Mastering Fundraising Campaigns - GiveMN · •Email subscribers •Postal addresses •Phone...

Mastering Fundraising Campaigns | Version 2.0Live Presentations | September 2018

Guidebook available at GiveMN.org/Resources

© 2018 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 1

Mastering Fundraising CampaignsCampaign Planning Workshop & Coaching OpportunityLive Presentations | September 2018

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Your GiveMN teamJake BlumbergExecutive Director

Andrea KopfmannDirector of Campaigns and Partnerships

Dan MooreDirector of Operations

Leah OlmFundraising Strategist

Tom ZimmermanDirector of Marketing and Communications

TubmanOpen Arms of Minnesota

Project 515Minnesotans United for All Families

The George Washington University Law SchoolWalser Foundation

Gillette Children’s Hospital FoundationSpecial Olympics Minnesota

Association of Fundraising ProfessionalsUniversity of Minnesota Morris

Champlin Park High School Vocal Music Assoc.Wellstone Action

WomenVentureOrdway Center for the Performing Arts

Georgia Center for NonprofitsYoung Nonprofit Professionals Network




Give to the Max Day Overviewwww.GiveMN.org/Resources

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Scheduled Giving 2018Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Oct. 28 29 30 31Halloween

Nov. 1Scheduled

Giving Begins

2 3

4 5 6Election Day

7 8 9 10

11Veterans Day

12 13 14 15GTMD18

16 17

18 19 20 21 22Thanksgiving

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25 26 27#GivingTuesday

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GiveMN has more than doubled the number of prize grants available to nonprofits and schools• Golden Tickets every day of Scheduled Giving• Golden Tickets every hour on November 15• Super-Sized Golden Ticket from all gifts November 1-15

Give to the Max Day prizes

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Celebrating Give to the Max Day’s 10th anniversary• Golden Tickets every 10 minutes on November 15• Competitive power hours at 10 a.m. and 10 p.m.• Organizations must complete GTMD Registration

10th Anniversary Special Prizes

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Give to the Max Day 2018 Prize PoolSunday Monday Tuesday Wednesday Thursday Friday Saturday

Oct. 28 29 30 31 Nov. 11 x $500

21 x $500

31 x $500

41 x $500

51 x $500

61 x $500

71 x $500

81 x $500

91 x $500

101 x $500

111 x $500

121 x $500

131 x $500

141 x $500

15 16 171524 x $1,0001 x $10,000

Power Hour10:00-10:59 A.M.

1st: $4,0002nd: $3,0003rd: $2,0004th: $1,000

Power Hour10:00-10:59 P.M.

1st: $4,0002nd: $3,0003rd: $2,0004th: $1,000

144 x $500Every 10 Minutes




• Register your organization at GiveMN.org/GTMD/Register

• Optimize your page• Story• Logo• Banner• Thank You• Electronic Disbursement

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Special Prize Eligibility




• Find the Toolkit at GiveMN.org/Resources• Logos• Checklists• Boilerplate language & flyers• Customizable letter templates• Posters & social media graphics• Webinars• Press releases

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Give to the Max Day Toolkit




• Promote GTMD activities• GiveMN curates a list of all special events,

making it available to donors and interested media• Big or small, share your events with us

through GiveMN.org/Resources

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Tell us about your events!




Mastering Fundraising Campaigns

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• Think about previous fundraising or marketing efforts by your organization• What stories did you tell?• How did you engage donors?• What were the results of those campaigns?

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What’s possible?




Story is compelling Goals are specific Leadership is engaged Matching gift is available Call to action is clear Participation is easy and sharable Acknowledgement is personalized Donors are kept engaged

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Did your campaign check all of the boxes?




Developing Your StoryThe GiveMN Guide to Mastering Fundraising CampaignsPage 2

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• This is not the general operating or “annual” fund• Identify the fundable priority, project, or purpose• Organization mission

+ Specific need or challenge+ Specific timeline or urgency+ Thoughtful relatability to audience+ Compelling voice+ Unique opportunity to effect change

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Identify your specific cause 1




• Identify the obstacle standing between today’s reality and declaring “mission accomplished”• Quantity or scale• Conflict or competition• Scarcity• Unpredictability• Exception

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Identify the challenge 2




• If resources were unlimited, what would your cause do to meet the opportunity and fulfill your mission?• Buy something.• Build something.• Hire someone.• Launch something.• Finish something.

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Identify the solution 3




• Identify the prospective donors that care most about your objective and what will move them to act

• This is not “everyone” or the “general public”• Social media followers• Current e-newsletter subscribers• Past event attendees• Past and current donors at various levels• New donors from client, volunteer, or board networks

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Identify your audience 4




• For each segment, identify the most compelling voice for this priority, project, or purpose

• Who is it hardest for your audience to say no to?• Current client or family• Past client• Volunteer or board member• Direct service staff• Peer donor

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Identify your storyteller 5




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Identify your primary calls to action 6




• Cause What’s the urgent opportunity?• Challenge What’s stopping you from succeeding?• Solution What does the opportunity require?• Audience Who’s passionate about it?• Storyteller Who do they need to hear from?• Calls to action How can a donor meet that need?

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Your campaign outline




Helping donors make a difference• What the organization

really does.• Who is passionate

about that what?• How do the who

want to make the what possible?

