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J u l y 1 , 2 0 2 0
Ke e p Yo u r G o o d G o i n g :
W h a t ’s N ex t fo r F u n d ra i s i n g
Kimberly O’Donnell, CFRELead Fundraising Coach
Peter HartProduct Manager
YO U R P R E S E N T E R S
3
AG E N DA
C U R R E N T S TAT E O F F U N D R A I S I N G
W H AT W E A R E S E E I N G / H E A R I N G
H O W T O F U L LY E N G A G E Y O U R
S U P P O R T E R S
4
C U R R E N T S TAT E O F F U N D R A I S I N G
C H A R I T I E S A N D D O N O R S A R E M I S A L I G N E D O N C O V I D - 1 9 G I V I N G
* D a t a f r o m e n d o f M a r c h , 2 0 2 0
5
Charities Expect Less Donations
• 80.5% of charities anticipate that their 2020 revenue will be lower than expected. Of charities predicting a decrease in revenue 2/3 of them predict a loss in revenue of up to 30%.
• Only 3.4% of charities said they expected revenue to increase. 4.2% estimated revenue would stay the same.
Donors Plan to Give More
• 83.3% of donors say they’ll give the same (about half of them) or more (about 1/3 of them).
Data: BBB Wise Giving Alliance, 2020
Research and history tell us that your donors are supporting other charities right now. Invite them to
contribute to your organization, too
F u n d r a i s i n g T h e o r y M a ke s
S e n s eB U T
We R e a l l y D o n ’ t K n o w W h a t W i l l
H a p p e n
6
Source: The Better Fundraising Company and Jeff Brooks Fundraising in a Pandemic
and Economic Downturn: What Will Happen, How You Can Succeed, April 2020
W H AT F U N D R A I S E R S A R E S AY I N GA F P C O R O N AV I R U S R E S P O N S E S U R V E Y
M a y 2 0 2 0
• For rest of 2020: 56% expect decreases in giving (21% expect an increase; 23% expect to maintain)
• For 2021: 72% expect reduced giving (12% expect an increase; 16% expect to maintain)
• Human service and large charities expect to do best
• Nearly 50% are increasing fundraising activities now by focusing on donor retention and stewardship. Leveraging online and technology tools were also popular (social media, online and virtual events, and email).
• 64% have cancelled at least one event; 24% have cancelled three or more events—many have switched to virtual events
• 90% are working from home
• 20% of organizations have had to lay off staff
7Source: AFP Coronavirus Response Survey, 2020
8
D I R EC T S E RV I C E S
A L L O R G A N I Z AT I O N S S H O U L D B E F U N D R A I S I N G
I N D I R EC T S E RV I C E S
MA JORITY SEES NORMALIZATION IN 6 -12 MONTHS
Source: Network for Good, 6/20/20
HERE’S WHAT’S REALLY HAPPENING
Online Donations: 3/8 – 6/21
Mid-April Giving Peak
Giving Tuesday Now
-1%
50% 50%
90% 84%
151%132%
80%
200%
52%
86%
40% 35%57%
68%44%
-50%
0%
50%
100%
150%
200%
250%
Wee
k 0
3/8
-3/1
4
Wee
k 1
3/1
5-3
/21
Wee
k 2
3/2
2-3
/28
Wee
k 3
3/2
9-4
/4
Wee
k 4
4/5
-4/1
1
Wee
k 5
4/12
-4/1
8
Wee
k 6
4/1
9-4
/25
Wee
k 7
4/2
6-5
/2
Wee
k 8
5/3
-5/9
Wee
k 9
5/1
0-5
/16
Wee
k 1
05/
17
-5/2
3
Wee
k 1
15/
24
-5/3
0
Wee
k 1
25/
31
-6/6
Wee
k 1
36/
7-6
/13
Wee
k 1
46/
14
-6/2
0
Wee
k 1
56/
21
-6/2
7
Source: Network for Good, 6/29/20
W h a t Pe r s o n a l F u n d ra i s i n g C o a c h e s a r e H e a r i n g
Perception of giving depends on own
behavior
11
Some organizations cancelled events and
stopped asking for gifts. They plan to make up the loss through foundation grants/long-time major
donors
Capital campaigns down and/or on hold
New, small nonprofits considering closure or
mergers
Some fundraisers are affected by the changing
times and don’t feel up to fundraising
Those who fully embrace the change (using text to
give, video, etc.) are beating budgeted goals
and attracting millennials
