the nonprofit academy presents! · the nonprofit academy presents! presents next level fundraising...

“You can have virtually anything you want if you’re willing to hear ‘NO’ often enough!” -Richard Fenton & Andrea Waltz

The Nonprofit AcademyPRESENTS!

PRESENTSNEXT LEVEL FUNDRAISING

with Mazarine Treyz

#npapresents


GoToWebinar Attendee HousekeepingUsing the Control Panel1. The orange arrow opens & hides

your control panel2. To listen, join the audio

– Choose “Mic & Speakers to join through your computer

– Choose “Telephone” to dial in using the information provided

3. Ask questions via the “Questions” panel or by tweeting with the hashtag #npapresents

The recording of this session should be available in the Online Vault a few hours after this session is over. http://thenonprofitacademy.com/vault/

Next Level Fundraising

Presenter: Mazarine TreyzAuthor of The Wild Woman's Guide to Fundraising

Tweet today @wildwomanfund

About the presenter

Mazarine Treyz

Author of The Wild Woman's Guide to Fundraising, and two other books. Creator of popular fundraising blog with 50,000 monthly readers.

She founded the Nonprofit Leadership Summit in 2016, and has taught over 15,000 nonprofit leaders how to fundraise more effectively since 2009.

Mazarine Treyz loves to help people take their nonprofits to the next level.

What are you hoping to get out of today?

a) Find ways to innovate

b) Look at earned income streams

c) Something else

Poll Question

What are you curious about?

a) Find ways to improve our current earned income streams

b) Start earned income streams

c) Find a new source of supporters

d) Do more with less and save money

Poll Question

What You'll Learn Today Part 1

What is Next Level Fundraising?

Case studies: A couple meals on wheels programs

SWOT

Cut out what's not working – that event that makes you $13K

Determine your needs

What You'll Learn Today Part 2

Look at the market. What makes you unique?

Homeless Nonprofit sells bedbug proof beds!

Try it. Refine it.

Hurdles to implementing

Create systems.

Common misunderstandings about next level fundraising

What is normal fundraising?

In normal fundraising,you're competing in an increasingly crowded market.

The water is red with blood.

In next level fundraising...


You float above the red water…

And you think Long Term

You engage in Strategic Fundraising

You might have diversified funding strategies

But you will have MORE Effective Fundraising.


Yellowtailvs.Wine Companies

Beerdrinkers vs Winedrinkers


Ringling Brosvs. Cirque du Soleil

Theater goers vs circus goers

Make a whole new market!


In Next Level Fundraising, you float in a blue ocean where no one else competes with you.

You differentiate yourself, but you also provide higher donor value at a lower cost. You often find new donors from people who were non-givers.

But how does it look?


In Next Level Fundraising, you ask:

What can you Raise?Create?Eliminate? And Reduce?

Case Study: Dallas County Meals on WheelsBIG PROBLEM: Waiting list is 4 years! We need to expand by 78% to 6,700 meals delivered per day. HOW?

SOLUTION: RAISE $17M, 6M so far

$1M for food from a leadership donor

$1.5M for technology from same leadership donor

This person had delivered meals, former board member, had been their champion for 34 years

Case Study: Dallas County

Technology to serve clients more effectively

Fundly - Revamp Vol management system with an App to let staff/hospital know immediately if there is an issue with client -(This is still in beta)

Allscripts-Links back to Eldercare and Hospicecare

UPS RoadNet- Deliver meals in a concentrated area, using ½ volunteers and ½ paid drivers

PCCI – connect hospitals to us with realtime referrals- (no need to visit, person is at hospital)

Case Study: Dallas County

Technology to sell to other programs

Fundly - Revamp Vol management system with an App to let staff/hospital know immediately if there is an issue with client

Innovation in earned income:

Donor insists that Dallas County make this replicable and scalable and get a referral fee for when Fundly sells software to other MOW programs-so they can be more sustainable

Case Study: Dallas CountyWhy was this successful?

1. Good proposal to leadership donor

2. Good application to donor's foundation

3. Good reporting to donor and foundation about progress

4. Good board member with knowledge of tech who is champion of campaign

Case Study: Dallas CountyYour lessons:

→Hire Major Gifts Fundraising Person

→Do you have a tech savvy board member?

→Look in current database for longest term, most loyal supporters

→ Is there a way to make earned income by partnering with healthcare more closely?

Question

Do you think this is doable for YOUR nonprofit?

Why or why not?

Type your answer

Case Study: Savannah Meals on WheelsWent from under $1M budget to $9.5M budget in 15 years

Now doing first capital campaign in 57 years

Case Study: Savannah

“The more you can do-the cheaper your unit cost is. And the further your grants go. If you can get the price cheaper, you can serve MORE with the same amount of money.”

