Spend LESS Time to Raise MORE Money Reinvent Your Annual Giving - - PowerPoint PPT Presentation
Spend LESS Time to Raise MORE Money Reinvent Your Annual Giving Campaign By Jennifer Hull for SV Creates jenn_hull@yahoo.com Fundraising feels like a means to an end so we can spend more ?me We want to spend less doing this. ?ming doing
Reinvent Your Annual Giving Campaign
By Jennifer Hull for SV Creates jenn_hull@yahoo.com
We want to spend less ?ming doing this, so we can spend more ?me doing this.
ì Raise more money; ì Use your limited resources efficiently &
effec?vely;
ì Allow you to more spend ?me focused on
ì Train your donors to give annually.
GIVING CAMPAIGN
Individual Corporate Founda?ons Government
~ NSFRE Glossary of Fund-Raising Terms, 1986
ì
To build and develop a base of donors, and through this process to establish habits and pa6erns of giving;
ì
To raise annual unrestricted or restricted money;
ì
To get the gi:, to get it repeated, and to get it upgraded;
ì
To inform, involve, and bond the cons?tuency to the
ì
To use the donor base as a vital source of informa?on to iden?fy poten?al large donors; and
ì
To promote giving habits that encourage the contributor to make larger giWs in the future.
Source: learningtogive.org
*
ì A short, strategic, efficient and well-planned
campaign is manageable for staff.
ì The no?on of “less fundraising” will be appealing to
your board, volunteers and donors.
ì Allows your organiza?on more ?me during the year
to steward and connect your donors to the “WHY”
*Original 5-week Annual Campaign concept and some presenta?on elements by Michael Larson, The Fay School
Steward
Timeline of a year-long campaign Timeline of 5-week campaign A five-week campaign model gives organiza:ons significantly more :me to steward gi>s and rela:onships, leading directly to cul:va:on for the next year and creates a perpetual advantage.
ì Focusing donors during a 5-week campaign has
proven to:
ì Increase percentage of donor par?cipa?on ì Increase number and amount of dona?ons
ì Success Stories
ì At the Fay School, campaign totals jumped over 36%
in one year and the number leadership giWs ($2,500+) increased from 31-53.
ì At Almaden Country School, campaign totals
increased 55% over three years and leadership giWs ($1,500+) increased 66 – 103 during that ?me.
ì Have one staff person or volunteer (part-:me is ok) dedicated to
prepare for and staff the campaign.
ì Have a system in place to accept giWs (check, credit card, etc.),
track dona?ons, thank and receipt donors.
ì Have or create a database of possible donors. ì Recruit a chairperson (It is best if person is an ac:ve volunteer or known
member of your community. Could be board member or if necessary, a staff member.)
ì Recruit subsequent commiqee members (ideally volunteers)
willing to:
ì
Be trained to be campaign solicitors
ì
Give 5-10 hours of ?me during the 5-week campaign ì Create a reasonable and doable marke?ng plan.
ì There is no “one size fits all” campaign. ì You must determine how, and at what level, your
ì Your campaign goal should be a SMART one!
ì Specific, Measurable, Aqainable, Relevant, Time-
Based. ì Ideally, your campaign should happen towards the
beginning of your fiscal year.
ì Easier to make any necessary adjustments to your
annual opera?ng budget earlier in the fiscal year. ì Campaign should run during a ?me when you can
easily engage donors.
ì It’s more effec?ve to ask donors to give when they
are engaged and ac?ve in your organiza?on.
ì How do you plan to accept giWs?
ì Online ì Checks through the mail ì Pledges ì Corporate matching giWs
ì Iden?fy who is responsible for giW tracking, thank
you leqers and giW receip?ng.
ì IRS requires that all giWs over $250 are receipted. ì Best prac?ce is to send a receipt for all giWs.
ì Collect all possible contact informa?on
ì Ticket buyers/audience members ì Social media followers ì Newsleqer subscribers ì Board members ì Par?cipa?ng ar?sts
ì Recruit a chair as well as subsequent solicitors that
can reach out to donor prospects in your database.
ì Educate solicitors on how to make the ask.
ì Suggest that you provide them sample script or
talking points, basic facts on the org, sample email follow ups, how to handle a “no.”
ì Possibly seek organiza?onal development grant for
peer-to-peer fundraising consultant available.
