key principles for fundraising...

Key Principles for Fundraising Success

October 23, 2014 Judi Urquhart

The Good News

Source: Target Analytics, Q2 2014 donorCentrics Index

A Couple of Fundamental Things…

• There are only two ways to raise money

– Get new donors

– Get existing donors to give more frequently and/or at higher amounts.

• To get the gift, you have to ask for the gift. If you don’t ask, someone else will!

Laying the Groundwork: Build Your Team

Director of Development

Database/IT Manager

Major Gifts Officer

On-line Manager

Donor Support

Specialist

• Overall Strategy and Management of your fundraising activities

• Implementation as needed

• Personal Cultivation & Solicitation of Majors

• Corporate & Foundation Giving

• Gift Entry • Data Hygiene • File Pulls • Reporting • Acknowledgments

• Support to DOD • Program

Implementation • Donor Support

• Overall Online Support

• Web Updates • E-blasts • Social

Networking


Director of Development

Database/Online Manager

(Asst. Director)

• Overall Strategy and Management of your fundraising activities

• Program Implementation • Personal Cultivation &

Solicitation of Majors • Corporate & Foundation

Grants

• Gift Entry • Data Hygiene • File Pulls

• Reporting

• Gift Acknowledgments

• Overall Online Support

• Web Updates

• E-blasts

• Social Networking

Development Team Lite


To agency or not to agency • Copywriting

• E-mail blasts

• Creative design (mail and e-mail)

• Prospect List acquisition

• Grant writing

What to ask yourself? • Do I have the internal expertise to accomplish this?

• Do I have the time to accomplish this?

• Can I afford to hire an outside agency?

• Can I afford not to hire an outside agency?

Laying the Groundwork: Donor Database

• Name, Address, E-mail and Phone

• Ability to store every gift transaction

– Gift Amount, Gift Date, Gift Source

• Other Key Information

– Gender, Age, Wealth Profile

– Other Touchpoints: adoption, clinic, volunteer, purchases, etc.

• Keep all your data together. Your donors expect you to know everything about them, so your database should reflect a holistic view of

involvement.


• Basic Functionality

– Gift/Data Entry

– Mail File Pulls Based on your criteria

– Reporting

• Data Hygiene

– De-dupe records

– Address Updates to ensure deliverability and postal compliance.


• Raisers Edge (www.blackbaud.com/raisersedge)

• Donor Perfect (www.donorperfect.com)

• Giftworks (www.giftworksconnect.com)

• Donor Express (www.donorexpress.com)

Laying the Groundwork: Know Your Donors

• What is your donor profile?

– Who are they?

– How were they acquired?

– Do they give frequently or have they only given once?

– What motivates them to give… or not?

– To answer these and other questions, it might be worth it to invest in an analysis of your donor file in order to understand your key performance indicators?


Donor Inventory by Recency-Gift Level (based on last gift)

Gift Level/Recency 0-6M 7-12M 13-18M 19-24M 25-36M 37-48M 49-60M 61+M Grand Total

$.01-$14.99 805 247 255 130 272 265 271 631 1,904

$15-$19.99 388 150 166 103 210 162 191 446 988

$20-$24.99 497 180 181 75 165 164 163 383 1,217

$25-$49.99 1,419 512 434 321 527 401 422 974 3,482

$50-$74.99 664 241 259 107 232 177 162 358 1,518

$75-$99.99 74 26 25 11 21 16 26 44 149

$100-$249.99 546 180 194 79 183 123 140 311 1,118

$250-$499.99 90 30 45 19 62 34 47 97 205

$500-$749.99 49 10 12 14 18 17 20 48 92

$750-$999.99 2 1 2 4 6 4 9 14 8

$1,000-$4999.99 37 6 10 4 19 13 10 32 66

$5,000+ 3 2 1 5

Grand Total 4,574 1,583 1,585 867 1,716 1,376 1,461 3,338 16,500

Total Active --> 10,325 Total Lapsed --> 6,175


Audience Strategy Channels

Lapsed Donors Recapture Mail, E-mail, Telemarketing

Multi Year Donors Monthly Giving Ask Mail, E-mail, Telemarketing

Major Donor Prospects Join Major Donor Club Mail, Personal Asks

Major Donors Hi Level Asks Mail, Personal Asks

Gift Level/Recency 0-6M 7-12M 13-18M 19-24M 25-36M 37-48M 49-60M 61+M Grand Total

$.01-$14.99 805 247 255 130 272 265 271 631 1,904

$15-$19.99 388 150 166 103 210 162 191 446 988

$20-$24.99 497 180 181 75 165 164 163 383 1,217

$25-$49.99 1,419 512 434 321 527 401 422 974 3,482

$50-$74.99 664 241 259 107 232 177 162 358 1,518

$75-$99.99 74 26 25 11 21 16 26 44 149

$100-$249.99 546 180 194 79 183 123 140 311 1,118

$250-$499.99 90 30 45 19 62 34 47 97 205

$500-$749.99 49 10 12 14 18 17 20 48 92

$750-$999.99 2 1 2 4 6 4 9 14 8

$1,000-$4999.99 37 6 10 4 19 13 10 32 66

$5,000+ 3 2 1 5

Grand Total 4,574 1,583 1,585 867 1,716 1,376 1,461 3,338 16,500

Total Active --> 10,325 Total Lapsed --> 6,175

Annual Fundraising Plan

• Start developing your plan 5 months before your fiscal year starts.