WHAT NONPROFITS ARE DOING WHILE THEY WAIT FOR NORMALIZATION:
• New finding: Youth-focused nonprofits are preparing to open or looking for other fundraising opportunities
• Put safety precautions in place in anticipation of reopening
• Apply for relief loans and grants
• Contingency planning, streamlining, and adjusting original plans
• Looking for opportunities to cut costs
1
2
3
4
5
13
H O W T O F U L LY E N G A G E YO U R S U P P O R T E R S
14
D O : C O M M U N I C AT E R E G U L A R LY W I T H YO U R D O N O R S A N D P R O S P E C T S T H R O U G H M U LT I P L E C H A N N E L S
15
1. Focus heavily on fundraising AND engaging—
every single charity should be communicating
right now
2. Meet the moment where it is at
• Audit your budget and expenses; scale back
where you can
3. Display transparency and connectedness—
keep the momentum going through multi-
channel engagement (email, direct mail, social,
video, text, etc.), balancing soft/hard donation
asks
4. Be ethical and stay informed on what other
nonprofits are doing
WHAT SMALL NONPROFITS
SHOULD DO NOW
R E F R E S H YO U R P L A N :
Map out your communications themes, messaging cadence and fundraising strategy:
• Plan for uncertainty
• Do more than previously
• Use multiple channels—social, video and text
• Leverage stakeholders—board, service recipients, donors, etc.
• Engage vs. report: check in, use surveys ask questions
• Manage leadership expectations on what is possible
16
Think about the donor life cycle and how you want the experience
to feel for the donor
17
Engage & Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) Daily/Weekly storytelling across multiple channels—especially video, text and
social (board and volunteers, too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals: storytelling, infographics,
webinars/live sessions
5) Do not stop interacting with your donors and
supporters—for the rest of the year
Everyday Best Practices
COVID-19 Best Practices
YOUR KEY COVID-19 FUNDRAISING SOFTWARE TOOLS
18
• Video• Text• Email—start with templates• Snail mail• Phone• Contact segmentation• Forms to collect more contact information• Surveys to confirm/better understand individual areas of
interest• Groups to further define your key supporters• Customizable donation pages• Customizable event pages (for virtual events, too)• Webinars, trainings that focus on TODAY’S best practices
• Collect & organize data
• Use data-driven decision making
• Build your case for your board
• Try new communication tools
19
A L L I N O N E S I M P L E , S M A R T F U N D R A I S I N G S O F T W A R E
B Y N E T W O R K F O R G O O D
20
TA K E A C T I O N O N V A L U A B L E R E A L - T I M E I N S I G H T S
21
B U I LT - I N C O M M U N I C AT I O N S
22
G I V I N G PA G E S + P 2 P C A M PA I G N S + E V E N T T I C K E T I N G
23
A L L G I V I N G D ATA I N O N E P L A C E
24
Q U I C K , P E R S O N A L I Z E D A C K N O W L E D G E M E N T S
25
A S FA C E T O FA C E A S Y O U C A N G E T
26
H AV E C O N F I D E N C E I N Y O U R C O N TA C T D ATA
27
H O W N E T W O R K F O R G O O D ' S S I M P L E S M A R T F U N D R A I S I N G S O F T WA R E C A N H E L P
28
J O I N U S F O R O U R “ N E W N O R M A L” W E B I N A R S E R I E S
We’re Here for You:Upcoming “New Normal” Webinars
7/8—Prospecting for new supporters
7/15—Virtual storytelling and engaging
7/22—Donor acknowledgements
7/29—Planned giving
29
30
OUR CUSTOMER, JAMYLE CANNON, FOUNDER AND EXECUTIVE
DIRECTOR OF THE BLOC CHICAGO IS SEEN HERE IN A VIDEO
ACKNOWLEDGEMENT HE CREATED USING OUR SIMPLE, SMART
FUNDRAISING SOFTWARE
SEND US YOUR QUESTIONS!
