5. HOUSEKEEPING
● Slides and recording will be sent out later
● Participate
○ Chat
○ Ask questions
○ Social Media
■ @nonprofitsupply and/or @bradyjosephson
■ #NPSCOWEBINAR
7. PRESENTER: GREG WARNER
Greg Warner is CEO and Founder of MarketSmart, a
revolutionary marketing software and services firm
that helps nonprofits raise more for less.
MarketSmart's innovative products and services use
Internet tracking technologies to help fundraisers
zero-in on the donors most likely to support their
organizations with large, major or legacy gifts. In
2013, Greg coined the phrase "Engagement
Fundraising" to encapsulate his breakthrough
fundraising formula for achieving extraordinary
results.
Greg lives with his wife and two children in Bethesda,
Maryland. He answers his own phone and can be
reached easily at info@imarketsmart.com.
12. WHO IS THIS GUY?
AND WHY SHOULD WE LISTEN TO HIM?
greg warner
CEO & FOUNDER
13. Wacky “marketing”? • Tons of direct mail
• Spray marketing
• One-way
• Impersonal
• Poor “customer” service
• Sold my name
• Hard to opt-out
• Challenge volunteering
• Insulting/offensive
WHO IS THIS GUY?
AND WHY SHOULD WE LISTEN TO HIM?
greg warner
CEO & FOUNDER
15. Lack of time
Qualifying prospects is very difficult
What do you want to know
Who to call?
When to call?
Why they care?
What to say?
Not enough staff
Travel is time-consuming and expensive
Tight budgets
Empathy for your challenges
18. PARETO PRINCIPLE
ENGAGEMENT FUNDRAISING
THE 80/20 RULE
Among tax returns claiming
charitable donations
17.3% accounted for
65.4% of U.S. charitable
donation dollars
2012 U.S. Tax Returns Claiming
Noncash Charitable Donations
Internal Revenue Service
MAJOR GIFTS &
PLANNED GIFTS
19. ENGAGEMENT FUNDRAISING
DOES THE PYRAMID REALLY EXIST?
Legacy Gifts
New high-dollar donors are more loyal
Repeat high-dollar donors are more loyal
20. ENGAGEMENT FUNDRAISING
DOES THE PYRAMID REALLY EXIST?
Legacy Gifts Other Legacy Gifts
• Staff
• Volunteers
• Facebook likes
• Twitter followers
• Infrequent donors
• Non-donors
• Others
31. STRATEGY
FOCUS ON 80/20 PARETO PRINCIPLE
MAJOR GIFTS & PLANNED GIFTS
MAKE HI-CAPACITY DONORS
FEEL GOOD
MATCH WHAT YOU HAVE TO OFFER
WITH WHAT SUPPORTERS WANT & NEED
LEVERAGE TECHNOLOGY
FOR EFFICIENT ENGAGEMENT
33. 9 Similarities
“Marketing” Relationships & “Real” Relationships
1. Trust is key nothing happens without it
2. Relevant personalized
3. Conversational human, not formal
4. Two-way talking and listening
5. Respectful polite, considerate and fair
6. Valuable/meaningful benefits for both
7. Easy and comfortable convenient and relaxed
8. Multi-channel phone, email, face-to-face
9. Strategic bad strategies = bad results
ENGAGEMENT FUNDRAISING BASICS
34. Mark Knapp’s Relationship Model
Mark Knapp
literally wrote
the book on
interpersonal
communication
theories
Stages of a relationship
ENGAGEMENT FUNDRAISING BASICS
45. “Actionable intelligence”
“Digital body language”
Tracked online &
email engagement
“Verbatims”
Self-reported
donor data
……………........…………………………
BETTER ENGAGEMENTS
ENGAGEMENT FUNDRAISING
46. LIST / CASELOAD SELECTION
Actionable intelligence
Capture verbatims and monitor digital body language
Recency, frequency & depth of engagement
Involvement
Volunteering? On the board or in a committee?
Life story & relationship with mission
Clinical connection? Family story? Personal history?
