30 ideas in 60 minutes

4/1/2011 1

30 Ideas in 60 Minutes

30 IDEAS IN 60 MINUTESStephen Mally

Principal Client Partner

4/1/2011 2

30 IDEAS IN 60 MINUTES

Agenda

• Admissions

• Goals

• 30 Ideas in 60 Minutes

• Questions and Answers

4/1/2011 3


Admissions

• Aggressive American fundraiser

• Not all my ideas will make you comfortable

• Some may make you uncomfortable

4/1/2011 4


Goals

• You walk away with 1-2 ideas

• These ideas make you think of additional new ideas

I did not offer you!

• You twist some of these ideas to make them work

for your organisation!

• You talk amongst each other and brainstorm

additional ideas

4/1/2011 5

30 IDE AS IN 60 MINUT E S

Let’s Get Started

4/1/2011 6


Idea #1

• Make an additional ask in the acknowledgement or

thank you letter

• Soft ask: on a giving envelope enclosed

• Direct ask: in the actual acknowledgement letter

4/1/2011 7

Idea #2

• When a person calls, writes or otherwise

requests an opt-out, ask to contact them just

1 time per year

• Change a negative into a positive

• Include these 1 time per year constituents

around a religious or celebratory holiday

mailing

• Even more donor-centric -- ask them when that

one time a year is that they wish to be

contacted


4/1/2011 8

Idea #3

• Call to thank every donor

• If volume prevents, scale to level possible

• Peer-to-peer thank you calls work best

• Educational institution – student callers

• Non profit organisation – client callers,

volunteer callers (who are donors!)


4/1/2011 9

Idea #4

• Conduct an annual constituent survey

• Ask the detail you need to know to fundraise in

a smarter way

• Age

• Household make up

• Employer/Position

• Reasons for support

• Philanthropic interests

• Other things you would want to know

• Track in your database to use in segmentation


4/1/2011 10

Idea #5

• New donor welcome packages are an

essential part of donor care


4/1/2011 11


Idea #5

4/1/2011 12


Idea #5

4/1/2011 13


Idea #5

4/1/2011 14


Idea #6

• Inform constituents how

funds are used/impact

on mission

• Take pride if your cost of

fundraising and

administration is below

25%

• Promote it!

4/1/2011 15

Idea #7

• Promote, Solicit and Acquire Matching Gifts

• Track employers as relationships in individual

record

• Track matching detail in corporate record

• Include matching gift information in every

appeal

• Include information on organisation Web site

• Include information in every acknowledgement

letter

• Do not leave money on the table


4/1/2011 16

Idea #7


4/1/2011 17

Idea #7


4/1/2011 18

Idea #7


4/1/2011 19

Idea #8

• Giving envelopes should be placed in each

communication vehicle

• Code each envelope

• Compare and track envelope revenue

• Do not publish any publication without a giving

envelope

• Do not miss an opportunity for someone to

give

• Do not leave money on the table


4/1/2011 20

Idea #8


4/1/2011 21

Idea #8


4/1/2011 22

Idea #8


4/1/2011 23

Idea #9

• Create an organisational postage stamp with

your postal service

• Not an easy task to complete


4/1/2011 24


Idea #10

• “Hand written”

envelopes work

• Test them

• Bring back the past

4/1/2011 25

Idea #11

• Create ask strategies based on average gift

not last gift

• Gordon Yon gives $500 in February to the X

Fund at organisation Y

• Gordon gives a $25 gift in honor or memory of

someone to Y organisation in March

• If we base the ask on the last gift, this person

will fall into a segment other than the one

appropriate (average of both gifts!)