• Complete it 3 months prior so you can start implementing

• Include the following channels along with projected income for each:

– Direct Mail

– E-Fundraising

– Special Events

– Grant Funding

Fundraising Plan: Direct Mail

• Direct Mail:

– Key Variables:

• # of Donors & Donor Segments

• # of Prospects

• # of Mailings

• Cost per Mailing

• Expected Response Per Mailing (# of Gifts)

• Average Gift


• Typical Annual Direct Mail Plan

– 4 to 6 Direct Mail Appeals (every 2nd or 3rd month)

– 1 to 3 Prospect Appeals

– Helpful to change the theme and look of the appeals throughout the year in order to resonate with as many of your donors as possible:

• Membership/Supporter

• Premium-Based

• Seasonal Themes

• Year End/Holiday


Typical Annual Direct Mail Budget

PROJ. PROJ.

MAIL PROJ. PRINT TOTAL PROJ. # OF GROSS NET

CAMPAIGN DATE QTY. PROD. POSTAGE EXPENSE RR% GIFTS AVG. GIFT INCOME INCOME

Spring Acquisition 5/12/2014 10,000 $3,900 $1,400 $5,300 1.50% 150 $30.00 $4,500 ($800)Fall Acquisition 9/8/2014 10,000 $3,960 $1,400 $5,360 1.50% 150 $30.00 $4,500 ($860)ACQUISITION TOTALS 20,000 $7,860 $2,800 $10,660 1.50% 300 $30.00 $9,000 ($1,660)

Membership Appeal 1/6/2014 11,400 $5,700 $1,596 $7,296 9.00% 1,026 $50.00 $51,300 $44,004

Testimonial Appeal 3/24/2014 8,100 $4,050 $1,134 $5,184 6.00% 486 $40.00 $19,440 $14,256

Multi Premium Appeal 5/12/2014 11,400 $5,700 $1,596 $7,296 8.00% 912 $40.00 $36,480 $29,184

Summer Fund Package 7/7/2014 8,300 $3,984 $1,162 $5,146 7.25% 602 $40.00 $24,070 $18,924

Multi-Premium Package 9/8/2014 11,400 $5,700 $1,596 $7,296 8.00% 912 $37.50 $34,200 $26,904

Holiday Appeal 11/10/2014 11,400 $6,270 $1,596 $7,866 10.50% 1,197 $47.50 $56,858 $48,992DONOR TOTALS 62,000 $31,404 $8,680 $40,084 8.28% 5,135 $43.30 $222,348 $182,264

TOTAL 82,000 $39,264 $11,480 $50,744 6.63% 5,435 $42.57 $231,348 $180,604


Package Format: Membership Appeal


Package Format: Label Premiums


Package Format: Summer Fund Appeal


Package Format: Holiday Appeal

Fundraising Plan: E-Appeals • E-Fundraising Plan

– Wrap-Around E-Mails (channel integration: mail and e-mail)

– # of Stand-Alone E-Appeals • specific animal story (these perform the best)

• campaign theme (i.e. protect your pet from hot cars)

• advocacy message (i.e. animal abuse legislation)

– Find the right e-communications tool • Constant Contact

• Mail Chimp

• Vertical Response

• What Counts.com

• Salsa Labs

• Exact Target

• Raisers Edge (Net Community)

Fundraising Plan: E-Appeals

• E-Fundraising Plan

– Determine your e-metric assumptions

• Open Rates

• Click Through Rates

• Conversion to giving

Quantity Open Rate Click Through Rate Conversion Rate # of Gifts Average Gift Projected Income

E-Mail #1 50,000 20.00% 15.00% 12.00% 180 $35.00 $6,300.00

E-Mail #2 50,000 20.00% 15.00% 12.00% 180 $35.00 $6,300.00

E-Mail #3 50,000 20.00% 15.00% 12.00% 180 $35.00 $6,300.00

E-Mail #4 50,000 20.00% 15.00% 12.00% 180 $35.00 $6,300.00

E-Mail #5 50,000 20.00% 15.00% 12.00% 180 $35.00 $6,300.00

E-Mail #6 50,000 20.00% 15.00% 12.00% 180 $35.00 $6,300.00

Annual E-Solicitation Revenue $37,800.00


• Ways to build your e-mail file

– Prominent e-registration button that promises ongoing communication

– Ask people for their e-mail (adopters, event attendees, etc.)