THOUGHTS, FEELINGS, STRATEGIES, AND DATA FROM OVER 2,700 SMALL NONPROFITS.SMALLNONPROFITBENCHMARK.COM
Agenda
• Why do the study?
• Snapshot of small nonprofit
fundraising
• Key findings & how small
nonprofits can improve their
fundraising
• Questions & discussion
Today
Agenda
• Why do the study?
• Snapshot of small nonprofit
fundraising
• Key findings & how small
nonprofits can improve their
fundraising
• Questions & discussion
Caveats
• Unless I say otherwise, I’m talking about small nonprofits
• Small does not mean bad, big does not mean good
• No judgement, just optimization
• Some of the key findings may seem repetitive but until things change they bear repeating
• Focused on online and direct response (no grants, major gifts, etc.)
Today
Why do the study?
The Small Nonprofit Fundraising Benchmark Study
The need.
What It Can Feel Like…
I Know!
1. How am I doing?
2. How do I compare?
@bradyjosephson
Forensic research What
Do
Organizations?
APPLIED researchWhat Do People Do?
ACADEMIC researchWhat Could/Should People Do?
CORONAVIRUS NONPROFIT FUNDRAISING RESPONSE TOOL.NEXTAFTER.COM/NONPROFIT-CORONAVIRUS-RESPONSE/NEXTAFTER.COM/CANADIAN-CHARITY-COVID19-RESPONSE/
Keep it simple and start by
looking at 3 key metrics.
Each one of these metrics influences the
most important metric: revenue.
ConversionRate
The problem.
ORGANIZATION FCORM Metrics Compared to Overall Benchmark
ORGANIZATION Compared to <5,000 Visit Traffic Segment
ORGNAIZATION Compared to <5,000 Visit Traffic Segment AND Christian Ministries
Who You Compare Yourself With Matters for Performance and Strategy
NOT THIS BUT THIS
Other Great Benchmarks
Other Great Benchmarks
Online Revenue AttributionThe best and easiest indicator of channel value is revenue, but very few organizations (all sizes) have Google Analytics Ecommerce set up
and set up properly.
The idea.
THOUGHTS, FEELINGS, STRATEGIES, AND DATA FROM OVER 2,700 SMALL NONPROFITS.SMALLNONPROFITBENCHMARK.COM
How are small nonprofit's feeling?
• Survey responses from 1222
people, 926 were from ‘small’
nonprofits
• Responses from early February to
early March 2020
• “Small” defined as <$1M total
revenue
How are small nonprofit’s doing?
• Actual data from 2832 Network for
Good customers, 1865 were ‘small’
nonprofits
• Data is calendar year (Jan – Dec)
and covers 2017, 2018, 2019
• Median total revenue from IRS for
“small” was $100k - $500k
Collect Data Specific to Nonprofits <$1M
How are small nonprofit's feeling
compared to big nonprofits?
• Survey responses from 1222
people, 926 were from ‘small’
nonprofits (296 were ‘big’)
• Responses from early February to
early March 2020
• “Small” defined as <$1M total
revenue
How are small nonprofit’s doing
compared to big nonprofits?
• Actual data from 2832 Network for
Good customers, 1865 were ‘small’
nonprofits (967 were ‘big’)
• Data is calendar year (Jan – Dec)
and covers 2017, 2018, 2019
• Median total revenue from IRS for
“small” was $100k - $500k
Collect Data Specific to Nonprofits <$1M
Where is the data coming from?
