gtmd201 campaign planning workshop presented by givemngtmd201 campaign planning workshop presented...

GTMD201 Campaign Planning Workshop Presented by GiveMN

© 2017 GiveMN 1

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GTMD201Campaign Planning Workshop

Presented in Bloomington, Duluth, Mankato, Minneapolis, Saint Cloud, and Saint PaulSeptember 11-18, 2017

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© 2017 GiveMN 2

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Your GiveMN team

Jake BlumbergExecutive Director

Andrea KopfmannDirector of Campaigns and Partnerships

Dan MooreDirector of Operations and Donor Experience

Mai VangSupport Specialist

Tom ZimmermanDirector of Marketing and Communications

help.givemn.org

TubmanOpen Arms of Minnesota

Project 515Minnesotans United for All Families

The George Washington University Law SchoolWalser Foundation

Gillette Children’s Hospital FoundationSpecial Olympics Minnesota

Association of Fundraising ProfessionalsUniversity of Minnesota Morris

Fridley Community TheatreChamplin Park High School Vocal Music Assoc.

Saint Paul Public Schools FoundationJohn S. & James L. Knight Foundation

Asian Pacific EndowmentGeorgia Center for Nonprofits

Young Nonprofit Professionals Network

• Q&A from GTMD100 Video Series• Developing your story• Setting your goals• Engaging your board • Planning your communication• Keeping your donors engaged• Technical and strategy coaching

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Agenda


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GTMD101 | GETTING STARTED!Find all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto

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Scheduled Giving 2017Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Oct. 29 30 31Halloween

Nov. 1Scheduled

Giving Begins

2 3 4

5 6 7Election Day

8 9 10 11Veterans Day

12 13 14 15 16GTMD17

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19 20 21 22 23Thanksgiving

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26 27 28#GivingTuesday

29 30 Dec. 1 2


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• GiveMN has more than doubled the number of prize grants available to nonprofits and schools• New Intermediate Leaderboard• Prizes for sixth through tenth place organizations

on each of five Leaderboards• Golden Tickets every day of Scheduled Giving

Give to the Max Day prize updates

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GTMD102 | DONATION DISBURSEMENTSFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto

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© 2017 GiveMN 5

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Transaction Code ● Confirmation Code ● Transaction Date ● Transaction Time Donor First Name ● Donor Last Name ● Address 1 ● Address 2 ● City ● State

Postal Code ● Country ● Donor Email Address ● Anonymous ● Form TypeOrg Reporting Code ● Project Name ● Project Reporting Code ● Fundraiser Name

Fundraiser Creator First Name ● Fundraiser Creator Last Name ● Donation Form URL Referring Page URL ● Gift Was Matched ● Recurring Type ● Recurring PeriodSpecial Event Tag ● Processing Rate ● Donation Amount ● Donor Paid Fees

Total Fees Withheld From Donation ● Net Amount Disbursed ● Disbursement Type Disbursement Reference Number ● Disbursement Date

Estimated Delivery Date ● Dedication11

Data available in reports

GTMD103 | PRIZESFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto

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© 2017 GiveMN 7

Give to the Max Day 2017 Leaderboards

• Large OrganizationsNonprofit income greater than $1,000,000Public school student count greater than 1,000

• Intermediate OrganizationsNonprofit income $500,000 to $999,999Public school student count 500 to 999

• Medium OrganizationsNonprofit income $100,000 to $499,999Public school student count 250 to 499

• Small OrganizationsNonprofit income less than $100,000Public school student count less than 250

• Colleges & Universities

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All LeaderboardsFirst placeSecond placeThird placeFourth placeFifth placeSixth placeSeventh placeEighth placeNinth placeTenth place

$5,000$4,000$3,000$2,000$1,000

$500$500$500$500$500

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GTMD17 Leaderboard prizes


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• 15 Golden Tickets will be randomly drawn, one each day of Scheduled Giving, adding $500 to a donation

• 24 Golden Tickets will be randomly drawn, one each hour, adding $1,000 to a donation

• One $10,000 Super-Sized Golden Ticket will be drawn from all donations processed Nov. 1-16

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GiveMN Golden Ticket prizes

GTMD104 | TECHNOLOGYFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto

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• 2016: Switched to simplified backup donation page• Since then:• Causes identified and evaluated• Repairs completed• No major code changes• More rigorous testing• Consulting with other giving day leaders• Donor-first approach

Preparing GiveMN.org for GTMD17

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GTMD105 | EVENTSFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto

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• We do our best to help organizations promote their awesome Give to the Max Day activities

• We are curating a list of all of your special events to put on our website, marketing it available to thousands of donors and interested media

• Big or small, share your tales of awesomeness with us through givemn.org/resources-gtmd

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Tell us about your events!

RESOURCES FOR GIVE TO THE MAX DAYgivemn.org/resources-gtmd

help.givemn.org

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• Find the Toolkit at givemn.org/resources-gtmd• Logos• Checklist• Boilerplate language• Customizable letter template

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Give to the Max Day 2017 Toolkit

FUNDRAISING CAMPAIGN PLANNING

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• Think about previous fundraising or marketing efforts by your organization• What stories did you tell?• How did you engage donors?• What were the results of those campaigns?

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What’s possible?

