Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 1
1
GTMD201Campaign Planning Workshop
Presented in Bloomington, Duluth, Mankato, Minneapolis, Saint Cloud, and Saint PaulSeptember 11-18, 2017
Learn more at GiveMN.org
• Do you have administrator access to your page?
• Log in now and check:• Is your disbursement
address correct?• Have you signed up for
EFT disbursements?
2
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 2
3
Your GiveMN team
Jake BlumbergExecutive Director
Andrea KopfmannDirector of Campaigns and Partnerships
Dan MooreDirector of Operations and Donor Experience
Mai VangSupport Specialist
Tom ZimmermanDirector of Marketing and Communications
help.givemn.org
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
Fridley Community TheatreChamplin Park High School Vocal Music Assoc.
Saint Paul Public Schools FoundationJohn S. & James L. Knight Foundation
Asian Pacific EndowmentGeorgia Center for Nonprofits
Young Nonprofit Professionals Network
• Q&A from GTMD100 Video Series• Developing your story• Setting your goals• Engaging your board • Planning your communication• Keeping your donors engaged• Technical and strategy coaching
4
Agenda
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 3
GTMD101 | GETTING STARTED!Find all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto
5
6
Scheduled Giving 2017Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Oct. 29 30 31Halloween
Nov. 1Scheduled
Giving Begins
2 3 4
5 6 7Election Day
8 9 10 11Veterans Day
12 13 14 15 16GTMD17
17 18
19 20 21 22 23Thanksgiving
24 25
26 27 28#GivingTuesday
29 30 Dec. 1 2
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 4
• GiveMN has more than doubled the number of prize grants available to nonprofits and schools• New Intermediate Leaderboard• Prizes for sixth through tenth place organizations
on each of five Leaderboards• Golden Tickets every day of Scheduled Giving
Give to the Max Day prize updates
7
GTMD102 | DONATION DISBURSEMENTSFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto
8
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 5
9
10
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 6
Transaction Code ● Confirmation Code ● Transaction Date ● Transaction Time Donor First Name ● Donor Last Name ● Address 1 ● Address 2 ● City ● State
Postal Code ● Country ● Donor Email Address ● Anonymous ● Form TypeOrg Reporting Code ● Project Name ● Project Reporting Code ● Fundraiser Name
Fundraiser Creator First Name ● Fundraiser Creator Last Name ● Donation Form URL Referring Page URL ● Gift Was Matched ● Recurring Type ● Recurring PeriodSpecial Event Tag ● Processing Rate ● Donation Amount ● Donor Paid Fees
Total Fees Withheld From Donation ● Net Amount Disbursed ● Disbursement Type Disbursement Reference Number ● Disbursement Date
Estimated Delivery Date ● Dedication11
Data available in reports
GTMD103 | PRIZESFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto
12
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 7
Give to the Max Day 2017 Leaderboards
• Large OrganizationsNonprofit income greater than $1,000,000Public school student count greater than 1,000
• Intermediate OrganizationsNonprofit income $500,000 to $999,999Public school student count 500 to 999
• Medium OrganizationsNonprofit income $100,000 to $499,999Public school student count 250 to 499
• Small OrganizationsNonprofit income less than $100,000Public school student count less than 250
• Colleges & Universities
13
All LeaderboardsFirst placeSecond placeThird placeFourth placeFifth placeSixth placeSeventh placeEighth placeNinth placeTenth place
$5,000$4,000$3,000$2,000$1,000
$500$500$500$500$500
14
GTMD17 Leaderboard prizes
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 8
• 15 Golden Tickets will be randomly drawn, one each day of Scheduled Giving, adding $500 to a donation
• 24 Golden Tickets will be randomly drawn, one each hour, adding $1,000 to a donation
• One $10,000 Super-Sized Golden Ticket will be drawn from all donations processed Nov. 1-16
15
GiveMN Golden Ticket prizes
GTMD104 | TECHNOLOGYFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto
16
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 9
• 2016: Switched to simplified backup donation page• Since then:• Causes identified and evaluated• Repairs completed• No major code changes• More rigorous testing• Consulting with other giving day leaders• Donor-first approach
Preparing GiveMN.org for GTMD17
17
GTMD105 | EVENTSFind all GTMD100 videos and GiveMN How-To videos atgivemn.org/howto
18
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 10
• We do our best to help organizations promote their awesome Give to the Max Day activities
• We are curating a list of all of your special events to put on our website, marketing it available to thousands of donors and interested media
• Big or small, share your tales of awesomeness with us through givemn.org/resources-gtmd
19
Tell us about your events!