The Small Nonprofit Fundraising Benchmark Study
Who Took the Survey (size range)
0
50
100
150
200
250
300
350
400
450
500
$0 - $100,000 $100,000 - $300,000 $300,000 - $500,000 $500,000 to $1M
Who Took the Survey (size range)
0
50
100
150
200
250
300
350
400
450
500
$0 - $100,000 $100,000 - $300,000 $300,000 - $500,000 $500,000 to $1M
66% of respondents in the
survey work for organizations
with a budget of less than
$300k.
Who Took the Survey (role & tenure)
Role n = 926 Tenure n = 734
Executive Practitioner Manager
Board Member Other Everything
Less than 1 Year 1 to 5 Years 5 to 10 Years
10 to 20 Years More than 20 Years
Who Took the Survey (role & tenure)
Role n = 926 Tenure n = 734
Executive Practitioner Manager
Board Member Other Everything
Less than 1 Year 1 to 5 Years 5 to 10 Years
10 to 20 Years More than 20 Years
Almost half (48%) of all survey
respondents were executives.
0
100
200
300
400
500
600
0 - 2 3 - 5 6 - 9 10 - 24 25 - 49 50 - 149 150 -249 1000+
Who Took the Survey (FTEs)
62% of respondents in the
survey have less than 2 full
time staff.
Who Took the Survey (role & tenure)
Role n = 926 Tenure n = 734
Executive Practitioner Manager
Board Member Other Everything
Less than 1 Year 1 to 5 Years 5 to 10 Years
10 to 20 Years More than 20 Years
Just over half of survey
respondents (54%) have been
in their role 1 – 5 years.
Who Took the Survey (role & tenure)
Role n = 926 Tenure n = 734
Executive Practitioner Manager
Board Member Other Everything
Less than 1 Year 1 to 5 Years 5 to 10 Years
10 to 20 Years More than 20 Years
And 80% of survey respondents
have been in their role less than
5 years.
Who Took the Survey (vertical)
0
50
100
150
200
250
Not all verticals are equally represented.
Survey Data
• Cleaned responses on a question
by question basis
• Removed 0’s or outliers for just that
question but kept person in for other
questions
• All responses are self reported
Fundraising Data
• Organizations use Network for Good
as a CRM
• Received at least 1 donation in 2017,
2018, 2019
• Most values are median (middle) and
on a per organization basis
• Online includes PayPal, Square, etc.
and only what we KNOW was online
Where Is the Data Coming From?
Snapshot of small nonprofit fundraising.
The Small Nonprofit Fundraising Benchmark Study
Small nonprofits don’t feel like they are
being successful in their fundraising.
0%
10%
20%
30%
40%
50%
60%
70%
Not Successful Successful Very Successful
% Small % Big
How would you rate the success of digital fundraising?
61% of small nonprofits
thought their digital
fundraising was not successful
compared to 37% of big
nonprofits.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Not successful Successful Very successful
% Small % Big
How would you rate the success of direct mail fundraising?
Only 33% of small nonprofits
thought their direct mail
fundraising was ”successful” or
“very successful” compared to
64% of big nonprofits.
0%
10%
20%
30%
40%
50%
60%
70%
Not Successful Successful Very Successful
% Small % Big
How would you rate the success of your year-end campaign?
Big nonprofits thought their
year-end fundraising was
“successful” almost twice as
often (71% vs. 38%)
For online fundraising, people working at
small nonprofits feel like beginners.
What level of expertise do you have in online fundraising?
0%
10%
20%
30%
40%
50%
60%
70%
Beginner Intermediate Expert None
% Small % Big
50% of small nonprofit
respondents said they were
‘beginner’ when it came to
online fundraising.
And small nonprofits don’t get as much
professional development investment.
What is your approximate professional development budget?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
<$500 $500 - $1,000 >$1000 None
% Small % Big
The biggest difference in professional
development was the likelihood for large
nonprofits to have it at all compared to small
nonprofits (almost 5x)
Overall, when it comes to online
fundraising, small nonprofits aren’t
(usually) raising a lot of money.
