Effective Fundraising Simon Scriver @ToastFundraiser - - PowerPoint PPT Presentation

Simon Scriver @ToastFundraiser simon@changefundraising.com

Effective Fundraising

20% of your donors 80% of your donors 80% of your income 20% of your income

80%

• f

your 80% 80%

• f

your 80%

20% of your income

Strategic Individuals Organizations Digital Other Manage Expectations Write Strategy Contact Existing & Past Contact Existing & Past Automate Social Media Get Volunteers / Interns Internal Meetings Convert From Touchpoints Work Through Circles Google AdWords Grant Grant Calendar Gather Stories & Case For Support Piggyback on Events Piggyback on Events Regular Blog & E-mail Pull Together & Clean Data Plot Supporter Journey Invite Conversations Network Improve Website Unique Opportunities Ask changefundraising.com

Strategic Individuals Organizations Digital Other Manage Expectations

Strategic Write Strategy Internal Meetings Gather Stories & Case For Support Plot Supporter Journey changefundraising.com

“Wouldn’t it be great if…” is not a strategy. An epic novel on the shelf is not a strategy.

Fundraisers Are A Bridge

Beneficiaries Donors Volunteers Board Members Staff Fundraisers Media

@ToastFundraiser

• What was your life like before you connected with us?
• Tell me about a particular person you remember

helping you. And how that made you feel.

• How is your life different today?
• What would you say to supporters of our cause?

From Jen Love @agentjenlove

A Great Interview

@ToastFundraiser

Strategic Internal Meetings Gather Stories & Case For Support Plot Supporter Journey / Love Write strategy

Do you have volunteers, interns or staff? What can you automate? What can you delegate?

Individuals Organizations Manage Expectations Contact Existing & Past Contact Existing & Past Convert From Touchpoints Work Through Circles Piggyback on Events Piggyback on Events Invite Conversations Network Ask

“It is much easier to make someone who cares about you give you money than it is to make someone who has money care about you.”

• @RoryJMGreen

• Website Subscription Form (With Or Without Popup)
• Capture At Events & Workshops
• Add A Subscription Link To E-mail Signatures
• Free Download Incentivisation
• Direct Asks
• Surveys & Petitions
• Through Relevant Associated Forums
• Blog Posts & Guest Blog Posts
• Webinars, Videos & ‘Town Halls’
• Member-Get-Member
• Through Corporate Partners
• Service Side Touchpoints
• Always Be Asking!

Building Your Supporter List

Ever Increasing Circles

You Staff & Board Cold Local Relevant Area of Work Other Orgss Service Users & Fans Suppliers

• Remember Everyone Is Human & You Are Their Solution
• Ask Questions - “How do you spend your time?”
• Find Events That Suit You
• Make It A Habit
• Arrive Early...or First
• Get To Know The Host
• Talk To The Loners
• Move On, Leave Something Memorable and Follow-Up
• Steal Pastries & Teabags

Networking For People Who Hate Networking (Thanks to @CharityNikki)

Timeline

Identification Qualification Cultivation Solicitation Stewardship

Ask for advice, get a gift. Ask for a gift, get advice.

“I’d love to get your advice…” “I’d like to get your input on a project we’re working on.” “Can I buy you a coffee?” “I thought you’d be interested in this article…” “Can I invite you and your team to a small event we’re having?” “Thank you.”

“The things that matter most to your donors don’t depend on big budgets and lots of staff”

• @Qaoileann

Delighters

“Dialogue...not Monologue”

changefundraising.com @ToastFundraiser

“I will renew my support for Charity X if/when…” “How come you decided to give today?” “Do you mind if I ask why you cancelled?” “What do you think?” “Why?”

“Dialogue...not Monologue”

changefundraising.com @ToastFundraiser

Individuals Organizations Manage Expectations Contact Existing & Past Contact Existing & Past Convert From Touchpoints Work Through Circles Piggyback on Events Piggyback on Events Invite Conversations Network Ask

Digital Automate Social Media Google AdWords Grant Regular Blog & E-mail Improve Website

Using Your Time Wisely

Source: Giving USA 2018

Digital Automate Social Media Google AdWords Grant Regular Blog & E-mail Improve Website

Digital Automate Social Media Google AdWords Grant Regular Blog & E-mail Improve Website

Clicks on your Google Ad Further engaged Googles question Article answers question Sees prompt to join mailing list Receives welcome e-mail

Digital Automate Social Media Google AdWords Grant Regular Blog & E-mail Improve Website

Other Get Volunteers / Interns Grant Calendar Pull Together & Clean Data Unique Opportunities

Ask

Introduction / Rapport Problem Solution Ask

The Ask

Strategic Individuals Organizations Digital Other Manage Expectations Internal Meetings Contact Existing & Past Contact Existing & Past Automate Social Media Get Volunteers / Interns Gather Stories & Case For Support Convert From Touchpoints Work Through Circles Google AdWords Grant Grant Calendar Plot Supporter Journey / Love Piggyback on Events Piggyback on Events Regular Blog & E-mail Pull Together & Clean Data Write strategy Invite Conversations Network Improve Website Unique Opportunities Ask

What areas work for your organisation/supporters/personal style? Repeat, Review, Adapt.

Targets

Weekly 1 Story per week Shared everywhere Identify 20 corporates Contact 5 corporate 2 volunteer actions Fundraising and introduction 5 new individuals on database #DonorLove 1 Grant action

Do you have volunteers, interns or staff? What can you automate? What can you delegate?

Time Management

A.M. P.M. Corporate Relationships Social Media Story Gathering Grant Research & Applications Board & Volunteer Management Newsletters & Updates [FIRE FIGHTING!] Growing Database (Adwords, Events…) [FIRE FIGHTING!] Managing Volunteers

Some Of The Most Important Things In Fundraising Don’t Feel Like Fundraising...

• Conversations with Staff
• Thank you letters/calls
• Asking questions
• Prospect Research and Cultivation
• Teaching volunteers to fundraise
• Networking
• Training, Development and Peers
• Self-Care

changefundraising.com

Simon Scriver simon@changefundraising.com @ToastFundraiser

www.changefundraising.com/training

Everything I Know About Fundraising In One Slide

• 1. People Donate Emotionally.
• 2. Keep It Simple.
• 3. It’s Not About You.
• 4. Make A Personal Connection.
• 5. Ask.
• 6. Transparency. Obviously.

*Mind Yourself

@ToastFundraiser

Call Structure

INTRODUCE THANK & ACHIEVEMENTS FEEDBACK & BUILD RAPPORT PROBLEM SOLUTION ASK

Storytelling

changefundraising.com Can you call?

Anti-Delighters

changefundraising.com

“We’re calling all of our supporters today...” Supporter #579213 noreply@pigeonaid.com

“Dialogue...not Monologue”

changefundraising.com @ToastFundraiser

“Dialogue...not Monologue”

changefundraising.com @ToastFundraiser

Ask

The Problem Should Be…

• Relevant and Relatable
• Urgent
• Understandable and Simple
• Emotional
• “The Itch”

The Problem & Solution

The Solution Should Be…

• Tangible
• Immediate
• Realistic and Manageable
• An Emotional Legacy
• “The Scratch”

Internal Marketing

• Send Updates To Staff - They Are A Segment
• Feedback Fundraising Successes
• Work With Their Strengths & Wishes
• Humanize Your Donors
• Meet Co-Workers & Board One-on-One.
• Make Your Plan Famous - Helen Trenchard

@ToastFundraiser