Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
WELCOME
Five Simple Ways to Upgrade Your Donors April 10, 2014 Association of Fundraising Professionals - Washington DC Metro Area Chapter
Presenter: Mary Dillon Kerwin, President Blue Strike
PowerPoint at bluestrike.org/resources
Association of Fundraising Professionals Washington DC Metro Area Chapterafpdc.afpnet.org
FIVE SIMPLE WAYS TO UPGRADE YOUR
DONORS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
In this session, we will talk about techniques to increase giving among your current donors. The five techniques were chosen because they can be adopted quickly using existing resources.
AGENDA
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
AGENDA
For the first 40 minutes, we will talk about each of the five techniques. We will do a quick poll to gauge how many of you are using these techniques, so we can hear about successes and obstacles and trouble shoot as we go.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
AGENDA
We will take a slight detour for the final 20 minutes to talk about an effective retention strategy, specifically a thank-you call program.
We will wrap up by 10:00 am
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
WORKING FRAMEWORK
Three parts to an individual giving program:
1. acquire new donors2. recapture lapsed donors, and 3. renew & upgrade current
donors.
Focus on current donors. Why?
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
DEEPENING THE BASE
Deepening the base (upgrading current donors) will produce the best overall returns.
We take current donors for granted. It’s not as exciting as broadening the base (acquiring new donors).
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
WE MAY FACE . . .
Resistance about “going back” to same donors.
Skepticism about the potential for growth.
Lack of understanding about the upgrade strategies.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Ask for an annual increase or more than one gift?
STEP 1: FIVE UPGRADE
TECHNIQUES
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
30-SECOND LOOK AT FIVE OPTIONS
1. Conditional ask strings2. Challenge/matching opportunities3. List and recognition levels 4. Second-gift approaches 5. Sustainer program
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
1. CONDITIONAL ASK STRING
Ask for an incremental increase based on previous giving, typically highest previous contribution (HPC).
If HPC is $80, the ask string would be:
_ $80 _$120 _ $160 _ $2001 1.5 2 2.5
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
1. CONDITIONAL ASK STRING SUCCESS & OBSTACLES
Conditions for Success: Customized solicitation in every mode: online, mail, personal contact.
Consistent and careful application.
Obstacles: Getting all your systems in sync.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
2. MATCHING OPPORTUNITIES
Announce a special effort to help match x dollars from a donor or group of donors who have issued a challenge. Ask for additional gifts to help reach the goal. Year end, time limited challenges work especially well. Capitalizes on team dynamic.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Reach out to former board members, long-time donors and others who can help put the match in motion.
SAMPLE EMAIL TO BUILD MATCH
SUBJECT: Would you help with our challenge?
From: Mary Dillon Kerwin
To: John Miller
Date: 11/01/13
Dear Mr. Miller: I am working with a handful of long-time members of Advocates in Action to create a year-end matching gift to help spur individual giving among our members. You have been such a generous, long-time supporter that I wanted to ask if you would consider joining the challenge.
We have used this challenge-match campaign for the past two years to great success, raising more than $50,000 in the final few weeks of the year. The "challengers" simply let us know by email the maximum they would be willing to match before year end. If you would be willing to consider a gift of $1,000, or more, we would be very grateful.
We will gather all pledges and issue a joint challenge to our members in mid-December. Once that match goal is reached, we will notify you so you may then send your contribution. (The idea is that the challenge gift is withheld until the match is met).
Thank you for your long-time support and belief in our mission. Thank you for considering our request. If you have any questions, please let us know.
Warm regards, Mary Dillon Kerwin [email protected] (703) 399-0855
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
2. MATCHING OPPORTUNITIES –SUCCESS & OBSTACLES
Conditions for Success: Tracking and reporting Timing to avoid conflict with annual giving
Obstacles: No matching funds!
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Use recognition as an incentive to increase giving. Use giving levels such as platinum, gold, silver and bronze.