The average small nonprofit raised
$4,100 online in 2019.
ConversionRate
Small Nonprofits Fundraising Snapshot
• Small nonprofits feel like they aren’t succeeding
• Small nonprofits have less expertise in online fundraising
• Small nonprofits have smaller professional development budgets (if they have one
at all)
• Small nonprofits aren’t raising a lot of money online
It’s not all bleak…
104Donors
54%Online*
13%Recurring
49%Retention
Overall 2019
* at least
+21%+48%-15% +2%
Key findings & how small nonprofits can improve their fundraising.
The Small Nonprofit Fundraising Benchmark Study
Small nonprofits don’t generate
a lot of traffic to their websites.
The average small nonprofit raised
$4,100 online in 2019.
ConversionRate
WHY?
2010Traffic
37Gifts
1.8%Conversion
Rate
$110.81Avg Gift
3 Key Online Fundraising
Metrics in 2019
-714%+157%-2036% -82%
Why is this important?
Keep it simple and start by
looking at 3 key metrics.
Experiment #1698ORIGINAL
CHALLENGER
190%In Donations
Earn It
• Organic SEO
• Direct (media, mentions)
• Social
Buy It
• Paid SEO
• Paid media
• List swaps & rentals
• Paid social
How To Get Traffic?
The average small nonprofit spends
$1,000 on online advertising in a year.
Only 10% of small nonprofits have the
Google Ad Grant.
Grow Your Traffic Checklist
❑ Is it easy for people to find where to give on your website?
❑ How can you get more people to your website and then to your donation page?
❑ Do you have a Google Ad Grant?
❑ Consider outsourcing the management of it to take full advantage (or at least set up)
❑ Are you using any paid advertising to drive traffic with a purpose?
❑ Paid ads cost, yes, but you can be specific and attract the right people to your site
❑Consider using ads to drive to content that requires an email as opposed to newsletter or
donation
Small nonprofits send fewer emails
to fewer people.
How large is your email list?
0%5%
10%15%20%25%30%35%40%45%50%
I don't
know/We
don't have
an email
list
1 to 500 500 to
1000
1000 to
2500
2500 to
5000
5000 to
10000
10000 to
50000
50000 to
100000
100000 to
500000
500000 to
1000000
1000000+
% Small % Big
How large is your email list?
0%5%
10%15%20%25%30%35%40%45%50%
I don't
know/We
don't have
an email
list
1 to 500 500 to
1000
1000 to
2500
2500 to
5000
5000 to
10000
10000 to
50000
50000 to
100000
100000 to
500000
500000 to
1000000
1000000+
% Small % Big
60% of small nonprofits have
less than 1,000 emails on their
list.
How often do you email your list?
0%
10%
20%
30%
40%
50%
60%
70%
I don't know/We don't
send emails
Once per month 2-3 times per month Once per week 4 or more times a
month
% Small % Big
How often do you email your list?
0%
10%
20%
30%
40%
50%
60%
70%
I don't know/We don't
send emails
Once per month 2-3 times per month Once per week 4 or more times a
month
% Small % Big
82% of small nonprofits email
their list less than once per
month.
Why is this important?
Generally speaking… the more (good)
emails you send to more (engaged)
people the more money you’ll raise
online.
2019 Gifts & Conversion Rate by Channel
0
100000
200000
300000
400000
500000
600000
Direct Organic Search Email Paid Search Referral Social Paid Social
Gifts
2019 Gifts & Conversion Rate by Channel
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
0
100000
200000
300000
400000
500000
600000
Direct Organic Search Email Paid Search Referral Social Paid Social
Gifts Conversion Rate
But it’s not just about asking.
How Increasing Cultivation Impacts Revenue
CONTROL TREATMENT
* Revenue increase has 98% LoC but has not yet reached statistically significant sample size
80%In Avg. Engagement
8.1%In Donors
21%In Revenue*
Or just about online.
