AFP Workshop: Year End Fundraising 1

GET READY, HERE IT COMES . . . YEAR END FUNDRAISING!Association of Fundraising Professionals Washington, DC Metro Area Chapter August 11, 2015

Presenter: Mary Dillon Kerwin, President, Blue Strike

August 11, 2015

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This session will focus on how to:• Get ready for year-end fundraising • Juggle schedules and prioritize tasks• Motivate staff during this hectic time of year• Be creative, strategic . . and get the job done!

AFP Workshop: Year End Fundraising

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For this session• We should tap the wisdom in the room• Share ideas and questions• Access the slides at www.bluestrike.org/webinars_and_trainings

• Provide feedback

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A framework for our discussion today –

Five focus areas

1. Create fresh, relevant content2. Carry out solicitation activities3. Connect with staff and office4. Engage your board, and 5. Prep your website and online presence

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1. Prepare fresh, relevant content

• List of accomplishments• 2016 Top Ten Priorities• Video, one-pagers • Sample asks• Hot issue . . . or not?

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Content issue: political unknowns• Is your issue going to be at the top of the

political agenda? • Will your organization be garnering media

attention? Good or bad? • Is the Supreme Court hearing a case that

will affect your organization’s issue?• Consider how to manage action and

engagement along with solicitations

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2. Solicitation schedule of activities

• Get your schedule squared away now• Segment and prioritize donor list• Sync up multi-channel • Use phone and social channels as support• Blitz lapsed donors

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Solicitation channels

• Mail – personalized letters with notes• Email – schedule and follow through

Customize asks with ask strings• Ask for a specific amount • Before You Hit Send: Your End of Year Fundrais

ing Appeal Checklist

Danielle Johnson-Vermenton, NPEngage, Aug. 2014

• Don’t Make These Five Mistakes in Your Fundraising Appeal Gail Perry interviews Tom Ahern

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Make it fun and rewarding

• Giving clubs• Matching or challenge campaign• Sustainer campaign

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Figure 1. Giving Clubs

No Giving Club Recognition Only Recognition and Fundraising$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$1,748,474$1,940,761

$2,697,044

Giving clubs with a fundraising component are associated with higher revenue

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Figure 2. Matching Campaigns

No Matching Campaigns

Low emphasis Moderate Emphasis Heavy Emphasis$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$1,778,860 $1,848,724

$2,655,744

$3,246,755

Matching campaigns are associated with higher revenue

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Figure 3. Sustainer Program

Low emphasis/no program Moderate and heavy emphasis$0.00

$500,000.00

$1,000,000.00

$1,500,000.00

$2,000,000.00

$2,500,000.00

$3,000,000.00

$3,500,000.00

$4,000,000.00

$1,789,965

$2,726,310

Sustainer campaigns see higher revenue

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How to handle another big thing or two

• Giving Tuesday is Dec. 1, 2015http://www.givingtuesday.org/• Annual Gala• Walkathon• Capital campaign

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3. Connect with staff & office

• Development office• Executive director and senior staff• Support staff, incl. IT, web, and online• Program heads

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Office toolbox - have it handy!• EIN• Stock gift transfer instructions• Grant app materials (in case a foundation calls) board list, budget, audit, 990, tax-exempt ruling.

• Login codes• Acknowledgement letters

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4. Engage board

• Board fundraising webinar• Thank you calls• Challenge or matching campaign• New Year’s Eve “chat room”• Updates on positive fundraising news

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5. Website and online presence

• Make it mobile• Hijack home page • Prime social channels• Check Google AdWords• Test donation pages and back-office ops • Review third-party sites . . . donors do!

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Shadow box aka pop-up

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Shadow box

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Charity Watchdogs

Check other third-party sitesHow does your organization’s profile look on these sites? Up to date? Accurate?• Great Nonprofits • Guidestar http://www.guidestar.org/• Network for Good http://www1.networkforgood.org/• JustGive https://www.justgive.org/

How about with government regulators?• IRS Exempt Organizations Select Check Tool

http://apps.irs.gov/app/eos/• State licensing agency: Washington, DC, Virginia,

Maryland

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Recap: “five” for year end

1. Create fresh, relevant content 2. Carry out solicitation activities 3. Connect with staff and office4. Engage your board, and 5. Prep your website and online presence

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Charitable giving laws • In 2014, congress waited until the second week of Dec. to decide on the tax deductibility of certain gifts, specifically the IRA rollover and conservation easements.

• Keep tabs with your state association or subscribe to emails from the National Council of Nonprofits.

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Just when you thought it was over . . .• January number crunching• Control your benchmarking environment• Prepare for the second best time of year – February and March

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Wrap up • Evaluation• Come to Friday’s Aug. 14 brown bag!

ASAE 1575 I St. NW. at 11:45 am• Sign up for “share results” activities• Keep in touch

marydillonkerwin@bluestrike.org

AFP Workshop: Year End Fundraising

August 11, 2015