ì Or, there are great sample resources are available
The most effec:ve and proven way to fundraise is to personally ask someone to make a gi>. Best prac:ce is for the chair and solicitors to be volunteers, not staff.
Campaign Chair(s) Team Captain #1 Solicitor 1 Solicitor 2 Team Captain #2 Solicitor 1 Solicitor 2 Team Captain #3 Solicitor 1 Solicitor 2 Each volunteer should ideally commit to contac:ng 10-15 prospects over 5 weeks. The number of solicitors needed will depend on how many individuals your organiza:on can personally reach.
ì Determine how you are going to market your
informa?on from you. Mul?ple communica?on methods are recommended.
ì Snail mail, email, newsleqers, text alerts, social media,
videos, social event ì How will you best communicate your story?
ì Leqers with photos, videos, personal reflec?ons
ì Make sure you offer a response device
ì Online giWs, pledge or dona?on form, mail-in checks
Note: There is liRle ROI on spending money to crea:ng slick campaign collateral.
Week 1
Solicita?on
Announcement
Week 2
email & phone
Campaign Update
Request Week 3
email & phone
Campaign Update
(e.g.. Pre-show Happy Hour) Week 4
email & phone
Campaign Update
Week 5
email & phone
Campaign Update
Deadline
Pre-Campaign Prepara?on
Prepare Database Establish Dona?on
Recruit & Train Volunteers Create Marke?ng Plan
Week 6: Campaign Wrap Up – Final GiW Commitments, Thank You and Results Announcement
ì Spending the ?me to pre-plan the campaign will
enhance your ability to execute.
ì Year 1 took more ?me to prepare than all the following
years.
ì At the end of the campaign, evaluate the lessons
learned from the donor data and your experience to inform how you run the campaign in future years.
ì Donors take a year or two to get use to your new
fundraising program… but then they are trained. J
ì Take any nega?ve campaign feedback with a grain of
ì Early Benchmarks are cri?cal to building momentum.
Demonstra?ng commitment from those closest to the
ì Prior to campaign kick off, strive for: ì 100% Board Par?cipa?on (this should be a
requirement!)
ì 100% Staff Par?cipa?on (any level is OK!) ì 100% Volunteer Campaign Solicitor Par?cipa?on ì Do you have a donor than can match giWs?
ì Create giving levels & perks to help donors
ì Data shows that giving donors a target will
produce higher average dona?on levels.
ì Helpful to demonstrate how their dona?on may
be spent.
ì Be aware that IRS rules around donor perks.
Donor Level DonaJon Amount Perks Sample DonaJon Equivalents Bronze up to $100 Name in program 10 free student admissions to gallery Silver $100-$250 Aforemen?oned plus behind the scenes tour 1 art class for underserved student Gold $250-$500 Aforemen?oned plus meet & greet with ar?st 1 day pay for ar?st in residence Pla?num $500- $1,000+ Aforemen?oned plus invite to show VIP recep?on Ar?st materials for en?re gallery show
ì Sample leqers
ì hqp://charity.lovetoknow.com/
Samples_of_Non_Profit_Fundraising_Leqers
ì hqp://www.ala.org/advocacy/advleg/
frontlinefundraising/annualfund
ì hqp://www.gailperry.com/heres-a-real-live-donor-
centered-appeal-leqer/
ì hqp://www.leqerspro.com/leqers/to-donors/
10946-sample-fundraising-leqer-for-local-art- center-fund
ì Samples
ì hqps://vimeo.com/141614724 ì hqps://www.youtube.com/watch?v=elIHY8xI5Vc ì hqps://www.youtube.com/watch?
v=J_a7txaSkRs&index=55&list=PLojdOPGaDceLWtc
ì hqps://vimeo.com/111144104
ì Video Tips
ì Keep it short ì Make it fun ì Don’t forget to showcase the WHY All you need to make a campaign video is an iPhone, iMovie, a liRle crea:vity and :me.
ì Crowdfunding Sites, Sugges?ons and Commentary
ì hqp://www.thefundraisingauthority.com/internet-
fundraising/crowd-funding-your-non-profit/
ì hqp://www.afpnet.org/ResourceCenter/
Ar?cleDetail.cfm?ItemNumber=24465 ì Social Media Fundraising Tips
ì hqp://www.nasconet.org/wp-content/uploads/
2013/12/Internet-and-Social-Media-Solicita?ons- Wise-Giving-Tips.pdf