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Mark Moshier, CFRE Team Leader, Council Fund Development Boy Scouts of America, National Council

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Donors Want 2 Things

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They want: to feel good about what their money has done. -Tom Ahern

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Very Important Believes that the charity is well-run and efficient 82% Making life better for the less fortunate57% Making a difference in your own area or community55% Fulfilling a desire to give back to society46% Can direct exactly how donation is going to be used40% Addressing an illness that afflicted a loved one 30% Helping to construct a lasting building/structure19% Creating income tax deductions 18%

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1.Philanthropy 2.Gratitude 3.Honoring Loved Ones 4.Nonprofit as Family Substitute 5.Tax Benefits 6.Financial Benefits 7.Social Standing and Prestige 8.Recognition

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Our Environment Philanthropic Climate Competition for charitable dollars Donor awareness Donor expectation

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The number of 501(c)(3) organizations 20002009

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Our Environment Philanthropic Climate Competition for charitable dollars Donor awareness Donor expectation

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Factors for Success Organization Factors Board Strength Case for Support Organization History

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Glossary definition - case for support A written statement of why a donor should consider supporting your organization. Telling your story through the Case for Support because the case should be just like a good story. The case should therefore be: *Enticing, captivating, persuasive and stimulating!

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This means your case statement has to: Be and feel larger than your organization. Show how you meet a major public need. Be moving and personally relevant for reader. Be credible and convey a sense of genuine urgency. Key Point: Case should be told from donor's viewpoint.

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1. Why us? 2. Why now? 3. Why should a donor care? -Tom Ahern

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Donor Centered Fundraising Author Penelope Burk Cygnus Applied Research, Inc. Burk & Associates LTD.

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Donor Centered Fundraising by Penelope Burke, is based on a survey of hundreds of charities and donors Ended mid-2003 Donors in the survey supported an average of 25 charities each year

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1. Prompt, personalized acknowledgment of their gifts 2. Confirmation that their gifts were used by the charity as intended 3. Measurable results about the impact of their gift before being asked for the next gift Penelope Burke

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1. Impersonal acknowledgements 2. Acknowledgements received more than two weeks after the gift 3. General appeals with few measurable results Penelope Burke

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In other words, donors want: 1. Acknowledgement 2. Recognition 3. Information Get donors to see a picture of who you are and what you do. Penelope Burke

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The best thank you letters acknowledge the human being who gave the gift Warm, personalized Say more about the person than the gift 75% of all thank you letters start out: On behalf of or Thank you for First sentence of the letter is extremely important Penelope Burke

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What does a donor feel like when they give? This is what you should keep in mind when acknowledging gifts Warmth of the thank you should reflect the warmth the donor felt when they made the gift Penelope Burke

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Donors like newsletters But do they like yours? Penelope Burke

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68% of donors prefer a one-page newsletter They feel that they would know and learn more about the charity 69% of donors say they dont have time to read the newsletters they get now

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Donors like photos, but they should be your program in action Dont show people getting awards Dont show people shaking hands The Big Check If you only send your newsletter to donors, it wont attract new donors Penelope Burke

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Donors do not like doo-dads and knick-knacks for recognition 86% of individual donors do not like token gifts 100% of corporations do not like token gifts What about plaques? Individuals do not display plaques/certificates But corporations DO display them Penelope Burke

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But individual donors DO like to receive photos as long as they are photos of the program at work They dont really want photos of themselves Penelope Burke

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85% say they would make another gift AND 86% say they would make a larger gift if they received what??? A THANK YOU PHONE CALL FROM A BOARD MEMBER Penelope Burke

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Donation AmountAcknowledgement ActionLevel of Interaction Up to $25 Computer generated letter or receipt Impersonal-minimal effort $25.01 to $50 Computer generated letter receipt along with more meaningful information Information Sharing $50.01 to $100 Computer generated letter receipt along with more meaningful information Phone call from fundraising staff Personal Interaction with staff

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$100.01 to $250 Computer generated letter receipt along with more meaningful information Phone call from fundraising staff Handwritten note from Scout Executive High Level Staff Personal Interaction $250.01 to $500 Computer generated letter receipt along with more meaningful information Phone call from fundraising staff Handwritten note from Scout Executive Personal thanks from a board member High Level volunteer personal interaction

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$500.01 + Computer generated letter receipt along with more meaningful information Phone call from fundraising staff Handwritten note from Scout Executive Personal thanks from a board member Note from non-development staff Invitations to special events or activities High-Touch attention and cultivation

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Asking is not the same as communication 70% of donors would give more if communications improved Penelope Burke

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Consider flagging first time donors, and have Executive Director and Board member thank them Greatly increases chance of second gift Many donors say they use first gifts as tests to see how the charity responds A second gift is more likely to be more in line with a donors giving capabilities Invest in low level donors Penelope Burke

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It is always less expensive to try and keep existing donors, than to acquire new ones or recover lapsed donors. Penelope Burke

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Todays donors require Seven Contacts between gifts Donors want a timely acknowledgement of their contribution Donors want a personalized thank you for their gifts.

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Penelope Burke- Cygnus Applied Research Donor Centered Fundraising www.cygresearch.com Tom Ahern- Tom Ahern and Ahern Communications www.aherncomm.com Marshall Howard- Marshall Howard Associates Lets Have Lunch Together www.marshallhoward.com

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