Beyond #GivingTuesday
Crafting a Winning Year-End Strategy
Presented by:
Margo Jacobs | Director of Development, Campaigns | United Nations
Foundation
Laura Aikens| Senior Vice President | CCS
Wednesday, July 20, 2016| 1:00-2:00 pm ET
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Today’s Speakers
Laura AikensSenior Vice President, CCS
Margo JacobsDirector of Development, Campaigns
United Nations Foundation
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Founded
In 1947
Consulting and Management
Services
274
Permanent,Professional
Staff
Comprehensive Services
Advised 40% of America’s Top 100 Performing Charities95% Repeat and Referred
Business
New York, Baltimore, Boston, Washington DC, Chicago, Los
Angeles, San Francisco, St. Louis, London
Data Analytics, Communications, IT, Learning, Prospect
Research Departments
4
6Senior
Partners
$15 Billion
In Campaigns Under Direct Management
About CCS
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Session Objectives
Understand the role year-end giving plays in your annual fundraising plan
Explore successful strategies for maximizing year-end fundraising
Learn how to go utilize and beyond #GivingTuesday for a comprehensive approach
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United Nations Foundation
Connecting people, ideas and resources to help the United Nations solve global problems.
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YEAR-END GIVING AND YOUR ANNUAL
FUNDRAISING PLAN
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The Power of Year-End Appeals
31% of annual giving occurs in December, with 12%
happening in the last three days of the year
50% of organizations receive the majority of their
contributions between October and December
The average person makes 24% of their annual
donations during year-end
79% of people would rather have a charitable donation
made in their honor than receive a gift
470% increase in online donations on #GivingTuesday
since 2012
Sources: Charity Navigator; Guidestar; Network for Good; Nonprofit Hub
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Annual Fundraising Plan – Source and Method
Engagement Methods
Individual visits
Personalized print/digital outreach
Custom message
Engagement Methods
Phone calls
Personalized Mail/email
Custom message
#GivingTuesday
Engagement Methods
Direct mail/email
Social media
Phone-a-thon
Letter writing campaign
Online/print marketing
Generic message
Major Gift Prospects
Loyal Annual Supporters
New Donors & Broader Public
!Year-end appeals are not
stand-alone efforts. They
are one tactic among an
overarching strategy.
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Strategies for Maximizing Results
5. Follow up4. Know your engagement
strategy
3. Analyze and segment
donors
2. Develop a unique case for support
1. Create an activity
timeline & benchmarks
Key Questions
Gap analysis: how
much has been
raised and what is
your goal?
Resources: what is
possible during this
time period?
Past: where have
you been?
Present: where are
you now?
Future: where do
you want to be, and
how can donors
help?
By constituency:
individuals,
corporations,
foundations
By giving: annual,
capital, renewal or
upgrade
Major: face-to-face
fundraising
Annual: mail, phone,
or newsletter
Planned: awareness
and multiple
approaches
Multi-step:
sequential
reinforcement of key
messages
Multi-channel:
phone, email, mail,
newsletter, social
media
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What sources are you most interested in
tapping into through your year-end appeals?
a. Board and major donors
b. Annual supporters
c. New donors and the broader public
d. Corporations and foundations
Poll
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What methods are you most interested in learning
about?
a. Personal requests
b. Direct mail
c. Events
d. Social media strategies
e. #GivingTuesday
Poll
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SOURCES OF GIVING & END OF YEAR TACTICS
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Board and Major Gift Prospects
Great time to complete their annual fundraising plan
Strive for 100% participation
Custom approach/tailored message
Involve in stewardship activities
Charitable IRA rollovers can be a great additional giving
vehicle for certain donors.!
Board Members
Major Gift Prospects
Year-end is a closing strategy, not an ask strategy
Custom approach/tailored message
Individual visits with targeted follow up (start now)
TIP:
Look for any donors
that might be able to
consider a Challenge
Gift. This not only
increases dollars
raised, but also helps
build momentum.
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Previous GivingIs there a history? If so, what motivated it? If
not, how can we draw the prospect closer?
Does the donor have a pattern of
giving that suggests a preference for
year-end?
Research Does the request amount make sense?Do immediate needs align with the
donor’s philanthropic passions?
Request TimingWhen will we ask this prospect, and why
then?
Do we have sufficient access to the
donor to make an immediate appeal?
Would they be motivated by year-
end?
Clear RationaleSpecial project, urgent need, personal
circumstances.
A major contribution from the donor
now would enable XYZ in 2017.
The Solicitation TeamCan they influence the prospect’s decision?
Has he/she made a gift equal to or greater
than the request amount?
Who is closest to the donor? Who
could best convey a sense of
urgency?
Power of InfluenceAre there other donors who should be
involved?
Are there others who are stepping
forward in advance of year-end?
Defined Solicitor
RolesDoes everyone know what to say and when?
Who will present critical deadlines
and announcement opportunities?
Gift RecognitionDo they reflect the prospect’s style and
interests? Will there be one opportunity or
several?
At what events could you make an
announcement? Could a match be
persuasive?
EVA
LUA
TIO
NS
OLI
CIT
ATI
ON
PLA
NEngagement Strategy – Board and Major Gift Prospects
Year-End Major Gifts Strategy
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Loyal Annual Supporters
The traditional target for year-end appeals
– Renewal
– Upgrade
– LYBUNTS/SYBUNTS
Use a multi-channel approach
Focus on your case: why now?
Complete your story arc – human impact is where it’s at!
