ymca day of giving...soft goal: increase awareness of ymca as a charitable cause. first year...

YMCA DAY OF GIVING

NAYDO DRAFT PRESENTATION FRAMEWORK

4/5/19

YMCA OF NORTHWEST NORTH CAROLINAYMCA OF METROPOLITAN DALLAS ASSOCIATION

2 ©2019 YMCA OF METROPOLITAN DALLAS

INTRODUCTIONS

YMCA DAY OF GIVING | INTRODUCTIONS


CARRIE COLLINS CHARLIE MYER DAVID FREDERICK

HEADSHOT

Vice President, Chief Development Officer

President, Foundation

Vice President,Chief Marketing & Communications Officer

Senior Vice President, Chief Advancement Officer

AGENDA • YMCA DAY OF GIVING OVERVIEW

• HISTORY & GOALS

• YMCA DAY OF GIVING SPREADS TO TEXAS

• WHAT IT MEANS TO THE ASSOCIATION

• MARKETING

• INTERNAL COMMUNICATIONS

• MARKETING BUDGET/ROI

• VISION

• BENEFITS TO YOUR YMCA

• HOW DO YOU GET STARTED

• Q & A / BRIEF DISCUSSION



YMCA DAY OF GIVING OVERVIEW

YMCA DAY OF GIVING | OVERVIEW

6 ©2019 YMCA OF METROPOLITAN DALLAS https://www.youtube.com/watch?v=BvtUltiiua8

https://www.youtube.com/watch?v=BvtUltiiua8

https://www.youtube.com/watch?v=BvtUltiiua8


YMCA DAY OF GIVING HISTORY & GOALS

WHAT WAS THE PROBLEM?


OUR SOLUTION

YMCA Day of Giving started in the Northwest North Carolina Y as a one-day, all hands on deck, hyper focused campaign effort that:

• Engaged staff at all levels

• Engaged volunteers

• Got branches to goal or closer to it


YMCA DAY OF GIVING | 2015

2015 - Year One Results:

$80,000



2016 - Year Two Results

$94,000



Year 3 (2017)

• We got focused!

• Branches had to pick a case for their campaign

• Branches had individual goals

• Marketing supplied materials, including t-shirts!

• Goal was to raise $100,000

• Result was $127,180 with 1,055 donors to the campaign (29 new CRTs)



Year 4 (2018)

• Continue branch specific cases

• Introduced text to give option as a tool

• Goal was to raise $130,000

• Result was $122,585, with 968 donors

• Surprise and Delight from AO Staff



Year 5 (2019)

• No branch goals established

• Result was $147,767

• Bright Spots: Social Media!!!!!


YMCA DAY OF GIVING | SOCIAL SUCCESS



YMCA DAY OF GIVINGSPREADS TO TEXAS

YMCA DAY OF GIVING | DALLAS 2018

On March 6, 2018, the Dallas YMCA launched YMCA Day of Giving at 21 Branches!

Goals:

1) Raise $40,000 (Stretch $60,000)

2) 500 Donors

3) Increase Awareness of YMCA as a Charitable Cause


YMCA DAY OF GIVING | FOCUS

PRIMARY FOCUS: Help finish the Annual Campaign & get Members to donate to the YMCA specifically:

• Getting new members to donate for the first time• Getting existing members to donate for the first time• Getting existing members that are donors to donate again (not pay

an existing pledge)

SECONDARY: We want to bring greater awareness to the general public about the Y’s mission and it’s work in the community. Getting additional non-member donations should occur from that effort


YMCA DAY OF GIVING | FOCUS AREAS

ALL Branches were asked to CHOOSE ONE FOCUS AREA from the following:

• HEALTHY LIVING• CAMPING• SAFETY AROUND WATER• YOUTH & GOVERNMENT• YOUTH SPORTS (NEW IN 2019)

• AFTER SCHOOL (NEW IN 2019)


YMCA DAY OF GIVING | DALLAS - 2018 RESULTS

On March 6, 2018, the Dallas YMCA launched YMCA Day of Giving in 21 Locations (19 Branches, 2 Camps)!


2018 GOAL 2018 ACTUAL VARIANCE

GOAL - Fundraising $60,000($40,000 original)

$86,731 145%

GOAL – Qty Donors 500 762 152%SOFT GOAL: Increase Awareness of YMCA as a Charitable Cause

First Year Takeaways:

1) Within the Week of “Day of Giving” - 3 Branches made their Annual Campaign Goal

2) 2018 First Year in Dallas Y Known History – All Branches Made Goal!!

3) Only around half the branches held events/activities.

YMCA DAY OF GIVING | DFW - 2019 RESULTS

In 2019, the Dallas YMCA partnered with the YMCA of Metropolitan Fort Worth and the Arlington-Mansfield Area YMCA for DFW metroplex-wide campaign.