RESOURCES FOR GIVE TO THE MAX DAYgivemn.org/resources-gtmd
help.givemn.org
20
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 11
• Find the Toolkit at givemn.org/resources-gtmd• Logos• Checklist• Boilerplate language• Customizable letter template
21
Give to the Max Day 2017 Toolkit
FUNDRAISING CAMPAIGN PLANNING
22
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 12
• 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?
23
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
24
Did your campaign check all of the boxes?
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 13
DEVELOPING YOUR STORY
25
• 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
26
Identify your specific cause
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 14
• Identify the obstacle standing between today’s reality and declaring “mission accomplished”?• Quantity or scale• Conflict or competition• Scarcity• Unpredictability• Exception
27
Identify the challenge
• 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.
28
Identify the solution
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 15
• Identify the prospective donors that care most about your priority, project, or purpose
• This is not everyone or the “general public”• Social media followers• Current newsletter subscribers• Past event attendees• Past and current donors at various levels• New donors from networks of clients, volunteers, or
board members29
Identify your audience
• Identify the most compelling voice of 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
30
Identify your storyteller
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 16
31
Identify your primary calls to action
• Cause What’s the desired outcome?• 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?
32
Your campaign outline
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 17
SETTING YOUR GOALS
33
Determine your GTMD17 goals
• Dollars raised• Board participation• Matching gift
utilization• Upgraded gifts• Unique donors
• Returning donors• New donors• New recurring gifts• Social media
impressions• Others?
34
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 18
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
35
Campaign goal examples
ENGAGING YOUR BOARD
36
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 19
• Founding and history• Communities you serve• Program area expertise• Mission volunteers• Significant donors• Important networks and connections• Professional services
37
Reflect on board representation
• Make a matching gift commitment• Upgrade or increase previous giving• Volunteer for mailing, calling, or events• Ask previous donors to give again• Recruit new donors• Share campaign broadly through networks• Tell their connection story
38
Engaging your board
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 20
ENGAGE YOUR BOARD AS MATCHING DONORS
39
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?
40
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 21
56%30%
14% 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?
41
• In a 31 day campaign with matching and prizes
Why 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, 2015.
42
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 22
PLANNING YOUR COMMUNICATION
43
• 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
44
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 23
• 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
45
• 1-2 emails per week with call to action• 5-10 social media posts with call to action• Integration with mission communications• Staff, volunteer, and event engagement• Earned media and follow ups
Coordinated communication calendar
46
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 24
12%
65%
23%
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.
15%
66%
19%
47
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
Coordinated communication calendar
48
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 25
• 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
49
50
Identify your calls to action for each group
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 26
KEEPING YOUR DONORS ENGAGED
51
• Be sure to thank your supporters on November 16 – phone calls and handwritten notes are a thoughtful surprise that help 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
52
Keep going beyond Give to the Max Day
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 27
Gift acknowledgement Contribution recognition Impact reporting Ongoing engagement Next gift
Elements of donor stewardship
53
54
Identify your secondary call to action
GTMD201 Campaign Planning Workshop Presented by GiveMN
© 2017 GiveMN 28
ADDITIONAL RESOURCES
givemn.org/resources-gtmd
help.givemn.org
55