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Awash in Money

How to Compete with Billion Dollar Elections and Hurricanes this Year End

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Gail Perry gp@gailperry.com

Andrea Kihlstedt andrea@askingmatters.com

Lindsay Nichols (moderator)

lnichols@guidestar.org

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$3 billion spent in US Political Campaign Untold millions raised for Sandy

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Is there ANY money left?

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What’s a gal to do?

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Political donations do not cut into charitable donations for most donors.

89% said their political donations did not negatively impact their charitable giving.

Fidelity Charitable® Giving Season Survey

October 2012

GOOD NEWS

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5 Strategies to Compete Successfully

1. Renew and Upgrade Donors 2. Ask in Person 3. Ask Boomer Gals 4. Highlight the Benefits 5. Be More Specific

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1. Mount An All-Out Campaign to Renew and Upgrade Donors

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Donor Attrition WAKE UP Call!

1. Renew and Upgrade Donors

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Look under your nose!

1. Renew and Upgrade Donors

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1. Renew and Upgrade Donors

Donors Are Not Renewing!

Every $100 gained in 2011 Offset by $100 lost

Net gain: $0

AFP Urban Institute Fundraising Effectiveness Survey

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1. Renew and Upgrade Donors

# Donors Not Renewing 2011-2012

Current donors: 59% New donors: 73%

AFP Urban Institute

Fundraising Effectiveness Survey

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1. Renew and Upgrade Donors

Do you have a leaky donor bucket?

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1. Renew and Upgrade Donors

Most Costly Mistake

THE DONOR ABYSS

Is there ANY money left?

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1. Renew and Upgrade Donors Is there ANY money left?

10% improvement in donor retention

50% boost in donor revenue

IMMEDIATELY.

~Tom Ahern referring to Dr. Adrian Sargeant’s research

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1. Renew and Upgrade Donors

Satisfied donors WILL give more!

44% of donors said they could have afforded to give more last year.

~Penelope Burk 2012

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1. Renew and Upgrade Donors

“Donor satisfaction with the quality of service provided by the fundraising team is the single biggest driver of loyalty toward the organization.”

~Dr. Adrian Sargeant

What Creates Donor Loyalty?

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1. Renew and Upgrade Donors

• Prompt, personal TY

• Did my gift make a meaningful impact?

• Was my gift used as intended?

~Penelope Burk

What Creates Donor Loyalty?

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1. Renew and Upgrade Donors

Three Things to Do RIGHT NOW!

1. Pull a report of non-renewals. 2. Special plan for your top 10 donors. 3. Call everyone else on your list!

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2. Ask in Person

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By Phone 25%

By Mail 4%

In Person 75%

2. Ask in Person

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2. Ask in Person

asks result in a gift 3 out of 4

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2. Ask in Person

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2. Ask in Person

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2. Ask in Person

Competitive, team players, goal oriented In the moment, creative, courageous Listeners, emotional, caring Detailed, responsible, thorough

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2. Ask in Person

What’s the opportunity?

What might go wrong?

What’s the goal?

What moves my heart?

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2. Ask in Person

What’s YOUR Asking Style?

www.askingmatters.com

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3. Ask the Boomer Gals

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3. Ask the Boomer Gals

“Boomer and older women are

more likely to give to

charity and give more than their male counterparts when other factors affecting giving are taken into consideration.”

”Women Give 2012” Women’s Philanthropy Institute at the

Center on Philanthropy at Indiana University

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3. Ask the Boomer Gals

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3. Ask the Boomer Gals

A study of affluent older adults: for every $100 men gave, women in the same economic circumstances gave $258.

”Women Give 2012”” Women’s Philanthropy Institute at the

Center on Philanthropy at Indiana University

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3. Ask the Boomer Gals

Women are more likely to want their gift to be public use securities to give seek guidance from a

financial planner. --Nonprofit Times

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3. Ask the Boomer Gals

Make It Easy to See 12 point minimum Brighter colors

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3. Ask the Boomer Gals

1. Pull a report of older women

donors who need to renew and focus on them.

2. Emphasize family and connection 3. Write from your heart 4. Large font 5. Emotional pictures

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3. Ask the Boomer Gals

Final Test Take your letter to your grandmother. See how she likes it.

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4. Highlight the Benefits

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4. Highlight the Benefits

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4. Highlight the Benefits

FEATURES Smooth finish Four tines 6 inches long Metal Curved

BENEFITS Easy to clean Snares food Fits the hand Durable Doesn’t hurt mouth

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4. Highlight the Benefits

Your Organization’s Features

Buildings Programs Years in service Staff Systems Plans Budget

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4. Highlight the Benefits

Your Organization’s Benefits Lives touched Safe community Crises avoided Happy people Healthy people Strong economy

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4. Highlight the Benefits

Your Donor’s Benefits Feel included Feel appreciated See results Be invited New opportunities Warm heart

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NO: “tough times.” YES: “do something wonderful” that will carry a message to donors that the charity is fulfilling its mission.”

~Penelope Burk 2012

4. Highlight the Benefits

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5. Be Specific

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5. Be Specific

Tell your donors UP FRONT exactly what you will do with their money.

(Penelope Burk)

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5. Be Specific

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5. Be Specific

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5. Be Specific

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5. Be Specific

Make their gift as tangible as possible

Need a different image here. Can’t see the other well enough.

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5. Be Specific

Our goal is to raise $XXX by the end of the year so we can help XXXX people.

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5. Be Specific

# 1 reason major donors will give is if the organization has a history of measurable results.

~Penelope Burk October 2011

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5. Be Specific

9 out of 10 donors say that an organization’s effectiveness is important.

More Money For More Good” Guidestar

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Bonus Tactic #1

Re-make your home page into a donation page the last week of the year

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Bonus Tactic #2

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Bonus Tactic #3 Plan a Porch Party

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More Great Stuff from Gail and Andrea

www.askingmatters.com www.gailperry.com/awash-money-webinar-resources/

•153 Tips To Raise More Money by Mail •Year-End Campaign Tip Sheet

www.capitalcampaignmagic.com

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AWASH IN MONEY? Yes!

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