2019 GOAL 2019 ACTUAL VARIANCE

DALLAS $ 100,000 $ 204,546 205%FORT WORTH(outside of Annual Campaign) $ 10,000 $ 11,544 115%ARLINGTON $ 4,000 $ 78,486 1962%

TOTAL $ 114,000 $ 294,576 258%

**57% of Fort Worth Donors were new!!*62% of the Arlington YMCA gifts were new!!

1,800+ TOTAL DONATIONS!Second Year Key Takeaways:1) 85% Face to Face Gifts!

2) 19 of 21 Branches held events/activities


DALLAS YMCA DAY OF GIVING BRANCH ACTIVITIES & FACE TO FACE KEYS TO SUCCESS!

YMCA DAY OF GIVING | IN BRANCH ACTIVITIESLAKE HIGHLANDS FAMILY YMCA


LAKEWEST FAMILY YMCA

COPPELL FAMILY YMCA

YMCA DAY OF GIVING | IN BRANCH ACTIVITIES

MOODY FAMILY YMCA


YMCA DAY OF GIVING | IN BRANCH ACTIVITIESCROSS TIMBERS


T. BOONE PICKENS

YMCA DAY OF GIVING | IN BRANCH ACTIVITIESSegmentation - Seniors


Camp – Utilized Home Parties

Segmentation –Young Adults

YMCA DAY OF GIVING | WELLNESS Group X “Selfie” Mirror Cling


Health & Wellness Involvement

• Group X Selfie Stations for Participant Donors to Post to Social Media

• Personal Trainers encouraged participants to donate a $1 for every minute of exercise.

YMCA DAY OF GIVING | DALLAS BRANCH INCENTIVES

Branches will be given the opportunity to compete for $1200 towards the purchase and implementation of a NEW REACH system or additional REACH system if a branch already has it in place. Branches will be afforded one (1) entry for each of the following qualifications and then a random winner will be drawn from the qualifying entries:

Set goals & focus for the 2019 YMCA Day of Giving (Insert in SharePoint List By 2/7/19)

Meet their People Goal

Meet their Dollar Goal

Hand in donation numbers on time (by 4pm on 3/6/19)

Execute an in-branch activity on 3/5/19

Promote their activity/YMCA Day of Giving on branch social media account (Facebook, Twitter, Instagram)

If any branch meets at least one qualifier, they will gain entry into the drawing. Branches can have up to 6 entries, providing a greater chance at winning the REACH system.



YMCA DAY OF GIVING WHAT IT MEANS TO THE ASSOCIATION OR BRANCH

YMCA DAY OF GIVING | 5 YEAR RESULTS

Since inception,

YMCA Day of Giving

has generated:

Almost $1 MILLION($952,839)

Combined Total Donations from all 4 Associations


2015 2016 2017 2018 2019

$250,000

$ 200,000

$ 150,000

$ 100,000

$ 50,000

$ 0

$250,000

$ 200,000

$ 150,000

$ 100,000

$ 50,000

$ 0

YMCA Day of Giving – Over 5 Years

NWNC Dallas Fort Worth Arlington-Mansfield

trendline

YMCA DAY OF GIVING | TESTIMONIALS


TESTIMONIAL #3Dustin Davis

JER Chilton Family YMCARockwall, TX

TESTIMONIAL #2Tricey Love

Town North Family YMCADallas, TX

TESTIMONIAL #1Tyler Fenimore

Coppell Family YMCACoppell, TX

TESTIMONIAL #4

YMCA DAY OF GIVING | MEMBER & NEW DONOR GIVING

Member Giving

• Some Branches Hit as High as 89% Member Giving for Day of Giving

• Dallas 2017 Overall Member Donors = 7% and 9% in 2018

• About 75% of donations come from members


New Donor Giving

• Dallas 2017 Overall New Donors = 46% and 51% in 2018

• Total Donors in 2017 = 9,710

• Total Donors in 2018 = 10,775

• About 50-75% of donations are from new donors


YMCA DAY OF GIVING MARKETING

YMCA DAY OF GIVING | MARKETING

We found 3 Keys to executing a successful YMCA Day of Giving

1. MISSION

Identify a focus area that your donors and community can rally around. It's important that the focus area is something that can be clearly communicated as in already apart of the mission of your YMCA.

2. MESSAGING

Once focus areas have been chosen, work to develop a clear and concise message letting donors know why they should choose to give, how their gifts can help and the impact it will have.

3. MATERIALS

At the Y, face-to-face interactions and personal connections are crucially important to how we fundraise. Having materials that are readily available and accessible can make the difference from a prospective donor saying "Not this time" to "Sure, how do I give?"


YMCA DAY OF GIVING | PRINTED ASSETS


Youth Sports Camping Safety Around Water

Youth & Government Healthy Living After School

YMCA DAY OF GIVING | PRINTED ASSETS


Camping – Day Camp & Resident Camp

Safety Around Water

Youth & Government

Healthy Living

YMCA DAY OF GIVING | BANNERS (VERTICAL RETRACTABLE)Branches should have ONE of the following banners from 2018. Please locate your banner and take a cell phone and send to Charlie or David F. If lost, branches will be charged cost of replacement.