Stewardship is an important year-end message
Don’t forget to segment your annual supporters. Not all of
them will make a great year-end prospect.!
Studies show that
prospective donors
respond more
positively and give
more generously to
human impact stories
than to statistical
accomplishments.
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Making the Most of Direct Mail
Engagement Strategy – Loyal Annual Supporters
Copywriting
5% Format
5%Design
5%
The "Offer"
10%
List Selection
25%
Organization
Reputation and
Cause
50%
Source: Hank Rosso - Achieving Excellence in Fundraising
Some factors have a greater
impact on success
Key things to remember:
– Mailings should be
interesting, conceptually
simple, and easy to read
– Grab attention early
– Make an “irresistible” offer
– Focus on the need
– Ask for a specific amount
and give a reason
– Address individuals as
personally as possible
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New Donors and the Broader Public
Appeal to natural constituencies not new constituencies
Give focus to multi-channel awareness activities
Identify and utilize connection points
– Meet donors where they are at
– Friend-to-friend
– Holiday parties
– Volunteer opportunities
Build on feelings of nostalgia
Take advantage of national activities in later months
Don’t forget about National Philanthropy Day! This can be a
great tool for reaching out to donors and volunteers!!
Tip: Focus on
prospective donors one
step removed from
your current
supporters. Year-end
is a good time to
mobilize current
supporters
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•A visually appealing page will give your donors the confidence to click on your “Donate Now” button.Concentrate on your homepage
•Online visitors have a short attention span, so capture their attention.
Place your mission statement in a prominent spot
•Prominently display your Charity Navigator and Better Business Bureau badges. Boost donor confidence
•Provide compelling stories and visuals on your homepage and donation pages to illustrate impact.Use stories to show the power of a gift
•Ask those who give their time and resources to your organization to tell others why they do it.Let your contributors speak for you
•Donors want to know what you do, how you handle their money, and how their gift makes a difference.Show where the money goes
•Larger donation buttons convert more donors, especially when they are colorful and high-contrast.
Make your donation buttons big and colorful
Promoting Your Case via Social Media
Engagement Strategy – New Donors and the Broader Public
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Corporations/Foundations
Not appropriate audience for year-end appeals
Can be a good time for stewardship (impact reports)
Making their funding decisions for the next year
Looking for partnership opportunities for their
employees
Most corporations make funding decisions the year prior. Make
sure you are being considered!!
Corporations
Foundations
Tip: Corporations are
interested in
partnering with
organizations beyond
just a donation. What
co-branding or
volunteer opportunities
can you create as a
value-add? Similar to corporations – making their funding
decisions for the next year
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Follow Up - The Key to Success
People give because they’re asked - so follow up!
Phone calls
Personal visits
Email follow-up
Social media outreach
Text outreach
Matching gifts
2nd mailings
!
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Activity Timeline
Aug/Sept
•Planning & early implementation
•Board/Major Donors: Submit requests
•Annual/New Supporters: Fall appeals and targeted marketing
•Corporations/ Foundations: Identify partnership opportunities and submit proposals
October
•Materials finalization & early follow-up
•Board/Major Donors: Secure matching gifts
•Annual/New Supporters: Begin broad-based donor communications
•Corporations / Foundations: Follow-up begins
Nov/Dec
•Closing strategies & follow-up
•Board/Major Donors: Closing activities and holiday gatherings
•Annual/New Supporters: Appeals, #GivingTuesday and follow-up activities
•Corporations/ Foundations: Board presentations & decisions
Start early. Gifts, especially major gifts, take time to secure.!
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ABOUT #GIVINGTUESDAY
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Trends with #GivingTuesday
#GivingTuesday
2015
• $116.7 million total
dollars raised
• More than 2x the
amount raised in
2014
• Mean gift of $107
• 1.08 million total
gifts from nearly
700,000 donors
• Social media
mentions jumped
86%
Top Five Issues Talked About:
Education, Environment, Animals, Healthcare, International Affairs
What are some winning #GivingTuesday strategies?
•Strategic plan
•Specific beneficiary and fundraising goal
Fundraising Plan
•Morning and evening emails
•Social media updates
Multiple Impressions •Challenge or
matching gift
•Gift benefits
Special Offers
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Case Study: United Nations Foundation
Initiated #GivingTuesday Efforts in November
Used #GivingTuesday to Launch Year-End
Fundraising Appeals
Heavy Focus on Donor Recognition & Donor Benefits
The Strategy:
The Results:
Differentiated asks allowed for two bites at the apple
Recognition > Request
Higher returns in year-end fundraising (also higher
burden on staff capacity)
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Comments and Discussion
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Additional Year-End Appeal Resources
#GivingTuesday
– http://www.givingtuesday.org/
National Philanthropy Day Official Website
– http://www.afpnet.org/content.cfm?ItemNumber=4032
Blackbaud 2014 Charitable Giving Report
– https://www.blackbaud.com/nonprofit-resources/charitablegiving
Knight Foundation Giving Day Playbook
– http://givingdayplaybook.org/
Charity Navigator Charitable Giving Statistics
– http://www.charitynavigator.org
Greater Giving Online Year-End Fundraising Tips
– http://www.greatergiving.com/resource-library/fundraising-tips.aspx
OUR MISSION is to help
non-profits elevate theirs, by
providing fundraising counsel,
development services, and
strategic consulting.
Thank YouLaura Aikens
Senior Vice President, CCS
Margo Jacobs
Director of Development, Campaigns, United Nations Foundation
