Blackbaud HFH User Forum

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Non profit year end best practices - Fall 2008

Text of Blackbaud HFH User Forum

  • 1. Agenda Introductions & Ground Rules Housekeeping Year End Best Practices 1. Year End Appeal Targeting & Segmenting your best prospects The Ask 2. Analysis & Planning Question and Answer Year End Best Practices Professional Services | Page 2 2006 Strictly Confidential Material and Property of BlackbaudIntroductions & Ground RulesTodays session is a part of an ongoing series of User Groups that Blackbaud hosts for its affiliate customers. Attendees are encouraged to share their experiences for the benefit of the group.Our facilitator: Jeff Terry, Blackbauds HFH Account ManagerJoining our conference call are affiliates from across the US and Canada Ground Rules: Your participation is requested; this session was designed to be interactive.Feel free to ask questions and share your experiences. Be aware of your background noise and/or hold music. Enjoy this time with your peers! Year End Best Practices Professional Services | Page 3 2006 Strictly Confidential Material and Property of Blackbaud

2. HousekeepingTo encourage your participation, we will prompt you during the session for your experiences and comments. The concepts of this session should be applicable to any size affiliateFeel free to ask questions at any time.To keep the conversation going after the User Group, we have created an Affiliate Forum on our web site. This is a place where affiliates can ask more questions and share best practices. http://hfhforum.blackbaud.com Year End Best Practices Professional Services | Page 4 2006 Strictly Confidential Material and Property of BlackbaudAgenda Introductions & Ground Rules Housekeeping Year End Best Practices 1. Year End Appeal Targeting & Segmenting your best prospects The Ask 2. Analysis & Planning Question and Answer Year End Best Practices Professional Services | Page 5 2006 Strictly Confidential Material and Property of Blackbaud 3. Year End AppealQ: Why do Year End or Holiday Appeals? A: Loads of tactical reasons donors are trained to give during the holidays tax deduction donors are writing checks now A: Strong strategic reasons ideal time for new donor acquisition (cost to acquire vs cost to retain) youve spent the last 8-10 months telling your story and building affinity with your constituencyYear End Best Practices Professional Services | Page 6 2006 Strictly Confidential Material and Property of Blackbaud Year End Appeal Q: Why do Year End or Holiday Appeals? Raisers Edge Tip:Run the Statistical Report, byA: HFH Tuscons 2005 numbers explain: Month for this analysis Number ofTotal Percent of Month giftsgiven total givenMay 410$87,217.63 4.51%June231$478,583.36 24.73%July130$67,695.02 3.50%August308$110,736.115.72%September 240$82,640.13 4.27%October 394$145,258.777.51%November547$152,161.547.86%December 1,277 $357,882.96 18.49% Year End Best Practices Professional Services | Page 7 2006 Strictly Confidential Material and Property of Blackbaud 4. Year End Appeal Q: Why do Year End or Holiday Appeals? A: Blackbauds Online Giving Data shows that peak online giving happens in November & December every yearGift Am ount Monthly Com parison $18,000,000 $16,000,000 $14,000,0002002 Donation Amount $12,000,0002003 Donation Amount $10,000,0002004 Donation Amount$8,000,000$6,000,0002005 Donation Amount$4,000,0002006 Donation Amount$2,000,000$0 O er ec errov e rch Fe aryneri lry Au lyayp t st be b JuD mbSe g u Ap ua obJu M ar em em nu MbrcteJaNYear End Best Practices Professional Services | Page 8 2006 Strictly Confidential Material and Property of Blackbaud Year End AppealQ: Who are our best targets? Affiliate Comments for Discussion: We mail to everyone in our database so we dont miss anyone Our affiliate focuses on renewing prior year donors Weve just begun coordinating our messaging across directmail and email appeals Our new Dir of Development is insisting that we have differentappeal letters for different types of donors Year End Best Practices Professional Services | Page 9 2006 Strictly Confidential Material and Property of Blackbaud 5. Year End AppealQ: Who are our best targets? To determine which segments warrant the effort & expense, reviewing data from prior efforts is critical. As a best practice, think about tracking: Which appeals were sent to which donors Who responded to each appeal Which appeals generated the highest volume AND highest dollar amount Overall cost of postage, printing, etc for each appeal Instructions for tracking each of these metrics can be found inBlackbauds Knowledge Base article # 149072 Year End Best Practices Professional Services | Page 10 2006 Strictly Confidential Material and Property of Blackbaud Year End AppealSome Common Segments:LYBUNTS &Prior year donors are among your first priorities. Consider languageSYBUNTSthat connects their previous gift with mission delivery.Major/Top DonorYour best supporters