Valley Gives workshop - "Making the Ask". Presenter: Jenn Hayslett. Greenfield, MA Feb 16, 2018

1. Making the Ask
Jenn Hayslett

2. Today
Warm-up
Valley Gives Overview of Stats
Building Donor Loyalty
Reaching out to Past Valley Gives Donors
Matching Gifts
Why People Give
Hardwired for Story
Email Best Practices
Targeting Outreach – Mini-Campaigns
Communications Planning
Prizes and Logisitics
Stewardship and Continued Cultivation

3. Warm Up - 1 minute each
What do you love?
• Stand up and find a partner
• Name, organization, and 1 thing you
love about your organization and
why important
• After your partner shares, you
paraphrase back what you heard
• Switch – find another partner
• Group debrief: what impressed you?

4. 2018 GOAL WHY?
Increase breadth of
participation (distribution
of donors) to expand
philanthropy in the
Pioneer Valley
To expand
philanthropy,
VG is defining success
by breadth of
participation in addition
to total dollars raised.

5. 2018 GOAL WHY?
Continue to attract high
level of new participating
donors who are also first
time donors to a
particular organization
New donors to an
organization contribute
to long-term
sustainability.

6. Organizational Stats
Average (mean) donations per organization 43
Average (mean) raised by organizations $2,862
370 organizations had a donor who identified as
new to the organization
132 organizations had a match (98 met their match)

7. Women 4,762 69.2%
Men 2,042 29.7%
Non-binary/
Transgender 68 1.1%
Donor Stats
Average donation amount (mean) $61
Donations (equal/greater) $1,000 104
9,367 donors
(unique individuals)
2,811 donors self-identified as being new
to an organization
27.5% of donors were under 40

8. Investment Generated/Leveraged
By Valley Gives 2017
Amount donated $ 1,162,000
Fees covered by donors $ 54,059
Matching grants generated offline $ 353,631
TOTAL GENERATED BY VG2017 $ 1,569,962
17,412 online donations!!

9. What are your goals?
Partner Conversation
Turn to the person next to you and
share the past successes/learnings
of your organization’s Valley Gives
experiences and what you are
hoping to improve on this year.
2 minutes each

10. Achieving Lifetime Donor Loyalty

11. Donor engagement
leads to loyalty
The more involved the donor,
the greater the gift.
2015 Fidelity Charitable Study– 87% of volunteers say
they give, financially, where they volunteer.
42% volunteer before giving
58% give and then volunteer
.

12. People Give to People

13. Donation Reports
During Valley Gives, you can have real-time
access to the donor information from your
profile page. This information can be
exported for use later.

14. • Look at the giving list from last year – how are you
planning on thanking and getting these donors
ready to give again?
• Segment your donors – Personalize contact
• What are your goals?
• Who are you going to call? Who are you going to
meet with?
• Who are you going to ask for a matching gift?

15. PUT IT ON YOUR CALENDAR!
Take 2 minutes. Put on your calendar
outreach to these donors to prime
them.
ONGOING - Meet weekly to discuss
donors and potential donors
(Executive Dir, Dev Team)

16. Matching Gifts
Initial match challenge donation is an agreement between
donor(s) and organization; it does not need to be made via Kimbia.
If a match challenge donation is made via Kimbia, that amount will
be included in the organization’s totals for Valley Gives.
Matching gifts will have their activation begin on May 1st.
To be eligible for the matching prize, an organization must
establish a match between $1,000 and $5,000. Small and medium
budget size organizations that meet their match amount will be
entered into a pool for a prize to have their match amount
matched.

17. Matching Gift Facts
Simply announcing that a match is available
increases the revenue per solicitation.
And it does so considerably--by 19%.
A match offer also significantly increases the
probability that an individual donates--by 22%.
https://www.philanthropyworks.org/facts-
about-challenge-grants-and-matching-gifts

18. In a running giving tally online,
donors were more likely to give
larger gifts if the donor immediately
preceding them gave a larger gifthttps://www.theguardian.com/voluntary-sector-
network/2015/mar/23/the-science-behind-why-people-
give-money-to-charity
Giving is Contagious

19. Hearts
Over
Heads
Donors prefer a fundraising appeal
that makes them feel good

20. Statistics can be helpful when reporting outcomes or applying for
grants. But statistics can actually hurt your fundraising appeals.
www.johnhaydon.com

21. Why me?
Why your organization?
Will my gift make a difference?
Is there an urgent reason to give?
Is it easy to give?
How will I be treated?
Will I have a say in how you use my gift?
How will you measure results?
Harvey McKinnon, The 11 Questions Every Donor Asks…

22. Partner Work - Tell a Story
We are hard-wired for stories
● Think about a person you know who’s
been helped by your organization.
● Find a partner, tell a SHORT story about
this person and how your organization
made a difference in his/her life.
● Switch roles.