4/1/2011 26

Idea #11

• Create ask strategies based on average gift

not last gift

• Ask should be the average of the person's

giving


4/1/2011 27

Idea #12

• Create variable ask ladders

• Variable ask ladders help drive up the average

gift for an appeal

• Drive giving behavior based the order you ask

$75

$50

$100

$125

Other


4/1/2011 28

Idea #13

• SMS – more than just a way to communicate

with friends

• Breakthrough announcements

• Birthday greetings

• Holiday greetings

• Thank you/recognition

• Event reminders/confirmation

• Not applicable for all audiences, i.e. major giving

prospects


4/1/2011 29

Idea #14

• Call high level constituents on their birthday

and/or send a birthday card

• Consider both channels for high level constituents


4/1/2011 30

Idea #15

• Challenges work!

• Ask a board member, high level donor to challenge

donors or prospects to give to a campaign

• The board member, high level donor will give a

large sum of money if…

oNew donors give to the campaign

oCurrent donors increase giving

oLapsed donors renew their giving


4/1/2011 31

Idea #15

• Challenge causes increased enthusiasm,

increased investment, and new support


4/1/2011 32

Idea #15


4/1/2011 33

Idea #16

• Demonstrate urgency

• Breaking news

• Urgent alerts


4/1/2011 34

Idea #16


4/1/2011 35

Idea #17

• How many appeals do you send per year?

4?

• Add an additional ask to your strategy this

year

• And, additional ask next year

• And, an additional ask for the following year

• Push the envelope as far as possible


4/1/2011 36

Idea #18

• Remind constituents of opportunity

to leave bequest


4/1/2011 37

Idea #19

• Track philanthropic interests of constituent

and tailor your communications/asks around

those interests


4/1/2011 38

Idea #19


4/1/2011 39

Idea #20

• Ask your employees to give

• Goal should be 100% participation


4/1/2011 40

Idea #21

• Keep your data clean

• Confirm

• Point of contact

• Edit

• Day to day

• Data hygiene

• Enhance

• Lifestyle or behavioral indicators


4/1/2011 41

Idea #22

• Ask smarter

• Segment data

• Cease mailing to segments that no longer work

• Test

• Save money for your organisation


4/1/2011 42

Idea #23

• Include long lapsed in appeals strategy at

least once per year

• Donors who last gave 48-60+ months ago


4/1/2011 43

Idea #24

• Track all relationships

• Create a relationship tree

• Track Each Relationship,

i.e. Parents, siblings, business

partners, golf partners, etc.

• Six degrees of separation


4/1/2011 44

Idea #25

• Focus on the second gift

• Remember major donors often times give

many gifts overtime before they commit to a

major gift

• According to a study from Target Analytics, more

than 75% of $10,000+ donors gave six or more

annual gifts before their first $10,000+ gift

• This highlights that annual giving cultivates

donors for even greater support in future


4/1/2011 45


Idea #26

• Some ideas are good, but they nearly get us

fired

4/1/2011 46


Idea #26

• Use teaser copy on carriers/envelopes

4/1/2011 47


Idea #26


4/1/2011 48


Idea #26


4/1/2011 49


Idea #26


4/1/2011 50


Idea #26


4/1/2011 51


Idea #26


4/1/2011 52


Idea #26


4/1/2011 53


Idea #27

• Refer to previous giving

in letter

• Prompt

• Remind

• Guilt

4/1/2011 54


Idea #28

• Write a hand written

note to your donor in

acknowledgement

• Note will impress...

• ...maybe even puzzle the

donor!

4/1/2011 55

Idea #29

• Photo Books – An easy way to document a

donor’s journey with your organisation!

• Do not require specialised skills nor software

or equipment. Do not require new staffing

resources

• Donor Care/Stewardship


4/1/2011 56

Idea #29


4/1/2011 57

Idea #29


4/1/2011 58

Idea #30

• Offer unique and one of a kind or behind the

scenes opportunities to your top donors

• Hospital – tours of operating rooms

• Cultural institutions – previews of exhibits or

access to collections never before seen


4/1/2011 59

THANK YOU!


4/1/2011 60

Stephen Mally

Client Partner

04 3050-0524 (()

[email protected] (7)

CONTACT ME

mailto:[email protected]

30 ideas in 60 minutes

Documents

Transcript of 30 ideas in 60 minutes