Nonprofit Success Workshop 9/20/2011 Instructors: Jennifer Darrouzet & Michael Perez

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1 Nonprofit Success Workshop 9/20/2011 Instructors: Jennifer Darrouzet & Michael Perez 1

2 Change Happens 2

3 Agenda The Next Generation of American Giving Communication Trends Major Gift Fundraising Acquiring New Donors Top 10 Multi-Channel Marketing Principles 3

4 New Donor Acquisition Down Source: Target Analytics 4

Bright Spot Analysis $1,400,000 160,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 Cumulative Online Revenue # Email Records 140,000 120,000 100,000 80,000 60,000 40,000 $200,000 20,000 $0 0

5 Bright Spot Analysis $1,400, ,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 Cumulative Online Revenue # Records 140, , ,000 80,000 60,000 40,000 $200,000 20,000 $0 0 10/ / /2006 1/2007 2/2007 3/2007 4/2007 5/2007 6/2007 7/2007 8/2007 9/ / / /2007 1/2008 2/2008 3/2008 4/2008 5/2008 6/2008 7/2008 8/2008 9/ / / /2008 1/2009 2/2009 3/2009 4/2009 5/2009 6/2009 7/2009 8/2009 9/ / / /2009 1/2010 2/2010 3/2010 4/2010 5/2010 6/2010 5

6 The Next Generation Study 6

7 Channels for Revenue & Updates Matures Boomers Gen X POPULATION 39M POPULATION 78M POPULATION 62M ANNUAL GIVING DONATED BY CHECK BY MAIL PRIMARY CHANNELS FOR UPDATES REGULARLY ON FACEBOOK 7

Channels for Awareness Matures Mail 35% Mainstream media 24% Word of mouth 18% 68% first heard 30 s+ Average time support: 15 yrs Gen X Mainstream media 24% Word of mouth 18% Mail 16% 32% first heard

8 Channels for Awareness Matures Mail 35% Mainstream media 24% Word of mouth 18% 68% first heard 30 s+ Average time support: 15 yrs Gen X Mainstream media 24% Word of mouth 18% Mail 16% 32% first heard childhood Average time support: 7 yrs Boomers Mainstream media 28% Mail 19% Word of mouth 16% 55% first heard 30 s+ Average time support: 13 yrs Gen Y Mainstream media 27% Word of mouth 22% School 18% 52% first heard childhood Average time support: 4 yrs 8

9 When Channel-Hopping Is Expected 9

10 Present Consistently Across Channels 10

11 Obstacles & Solutions 11

12 Our list is too small We can t reach a wide enough audience 12

13 List Growth Joined Convio April 2009 Fielded petition Doubled their list Boosted revenue 600% 13

14 List Growth Ideas Pledges 14

15 List Growth Ideas Pledges Give-Aways 15

16 List Growth Ideas Pledges Give-Aways Downloads 16

17 List Growth Ideas Pledges Give-Aways Downloads Sponsored Donations 17

18 Solution: Offer Incentives Acquire multi-channel contact information via engagement campaigns Ask yourself: What are we giving away free now? Is there an item or experience we could give away? What solutions can we recommend for common issues? What controversies are we/our constituents facing? Who might sponsor a donation to grow our circle of friends? 18

19 Pop Quiz! Pick a partner NOT with your organization State your mission Exchange ideas re: Suggest what your partner s group could offer that might entice YOU to give your address 19

20 Test Drive List Growth On-the-Fly 20

21 We re very major-donor focused Online/Social/Mobile is just a distraction 21

22 22

23 The Wired Wealthy Study The Wired Wealthy Connecting with Your Mid to Major Donors An in-depth survey and study by Convio, Sea Change Strategies, and Edge Research 23

24 Why Donors Stop Giving Penelope Burke study found 46% of lost donors due to a failure to communicate. feels charity is not fulfilling its mandate disagrees with change in direction lost interest in the cause believes charity no longer needs donor s support feels there are more compelling causes out there believes charity has not kept in touch How can this be?? 24

25 More Channels, Insufficient Staff Now in 2011 Website Face-to-Face Donor Communication Channels, Mail Phone Social Networks Mobile 25

26 Insufficient Systems 90% of organizations store supporter data in more than one place. 50% of organizations use paper, spreadsheets, or electronic address books to manage supporter data. 26 (Becomes Institutional Memory Loss)