23. Public Profile Page
This is where you engage your potential donors
The information here pulls directly from your
registration page.
• Unique URL (web address) to share on social media,
website and emails with donors
• Up to 3 images
• Up to 1 video – will run on VG Day
• Link to Guidestar for organizational info
• Tell your story – be compelling

24. You’ve
Got Mail!

25. PERSONALIZE
One study found personalization
increased email opens by 244% and
click-throughs by 161%.
Clairification.com 11.17
You’ve
Got
Mail!

27. Is your sender a recognized person who your
reader will trust?
Is your subject line benefit oriented and/or does it
raise your reader’s curiosity?
Both these things can improve open rates.
PAY ATTENTION TO ‘FROM
SENDER’ & SUBJECT LINES
Clairification.com 11.17
You’ve
Got
Mail!

28. OPTIMIZE FOR MOBILE
Up to 50% of those to whom you send your
appeal will quite likely use a mobile device to
read your emails.
You’ve
Got
Mail!
Clairification.com 11.17

29. KEEP IT SHORT
Keep your appeal “above the scroll,” as much as
possible.
Try to keep your e-mail asks to 400 words or less.
You can include links to your website to explain
additional information.
You’ve
Got
Mail!
Clairification.com 11.17

30. MAKE IT ABOUT YOUR
READER
Imagine who you’re writing to, and simply
talk to them.
Use their first name.
Use the MAGIC words “YOU” and “YOUR.”
You’ve
Got
Mail!
Clairification.com 11.17

31. PUT A FACE ON YOUR
PLEA FOR HELP
Be aware of the ‘identifiable victim effect.’
Beware the numbing effect of scale and
‘drop in the bucket.’
Show people, with words and images,
specifically who or what they are helping.
You’ve
Got
Mail!
Clairification.com 11.17

33. SET SPECIFIC DOLLAR
AND PURPOSE GOALS
FOR YOUR CAMPAIGN
How much do you want to raise, for what purpose and
within what time frame?
What will the donor’s money accomplish?
Prepare to offer specifics - and make them about
impact, not your monetary campaign goal.
You’ve
Got
Mail!
Clairification.com 11.17

34. MAKE YOUR CALL TO
ACTION CLEAR
Ask yourself: “What do I want folks to do when
they receive this message?”
Show your donor exactly how they can
become your hero.
People like to know what you expect of them.
You’ve
Got
Mail!
Clairification.com 11.17

36. FEWER CHOICES =
GREATER ENGAGMENT
Include just one call to action per email. If you
offer too many choices, folks are likely to
choose none.
It’s called “analysis paralysis.”
You’ve
Got
Mail!
Clairification.com 11.17

37. ASK MORE THAN ONCE
People skim emails.
You want to make sure they see your call to
action.
Phrase it a bit differently each time:
“Please help.” “Donate.” “Invest now.” “Give.”
You’ve
Got
Mail!
Clairification.com 11.17

38. MAKE YOUR CALL TO
ACTION URGENT
You’ve
Got
Mail!
Leverage your appeal with a challenge grant,
or an appeal to give to prevent doors from
closing.
Don’t let folks put your appeal aside for later.
Clairification.com 11.17

39. COORDINATE ALL YOUR
ACTIONS
You’ve
Got
Mail!
Keep content, images and design integrated
across multiple emails and multiple channels
– website, social media and offline
communications.
Repetition works.
This reinforces your message, reassures
donors you’re consistent, and they can trust

40. FOLLOW UP You’ve
Got
Mail!This is how you’ll retain donors.
Create a custom, personalized thank you
email that folks receive immediately
Follow up with a mailed thank you that reports
on the gift’s impact.
Plan for ongoing cultivation and stewardship
that showers your donors with love and
gratitude throughout the year.
Clairification.com 11.17

