year end fundraising assoc fundraising professionals (md) presentation
DESCRIPTION
AFP 2012 Giving Trends & End of Year Fundraising Strategies presentation. Anastasia Staten shared specific end of year fundraising strategies for direct response (mail,phone, email), annual giving, and mid-level donors. Best practices, success stories (with metrics) and tips for successful end of year fundraising planning was presented for attendees to use within their organizations.TRANSCRIPT
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 │[email protected] anastasiastaten