should be recognized as suchperhaps a year-Segments end thank you is more appropriate than an ask? Year End Best Practices Professional Services | Page 11 2006 Strictly Confidential Material and Property of Blackbaud 6. Year End AppealSome Common Segments:Board or Friends, family, business associates of your board members areLeadership grouped. The board member signs her group of letters before mailing.SegmentsUpgradeIdentify middle tier donors and use language that suggest anSegments increased level of support. Year End Best PracticesProfessional Services | Page 12 2006 Strictly Confidential Material and Property of BlackbaudYear End AppealSome Less Common Segments: Raisers Edge Tip: Run the Consecutive YearsReport to identify thesedonorsConsecutiveLongevity is often a better predictor than previous gift amounts. TheseYears or Longdonors may be a prospect for a planned or major gift ask, in addition toTime Donorstheir annual type gift. ConnectednessThe number of touch-points your constituents have with the affiliateSegments can be quantified. (a person that volunteers regularly, sits on a committee and receives the newsletter scores high) Different appeals are sent based on the range of scores.Non DonorWill a 1-4% response rate from this group justify the cost of mailing toSegmentthem? Consider excluding constituents that havent given in 3+ years. Year End Best PracticesProfessional Services | Page 13 2006 Strictly Confidential Material and Property of Blackbaud 7. Year End AppealSome Less Common Segments: AnniversarySome non profits will recognize the anniversary date of the first gift asDonors an important occasion in the appeal letter.a subtle reminder that 12 months have passed. New DonorIdentify constituents that have made their first gift to the affiliate. UseSegments appeal language that makes it easy for them to give a 2nd time (small gift amount, online giving, etc) eDonor Segment Identify constituents that gave online or have opted into your eNewsletters or registered to volunteer online. Appeal to them using the same electronic medium. Year End Best Practices Professional Services | Page 14 2006 Strictly Confidential Material and Property of Blackbaud Year End AppealQ: Who are our best targets? Best Practice Take Away: Your supporters have different interests, giving histories andlevels of connectedness with your affiliate. Your appeal shouldspeak to these differences. The deeper the profile you keep in your database, the easier it is to appeal in a donor centric wayRaisers Edge Tip: Run the Appeals Analysis The more donor centric your appeal, the better the responseReport to measure response rates and cost per dollar raised Affiliates need to measure response rate within each segment inorder to improve the following year.Year End Best Practices Professional Services | Page 15 2006 Strictly Confidential Material and Property of Blackbaud 8. Year End AppealQ: How does an affiliate make the best ask? Affiliate Comments for Discussion: Every appeal we send out includes a story of one of ourfamiliesthey generate a much stronger reaction We send the same letter to everyone to keep it simple We struggle with suggesting a gift amount We dont have the staff to send different letters outYear End Best Practices Professional Services | Page 16 2006 Strictly Confidential Material and Property of BlackbaudAgenda Introductions & Ground Rules Housekeeping Year End Best Practices1. Year End Appeal Targeting & Segmenting your best prospects The Ask2. Analysis & Planning Question and Answer Year End Best Practices Professional Services | Page 17 2006 Strictly Confidential Material and Property of Blackbaud 9. Year End AppealQ: How does an affiliate make the best ask? Blackbauds Recommendations: If you cant be personal, dont bother Leverage the Brand Power that HFHI brings Use email, website, PSAs, etc to boost response rates Recruit families to provide quotes or success stories Automated database functions make this process manageablewith limited staff resources Raisers Edge Tip:Use the Segment Function tocombine segments in a singlemail run Year End Best Practices Professional Services | Page 18 2006 Strictly Confidential Material and Property of BlackbaudAgenda Introductions & Ground Rules Housekeeping Year End Best Practices1. Year End Appeal Targeting & Segmenting your best prospects The Ask2. Analysis & Planning Question and Answer Year End Best Practices Professional Services | Page 19 2006 Strictly Confidential Material and Property of Blackbaud 10. Analysis and PlanningQ: What are affiliates doing to prepare their 2007 fund raising plan? Affiliate Discussion Points: Looking at our build projections and revenue needs Hoping to find new funding sources Reviewing performance data to build our 2007 plan Just hoping to maintain sanity through December! Year End Best PracticesProfessional Services | Page 20 2006 Strictly Confidential Material and Property of Blackbaud Analysis and PlanningQ: What are affiliates doing t