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25 Year Veteran Monthly Webinars Weekly Newsletter

Guidestar Columnist Free Fundraising Resources

“Fired-Up Fundraising”

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Gail Perry CFRE Consultant, Coach, Author, Speaker

Housekeeping  

•  Use  headphones  for  best  sound  •  Call  Kris4na  334-­‐246-­‐1712  if  you  need  help:  •  Use  an  ethernet  cable  instead  of  wireless.  •  Shut  down  Internet  programs  (email,  instant  messaging,  browsing,  uploads/downloads)  

•  Switch  to  the  phone  number  (may  be  a  toll  call  depending  on  your  calling  plan)    

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Last  Minute  Holiday  Giving  Strategies  to  Put  Your  Over  Goal  What  You’ll  Get  Today    

•  Help  you  maximize  those  last  two  days  of  the  year  when  on-­‐line  giving  spikes.      

•  Exactly  what  to  say  in  your  year-­‐end    appeals.      

•  Who  makes  last  minute  giBs,  and  what  they  want  to  hear.  

•   Specific  strategies  that  are  proven  to  work  at  the  very  end  of  the  year.  •  Last  minute  tweaks  to  your  web  site  to    strengthen  your  call  to  acHon  and  

your  last  minute  giBs.    

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Send in Your Questions at Any Time

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Expect holiday giving to be over $48 billion from more than 179 million US donors.

On line gifts will be over $6 billion – based on a survey by Convio, the FR software company.

74% of Americans will make a year-end gift.

The Good News!

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People who already gave $1k this year

will give an average of $952 this month.

Convio

The Good News!

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The Good News!

66% intend to donate same as last year

12% will increase their donations

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•  43% of donors via direct mail

•  25% from a charity gift shop or catalog

•  21% from online appeals

•  4% Facebook twitter or other social network

Convio

How Will They Give?

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YES!

Average donations will be - $281

But if they are planning to give on line - $378

Convio

Will Online Donors Give More?

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YES!

In ’08 – 38 orgs received online gifts of $20k

21% of the year's transaction volume, but 48% of the total dollars raised.

Online donors are younger and have higher incomes.

Blackbaud

Will Online Donors Give More?

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Web  site   Email  solicita4ons  

Incoming  donors  

Your Year-End Fundraising Campaign

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Your Web Site 8 Seconds to Score

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1. Start Out By Thanking

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rmhc.org/24 2. Consider a mystery year-end campaign Ronald McDonald House of Spokane WA

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3. What Donors Want to Hear

Why me? Why now? What for?

Who says?

Katya Andreson and Jeff Brooks Network for Good

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3. What Donors Want to Hear

74% respond to emotional solicitations that provide info on the people in need

53% respond to messages about your track record

51% respond to strategies for the coming year

28% respond to tax deduction

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4. Send Plenty of Reminders

People Are Busy

Multiple Asks Are OK!

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1.  Early Dec appeal “Sponsor a Child”

2.  Season’s greetings from a cute kid

3.  Dec 31 – last chance to give

5. Send a 3-part Email Appeal

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1.  Send on Monday 27th. 2.  Second one on the 29th. 3.  Final Email on the 31st.

Alternative 3-Part Email Appeal

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Wed, Oct 21, 2009 5:36 AM

Page 1 of 4

Subject: A humble ask (and no I have not been hacked)

Date: Tuesday, September 22, 2009 1:16 PM From: Margaret Battistelli <mbattistelli@napco.com> Reply-To: Margaret Battistelli <mbattistelli@napco.com> To: Roger Craver <rogercraver@gmail.com> Conversation: A humble ask (and no I have not been hacked) Dear Roger .... I've learned a lot about fundraising in the past six years -- most of it from people like you. (Yes, this is a form letter of sorts, but it's gone to a very carefully selected "list.") First and foremost: If you don't ask, you don't get. And secondly, if you're going to ask ... ask boldly and with outrageous hope. And that's why I'm asking you to help me help a friend. My friend Don lost his eyesight two years ago due to complications from diabetes. As you can imagine, it wreaked havoc in his life. He's on the road back to some semblance of normalcy ˜ despite recurring diabetes-related setbacks and other medical problems ˜ with the help of a few good friends (including me). Going forward, he can make due on what income he has. But I want very much to help him pay off a relatively small amount of debt that's weighing heavily on his mind -- mainly bills like utilities and a credit card that went unpaid in the turmoil after he first lost his sight and when he didn't have the help he needed in keeping things in order. I want to do it before it builds to a point where it's impossible for him to catch up. The total is $3,000 -- not a lot by many people's standards. But it is by mine, and certainly by Don's. I'm planning a small fundraiser, but I thought I could complement whatever that brings by just ... well ... asking. So I'm doing just that ... asking for your financial help so that I can help Don get back on steady financial ground and restore some part of his peace of mind. My hope was to get 30 people or businesses to give $100