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What is your campaign story?

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Setting Your GoalsThe GiveMN Guide to Mastering Fundraising CampaignsPage 4

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Who can you already reach?• Facebook likes

• Targeted advertising

• Twitter followers• Email subscribers• Postal addresses• Phone numbers• Event attendees

• Donors giving$10 - $100 annually

• Donors giving$100 - $1,000 annually

• Donors givinggreater than $1,000 annually

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1




Rating likely and possible results• Dollars raised• Board participation• Matching gift utilization• Upgraded gifts• Unique donors• Returning donors• New donors• New recurring gifts• Social media impressions• Others?

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2

Likely

Possible




Determine your campaign goals• Dollars raised• Board participation• Matching gift utilization• Upgraded gifts• Unique donors• Returning donors• New donors• New recurring gifts• Social media impressions• Others?

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3

Goal




1 verb. 1 number. 1 audience.• 100% utilization of $1,000 matching gift• 25 Facebook fans will give $10 each• 5 volunteers will raise $250 each from peers• 10 check donors will make their first online gift• 15 one-time donors will start recurring gifts• 20 donors will give $150 each

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Campaign goal examples




What are your goals?

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Engaging Board MembersThe GiveMN Guide to Mastering Fundraising CampaignsPage 5

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• Founding and history• Communities you serve• Program area expertise• Mission volunteers• Significant donors• Important networks and connections• Professional services

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Board representation and abundance 1




• Make a matching gift commitment• Upgrade or increase previous giving• Volunteer for messaging, calling, or events• Ask previous donors to give again• Recruit new donors• Share campaign broadly through networks• Tell their connection story

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Engaging your board 2




1. Credibility• Proof that you already have significant support

2. Challenge• Donors get to double the impact of their gift

3. Confidence• Matching donors know they’re inspiring others,

doubling their gift, and they’re not alone

Why is a matching gift important?

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59%30%

11% Important

Neutral

Not important

Why is a matching gift important?

How important is it for you to donate to an organization that offers a matching grant?

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• In a 31 day campaign with matching and prizesWhy is a matching gift important?

Dollars Raised per Day

Average Gift each Day Donations Processed per Day

Unique Donors per Day

Data from Otto Bremer Foundation’s March Millions for Southeastern Minnesota

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1. Set a goal.2. Look nearby.3. Solicit the match. Pool gifts.4. Promote the match. Promote some more.5. Steward all gifts in context.

Matching gift success

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How will you engage your board?

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Planning Your CommunicationThe GiveMN Guide to Mastering Fundraising CampaignsPage 6

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• Traditional channels• Print newsletters, postcards, and postal mail• Phone calls, in-person visits, and live events• On-site volunteer and client engagement

• Digital channels• Website, blog, and individual email• Bulk email• Social media

Multi-channel campaign communication

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• Major donors• Matching gifts, lead gifts, last gifts

• Average donors• Making a difference, renewing a commitment,

sharing a story, asking others, engaging in new ways• New donors• Joining a movement, winning a prize

Audience segmentation

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• Be one of the first hundred donors!• Will you help us with the last 10%?• We’ve made it halfway thanks to you.• Jeff and his cat, Whiskers, helped us win a $500

Golden Ticket. Will you help us win another?

Utilize campaign milestones

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Gathering assets

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1. Introduce your campaign2. Ask donors to join the campaign3. Regular campaign progress updates and stories4. Special announcement5. More updates and opportunities6. Conclusion, results, and next opportunities

Compelling campaign milestones

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• 1-2 emails per week with call to action• 5-10 promoted social posts with call to action• Integration with mission communications• Staff, volunteer, and event engagement• Earned media and follow ups

Coordinated communication calendar

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Coordinated communication calendar

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September

October

November

December

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Identify calls to action for each audience 5




12%

71%

17%Wish organizationswould havepromoted more

Received the rightamount ofsoliciations

Received too manysolicitations

Are you receiving too much solicitation?

Please help us understand more about Give to the Max Day promotion by organizations, including email messages promoting Give to the Max Day.

12%

65%

23%

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What’s your communication plan?

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Keeping Campaign Donors EngagedThe GiveMN Guide to Mastering Fundraising CampaignsPage 8

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• Be sure to thank your supporters with a thoughtful surprise that helps boost retention

• Welcome your newest donors in a special way• Did you meet a goal? Share that great news with

your supporters – and the media• Use the momentum for your next campaign

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Keep going beyond this campaign




Identify your participating donors• First time? Renewing? Welcome back?• Upgrade? Extra gift? Tribute gift?• Special project? Power hour? Prize partner?• Specific story responders?• Specific channel responders?• Match responders?

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Who participated in the campaign? 1




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Identify your next call to action 1




Online donor experience Gift acknowledgement Donor-determined recognition Public donor listing Social media mention Anonymity

Contribution recognition

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• With new resources, what has your cause done to meet the campaign opportunity and fulfill your mission?• Buy something?• Build something?• Hire someone?• Launch something?• Finish something?

Impact and outcome sharing

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Identify the next call to action 4




How will you keep donors engaged?And when?

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Strategy &Technical Coaching• One-on-one or in small groups• Learn more at GiveMN.org

Mastering Fundraising Campaigns - GiveMN · •Email subscribers •Postal addresses •Phone...

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