-Patti Lyons, Director, Senior Citizens Inc. Savannah, GA

Case Study: SavannahYour lessons:→Do not depend on government funding!

→ We do a lot more than just meals! We want to be THE place people turn to for answers, a care manager, etc

→ Rebrand for the health aspect, not just convenience. These meals are a healthy choice. Give people a choice.

How to be a one-stop

Case Study: SavannahYour lessons:

→Rebrand- The Place of First Choice, Not the place of last resort

→ How do we continuously improve? How do we do it bigger and better?

→ Who else needs what we have?

Case Study: SavannahYour lessons:→Who else is providing lunch? → Can we cater Homeless Shelters, Mental Health-Daily Rehab facilities?→ Can you do Catering for businesses in town, United Way? → How can we use this space 24 hours a day?

Question

Do you think this is doable for YOUR Nonprofit?

Why or why not?

Type your answer

What's Your SWOT?

Strengths Weaknesses

Opportunities Threats

What's Your SWOT?Typical Strengths:

→ Meals

→ More than a meal- home repair, medication monitoring, case management, financial literacy, come to us for answers

What's Your SWOT?Typical Strengths:

→ Track record

→ Executive director well known

→ Reputation for sound management

→ Known as a great place to work

→ Resource for community

Ask Yourself:

What do we do better or differently than other comprable programs?

What do we do that is distinctive?

These questions borrowed from Fundraising the SMART Way

What's Your SWOT?Typical Weaknesses:→ Don't think bigger about how to stay competitive

→ Comfortable doing what you've always done

→ Business model is becoming anachronistic

→ Board does not want to change

What's Your SWOT?Typical Weaknesses:

→ Too much depends on ED→ Fundraiser turnover is high (less than 2 year tenure average)→ Weak website→ Internal communication is terrible→ We don't market enough or consistently→ IT is out of date→ Too many fundraising events

Ask yourself:

Are we slow, sloppy or leaving gaps in donor care or client care?

Could we partner better with other local agencies?

Does our fundraising team understand how to promote our programs and services with a budget?


What's Your SWOT?Typical External Opportunities:→ What do people need, no matter what?

→ Rebrand as one-stop for all things related to your cause

→ Renting out space to small businesses or nonprofits

→ Getting younger volunteers

What's Your SWOT?Typical External Opportunities:

→ Growing interest in our cause area

→ Economy is improving

→ Feature coming up in year end give guide

→ Increased demand for our services = more program income

Ask yourself:

Are there growth opportunities for us in other places or markets?

Are there opportunities to partner or collaborate with other agencies for fundraising?


What's Your SWOT?Typical Threats:→Importance of knowing the environment

→For-profits trying to take our market

→ Survive and thrive-how do I stay competitive?

→ Feeling isolated

What's Your SWOT?Typical Threats:

→ Economy is still shaky

→ Stiff competition for state, local funding

→ Still recovering from last year's bad fundraising decisions

→ Other group in town better known than we are, donors go to them over us

Ask yourself:

Have other nonprofits launched services or programs or marketing that is attractive to our donors?

Are there global or macroeconomic forces at work that could compromise our growth or drive up our operating costs?


Cut out what's not working

What is not working right now?Take a moment and reflect:

Do you have low or diminishing returns for:

● Year End Appeal?● Spring Appeal?● Fundraising event?● Crowdfunding?● Telemarketing?● Grants?● TV/Newspaper Advertising?

Determine Your Needs

What do you need money for?

What is a new program you could try?

How could you become a one-stop for those you serve or your donors?

How could you leverage a current program and make it more enticing to volunteers or donors?

Determine Your Needs

New idea for earned income stream- bedbug free beds

Manufactured by central city concern, homelessness nonprofit

Sold to other homelessness nonprofits

http://www.centralcitybed.org/

Look at your market. What makes you unique?

Who are similar nonprofits in town? Regionally? Nationally?

This is more than a SWOT analysis.

This is not JUST a marketing strategy. This is not JUST a cost cutting strategy. And it doesn't mean you have to add new programs.


Look at how other nonprofits:

1. Treat their donors2. How often they communicate3. Their volunteer offerings4. How they advertise5. The degree of automation they have in donor communications6. How much appreciation they do for donors and volunteers7. What are their programs?8. How slick is their design?9. Do they have a monthly giving program? Major donor program?

Look at your market. What makes you unique?Look at how other nonprofits:

1. Treat their donors2. How often they communicate3. The quality of volunteer offerings4. How they advertise5. The degree of automation they have in donor communications6. How much appreciation they do for donors and volunteers7. Do they have an attractive monthly giving program? Major donor program?


