

27. MORE RESEARCH ON RELEVANCY
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013
- Relevant segmented emails produced 30%
more opens than undifferntiated messages
- In the UK, the Direct Marketing Association
stated that 76% of all revenue attributed to
email came from more advanced practices
than generic broadcase emails.
ORS
e top tactics to improve email engagement.
Chart: Relevancy Improvement Tactics = Level of Effectiveness
Q. Please indicate the level of effectiveness for each of the relevancy
improvement tactics your organization is using.
Source: ©2011 MarketingSherpa Email Marketing Benchmark Survey
Methodology: Fielded September 2010, N=246
Very Effective Somewhat Effective Not Effective
Segmented email campaigns based on behavior
Automatically send email based on triggers
Allowed subscribers to specify email preferences
Segmented email campaigns based on sales cycle
Dynamically personalized email content
50%
45%
27%
23%
10% 90%
50%
55%
67% 6%
74% 3%
80% of people who stopped giving do so because they are disenchanted with the organization’s
communication [Angel Aloma, “Shift Happens”, Fundraising Day New York Presentation, June 27, 2014]

28. print
SUCCESSFUL CAMPAIGNS ARE INTEGRATED
Emailevents
web
social
media

29. Average Response Rate
Static direct mailPersonalized &
Integrated
RESPONSE RATE COMPARISON
4X
Every level of additional integrated communication channel is shown to increase both response rate and conversion rate
InfoTrends, Understanding Vertical Markets: Enterprise Communications Requirements, Dec 2012
Caslon Report, 1-to-1 Response Rate Report: Benchmark Information for Relevant Cross-Media Marketing, 2012

30. HOW DO YOU CREATE AN INTEGRATED CAMPAIGN?
STEP BACK AND ASK “WHY”
(Remember to focus on Donor)
LOOK AHEAD TO DESIRED OUTCOME
WHAT DATA/TOOLS/RESOURCES DO YOU
HAVE AVAILABLE?
ARE THERE INTERNAL OBSTACLES IN THE
WAY THAT NEED TO BE ADDRESSED?

31. MAP OUT A PLAN
A FEW POINTERS:
- DON’T ALWAYS DO THE SAME THING THE
SAME WAY
- USE DONOR ENGAGEMENT DATA
- DON’T BE AFRAID TO TRY
SOMETHING NEW
- ALWAYS BE TELLING YOUR STORY
- PRESS GO, ANALYZE, TWEAK
“BEST PRACTICES ARE THOSE THAT ARE BEST FOR YOUR
AUDIENCE. YOU MUST TEST TO SEE WHAT RESONATES
MOST WITH YOUR SUBSCRIBERS”
Marketo, “The Definitive Guide to Engaging Email Marketing”, 2013

32. KEEP THE COMMUNICATION GOING
“Short-term decisions have long-term consequences. Donors cite the unending ask and
lack of any kind of follow-up communications as major reasons why they stop supporting a
cause.” [Blackbaud, Next Generation of American Giving, Aug 2013]