27 Out of Balance with Tech Investment Public ( foreground ) Staff ( background ) 27

28 Tech gone wild CC: RE: RE: CC: RE: CC: SUBJ: Major donor wants an update CC: RE: FW: CC: RE: 28

29 Tech on purpose 29

30 Tech on purpose 30

31 Tech on purpose 31

32 Tech on purpose 32

33 Recognition/Cultivation Step Thank You Letter, Signed by ED with Tax Info (On Letterhead) Handwritten Thank You Note with Pet Photo Phone Call from ED or Development Director Note from Furry Friends Board Chair Call from Furry Friends Board Member Timeline $1 - $249 $250 - $499 $500 - $999 Within 24 hours X X X $1,000 - $2,499 X Action Print Letter for ED to Sign 48 hours X X X X Provide Card 48 hours X X X Provide Number 2 weeks X X Send Board Chair Info, Card Within 2 weeks X Provide Number Invitation to Tour Shelter, Mobile Spay/Neuter Clinic, etc. As Appropriate X Send Invite Note from Volunteer Shelter Worker, Veterinarian, Adopter, etc 2 months X Identify, Give Stationery Holiday Cards Donor Listing in The Scoop Annual Report 33 Invite to Wag and Purr Donor Appreciation Event Send in November Every Year X X X X Annual X X X X Put Together Mailing List Annual Twitter hashtag: X#ConvioNSW X X X Plan, Organize

34 What could this mean for you? YES Give Again, If called by BOD YES Increase Amount From Donor Centered Fundraising, by Penelope Burke 34

35 Test Drive Stewardship On-the-Fly 35

36 Don t let this be you! Donors not getting called except for ask Donors not getting visited except for ask From Donor Centered Fundraising, by Penelope Burke 36

37 Solution: Invest in Balance Harness technology in foreground & background Staff ( background ) Public ( foreground ) 37

38 10-Minute Q&A Cost Capabilities I want to see then close out with Top 10 Principles 38

39 Social Media doesn t work for us We tried & got nothing 39

40 Common Ground 40

41 Common Ground 41

42 Rare Consensus Among Generations Peer to peer solicitation is the most acceptable form of solicitation GEN Y GEN X BOOMER MATURE 87% 89% 82% 76% 42

43 Solution: Power to the People 25% Percent of online time spent social networking HINT: Let your free agents help figure it out. Source: Nielsen ratings, May

44 Test Drive Getting Results from Social On-the-Fly 44

45 Top 10 Principles For Multi-Generational/Multi-Channel Success 45

46 Be Holistic DONORS 67% VOLUNTEERS Source: Fidelity Charitable Gift Fund and VolunteerMatch 46

47 Be Balanced Background Foreground 47

48 Be Consistent 48

49 Be Present 49

50 Be Likeable 50

51 Be Shareable Guess what these have in common? 50% of facebook posts 25% of tweets They contain links! 51

52 Be Welcoming

53 Be Persistent

54 Be Data-Driven 54

55 Be Adaptable 55

Brought to You by Common Ground Donors Corporations Volunteers Media Lapsed Prospects Mail Web Email Academics Events Phone Social

56 Brought to You by Common Ground Donors Corporations Volunteers Media Lapsed Prospects Mail Web Academics Events Phone Social Practitioners Programs Face-to-Face Mobile Foundations Advocates The donor database (or central nerve system ) of the modern nonprofit Partners 56

57 Appendix 57

58 Homework With your fundraising team, exchange ideas re: Who OUTSIDE your fundraising team could be assigned a prescribed stewardship task For example, museum curators could send thank-you notes with seasonal staff-pick inserts, like The Top 4 Family-Friendly Halloween Films Incorporate the above into a documented stewardship plan (see template next page) 58

59 Cultivation Step Timeline $1 - $249 $250 - $499 $500 - $999 $1,000 - $2,499 Action 59

Integrated Multichannel Marketing and Fundraising Best Practices Convio, Inc. Page 1

Integrated Multichannel Marketing and Fundraising Best Practices 2011 Convio, Inc. Page 1 Total Annual Giving Generational Giving Study $1,200. $1,100. $1,000. $900. $800. $700. $600. $500. $400. $300.