– Hi-jack pages with a call to action that requires e-mail

– Downloadable information that requires e-mail, name and address


Prominent E-Registration Buttons


Hi-Jack Packages


Downloadable Content


Watch Your Mailbox PRE-mail Direct Mail Appeal

WRAP AROUND E-MAIL SAMPLE


Direct Mail Appeal Reminder E-mail

WRAP AROUND E-MAIL SAMPLE-Reminder


STAND-ALONE E-MAIL SAMPLE – Animal Story

Key Components • Impactful Photo • Prominent Donate Button • Call to Action with specific

ask amount


STAND-ALONE E-MAIL SAMPLE: Targeted Campaign

Key Components • Defined Campaign Theme • Limited text encourages click

through to learn more. • Prominent Donate Buttons • Call to Action – Join the

Movement


STAND-ALONE E-MAIL SAMPLE: Advocacy

Integrated Mail and E-Mail Schedule

Creative Concept/Package

Positioning

Stand Alone E-Mail

Date Mail Date Pre-Mail Post Email Recommended Audience Selection

Supporter Appeal 1/9/2014 1/10/2014 $1+ 0-18 Month & $10+ 19-36 Mo. Direct Mail DonorsAnimal-Specific Story 2/14/2014

Supporter Appeal Follow-up 2/20/2014 3/6/2014 Non-Responders to Above

Testimonial 3/23/2014 3/24/2014 4/14/2014 $10+, 0-24 Month DonorsAnimal-Specific Story 4/24/2014

Multi-Premium 5/14/2014 5/15/2014 6/5/2014 $1+ 0-18 Month & $10+ 19-36 Mo. Direct Mail DonorsAnimal-Specific Story 6/19/2014

Annual Fund Package 7/9/2014 7/10/2014 7/31/2014 $15+, 0-24 Month Donors

Circle of Friends 8/6/2014 8/7/2014 8/28/2014 ALL $75+ Donors in the last 36 monthsAnimal-Specific Story 8/21/2014

Label Appeal 9/7/2014 9/8/2014 9/29/2014 $1+ 0-18 Month & $10+ 19-36 Mo. Direct Mail DonorsAnimal-Specific Story 10/23/2014

Holiday Greeting Card Package 11/5/2014 11/6/2014 11/27/2014 $1+ 0-36 Month Direct Mail Donors

Year End Mail Appeal 12/3/2014 12/4/2014 12/25/2014 ALL $75+ Donors in the last 36 monthsYear End Appeal 12/27/2014

Fundraising Plan: Special Events

• Special Events

– Event attendees often have a different motivation than mail/e-mail donors

– If they don’t have an affinity toward your organization, they may instead have an affinity toward:

• An activity: walk/run; party

• A person: the walker/runner who is a supporter


Sponsorship Event Ticket Sales/Auction

Description: Run/Walk for Animals Gala/Ball

Objective: Maximize participants and their sponsors

Maximize Attendees and Auction Gifts

Income Projections: Participants & Average Sponsorship per Participant

Ticket Sales & Auction Purchases

Implementation Steps

• Determine your audience (prospects and donors)

• Pick an event date

• Map out event implementation timeline & communications plan


• Peer-to-Peer Fundraising (Donor get a Donor)

– Harnessing the power of your supporters to raise money.

– Encourage your donors to get supporters to sponsor them in the event

– Tool Kit could include:

• Sample Fundraising Letters/E-mails

• Sample Fundraising Page with financial goal

• First Giving (www.firstgiving.com)is good online tool to support your efforts

Fundraising Plan: Corporate/Foundation

• Pursue grants from corporations & foundations

– Research funding opportunities that map to the mission of your organization

– Determine timeline of funding

– Obtain their Request for Proposal

– Submit proposals

– Hope they say ‘Yes’


• Some potential funders in the animal welfare space – A Kinder World Foundation

– Banfield

– DJ&T Foundation

– Walmart Foundation

– Margaret A. Cargill Foundation

– Bank of America

– PETCO

– Purina

– PetSmart Charities


Funder Due Date Amount Program Contact Information

Funder #1 1/31/2015 $7,500 Gen’l Support

Funder #2

4/15/2015 $2,500 Spay/Neuter

Funder #3

6/30/2015 $10,000 Feral Cats

Funder #4

10/31/2015 $4,000 Gen’l Support

TOTAL $24,000

• Build a database of target funders

Other Fundraising Options

• Crowdfunding – Funding a project or campaign by raising online

donations using a tool like Go Fund Me, IndieGoGo, RocketHub or Crowdrise

– Allows your organization to set up a very targeted campaign to donors and prospects to raise money for a specific need (i.e. animal in need of extraordinary medical services).

– Promotion of crowdfunded campaigns can occur through e-blast, Facebook post, Twitter feed or through the crowdfunder’s site traffic.

Other Fundraising Options

Other fundraising options

• Vehicle Donations

– Allows individuals to donate proceeds from the sale of their donated car to your organization

– Generate additional income while providing a tax break for your donors

– Third Party Vendor Options

• Auto-Donation.com

• Charitable Auto Resources (www.careasy.com)

– Average Net Return = $350

Other fundraising options

• Electronics Recycling

– encourage supporters to donate their used electronics (digital cameras, phones, I-Pods, PDAs, print cartridges etc.)

– Third party acts as the intermediary for collecting the used items and sells them for either parts recycling or resale

– Your organization earns cash

– www.fundingfactory.com

http://www.fundingfactory.com/

Thank you!

Doggone Easy Fundraising 888-215-2220 x22

[email protected] doggone-easy-fundraising.com

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