Camping Safety Around Water Youth & GovernmentHealthy Living After SchoolYouth Sports

YMCA DAY OF GIVING | SPANISH MATERIALSBased on feedback from 2018, we will be changing the Spanish translations as culturally, YMCA DIA DE DAR” may be communicated as “YMCA Day of Giving ‘to others’” where some believed the Y was providing things to the community. We changed the Spanish translation to “Give to the YMCA Today” or “Dar a la YMCA Hoy” in 2019


Healthy Living (Spanish)Camping (Spanish)

20182019

ONLINE PRESENCE | YMCADAYOFGIVING.ORG

Vanity url: ymcadayofgiving.org redirects to https://www.ymcadallas.org/ydog39 ©2019 YMCA OF METROPOLITAN DALLAS

http://www.ymcadayofgiving.org/

https://www.ymcadallas.org/ydog

YMCA DAY OF GIVING | EXTERNAL ADVERTISING

• Home Page Takeover• Display banners – Google• Print Ads• Social Media• Website• Emails – to LYBUNTs (last year but not this year), Members, and

Program Participants



YMCA DAY OF GIVING INTERNAL COMMUNICATIONS

YMCA DAY OF GIVING | INTERNAL COMMUNICATIONS

YMCA Day of Giving cannot be successful unless all members of your Y or Association are on the same page with the same goals. This is even more important that external advertising as word-of-mouth goes a long way.

To get everyone aligned, we suggest developing an Internal Communications Plan. This plan could include:

• YMCA Day of Giving Presentation – describing the event

• FAQs – to provide answers to key questions

• Webinar – interactive way to present & answer questions immediately

• Online Shared website – place where information, materials and more can be centrally stored. Exa: SharePoint or DropBox

• In-Person Meeting - Executive Directors & Campaign Staff to rally troops42 ©2019 YMCA OF METROPOLITAN DALLAS

YMCA DAY OF GIVING | INTERNAL COMMUNICATIONS

Create a YMCA Day of Giving Planning Committee with a cross-functional team from various departments and functions.

Create a Timeline that everyone agrees to ensure that planning is done properly and deadlines met

Communicate to Y staff - the timeline along with your communications plan tactics – ahead of time and with consistent and steady updates

Amplify your message by asking your CEO or Development/Fundraising Executive to urge/persuade everyone to support YMCA Day of Giving at your Y

Prepare Campaign Staff and Member Services with Key Takeaways so they can clearly communicate the following to members: the event, the focus areas, branch activities and how/where to donate



YMCA DAY OF GIVING MARKETING BUDGET

YMCA DAY OF GIVING | MARKETING EXPENSES

If your Y is like most, be cost effective is essential. You can calculate marketing expenses by looking at the following:

• IN-BRANCH MARKETING MATERIALS

• EXTERNAL ADVERTISING

• CREATIVE COSTS (if using an external resource such as contractor or company)

• TOTAL MARKETING EXPENSES

IF THE TOTAL MARKETING EXPENSE IS LESS THAN 10-20% OF TOTAL RAISE

YOU HAVE A GREAT RECIPE FOR SUCCESS!



YMCA DAY OF GIVING VISION

YMCA DAY OF GIVING | VISION

YMCA Day of Giving is a development & marketing tactic that your Y or Association may choose to use to help in your annual fundraising efforts.

Our vision is to simply provide advice, guidance, tools and resources to help you if you choose to adopt this one-day giving event concept.

Whether it is during the same day or on a different day that is more effective for your Y, consider YMCA Day of Giving and please use hashtags

#ydayofgiving or #ymcadayofgiving to amplify on social media.

If enough Y's choose to adopt YMCA Day of Giving, it could be a powerful message nationally to advance our cause, our mission and our collective fundraising efforts.



YMCA DAY OF GIVING BENEFITS TO YOUR YMCA

YMCA DAY OF GIVING | BENEFITS TO YOUR Y

1) Advancing your Fundraising Needs

2) Advancing the mission of the Y & meeting Community Needs

3) Broadening awareness & reach into the community



YMCA DAY OF GIVING HOW DO YOU GET STARTED

JOIN THE YMCADAYOFGIVING MOVEMENT

If your Y or Association would like to participate in YMCA Day of Giving in 2020 or you would like to learn more about creating your own unique YMCA Day of Giving, please visit:

HTTP://RESOURCES.YMCADAYOFGIVING.ORGOr

Contact your presenters


YMCADAYOFGIVING.ORG | ADD YOUR Y

YMCADAYOFGIVING.ORGThe existing page will be formatted to allow for multiple associations to use the same landing page.


DALLAS

NWNC

FORT WORTH ARLINGTON

Links to https://www.ymcadallas.org/ydog

Links to Fort Worth web page

Links to Arlington

YOUR YMCA

YOUR YMCA

Links to New YMCA

YMCA DAY OF GIVING | WEBSITE (AFTER EVENT)



YMCA DAY OF GIVING Q & A / BRIEF DISCUSSON


THANK YOU!

ymca day of giving...soft goal: increase awareness of ymca as a charitable cause. first year...

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