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Presented at the Association for Healthcare Philanthropy on Oct. 21, 2011, this session compares e-philanthropy to romance - organized by 1) playing the field, 2) dating, and 3) taking the plunge. Mark Miller of Children's National Medical Center and Lesley Solomon of Brigham and Women's Hospital present practical tips for developing lasting relationships that lead to sustainable fundraising success. They include lessons learned from fundraising, stewardship, and list-building campaigns.
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Getting Your Donors to Say
I Do
using technology
to form lasting relationships
By Mark Miller, Children’s National Medical Center, and Lesley Solomon, Brigham & Women’s Hospital
Association for Healthcare Philanthropy, Boston, Mass., Oct. 21, 2011
e-philanthropy & dating
“Nobody likes someone who only talks about themselves & doesn't care what you think.”
-Tammy Gordon, Director of Social Communication & Strategy, AARP
“New Year's Eve could be the most important night of the year!”
-Stacey O'Halloran DiCarlo, interactive consultant
"If done wrong, you could waste a lot of time and money and still be alone.”
-Chris Boyer, Director of Digital Marketing & Communications,
Inova Health System
playing the field
o Cast a wide net – you never know where
your donor/partner may be.
o Use all of your networks and connections –
spread the word that you’re “available.”
o Go where your prospects are, and that may
not be where you think.
People who used social media in their event fundraising raised 40% more!
-Blackbaud, March 2011
Peer Fundraising Using FirstGiving.com, people raised $500,000 for Children’s National last year
Five 12-year-old boys raised $26,000!
o 8 research projects by Brigham and
Women’s researchers dedicated to
cancer prevention.
o Opportunity for consumers,
corporations and community
partners to invest directly in
research.
o Fundraising goal for each project =
$75K ($600K Total)
o All donations will be directly
applied to these research projects
at BWH
10
the cancer portfolio
celebrity spokesperson
ccp initiatives on causes
ccp initiatives
dating
o Make a good first impression (stories, who
you are, sincerity).
o Remember that it’s not all about you.
o Listen. Care.
dating
o Get your supporters involved in ways beyond
giving money – tell a friend, vote, sign a
petition, etc.
o Meet them in their own space – make it easy
and convenient.
Take the quiz at www.retrotoyquiz.org
Email list growth: 14%
Research Goals
Profile the types of people who are likely to be donors and non-donors of CCP
Understand common attributes and/or motivators that move someone from
belonging to the CCP cause to donating to the cause
Research Findings
Three personas were identified as high potential targets based on the attributes of each
group
– Young & Passionate—Members in this group feels a sense of social responsibility and are
active in the community. They have a general interest and some personal connection in
fighting cancer. They want to effect a change and prefer to be part of the process.
– Visible & Involved—Members in this more mature group are comfortably settled in their
lives. They have a stronger personal connection to cancer and are happy to be an active
part of the community that has supported them.
– Retired Donors—Members of this group have strong connections to cancer. They are
active online and connected to other cancer causes. Though not their primary cause of
choice, they will contribute financially if appealed to personally.
getting to know you
facebook causes
member and fund stats
Development
website –
landing page
taking the plunge
o Getting engaged or married is just the
beginning!
take action
communicate
Autoresponder asks: Why did you give?
don’t take them for granted
o Relationships evolve. Adapt accordingly.
o Let donors decide what role they want
technology to play. Ask them.
people change
may you and your donors live happily ever after!
Mark Miller Children’s National Medical Center MRMiller@childrensnational.org @mmiller20910 www.facebook.com/childrensnational @childrenshealth Lesley Solomon Brigham and Women’s Hospital lsolomon5@partners.org www.facebook.com/BrighamandWomensHospital @BrighamWomens
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