Post on 08-May-2015
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Awash in Money
How to Compete with Billion Dollar Elections and Hurricanes this Year End
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Gail Perry gp@gailperry.com
Andrea Kihlstedt andrea@askingmatters.com
Lindsay Nichols (moderator)
lnichols@guidestar.org
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$3 billion spent in US Political Campaign Untold millions raised for Sandy
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Is there ANY money left?
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What’s a gal to do?
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Political donations do not cut into charitable donations for most donors.
89% said their political donations did not negatively impact their charitable giving.
Fidelity Charitable® Giving Season Survey
October 2012
GOOD NEWS
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5 Strategies to Compete Successfully
1. Renew and Upgrade Donors 2. Ask in Person 3. Ask Boomer Gals 4. Highlight the Benefits 5. Be More Specific
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1. Mount An All-Out Campaign to Renew and Upgrade Donors
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Donor Attrition WAKE UP Call!
1. Renew and Upgrade Donors
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Look under your nose!
1. Renew and Upgrade Donors
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1. Renew and Upgrade Donors
Donors Are Not Renewing!
Every $100 gained in 2011 Offset by $100 lost
Net gain: $0
AFP Urban Institute Fundraising Effectiveness Survey
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1. Renew and Upgrade Donors
# Donors Not Renewing 2011-2012
Current donors: 59% New donors: 73%
AFP Urban Institute
Fundraising Effectiveness Survey
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1. Renew and Upgrade Donors
Do you have a leaky donor bucket?
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1. Renew and Upgrade Donors
Most Costly Mistake
THE DONOR ABYSS
Is there ANY money left?
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1. Renew and Upgrade Donors Is there ANY money left?
10% improvement in donor retention
50% boost in donor revenue
IMMEDIATELY.
~Tom Ahern referring to Dr. Adrian Sargeant’s research
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1. Renew and Upgrade Donors
Satisfied donors WILL give more!
44% of donors said they could have afforded to give more last year.
~Penelope Burk 2012
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1. Renew and Upgrade Donors
“Donor satisfaction with the quality of service provided by the fundraising team is the single biggest driver of loyalty toward the organization.”
~Dr. Adrian Sargeant
What Creates Donor Loyalty?
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1. Renew and Upgrade Donors
• Prompt, personal TY
• Did my gift make a meaningful impact?
• Was my gift used as intended?
~Penelope Burk
What Creates Donor Loyalty?
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1. Renew and Upgrade Donors
Three Things to Do RIGHT NOW!
1. Pull a report of non-renewals. 2. Special plan for your top 10 donors. 3. Call everyone else on your list!
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2. Ask in Person
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By Phone 25%
By Mail 4%
In Person 75%
2. Ask in Person
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2. Ask in Person
asks result in a gift 3 out of 4
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2. Ask in Person
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2. Ask in Person
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2. Ask in Person
Competitive, team players, goal oriented In the moment, creative, courageous Listeners, emotional, caring Detailed, responsible, thorough
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2. Ask in Person
What’s the opportunity?
What might go wrong?
What’s the goal?
What moves my heart?
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2. Ask in Person
What’s YOUR Asking Style?
www.askingmatters.com
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3. Ask the Boomer Gals
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3. Ask the Boomer Gals
“Boomer and older women are
more likely to give to
charity and give more than their male counterparts when other factors affecting giving are taken into consideration.”
”Women Give 2012” Women’s Philanthropy Institute at the
Center on Philanthropy at Indiana University
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3. Ask the Boomer Gals
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3. Ask the Boomer Gals
A study of affluent older adults: for every $100 men gave, women in the same economic circumstances gave $258.
”Women Give 2012”” Women’s Philanthropy Institute at the
Center on Philanthropy at Indiana University
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3. Ask the Boomer Gals
Women are more likely to want their gift to be public use securities to give seek guidance from a
financial planner. --Nonprofit Times
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3. Ask the Boomer Gals
Make It Easy to See 12 point minimum Brighter colors
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3. Ask the Boomer Gals
1. Pull a report of older women
donors who need to renew and focus on them.
2. Emphasize family and connection 3. Write from your heart 4. Large font 5. Emotional pictures
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3. Ask the Boomer Gals
Final Test Take your letter to your grandmother. See how she likes it.
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4. Highlight the Benefits
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4. Highlight the Benefits
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4. Highlight the Benefits
FEATURES Smooth finish Four tines 6 inches long Metal Curved
BENEFITS Easy to clean Snares food Fits the hand Durable Doesn’t hurt mouth
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4. Highlight the Benefits
Your Organization’s Features
Buildings Programs Years in service Staff Systems Plans Budget
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4. Highlight the Benefits
Your Organization’s Benefits Lives touched Safe community Crises avoided Happy people Healthy people Strong economy
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4. Highlight the Benefits
Your Donor’s Benefits Feel included Feel appreciated See results Be invited New opportunities Warm heart
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NO: “tough times.” YES: “do something wonderful” that will carry a message to donors that the charity is fulfilling its mission.”
~Penelope Burk 2012
4. Highlight the Benefits
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5. Be Specific
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5. Be Specific
Tell your donors UP FRONT exactly what you will do with their money.
(Penelope Burk)
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5. Be Specific
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5. Be Specific
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5. Be Specific
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5. Be Specific
Make their gift as tangible as possible
Need a different image here. Can’t see the other well enough.
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5. Be Specific
Our goal is to raise $XXX by the end of the year so we can help XXXX people.
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5. Be Specific
# 1 reason major donors will give is if the organization has a history of measurable results.
~Penelope Burk October 2011
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5. Be Specific
9 out of 10 donors say that an organization’s effectiveness is important.
More Money For More Good” Guidestar
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Bonus Tactic #1
Re-make your home page into a donation page the last week of the year
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Bonus Tactic #2
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Bonus Tactic #3 Plan a Porch Party
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More Great Stuff from Gail and Andrea
www.askingmatters.com www.gailperry.com/awash-money-webinar-resources/
•153 Tips To Raise More Money by Mail •Year-End Campaign Tip Sheet
www.capitalcampaignmagic.com
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AWASH IN MONEY? Yes!
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