33. CASE STUDIES
FAMILY CONNECTIONS
MANHATTAN COUNTRY SCHOOL
RAMAZ

34. Strategy Direct Mail
Administrative Office
7 Glenwood Ave., Suite 101
East Orange, NJ 07017
(973) 675-3817
Fax (973) 266-1041
Main Office
395 South Center Street
Orange, NJ 07050
(973) 675-3817
Fax (973) 673-5782
Board of Trustees
Ellen M. Davenport
President
Bernadette Ucko, MA, LDT-C
First Vice President
Alan P. Levine
Second Vice President
Jeff R. Harrison, CPA
Treasurer
Bernice Manshel
Secretary
Roger L. Manshel
Facilities Chair
Jethro Antoine, Esq.
Beth A. Berns, LCSW
Victor Cirilo
Lisa-Renee Dumas
John R. Feldman
Kathleen Fuentes, Esq.
Joseph Glatt, Esq.
Jennifer Griffith, MA
Kelly Heller, LSW, C-SSW
Faith S. Lefkort
Jody Lipsky
Reginald Long, Esq.
Diana Kyser McNeff
Heidi W. Murphy
Clyde Otis III
Connie Salimbeno, MA, LDTC
Kimberly R. Santos, M.Ed.
Andrew M. Shainberg
Beth Sonnenberg, LCSW
Jami Jacobson Thall
Paula Sabreen, LCSW
Executive Director
President’s Circle
Priscilla Barrett, LPN, LRCP
Francesco Borghese
Jennifer Chalsty
Gail Kellogg
Robert Corin Morris
Barbara Murray
Chad Peters
Shelden Ogilvy Pisani, Ph.D.
Mark W. Sussman, MAI, CRE
Lloyd Ucko
Engendering Hope, Enhancing Safety, Healing Trauma, and Strengthening Families and Communities
www.familyconnectionsnj.org
It’s no secret that, right here in our towns, children and families face all
kinds of stress and danger – from bullying and underage drinking to child
abuse, mental illness, addiction and domestic violence. These may seem like
insurmountable problems, but FAMILYConnections has a proven track record
of overcoming them.
FAMILYConnections is helping people each and every day. Our prevention
services and school-based programs give kids the skills to confront bullying
and say no to alcohol and drugs. Our Reunity Houses safely reunite families
broken by abuse. Our counseling services help youth and adults overcome
mental illness and addiction and our DREAMS program gives domestic
violence survivors the strength to nurture their children and build new lives.
What we do really works. Just look at the outcome data in our last Annual
Report, which you will find on our website: www.familyconnectionsnj.org.
You’ll see that, while other organizations try, we succeed!
HELP US CONTINUE THESE GREAT RESULTS. Your contribution will reduce
children’s emotional problems and improve grades at local schools and keep
teens away from high-risk behaviors. You’ll help people heal from trauma and
abuse and train parents how to build stable homes. Every dollar you give
will make our communities stronger and safer!
We invite you to visit the website to see a short video – further proof that
what FAMILYConnections does really works!
Please give today. With your help, children, adults and families will heal,
grow and thrive. Thank you.
Wishing you and your family all the best this holiday season.
Sincerely
Paula Sabreen, LCSW Ellen M. Davenport
Executive Director President, Board of Trustees
FPlease give today. With your help, children, adults and families will heal, grow and thrive. Thank
you.
Wishing you and your family all the best this holiday season.
Sincerely
Paula Sabreen, LCSW Ellen M. Davenport
Executive Director President
00463_BoardLH.indd 1 11/18/13 1:26 PM
Dear John,
WhatWeDoReallyWorks!
Every Dollar You Give Will Make Our Communities Stronger and Safer!
Yes,I want to help children, adults and families heal, grow, and thrive! Enclosed is my tax
deductible gift of:
Please send your CHECK to FAMILYConnections with this form. See reverse side to donate by CREDIT CARD. You can
also
donate ONLINE by going to www. familyconnectionsnj.org. THANK YOU!
Engendering Hope, Enhancing Safety,
Healing
Trauma, and
Strengthening
Families and Communities
Connections
Response Card (2).indd
1
11/14/13
12:26 PM
$
$
$

Other $_____________
John Doe
123 Any Street
Anytown, ST, 12345
+ Looking for easy “next step” ways to increase donations
on their end of year appeal.
+ Client had always separated mailings by Board member
contacts vs a general house list. Majority of donations came
from Board member contacts. Needed to increase overall
donations and begin to attract more donors from the general
house list.
+ Action suggested a simple tag line on the outside of the
envelope, move from a kost kut envelope to a personalized
reply envelope with variable asks based off previous gift
amount. The lists were still kept separate from the Board
contacts (who wrote personal messages to their contacts)
and the general list.
7 Glenwood Ave., Suite 101
East Orange, NJ 07017
9608_no10.pdf
1
10/24/12
12:33
PM
What We Do Really Works!00355 No 10 w
tagline.indd
4
10/31/13
12:35 PM

35. RESULTS
15%
Increase in # of gifts
compared to 2012
18%
Increase in total $$
raised compared to
2012
59%
Increase in new donors
compared to 2012
196%
Increase in dollars
raised by SYBUNTS
compared to 2012

36. Strategy Direct Mail Email Web
2013-2014
ANNUAL FUND
MANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952 www.manhattancountryschool.org
First Name,
Manhattan Country School is a nonprofit organization that
would not exist today without the generous support of people
just like you - parents, alumni, friends, corporations, and
private foundations.
Our model of independent, progressive education in the pursuit
of greater equality is rare, but as supporters like you can
attest, lasting and profound. Your support of the MCS Annual
Fund sustains our mission and our unshakable commitment
to an equitable tuition program that fosters significant cultural
and economic diversity. With your help, we can continue to
develop the hearts and minds of children who will grow up to
become leaders who change the world.
– Michèle Solá, Director
The Immediate Need Areas of Support Make Your Gift Now Contact Us
GIVE
NOW
Your donation supports MCS in these key areas:
Racial & Economic
Diversity
Public Mission/
Teacher Training
Social Justice &
Activism
Sustainability
Enhancing Our Role in
Progressive Education Leadership
Version: Annual Donors
YES, I want continue to support the difference
Manhattan Country School is making in the
lives of our future leaders.
Here is my gift of:
Gift 1
Gift 3
Gift 2
Other $
To make your donation online, or to find out
more about the Manhattan Country School
Annual Fund please visit
www.supportmcs.org/johnqsample
A gift in any amount can make a difference!
Please complete information on reverse side and return to
Manhattan Country School in enclosed envelope.
2013-2014
ANNUAL FUND
MANHATTAN COUNTRY SCHOOL 7 East 96th Street, New York, NY 10128 212.348.0952
Dear John,
“We are in a perpetual state of learning” is how a recent Manhattan
Country School graduate described her experience at the MCS Farm.
I agree wholeheartedly.
Gifts to the MCS Annual Fund are critical in helping us to meet our
budget and are applied directly to annual operating expenses this fiscal
year, including staff salaries and benefits, at MCS and the MCS Farm.
Please support the 2013-2014 MCS Annual Fund and help us...
• Sustain our sliding-scale tuition program and the rich diversity
of our community
• Support teacher salaries, benefits, and professional development
• Enrich our sustainability and social justice programs on
East 96th Street and at the MCS Farm
Your donation to the MCS Annual Fund provides students and teachers
at Manhattan Country School with the resources and opportunities to
remain in a perpetual state of learning.
Thank you for your continued annual support! Your past Annual Fund
gift of [previous cumulative annual fund gift] is deeply appreciated
and already making a difference.
Sincerely,
Michèle Solá
Engaged with Action Graphics because they needed more out of
their annual fund communications. Their desired outcomes were
to:
-Improve understanding among donors about the Annual Fund
-Increase engagement with their communications among
constituents
-Increase gift size and # of donors

