September 14, 2010

nationalaquarium.orgaqua.org

Building a Major Gifts Program, Benchmarking & Trends

AZA 2010 Annual ConferenceBob Ramin, MBA, Executive Director, National Aquarium

Washington DC

Martha H. Schumacher, ACFRE, President, Hazen Inc.

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What we are covering today

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• Giving USA statistics• Online and offline major gifts program

integration• Strategic online web-based communications

= improved offline major donor communications

• Time management tips

What we are covering today

4

• Giving USA statistics• Online and offline major gifts program

integration• Strategic online web-based communications

= improved offline major donor communications

• Time management tips

Giving USA 2010 Statistics

• U.S. giving in 2009 was approximately $304B.• Overall drop of 3% from 2008 to 2009 due to

decrease in foundation and corporate giving.• Individuals gave 83% of total - 75% living, 8%

bequests. On par with previous years.• In 2009, five high net-worth donors made gifts

totaling $1.6B.• There are 1,238,201 501c3 nonprofits registered

in the United States. How will your organization stand out?

Online Video

• Can be broadcast via email or on the website itself.

• Leverages the powerful impact of personal solicitation to a broad audience.

• Caution: Technological limitations of your audience can still lead to unexpected glitches.

NATIONAL AQUARIUM HOLIDAY CARD: AQUA.ORG/MAKEADIFFERENCE

National Aquarium Washington DC Capital Campaign nationalaquarium.org/flythrough

Current Facility

18,000 sq. ft. Total, 10,00 sq. ft. Exhibits

66 exhibits

Largest Tank 6,000 gal

Standard Exhibit 900 gal

30,000 sq. ft. Total, 20,000 sq. ft. Exhibits

26 Exhibits

Largest Exhibit 90,000 gallons

Unique Exhibits 80 gal to 50,000 gal

New Facility

E-mail

• Most powerful online tool for direct asks.• Provides extraordinary opportunities for

cost-effective stewardship.• Can synchronize with and compliment

every aspect of offline development efforts.

www.sankynet.com

New “Old Fashioned” Stewardship

Subject line: A National Aquarium birth!The puffins love their newly refurbished exhibit, so much so that.....

…just 10 days ago, a puffin chick weighing 40 grams hatched at the Aquarium!

The new chick won’t be visible to the public until early August, but you may be able to see the parents (black banded and orange banded puffin) taking fish into the burrow to feed the chick. The rainforest aviculturists are monitoring the chick’s growth carefully.

Be on the look-out for future updates!

All best, Suzanne BoyleDirector of Major Gifts

www.sankynet.com

Print Synchronized

With …

www.sankynet.com

…Email + Landing Page

Website

• The first place major donors visit to get in-depth and current information, and to verify your credibility.

• Studies show that 66% of wealthy donors visit your website before giving!

• Must make a credible and compelling case throughout – and consistently support offline efforts via content and message.

• Is it up to date? Does it “sing”? And does it provide professionally presented and specific financial information?

www.sankynet.com

Strong Homepage

Direct Mail Area

Action Buttons

www.sankynet.com

Spell Out Major Giving Opportunities

www.sankynet.com

Engage with Personalized URLs (PURLS)

www.citymeals.org/PhillipAarons

www.sankynet.com Friday, June 11, 2010

Engage with Personalized URLs (PURLS)

www.sankynet.com

Inspire Donor Confidence 1

www.sankynet.com

Inspire Donor Confidence 2

Friday, June 11, 2010

Covenant House International is a registered charity in our headquarter state of New York, and all other 39 states with registration requirements. To learn more about where we are registered, and how to contact state officials to get more information about us, click here.

Social Media

• “ Word of mouth” will enhance brand and credibility.

• Can be source of new leads not found via other channels.

• Most effective when coordinating with research, email, and telephone.

www.sankynet.com

FACEBOOK MAJOR DONOR PROSPECTING

Search Engine Marketing (SEM)

• Surprising source of high value donors when renewed through other channels.

• Can be synchronized to support other high-gift campaigns.

• Most “hit or miss” of online tools … but long term value proven.

www.sankynet.com

Tax Deduction SEM CAMPAIGN

Friday, June 11, 2010

SEM campaign running at year end brought in a $5,000 gift.

Online Monthly Giving

• Can be an “accidental” source of major gifts.

• Apropos for hard economic times.

• Best cross marketed with print materials, telephone, and even personal solicitation.

www.sankynet.com

Monthly Giving – Targeted Ask String

www.sankynet.com

Monthly Giving Renewal: Email + Phone

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Time Management

• Do you need to be in every meeting?• Do you need to be there the whole time?• Is every meeting necessary?• Do you schedule 15 minute meetings?• Phone and e-mail tips

What We Covered Today

• Online and offline major gifts program integration

• Strategic online web-based communications = improved offline major donor communications

• Time management tips

Questions & Answers

Thank you!

Bob Ramin, Executive Director nationalaquarium.org/bramin@aqua.org

Martha Schumacher, President hazeninc@earthlink.net/hazeninc.com