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This document was created by an individual or individuals who submitted a proposal so he / she / they may present at the Office of Faith-Based and Community Initiative’s 2011 Conference on Service and Volunteerism (GCSV11). This proposal was approved by the Indiana Commission on Community Service and Volunteerism (ICCSV) and other community partners. Sharing this document is a courtesy extended by the OFBCI to conference attendees who may want to reference materials covered at the GCSV11, and the OFBCI in no way not responsible for specific content within.
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Fundraising beyond
Special Events
Session at a Glance
• Special Events (pros and cons)
• Reasons Individuals Give
• The Multi-Channel Approach
• Direct Mail, Email, Online and Personal Asking
• Solicitation Planning
• Donor Stewardship
Special Events Can:• Inform individuals about your cause and organization • Motivate Individuals to Give • Motivate Existing Donors to Give More• Celebrate Donors• Recognize Donors
Challenge with Special Events “Too much work.”
“Not enough money raised related to the effort.”Average nonprofit spends $.71-$1.33 to raise $1.00
“The right people are not in the room. “
No follow-up/acquisition mechanism.
Guests/donors get weary with the same auction items and programming year after year.
Reasons Individuals Give
Personal ask by someone they know or trust Emotionally moved by a story
Personal Passion for the cause or issue First hand relationship with the organization
TraditionTax deduction
A gift will make a difference
What is a Multi-Channel Approach? A coordinated fund solicitation during a specific timeframe that involves multiple tactics to raise support. The multi-channel approach is intended to maximize reaction from the donor and
constituency base.
The Multi-Channel
Approach
Direct Mail – Is First
The primary objectives of an annual fund should be the following: • To solicit and secure a new gift, repeat the gift, and upgrade the gift • To build and develop a base of donors • To establish habits and patterns of giving by regular solicitation • To raise annual unrestricted and restricted money • To inform, involve, and bond the constituency to the organization• Create a Call to Action
Key Components of a Successful Direct Mail:
• Personalized communication
• Make your letter visual
• Share a story of how you are making a difference
• Make a compelling case for support
• Provide specific amounts for how dollars can make a difference
• Indicate where individuals can get more information • Include a remit envelope
Email/Online Fundraising: • Make sure you are acquiring emails (website, events)• Email Supplements Direct Mail• Personalize email communication especially fundraising appeals• Analyze the response/interest with analytics (clickable links)• Segment your email donation list • Provide opportunities for individuals to engage “offline”• Make sure you are set-up to accept gifts online
Online fundraising grew 34.5 percent
in 2010, compared to 2009
Key Components of a Successful Donation Landing pages:
• Have a DONATE link from your homepage
• Provide specific amounts for how dollars can make a difference
• Have a transaction page with major credit cards accepted
• Create one-time and monthly giving opportunities
PERSONAL SOLICITATION
• Personal solicitation is best
• People give to people
• People give to causes not institutions
• Bring your mission to life
• Do your homework: Understand linkages and connections
• Begin where the donor is
• Engage in a conversation
• Be compelling
• Communicate how dollars make a difference
Giving: By the Numbers
ASK Amounts
Source: Giving USA
$10 Mobile & Social Media $20-$25 New Donors (house list)
Previous Lapsed donors (12+ months)
gift amount
Previous Existing donorsgift amount +
Planning
Messaging
Fundraising
Solicitation Planning
• Be proactive, intentional and strategic• Planning allows you to be thoughtful and focus on
the positive opposed to crisis communications
Planning: What gets communicated and how its communicated Donors Lapsed Donors Volunteers General
1st Quarter
January - March
Personal Solicitation
Direct Mail
Online
Other non-fundraising communication
Segment communication by type and by audience
Donor StewardshipMaintaining a Relationship
1 Send acknowledgment and thank
you notes
2 Avoid gifts of appreciation
3 Provide periodic personalized
organization updates
4 Extend a personal invitation to get involved beyond giving
5 Be proactive when something doesn’t go as planned
Stay in Touch
Fundraising Key Points
• Be multi-channel • Intentional plan your fundraising
solicitations (who, what, when)• Make a compelling case for why
individuals should give • Offer opportunities for how dollars
make a difference at various giving levels
• Don’t ignore the donor after they give a gift
• Create systems to make giving to your organization a habit