37. RESULTS
of previous year’s
donors increased
their gift size
of Major Donors
increased their gift
over previous year
35%
of donors did not
donate the previous
year!
+315%Increase
of Online Donations vs
prior year
31% 37%

38. 212-774-8055
www.ramaz.org/dinner
for moreINFORMATION
o Visionary $250,000 Diamond (full-page ad)
o Innovator $150,000 Pearl (full-page ad)
o Builder $100,000 Emerald (full-page ad)
o Founder $50,000 Platinum (full-page ad)
o Pillar $36,000 Ruby (full-page ad)
o Grantor $25,000 Sapphire (full-page ad)
o Pacesetter $18,000 Topaz (full-page ad)
o Benefactor $10,000 Gold (full-page ad)
o Patron $7,500 Silver (full-page ad)
o Sponsor $5,000 Bronze (full-page ad)
o Guardian $3,600 Skyblue (full-page ad)
o Donor $2,500 F ull-Page Ad
o Friend $1,500 Half-Page Ad
o Participant $850 Quarter-Page Ad
o Contributor $425 Eighth-Page Ad
o Well Wisher $180 Two Line Greeting
o Other
MAKE A RESERVATION
Please make reservation(s)
Name(s) of dinner attendee(s):
Reservations can also be made at
WWW.RAMAZ.ORG/DINNER
A GIFT OF $850 OR MORE ENTITLES YOU TO
2 TICKETS TO THE RAMAZ ANNUAL DINNER
20466
1
Name(s) of dinner attendee(s):___________________________________
____________________________________
Reservations can also be made at
WWW.RAMAZ.ORG/DINNER
A GIft Of $850 OR MORE ENtItlEs yOu tO 2 tIckEts
tO thE RAMAZ ANNuAl DINNER
Please make __________ reservation(s)
MAke A ReseRvATION
Other _____________
MAKE A RESERVATION
Please make reservation(s)
Name(s) of dinner attendee(s):
Reservations can also be made at
WWW.RAMAZ.ORG/DINNER
A GIFT OF $720 OR MORE ENTITLES YOU TO
2 TICKETS TO THE RAMAZ ANNUAL DINNER
Well Wisher
Alumni Contributor
Alumni Participant
Friend
$180
$360
$720
$1,500
Two Line Greeting
Eigth-Page Ad + 1 ticket
Quarter-Page Ad + 2 ticket
Half-Page Ad
+ Wanted to provide a more personalized approach to their
Annual Dinner - the largest contributor to their Annual Fund
+ Client asked for 3 requests from constituents -
1) donation, 2) ticket reservation, 3) journal ad; Each year
their staff had to continually remind people about reserving
tickets or placing a journal ad after they had given.
Strategy Direct Mail Email

39. RESULTS
$1 = $22
SPENT
RAISED

40. Strategy Direct Mail Email Web
After a few years of focusing on reconnecting with alumni,
the Ramaz school wanted to start appealing to their alumni
better using some of the successful tools used for their
Annual Dinner. The goals of the campaign were to:
- Increase alumni participation
- Begin to better understand the messages that resonated
with alumni
You are Ramaz Alumni

41. RESULTS
72%
Increase in alumni
participation
98%
Increase in young
alumni donation $$
$1 = $1.95
SPENT
RAISED

42. START FUNDRAISING SMARTER
It’s okay to ask for help - “Advancement officers are adopting more and different technologies in support of their
strategic goals. But integrating these disparate technologies in a way that improves effectiveness is a challenge. We
recommend that advancement officers talk with their technology partners/ providers and encourage them to explore
integration outside of their traditional partnerships”
Use of Technology For Development & Alumni Constituent Relations Among Case Members, July 2012

43. CONTACT INFO
Action Graphics
www.actiongraphicsnj.com
www.engaged-360.com
800.365.6687
Jesse Park
jpark@actiongraphicsnj.com
linkedin.com/in/jessepark
Engaged360