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

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What are the essentials of successful fundraising?

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Today, we’ll cover:

• What are the keys to successful fundraising in 2014 and beyond?

• How is fundraising doing?

• What tools in eTapestry should you be using to build relationships and raise more money for your annual fund?

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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…

2013 CHARITABLE GIVING TRENDS – KEY TAKEAWAYS

Online Giving was up 13.5% in 2013, compared to the overall giving increase of 4.9%

2013 Charitable giving trends – key takeaways

• Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013.

• Online giving accounted for 6.4% of all charitable giving in 2013.

• Faith-based organizations had the greatest increase in online giving in 2013 (18.1%)

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2013 Charitable giving trends – key takeaways

• Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013.

• Online giving accounted for 6.4% of all charitable giving in 2013.

• Faith-based organizations had the greatest increase in online giving in 2013 (18.1%)

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2013 Charitable giving trends – key takeaways

• More than one-third (33.6%) of overall charitable giving happens in the last three months of the year, with the highest percentage (17.5%) coming in December.

• February is the slowest month for overall giving.

• January is the slowest month for online giving.

• December is the biggest month for all online and offline giving.

MULTI CHANNEL AND MULTI GENERATIONAL IS THE NEW NORM…BUT

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

How are we doing at keeping our annual fund donors? 2013 FEP

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?

HOW ARE YOUR RELATIONSHIPS?

Do you Benchmark?

HOW ARE YOUR RELATIONSHIPS?

DONOR RENEWAL AND GIVING DYNAMICS

CAMPAIGN & APPROACH ANALYSIS

CONSECUTIVE MONTHS AND YEARS

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

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

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

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

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?

How’s the relationship?

How’s the relationship?• Queries and Reports on the dashboard• Calendar of Relationship to do’s• Progress and donors to communicate with

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!

Resources – eTapestry can help you POWER ON!• NP Experts – Webinars & eBook: https

://www.blackbaud.com/nonprofit-resources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_campaign=npEXPERTS2014#.VDHFPPldXhA

• eTapestry Resources for you: https://www.blackbaud.com/fundraising-crm/etapestry/resources

• NEW eTapestry User Community: http://community.convio.com/t5/eTapestry/ct-p/BBeTap

• eTapestry Consulting Services: etapconsulting@blackbaud.com

• pam.dechert@blackbaud.com

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