Look at us in relation to other nonprofits:

1. How do we treat our donors?2. How often do we communicate?3. Quality of our volunteer offerings4. How we advertise5. The degree of automation we have in donor communications if any?6. How much appreciation we do for donors and volunteers7. What are our programs?8. How slick is our design?9. Do we have an attractive monthly giving program? Major donor program?

Now ask yourself, HOW DO WE COMPARE?

Try it! Refine it!

Can we make a better offering for

Volunteer opportunities?

Monthly Giving?

Major Gifts?

Earned income?

Events?

Programs?

Something else?

Hurdles you will have to overcome

Cognitive Hurdle: Org mired in status quo-

“But we've ALWAYS done things this way!”

Resource Hurdle: Limited staff time/resources

“What could we automate to free up staff time? Things we could stop doing?”

Hurdles you will have to overcome

Political Hurdle: Opposition from board

“This is not where we want to take this nonprofit”

Motivational hurdle: Unmotivated Staff

“Making a better monthly giving program is HARD! Can't we just get more grants?”


What's your Value Proposition?

What's your Profit Proposition?

What's your People Proposition?

How could you reframe what you currently do-to be unique?

Create Earned Income Systems!

Systematically find new customers for what you sellDelivery system streamlinedBrainstorm sessions on the regular

Create Fundraising Systems!

What's your donor cultivation cycle?What's your subscriber cultivation cycle?What's your major donor cultivation cycle?What are your goals and deadlines around these?Who is responsible for these?How can you eliminate barriers?

Common misunderstandings about Next Level Fundraising

MYTH: It's all about being donor-centric!

No-it's about creating new donors out of non-donors.

New earned income streams become new donors!

Who is not giving, why are they not giving, and how could you offer something of unique value to tap into that group?

MYTH: You have to make new programs

No you don't. You can keep doing what you're doing. But you might offer:

● New Meal Options to New Markets● New volunteer opportunities,● New packaging, ● New ways to get involved, ● New taglines or ● Reframe what you're doing in other

ways.


Example:

Global Autism Project had an existing edutourism program- but it was small, badly marketed and poorly funded. They created an autism therapist test prep program, marketed it on Facebook and used that pool to draw more into their edutourism program, expand it and, oh by the way, help a LOT more people with autism around the world.


MYTH: You have to have new technologies

No you don't. You could automate more stuff, but you don't have to use super high tech to produce this.

For example with Ontraport you could automate:

1. New donor onboarding strategies2. New subscriber onboarding emails3. Reminder Emails for when monthly giver credit cards bounce4. Postcards and SMS messages for campaigns


MYTH: We have to be first mover in a space

Nope. You don't have to. Competitors just prove the market. You can offer something valuable and different.

A Next Level Fundraising strategy and differentiation strategy are synonymous.

No. You can raise and create, but you also need to look at what you can eliminate and reduce to drive down your costs.


MYTH: Is Next Level the same as innovation?

No. It's about VALUE innovation for donors, volunteers and stakeholders.

Is there a way to use volunteers that will help you serve your cause more effectively?

Is there a way to satisfy more stakeholders more while providing less effort?


Take Action Today

Research Project for your intern:

Who else is active in our space?

Locally?

Regionally?

Nationally?

Internationally?

How do we offer something different?

Take Action Today

Your mission-should you choose to accept it- is to ASK!

What can we:

Create?

Raise?

Reduce?

Eliminate?

Take Action Now

What's costing you a lot right now?

How can we Eliminate and Reduce?

For example: How can we reduce fundraiser turnover? (Doge meme for your fundraiser?)

How can we eliminate the time it takes to get a response and thank you from a donation?

How can we create more donor value for a lower cost?

Take Action Today

What barriers do we anticipate for a new strategy?

Cognitive barriers?

Political barriers?

Staff motivation?

Resource barriers?

What's a strategy to overcome each?

What action will you take from today?

a) Think about how we can create, raise, reduce and eliminate

b) Do research on what other people offer

c) Anticipate and plan for barriers

d) Do a SWOT

e) Something else

Poll Question

Q&A

Thank you for coming today!

If you'd like to learn even more about this topic, check out the Nonprofit Leadership Summit In September 2017

You can email me for more details:[email protected]

Or check out http://register.nonprofitleadershipsummit.com

http://register.nonprofitleadershipsummit.com/


PRESENTS

http://thenonprofitacademy.com/vault/

#npapresents

the nonprofit academy presents! · the nonprofit academy presents! presents next level fundraising...

Documents