3. LIST AND RECOGNITION LEVELS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
3. LIST AND RECOGNITION LEVELS SUCCESS & OBSTACLES
Conditions for Success: Need critical mass of donors at higher levels, willingness to be listed
Publication for recognition
Obstacles: Sensitivity about giving abilities.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
The donor’s “first gift” is an annual contribution. The second gift would be for a special event, a program-restricted gift, honoraria, or gift to subsidiary.
4. SECOND GIFT APPROACHES
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
4. SECOND GIFT APPROACHES SUCCESS & OBSTACLES
Conditions for Success: Need a variety of fundraising opportunities
Creative and flexible
Obstacles: We only solicit once a year.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Monthly or quarterly contributions of small gifts to add up to larger overall contribution.
5. SUSTAINER PROGRAM
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
5. SUSTAINER PROGRAMS SUCCESS & OBSTACLES
Conditions for Success: Should be continuous Careful of people falling through the cracks. Need system for checking on credit card expiration.
Obstacles: Selling the initial sign up.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
NEXT STEPS
Dedicate energy and resources to developing an upgrade strategy.
Review 3 to 5 years of individual giving fundraising results.
Use cumulative annual giving as the metric.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
NEXT STEPS
Look at giving totals broken out by new v. current v. lapsed donors.
Evaluate potential for “new” dollars (re-defined).
Try one or two new techniques for increasing giving among current donors in your organization.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Magic of Thank-You Calls
STEP 2: REGULAR
OUTREACH
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Personal thank you calls from board members to individual donors can help build meaningful relationships with donors and also engage your board in outreach on behalf of your organization.
THANK YOU AND OUTREACH
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
The first step in getting the program off the ground is to have at least one board member willing to take the plunge by making a first round of initial calls.
ASK YOUR BOARD FOR HELP
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Recruit a “champion,” someone on the board -- perhaps your board chair or other well-regarded member to make these initial calls. Decide on a time, preferably a weekday evening or a weekend afternoon. Set aside one hour.
FIND ONE OR TWO CHAMPIONS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Pull together a list of 15 to 20 names of donors who have recently given. Provide those names to your board member along with just a few other key pieces of information: location, most recent gift amount and date; date of first gift and cumulative giving.
PROVIDE ORIENTATION AND CALL LIST
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
ID: 1002003Kelly MillerChicago; member since 2009Most recent: $250 Mar. 7, 2014Cumulative: $825(312) 555-1212
SAMPLE CONTACT ITEM
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
133569
Elmer Hersche lA lmond, WI ; new memberMost recent : $500 on Dec . 22 , [email protected](607) 555-1212
1446855Jane PearsonSanta Barbara , CA; member s ince 1983Most recent : $1 ,000 Dec . 2013Cumulat ive : $13 ,[email protected](415) 555-1212
11114031Rober t CainAt lanta , GA; member s ince 2007Most recent : $1 ,000 Dec . 2013rca in@xxx .com(421) 555-1212
11813201Anisha GuptaChever ly, MD; member s ince 1988Most recent : $325 on 12 /28 /2013 Cumulat ive : $1 ,125agxx@xxx .com(410) 555 -1212
1077784Kathy Ta lent , MDTAKOMA PARK, MD; member s ince 1998Most recent : $250 on 12 /4 /2013Cumulat ive : $1 ,775kxxxxxxx@xxx .edu(301) 555 -1212
1177700Edward Is leeFair fax , VA; member s ince 2011Most recent : $200 on 12 /5 /2013 7 :56 :11 AMCumulat ive : $1 ,000exxxx@xxx .com(703) 555 -1212
SAMPLE CALL LIST
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Rather than simply handing off the list and asking your board member to make the calls, you are going to assist in placing those calls.
CONFERENCE CALL
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Using a three-way conference call, you and your board member will contact the donor together.
CONFERENCE CALL
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Call your board member first and review the call list.“We are going to call Kelly Miller first. She gave $250 on March 7 of this year. She lives in Chicago and has been a donor for five years.”