Source: Analysis of 20 U.S. nonprofit organizations across verticals including faith, education, politics/advocacy, and health/human services
Average Revenue per Donor by Channel Cohort
$159
$301
$148
$494
$0
$100
$200
$300
$400
$500
$600
Offline Only Offline w/ Valid Email Online Only Multichannel
Source: Analysis of 20 U.S. nonprofit organizations across verticals including faith, education, politics/advocacy, and health/human services
Average Revenue per Donor by Channel Cohort
$159
$301
$148
$494
$0
$100
$200
$300
$400
$500
$600
Offline Only Offline w/ Valid Email Online Only Multichannel
Offline only donors who just receive emails
are worth 90% more than offline online
donors who do not.
Oh and also…
• ONE MORE THING
2019 Website Visits by Channel
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
100000000
Email Organic Search Direct Social Referral Paid Search Paid Social
Email was the largest driver of
website traffic.
Email Checklist
❑ Are you collecting emails online, offline, and wherever possible?
❑ Get a clear opt-in and send at least 1 welcome email to keep good email list hygene
❑ Are you offering something of value or positioning your newsletter in a value oriented
way in exchange for people’s emails?
❑ Why should I sign up for your email list as opposed to another one or not at all?
❑ Are you sending out emails frequently to engage, provide updates, and report on
impact (not just ask)?
❑ Consider sending more emails with fewer things in them for people to read or do
A multi-channel fundraising strategy is
almost non-existent among small nonprofits.
Do you take a multi-channel approach with direct mail donors (meaning you communicate to both online and offline donors in other channels)?
• No
• Yes, we send email communication to direct mail donors AND we send direct mail
to online donors
• Yes, we send email communication to direct mail donors
• Yes, we send direct mail to online donors
• I don't know
Do you take a multi-channel approach with direct mail donors (meaning you communicate to both online and offline donors in other channels)?
0%
10%
20%
30%
40%
50%
60%
No Yes, we send email
communication to direct mail
donors AND we send direct mail
to online donors
Yes, we send email
communication to direct mail
donors
Yes, we send direct mail to
online donors
% Small % Big
Do you take a multi-channel approach with direct mail donors (meaning you communicate to both online and offline donors in other channels)?
14% of small nonprofits said “I don’t know” and 6% of big nonprofits said “I don’t know”
0%
10%
20%
30%
40%
50%
60%
No Yes, we send email
communication to direct mail
donors AND we send direct mail
to online donors
Yes, we send email
communication to direct mail
donors
Yes, we send direct mail to
online donors
% Small % Big
17% of small nonprofits send
emails to direct mail donors.
Source: Analysis of 20 U.S. nonprofit organizations across verticals including faith, education, politics/advocacy, and health/human services
Average Revenue per Donor by Channel Cohort
$159
$301
$148
$494
$0
$100
$200
$300
$400
$500
$600
Offline Only Offline w/ Valid Email Online Only Multichannel
Offline only donors who just receive emails
are worth 90% more than offline online
donors who do not.
Do you take a multi-channel approach with direct mail donors (meaning you communicate to both online and offline donors in other channels)?
14% of small nonprofits said “I don’t know” and 6% of big nonprofits said “I don’t know”
0%
10%
20%
30%
40%
50%
60%
No Yes, we send email
communication to direct mail
donors AND we send direct mail
to online donors
Yes, we send email
communication to direct mail
donors
Yes, we send direct mail to
online donors
% Small % Big
3% of small nonprofits send
emails to direct mail donors.
Likelihood to Become a Multi-Channel Donor by Cohort
OFFLINE TO MULTI-CHANNEL
OFFLINE W/ EMAIL TO MULTI-CHANNEL
Source: One NextAfter client
ONLNE TO MUTLI-CHANNEL
2.15%Multi-Channel Conversion Rate
0.47%Multi-Channel Conversion Rate
9.32%Multi-Channel Conversion Rate
1883%In Multi-Channel
Conversion Rate
Do you take a multi-channel approach with direct mail donors (meaning you communicate to both online and offline donors in other channels)?