Story is compelling Goals are specific Leadership is engaged Matching gift is available Call to action is clear Participation is easy and sharable Acknowledgement is personalized Donors are kept engaged

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Did your campaign check all of the boxes?


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DEVELOPING YOUR STORY

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• This is not the general operating or “annual” fund• Identify the fundable priority, project, or purpose• Organization mission

+ Specific need or challenge+ Specific timeline or urgency+ Thoughtful relatability to audience+ Compelling voice+ Unique opportunity to effect change

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Identify your specific cause


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• Identify the obstacle standing between today’s reality and declaring “mission accomplished”?• Quantity or scale• Conflict or competition• Scarcity• Unpredictability• Exception

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Identify the challenge

• If resources were unlimited, what would your cause do to meet the opportunity and fulfill your mission?• Buy something.• Build something.• Hire someone.• Launch something.• Finish something.

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Identify the solution


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• Identify the prospective donors that care most about your priority, project, or purpose

• This is not everyone or the “general public”• Social media followers• Current newsletter subscribers• Past event attendees• Past and current donors at various levels• New donors from networks of clients, volunteers, or

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Identify your audience

• Identify the most compelling voice of this priority, project, or purpose

• Who is it hardest for your audience to say no to?• Current client or family• Past client• Volunteer or board member• Direct service staff• Peer donor

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Identify your storyteller


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Identify your primary calls to action

• Cause What’s the desired outcome?• Challenge What’s stopping you from succeeding?• Solution What does the opportunity require?• Audience Who’s passionate about it?• Storyteller Who do they need to hear from?• Calls to action How can a donor meet that need?

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Your campaign outline


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SETTING YOUR GOALS

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Determine your GTMD17 goals

• Dollars raised• Board participation• Matching gift

utilization• Upgraded gifts• Unique donors

• Returning donors• New donors• New recurring gifts• Social media

impressions• Others?

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1 verb. 1 number. 1 audience.• 100% utilization of $1,000 matching gift• 25 Facebook fans will give $10 each• 5 volunteers will raise $250 each from peers• 10 check donors will make their first online gift• 15 one-time donors will start recurring gifts• 20 donors will give $150 each

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Campaign goal examples

ENGAGING YOUR BOARD

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• Founding and history• Communities you serve• Program area expertise• Mission volunteers• Significant donors• Important networks and connections• Professional services

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Reflect on board representation

• Make a matching gift commitment• Upgrade or increase previous giving• Volunteer for mailing, calling, or events• Ask previous donors to give again• Recruit new donors• Share campaign broadly through networks• Tell their connection story

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Engaging your board


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ENGAGE YOUR BOARD AS MATCHING DONORS

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1. Credibility• Proof that you already have significant support

2. Challenge• Donors get to double the impact of their gift

3. Confidence• Matching donors know they’re inspiring others,

doubling their gift, and they’re not alone

Why is a matching gift important?

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56%30%

14% Important

Neutral

Not important


How important is it for you to donate to an organization that offers a matching grant?

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• In a 31 day campaign with matching and prizes


Dollars Raised per Day

Average Gift each Day Donations Processed per Day

Unique Donors per Day

Data from Otto Bremer Foundation’s March Millions for Southeastern Minnesota, 2015.

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PLANNING YOUR COMMUNICATION

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• Traditional channels• Print newsletters, postcards, and postal mail• Phone calls, in-person visits, and live events• On-site volunteer and client engagement

• Digital channels• Website, blog, and individual email• Bulk email• Social media

Multi-channel campaign communication

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• Major donors• Matching gifts, lead gifts, last gifts

• Average donors• Making a difference, renewing a commitment,

sharing a story, asking others, engaging in new ways• New donors• Joining a movement, winning a prize

Audience segmentation

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• 1-2 emails per week with call to action• 5-10 social media posts with call to action• Integration with mission communications• Staff, volunteer, and event engagement• Earned media and follow ups

Coordinated communication calendar

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12%

65%

23%

Wish organizationswould havepromoted more

Received the rightamount ofsoliciations

Received too manysolicitations

Are you receiving too much solicitation?

Please help us understand more about Give to the Max Day promotion by organizations.

15%

66%

19%

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1. Introduce your campaign2. Ask donors to join the campaign3. Regular campaign progress updates and stories4. Special announcement5. More updates and opportunities6. Conclusion, results, and next opportunities

Coordinated communication calendar

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• Be one of the first hundred donors!• Will you help us with the last 10%?• We’ve made it halfway thanks to you.• Jeff and his cat, Whiskers, helped us win a $500

Golden Ticket. Will you help us win another?

Utilize campaign milestones

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Identify your calls to action for each group


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KEEPING YOUR DONORS ENGAGED

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• Be sure to thank your supporters on November 16 – phone calls and handwritten notes are a thoughtful surprise that help boost retention

• Welcome your newest donors in a special way• Did you meet a goal? Share that great news with

your supporters – and the media• Use the momentum for your next campaign

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Keep going beyond Give to the Max Day


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Gift acknowledgement Contribution recognition Impact reporting Ongoing engagement Next gift

Elements of donor stewardship

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Identify your secondary call to action

gtmd201 campaign planning workshop presented by givemngtmd201 campaign planning workshop presented...

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