Email Appeal

•  Personal •  From the heart •  Authentic •  Conversational

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6. Appeal in Different Formats Emails – text and/or pictures, print,

phone

7. Show Different Ways They Can Support You.

Memberships. . . Gifts . . . E-cards. . . Contributions. . . Stock. . .

Memorials. . . . Honoring someone. . .

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8.  Promote Gift-Giving By Your On-Line Donors

- Last minute holiday gifts

- “Avoid the crowds and shop at home” – shop on line and we’ll ship.

- Gift memberships that your donors can give to others.

- encourage family gifts

- The World Wildlife Fund: "Last Minute Ways to Say Happy Holidays" e-mail Adopt an animal on someone's behalf online.

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9. Offer Multiple Options and Gift Ranges

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10. Create a Theme for Your Online Appeals

World Wildlife Fund

Most online donations are from animal “adoptions.”

And 70% of animal adoptions happen in December

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11. Vary Your Themes and Messages

#1 A compelling emotional story

#2 Recap your accomplishments

#3 Ask for repeat gifts

#4 Emphasize what’s next

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Our goal is to raise $XXX by the end of the year so we can help XXXX people.

12. Set a Firm Dollar Goal and a Deadline

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Matching challenges WORK! “Can we make the goal?”

13. Create a Deadline-Driven Matching Challenge

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14. Re-Make Your

Web Site into a Giving Site the Last Week of

the Year

Optimize your home page

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A regular donation will help us plan our services for vulnerable children more effectively:

£2 a month could help answer even more calls to ChildLine. Last year we received 2.3 million calls from vulnerable children.

£5 a month could pay for a school counsellor and give a child who is bullied or abused someone to turn to right now.

£10 a month could pay towards therapy to help an abused child overcome the effects of abuse, such as depression and anxiety.

Nspcc.org

15. Ask for Monthly Gifts

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• We  s4ll  need  your  help  Lapsed  donors    

• Thank  then  ask  again  Recent  Donors    

• Can  they  give  again?  Last  Year’s  Donors    

• Special  honor  then  ask  Major  Donors  ($1k)  

• A  challenge  to  this  group  Volunteers/parents/clients    

16. Segment Your Appeals!

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17. Last Chance Email WHEN?

Dec. 31, 2009 – largest online giving day ever.

Will Friday, Dec. 31 be as good?

Play it safe. Send your final message in the Dec 28-30th window.

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18. What To Say in the Last Chance Email

• Be explicit

• Subject line is specific about the ask

Convio Holiday Giving Research Study

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19. Show Your Goal and Your Progress on Your Web Site

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20. Make Their Gift as

Tangible as Possible

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Make Their Gift as Tangible as Possible

Holiday Gift Certificates – Just Like Retail Stores

$10 buys a seedling $200 buys a forest $50 buys # vaccines, children’s coats, etc

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21. Use a BIG GREEN Donate Button

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22. Add Pictures to Your Donate Page

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23. Walk Through Your Donate Page

Make a gift and check it out

Be sure it’s easy to use!

Eliminate unnecessary buttons

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Promote your nonprofit AND bring in a donation

to your organization.

24. Promote Holiday E-Cards for Family and Friends

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Holiday E-Cards From SOS Children’s Orphanage

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25. Share Your Gift Opportunities on Facebook

Put gift ideas on Facebook!

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26. Use Facebook to Engage Donors

Share the spirit of the season

“With the holidays upon us, we're looking forward to those great TV specials filled with heart-warming stories. We'd like you to share in that festive spirit by submitting your own video to our Facebook page.

All you need to do is tell us what the Jimmy Fund and Dana-Farber mean to you. Learn about sharing your video. . .

The Jimmy Fund

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27. Send a Charming Thank You

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www.gailperry.com  

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