14% of small nonprofits said “I don’t know” and 6% of big nonprofits said “I don’t know”
0%
10%
20%
30%
40%
50%
60%
No Yes, we send email
communication to direct mail
donors AND we send direct mail
to online donors
Yes, we send email
communication to direct mail
donors
Yes, we send direct mail to
online donors
% Small % Big
55% of small nonprofits don’t have a multi-
channel approach at all.
Do you take a multi-channel approach with direct mail donors (meaning you communicate to both online and offline donors in other channels)?
14% of small nonprofits said “I don’t know” and 6% of big nonprofits said “I don’t know”
0%
10%
20%
30%
40%
50%
60%
No Yes, we send email
communication to direct mail
donors AND we send direct mail
to online donors
Yes, we send email
communication to direct mail
donors
Yes, we send direct mail to
online donors
% Small % Big
Big nonprofits were 2x more
likely to have a “full” multi-
channel approach.
Source: Analysis of 20 U.S. nonprofit organizations across verticals including faith, education, politics/advocacy, and health/human services
Average Revenue per Donor by Channel Cohort
$159
$301
$148
$494
$0
$100
$200
$300
$400
$500
$600
Offline Only Offline w/ Valid Email Online Only Multichannel
Donors who give both online AND offline are
worth 234% more than online only donors
and 210% more than offline only donors.
Or so they say…
We made offline donations to 120 nonprofits at the end of March and after 3 weeks, 101 of the checks have been cashed and 14 organizations have emailed us.
What about size and
frequency of direct mail?
How often do you mail your donors?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I don't
know/We
don't have
a mailing
list
1 to 500 500 - 1000 1000 to
2500
2500 to
5000
5000 to
10000
10000 to
50000
50000 to
100000
100000 to
500000
500000 -
1000000
1000000+
% Small % Big
68% of small nonprofits have
direct mail lists less than 1000
people.
89% of small nonprofits either don’t
know how often they send direct
mail or send less than twice a year.
So… between email and direct mail, at most, a
donor to an average small nonprofit gets 14
touch points in a year for over 80% of small
nonprofits.
Multi-Channel Checklist
❑ Don’t assume that the channel they give in is the channel they want to get communications in and will respond in the future
❑ Try, ask, and test
❑ Try front-loading communications soon after a gift in multiple channels
❑ Focus on appreciation, impact of their gift, and how it’s making a difference
❑ Don’t shy away from an ask but make sure you thank and update first
❑ Send direct mail mail donors emails
❑ Try showing direct mail donors online ads
Recurring giving is valuable for
small nonprofits but underutilized.
104Donors
54%Online*
13%Recurring
49%Retention
Overall 2019
* at least
+21%+48%-15% +2%
Survey respondents said
recurring giving only accounted
for 4% of their revenue.
0.32%Email Conversion Rate
45.92%Bounce Rate
3:41Avg. Session Duration
1.72%Donor Conversion Rate
$35New
$43Retained
$40Recaptured
$42Overall Avg.
Gift
Recurring Giving By
Donor Type
Calculated by taking the median of the mean per organization.
49%Overall
58%Repeat
42%One-Time
92%Recurring
Retention 2019
49%Overall
58%Repeat
42%One-Time
92%Recurring
Retention 2019
Survey respondents said they
had a 50% recurring donor
retention rate.
6 Year Value of 1,000 Donors
2017 Target Analytics donorCentrics Sustainer Summit
$0
$100,000
$200,000
$300,000
$400,000
$500,000
1 2 3 4 5 6
Sustainer Revenue Single Gift Revenue
6 Year Value of 1,000 Donors
2017 Target Analytics donorCentrics Sustainer Summit
$0
$100,000
$200,000
$300,000
$400,000
$500,000
1 2 3 4 5 6
Sustainer Revenue Single Gift Revenue
Cumulative Revenue per 1,000 Donors After 5 Years
2017 Target Analytics donorCentrics Sustainer Summit
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Large Orgs Medium Orgs Small Orgs
One Time Recurring
RECURRING DONORS ARE EVEN
MORE VALUABLE FOR SMALL AND
MEDIUM SIZED ORGANIZATIONS.