42. Sample Mini-Campaign
Late November-December 31, 2017
11 Targeted Emails sent 11/28 (Giving Tuesday) through
12/31. One a day last 4 days – and two on final day.
7 Facebook posts 12/15 – 12/31
7 Instagram posts (used FB images)
Two additional Follow-up Emails to share success
And one additional Follow-up FB post

55. Sample Mini-Campaign
2014-2015 Number of Alumni Giving 15
2015-2017 Number of Alumni Giving 78
78 Alumni = 13.8% of alums
Increased giving by 420%
More than 50 of these gifts were made in late
November and December of 2017.
Most of the gifts were made online

56. How many should we send?
MailChimp found that the average open rate for nonprofit
email marketing is 25.96%, compared to the universal email
open rate of 6%.
That’s good, but it still means if you send only one e-appeal
close to 75% of your constituents will never see it.
Hedge your bets.
The point is not the specific number, but the need for
repetition.
Claire Axelrad

57. As part of Valley Gives last year what kinds
of communications did you send?
•Did you send emails? If so, how many? And what days were they sent?
Can you find sample emails?
•Did you post to Facebook? If so, how many times? And what days were
they posted? Can you find sample emails?
•Twitter? Instagram? Bring these.
•Did you have a communications plan?
•What kind of results did you have?
•How would you like to change it up?

59. Donation Form
(single or multi-org)
• Minimum gift is $10
• Only credit and debit card transactions
• Will request Individual name and email address
• Will allow for “in honor of, in memory of, on behalf of”
• Will allow donor to pay for processing fees
• Will allow for multiple donations from same form
Note: If a donor leaves a donation form, the entered date is lost.

60. Donations Facts
Advanced Donations
• Donations can be made in advance of Valley Gives,
starting Fri. April 26, 2018.
• Charges will be processed at time of donation.
• Advance donations will not count towards time-based prizes
Processing Fees
Fees total 5.99% per donation. (3.0% credit card processing, 2.9% Kimbia)
Donors can pay for processing fees when they donate ($53K raised in 2017)
Donations On Behalf Of
On donation form, people can designate if they are donation in honor of, in
memory of, or on behalf of.
Referred By
If you have competing teams, you can note who referred donor to VG

61. What is a Unqiue Donor?
For the purposes of these tallies, we consider a “unique donor”
to be:
 An individual person donating under their own name
We do not consider the following to be “unique donors”:
X A donor giving on behalf of, in honor of, or in memory of
someone else
X A child or youth under 18 (as they cannot legally make a
credit card donation in their own name)
X A company or organization

62. Prizes – How To Strategize
Designed to help your organization expand its donor
base, increase fundraising, and motivate donors.
• Some prizes reward specific accomplishments.
• Others prizes are awarded by time period.
CFWM encourages your organization to focus on some
of the prize categories - those that best align with
your organization’s abilities or goals.

63. Part 1
Awarded
Following
Conclusion of
Valley Gives Day
Prize Description Eligiblity Amount Per
Instance
Donors across
towns & cities
Organizations with donations originating from the most
towns/cities in the Pioneer Valley will win a prize. Ties will be
selected by raffle.
small and
medium orgs
only
$2,500
Most new
donors
Organizations in both the small and medium budget
categories that have the most new donors during VG will win
prize. Ties will be by raffle.
small and
medium orgs
only
1st: $1500;
2nd: $1000;
3rd: $500.
New orgs only:
Most donors
acquired
One organization in each of the small and medium budget
categories that is new to Valley Gives and has the most
unique donors will win a prize. Ties will be selected by raffle.
new orgs
only; small
and medium
1st: $1,500;
2nd: $1,000;
3rd: $500.
Donors by
decade
One organization in either the small or medium budget
category that gets donors representing at least 4 different
decades of age including one donor in each of the under 40
categories, will be entered into a pool and be eligible for a
raffle.
small and
medium orgs
only
$5,000
Match prize
raffle
15 small and medium organizations that meet their self-
determined challenge goal will be selected at random for
matching prizes (up to $5,000). Challenges must be between
$1,000 and $5,000.
small and
medium orgs
only
up to $5,000/
instance

