Effective Fundraising Simon Scriver @ToastFundraiser simon@changefundraising.com
20% of 80% of your donors your donors 80% of 20% of your income your income 80% 80% 20% of of of your your your income 80% 80%
Strategic Individuals Organizations Digital Other Manage Expectations Write Strategy Contact Existing Contact Existing Automate Social Get Volunteers / & Past & Past Media Interns Internal Meetings Convert From Work Through Google AdWords Grant Calendar Touchpoints Circles Grant Gather Stories & Piggyback on Piggyback on Regular Blog & Pull Together & Case For Support Events Events E-mail Clean Data Plot Supporter Invite Network Improve Website Unique Journey Conversations Opportunities Ask changefundraising.com
Strategic Individuals Organizations Digital Other Manage Expectations
“Wouldn’t it be great if…” is not a strategy. Strategic Write Strategy Internal Meetings An epic novel on the shelf Gather Stories & Case For Support is not a strategy. Plot Supporter Journey changefundraising.com
Beneficiaries Volunteers Fundraisers Staff Donors Are A Bridge Board Fundraisers Members Media @ToastFundraiser
A Great Interview • 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
@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 Contact Existing & Past & Past Convert From Work Through Touchpoints Circles Piggyback on Piggyback on Events Events Invite Network Conversations 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
Building Your Supporter List ● 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!
Ever Increasing Circles Cold Local Relevant Area of Work Other Suppliers Orgss Service Staff & Users & Board Fans You
Networking For People Who Hate Networking (Thanks to @CharityNikki) 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 ●
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” “What do you think?” “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?” “Why?” @ToastFundraiser changefundraising.com
“Dialogue...not Monologue” @ToastFundraiser changefundraising.com
Individuals Organizations Manage Expectations Contact Existing Contact Existing & Past & Past Convert From Work Through Touchpoints Circles Piggyback on Piggyback on Events Events Invite Network Conversations 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 Googles Article answers Sees prompt to question question join mailing list Automate Social Media Google AdWords Grant Regular Blog & Clicks on your Further engaged Receives E-mail Google Ad welcome e-mail Improve Website
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
The Ask Introduction Problem Solution Ask / Rapport Ask
Strategic Individuals Organizations Digital Other Manage Expectations Internal Meetings Contact Existing Contact Existing Automate Social Get Volunteers / & Past & Past Media Interns Gather Stories & Convert From Work Through Google AdWords Grant Calendar Case For Support Touchpoints Circles Grant Plot Supporter Piggyback on Piggyback on Regular Blog & Pull Together & Journey / Love Events Events E-mail Clean Data Write strategy Invite Network Improve Website Unique Conversations Opportunities Ask
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 What areas work for your organisation/supporters/personal style? Repeat, Review, Adapt.
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 Do you have volunteers, interns or staff? What can you automate? What can you delegate?
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 Can you call? FEEDBACK THANK & INTRODUCE & BUILD PROBLEM SOLUTION ASK ACHIEVEMENTS RAPPORT Storytelling changefundraising.com
Anti-Delighters “We’re calling all of our supporters today...” Supporter #579213 noreply@pigeonaid.com changefundraising.com
“Dialogue...not Monologue” @ToastFundraiser changefundraising.com
“Dialogue...not Monologue” @ToastFundraiser changefundraising.com
The Problem & Solution The Problem Should Be… The Solution Should Be… Relevant and Relatable ● Tangible ● Urgent ● ● Immediate ● Understandable and Simple Realistic and Manageable ● Emotional ● An Emotional Legacy ● “The Itch” ● “The Scratch” ● Ask
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
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