AZA presentation 2010
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September 14, 2010 nationalaquarium.o rg aqua.org
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Bob and Martha's presentation
Transcript of AZA presentation 2010
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.
2
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
• 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
+
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/[email protected]
Martha Schumacher, President [email protected]/hazeninc.com
