WEDNESDAY, AUGUST 22 , 2012

ANASTASIA A . STATENSENIOR DIRECTOR OF MEMBERSHIP FOUNDATION FIGHTING BLINDNESS

2012 Giving Trends & End of Year Giving Strategies

Don’t Just Solicit – Take Your Donors on a Journey

It’s Not About You! It’s The Lives Your Donors Can

Change

Prepare Your Case for Giving

Place Your Donors in the Center of the

Mission

Use Emotion Authentically

Prepare Your Case for Giving

Think Like an Investor: Investment Portfolio

Individual components: Mail Phone Online In-person meeting (one-on-one, small gatherings, etc…)

Types of Givers: Major Donors (Individual,

Corporate and Foundation) Direct Response Emerging Major Donors Planned Giving

Three Principles To a

Successful Year-End

1. Strategy2. Commitment3. Consistency

Direct Response and

Emerging Major Donors

Strategy – Consistency – Commitment

Strategy, Commitment, Consistency

Mail• Direct Response• Two part series in the prime time (November and December)

• First mailing to a wider audience, second to core segment

• Emerging Major Donors• Three part series over 4-months starting in September

Phone: Overlaid a telemarketing campaign

Email• Six part series excluding cultivation• Targeted messaging

Keys to Success: Use Matching Gift, Create a Sense of Urgency, Use a Deadline and Remember if You Are Not Asking Someone Else Is

Multi-part communication: Mail, Phone, E-mail and other communications

channels

Personal Touch: Underline & Blue Signature

Calculate

Donors

Investment

Increase Open Rate

Increase Response:

Extend Match

Emerging Major Donors

First Year Generated 19% Increase in Revenue

Key Wins:

Net Per Donor Acquired (NPDA): $901Return On Investment (ROI): 813%Total Revenue: $157K

Case Study - Year-End 3 Part Mail Series

Suggest Giving Level

Enhanced Personalization

Encourage Donor Directed Giving

Handwritten Address Block

Address Block

Emerging Major Donor Year-End Growth

FY08 FY09 FY10 FY11 FY12$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

$37,880

$58,980 $50,445

$62,663

$157,190

Number of ResponsesIncome Generated

Soliciting Online

Built email list and cultivated in months leading up to year-end asks

It’s ALL about the last 10-15 days of the yearGive “donate” buttons more prominence on

home page during December – consider a shadow box, flash sales and social media

Create a multi-part messaging campaign that builds toward the end of the year

In General: Use Mail Success Techniques

Do the Math

Tell a Story

Maximize the P.S.

First of Six e-Solicitations

Third of Six e-Solicitations

“Spirit of Giving”

Copy Gets Shorter and More Direct

Final of Six e-Solicitations

Sense of Urgency

Goal Driven Copy and Imagery

Tele-Fundraising

Overlay a calling campaign Great place to encourage, reinforce urgency,

reactivate lapsed or about to lapse donors

Direct Response: The Fierce Five

1. Don’t Shy Away From Tried and True2. Cultivate NOW3. Challenge Yourself But Don’t Bite-Off More

Than You Chew4. Maximize Production5. Educate Larger Team

Wrapping Up Year-End Campaign

Reporting Back to DonorsGift AcknowledgmentImpact Reports High-Touch Reporting

Report Back to YourselfAnalyze ResultsSet goals for next campaign

Thanking Your Donors Does NOT Stop in December

Integrated Marketing Plan

  August September October November December January

Board/CEO

Secure matching gift, identify major gift prospects

Facilitate prospect meetings, host social gatherings and program visits

Facilitate prospect meetings, host social gatherings and program visits

Mail appeal to personal lists

Forward email appeals to personal lists

Phone call thank-a-thon

Director of Development

Set goals with team, including $ raised, # donors, # outreach actions; socialize with Board & CEO

Refine solicitation strategy; host top prospects at gatherings, visits; talk with corporate, foundation donors

Continue solicitations and outreach to top prospects; facilitate Board leads

Continue solicitations and outreach to top prospects; facilitate Board outreach

Call/visit with top donors

Celebrate year-end success, thank donors, analyze results

Gift Officers

Create customized cultivation plans with prospects; know prospects' decision-making timelines

Ramp up targeted outreach, begin solicitations

Intensive quality outreach, solicitations

Intensive quality outreach; update committed donors

Intensive quality outreach; update committed donors

Thank donors; report on results

Direct Response

Rest your file or regularly schedule solicitation; cultivate on all available channels

Rest your file or regularly scheduled solicitation; cultivate on all available channels

Regularly scheduled solicitation or package with "spirit of giving theme

Mail CYE #1 appeal; overlay telemarketing and E-mail campaigns; thanks donors

Mail follow-up to CYE #1; overlay telemarketing and E-mail campaigns; thanks donors; suppress donors who have given to the CYE efforts

Celebrate CYE campaign or year in review; thanks donors

Q and A

Contact Information

Anastasia A. Staten, Senior Director of Membership

Foundation Fighting Blindness410.423.0635 │astaten@fightblindness.org anastasiastaten