ENGAGEMENT FUNDRAISING
52. WEAK OFFERS VS. STRONG OFFERS
WEAK
OFFERS
Update you
Buy you a cup of coffee
Download this helpful
widget, calculator or
tool
Take a donor survey to
share your opinion
See the video about Jeff
and why he made a gift
STRONG
OFFERS
Tell your story
ENGAGEMENT FUNDRAISING
ENGAGEMENT FUNDRAISING
Honor, pay tribute to,
commemorate someone
you love dearly
Return address labels
Recipe
54. GOOD OFFER + BAD TIMING = POOR RESULTS
BAD OFFER + GOOD TIMING = POOR RESULTS
GOOD OFFER + GOOD TIMING = BEST RESULTS
Timing
ENGAGEMENT FUNDRAISING
55. Timing
OFFER A OFFER B OFFER C
Match the right
offers with each
stage of the
consideration
process
ENGAGEMENT FUNDRAISING
DONOR
SURVEY
VOLUNTEERING
OPPORTUNITY
MEETING OR
AGREEMENT
56. Valuable offers –> Build awareness and
generate interest for more engagement
More engagement –> Builds desire
Timing
Intense desire –> Leads to action
ENGAGEMENT FUNDRAISING
57. 2017 201920182016 2020
Timing
When should you reach out to a prospect?
ENGAGEMENT FUNDRAISING
CONSIDERATION CONTINUUM
Engaged and
considering?
60. Get them into the giving state of mind
ENGAGEMENT FUNDRAISING
HELP THEM FEEL GOOD!
9 Similarities
“Marketing” Relationships & “Real” Relationships
1. Build trust
2. Be relevant
3. Be conversational
4. Enable two-way communication/feedback
5. Be Respectful
6. Provide valuable/meaningful offers
7. Make it easy and comfortable
8. Use multiple channels
9. Think strategically – Be smart!
61. Get them into the giving state of mind
Symbolic immortality
Desire to continue to live on after death
Autobiographical heroism
Desire to be perceived favorably after death
Visualized autobiography
Seeing one’s life from a third person perspective
Commemorative immortality
Honoring, recognizing or paying tribute to others
ENGAGEMENT FUNDRAISING
HELP THEM FEEL GOOD!
62. FOR LEGACY GIVING
Help them get past their
avoidance of the subject
Give them the “medicine”
with good offers
(like a spoonful of sugar)
ENGAGEMENT FUNDRAISING
73. LOW-COST IDEAS
PLANNED GIFT MARKETING
UBIQUITOUS MESSAGES
• on emails;
• business cards;
• letterhead;
• mailers;
• reply forms;
• booklets;
• magazines;
• articles;
• photos;
• banners;
• invitations;
• research reports;
• website pages, etc.
Many of our supporters have made a
gift to [organization name] in their
will or estate plan.
Would you consider such a gift?
If so, it is important that you please
be sure to use the following legal
language:
[Place language here]
[Tax ID # here]
BUILDING
AWARENESS
ENGAGEMENT FUNDRAISING
74. LOW-COST IDEAS
ASK YOUR BOARD AND VOLUNTEERS
BUILDING
AWARENESS &
GENERATING
LEADS
ENGAGEMENT FUNDRAISING
75. LOW-COST IDEAS
ADS IN PERIODICALS WITH A REPLY DEVICE
BUILDING
AWARENESS &
GENERATING
LEADS
ENGAGEMENT FUNDRAISING
77. Leverage technology
• Be more efficient
• Engage more people at lower cost
• Deliver relevant, personalized messages
• Automate the cultivation process
• Zero-in on the right people at the right time
• Do more with less time & reduced resources
NEW
CONCEPTS
78. ENGAGEMENT FUNDRAISING
SUMMARY
✓ Build awareness > Generate interest > Develop desire > Motivate action
✓ Use “unconventional wisdom” for list selection
✓ Construct an offer that delivers value
✓ Try to send the right offer to the right person at the right time
✓ Develop creative that entices engagement
✓ Leverage technology to track and score engagement
✓ Start with low-cost ideas and stewardship
79. greg warner
CEO & FOUNDER
THANK YOUFREE RESOURCES AVAILABLE AT:
imarketsmart.com
www.fundraisingreportcard.com