64. Part 2
“Day Of” Prizes Prize Description Eligiblity Amount
Midnight to 1am
raffle
Donations made between midnight-1:00 am will be entered into
raffle for a prize.
any eligible
org $1,500
Early morning large
donation - raffle for
match
All donations of $1,000 or more, made between 2:00-4:59 am, will
be entered into a raffle. The prize will be to one organization and
CFWM will match the donation amount up to $2,000.
any eligible
org $1,500
Morning coffee - 5 or
more donation raffle
Organizations that get 5 or more donations between 6:00-7:59 am
will be entered into raffle for a prize.
any eligible
org $2,500
Most donors in one
hour
The 3 organizations with either small or medium budget sizes that
receive the most unique donors between 8:00-8:59 am will
receive prizes in order of amount received. Ties will be selected by
raffle.
small and
medium orgs
only
1st: $2000;
2nd: $1500;
3rd: $1000
10 minute rush
All $25 or greater donations received between 10:30-10:40 am
will be entered into a raffle for a prize. Multiple donations by the
same unique donor to an organization will be considered as one
entry into the raffle.
any eligible
org $5,000
Lunch time - 10 or
more donation raffle
Organizations that get 10 or more donations between 12:00-1:59
pm will be entered into raffle for a prize.
any eligible
org $5,000
Most $50 donors by
county
Donations of $50 or more that are made between 3:00-4:59 pm
will be entered into a raffle. One donation from each county will
be awarded a prize.
any eligible
org $1,000
Dinner time - 5 or
more donation raffle
Organizations that get 5 or more donations between 6:00-7:59 pm
will be entered into raffle.
any eligible
org $2,500
Most new night-time
donors
Organizations that get the most new donors between 9:00-11:00
pm will entered into a raffle.
any eligible
org $2,500
Last 30 minutes
raffle
Donations made in the last 30 minutes, between 11:30 pm up to
closing of Valley Gives, will be entered into raffle for a prize.
any eligible
org $5,000

65. DONOR ENGAGEMENT CYCLE

66. • Prompt, personal acknowledgement of their
gift
• Confirmation that their gift has been set to
work as intended.
• Measurable results of their gift at work prior
to being asked again.
Penelope Burk
What donors want back

68. Fact
Direct Mail is how most U.S. charities,
get donors to give yet again.
Not via email…but via direct, physical,
well-personalized, non-boring
direct mail.
-Tom Ahern

69. • Create fundraising materials with personalization in mind
• Establish differentiation for each constituency e.g. 1 paragraph
• Segment your list - Data checking is essential
• Set priorities for personalized communications
• Establish protocol for signing and note writing
• Prioritize your effort
• Top 10-12 donors should be face-to-face when possible
• Personalizing is most important for larger donors.
Appeal Personalization Planning

70. Host an Valley Gives Event
CFWM encourages
organizations participating in
Valley Gives to hold an event or
have a community presence on
May 1 or before to create
interest and awareness.
Events will be listed on Valley
Gives website and shared with
media.

71. Where To Find Information on Valley Gives
For Organizations
www.communityfoundation.org/valleygives
• Information on trainings, rules, prizes, etc.
• Link to registration
For Donors
www.Valley-Gives.org
• For advanced and May 2 donations
• Listing of participating organizations
• Develop and promote your profile pages

72. Contact or Find Us
WEB: www.communityfoundation.org/Valleygives
PHONE: 413-732-2858
EMAIL:
Valley Gives General valleygives@communityfoundation.org
Michael DeChiara mdechiara@communityfoundation.org
Margaret Everett meverett@communityfoundation.org

73. OTHER TRAININGS
At TSNE MissionWorks in Boston Near South Station
Fund Development: Donor Centered Stewardship and Fundraising
Thursday, March 8, 9-3:30
$109 for full day lunch included
Fund Development: Cultivation and Solicitation
Thursday, May 3, 9-3:30
$109 for full day lunch included
73

74. Jenn Hayslett
Coaching & Consulting
Board Retreats & Training
Meeting Design &Facilitation
Development Coaching
Fundraising Assessment & Planning
Work and Life Coaching
jennhayslett.com jennhayslettcoaching@gmail.com