CHECK IN BEFORE PLACING CALL
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
“Ms. Miller, this is Mary Dillon Kerwin from Advocates in Action, I have on the line with me our board chair who is making calls today to thank our supporters. If you have just a minute, may I conference her in?”
PLACE THE CALL
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
GETTING SIGN UPS
The most effective time to enlist more volunteers is during a board meeting. Mark your day-timer with blocks of available time and send it around the room during the meeting to have them pencil in a time they are available.
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
13 board members
27 call sessions
362 calls
ACTUAL YEAR END PROGRAM
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
1. direct contact-positive conversation;
2. direct contact-busy; 3. direct contact-do not call; 4. left message; 5. email only; or 6. no contact
CODING CALL OUTCOMES
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
No. of calls Call outcome Percent
174 voice mail message left 48.07%
105 no contact 29.01%
44 direct contact-positive conversation 12.15%
9 direct contact-busy 2.49%
9 direct contact-no calls please 2.49%
21 emails only 5.80%
362 Total
ACTUAL CALL RESULTS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
After making lots of these calls, board members reach a comfort level:
Talking to semi-strangers on the phone
Using the phone to cultivate donors
Working with you!
THE COMFORT ZONE
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
“Maybe I should write notes to the people we didn’t reach. Can you send me their addresses?”
“My brother might be interested in giving. Can you send him a letter from me?”
THIS IS WHAT STARTS TO HAPPEN
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
“When are we going back to major donor x? I had a good conversation with her last time.”
“Did so-and-so give yet this year? Because I could call him if he hasn’t.”
AND THIS . . .
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
“I’m going to be in Atlanta next month. Are there people I can meet with while I’m there?”
“There’s a college roommate of mine who just sold her company. How should we connect with her?”
AND THIS . . .
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Take into consideration location, tenure, and professional occupation.
Provide script and opportunity to practice.
Offer new board members a chance to listen in.
WHEN ASSIGNING CALLS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
UPCOMING EVENTS AND MORE
RESOURCES
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Engaging Your Board in Fundraising, A Staff ’s Guide by Kathy Hedge https://www.boardsource.org/eweb/blf-2013/sessions.htm#FUNDRAISING BoardSource $24.00
Urban Institute Special Report Engaging Board Members in Fundraising, Sept. 2012http://www.urban.org/UploadedPDF/412673-The-Nonprofi t-Research-Collaborative-Special-Report.pdf
RESOURCES
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Donor Centered Leadership with Penelope BurkThursday, April 24, 2014 8:00 am to noon, NPR, 1111 N. Capitol St, NE, Studio 1, Washington DC
AFP-DC Brown Bag LunchFriday, May 2, 2014 at 11:45 am, ASAE,
AFG 12th Annual National Conference on Association Foundations & FundraisingThursday, May 8, 2014, FHI 360 Conference Center, 1825 Connecticut Avenue NW, 8th Floor, Washington, DC
AFP DC UPCOMING EVENTS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
The Nuts and Bolts of Obtaining Your CFREFriday, May 13, 2014 at 5:00 to 6:30 pm, AWHONN2000 L Street, NW, Suite 740, Washington, DC 20036
Advanced Executives: Fundraising Ideas from Abroad, May 21, 2014, from 8:00 to 10:00 am, Merrill Lynch, 5th Floor Conference Rm., 1152 15th St NW, Washington, DC 20005
AFP DC UPCOMING EVENTS
Five Simple Ways April 10, 2014 AFP DC and bluestrike.org
Sending Your Executive Director on TourTuesday, April 29, 2014 at 01:15 PM
Recapturing Lost DonorsTuesday, May 13, 2014 at 01:15 PM
The Magic of Thank You CallsTuesday, May 27, 2014 at 01:15 PM
Charity Watchdogs: Managing Your Profi le and RankingTuesday, June 24, 2014 at 01:15 PM
BLUE STRIKE WEBINARS
Top Related