And yet…
Only 51% of small nonprofits have a
recurring giving program compared
to 78% of big nonprofits.
donorCentrics Sustainer Summit
Sierra Club TestingDefaulting to Recurring Gift
CONTROL – ONE-TIME TREATMENT - MONTHLY
$200K to $1M
In Recurring Revenue
Over 2 Years
How Communicating The Impact Of A Recurring Gift Can Increase Conversion With New VisitorsEXPERIMENT ID: #18659
CONTROL TREATMENT
48.4%In New Recurring Donors
Recurring Giving Checklist
❑ Make recurring a priority and focus for you and your team and then it will show in
your website, strategies and communications
❑ Set a goal, make a plan, and go for it
❑Make sure you give donors a reason to give monthly
❑ In your emails but also on your donation page itself
❑ Consider defaulting to monthly or use a strong ‘nudge’ on your donation page to
encourage more monthly giving
❑ Try to get direct debit or ACH giving set up if you can
Small nonprofits are less prepared to thank
donors and much less prepared to try and
win them back if/when they stop giving.
Do you have a stewardship or thank you plan or strategy? (This is a specific strategy and process to thank and communicate to donors after they have given.)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
% Small % Big
31% of small nonprofits do not
have a thanking or stewardship
plan.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
No Yes I don't know
% Small % Big
Do you have a lapse or reactivation plan or strategy? ( This is a specific strategy used to engage and get lapsed donors to give and give again.)
18% of small nonprofits have a
lapse prevention or reactivation
plan or strategy.
Why it matters.
Analysis of Thank You Calls Within 90 Days of 1st Gift
NO THANK-YOU CALL ONE THANK-YOU CALL
Source: “Do Thank-You Calls Increase Charitable Giving? Expert Forecasts and Field Experimental Evidence”, Samek & Longfield
8%In Donor Retention
100%In 2nd Gift Avg. Gift
203Days Quicker to
2nd Gift
I don’t have time…
I don’t have money…
@bradyjosephson
6 FUNDRAISING HACKS YOU CAN USE TO GROW REVENUE THIS YEARNEXTAFTER.COM/RESOURCES
Sly Broadcast + HubSpot + Zapier
What do we say?
Source: Retention Fundraising and The Agitator
• Saying thank you is easy retention win #1.
• It should be timely and confirm the
donation was received
• Should focus on
• Why the gift is appreciated
• Why the gift matters and
• How the gift was put to work.
Thanking & Engagement Checklist
❑ Make sure donors are thanked well and more than once in the first few weeks
❑ Consider multi-channel (phone)
❑ Focus on the impact that their gift will make and how it is being put to use in
addition to your thanks
❑ Frame it in what the donor has done, not you
❑ Try front-loading communications soon after a gift in multiple channels
❑ Focus on appreciation, impact of their gift, and how it’s making a difference
Quick recap.
Key Findings Summary
1. Small nonprofits don’t generate a lot of traffic to their websites.
2. Small nonprofits send fewer emails to fewer people.
3. A multi-channel fundraising strategy is almost non-existent among small
nonprofits.
4. Recurring giving is valuable for small nonprofits but underutilized.
5. Small nonprofits are less prepared to thank donors and much less prepared to
try and win them back if/when they stop giving.
Key Findings Summary
1. Small nonprofits don’t generate a lot of traffic to their websites.
2. Small nonprofits send fewer emails to fewer people.
3. A multi-channel fundraising strategy is almost non-existent among small
nonprofits.
4. Recurring giving is valuable for small nonprofits but underutilized.
5. Small nonprofits are less prepared to thank donors and much less prepared to
try and win them back if/when they stop giving.
What Can You Do Based on the Key Findings?
Go deeper.
The 2020 Small Nonprofit Fundraising Benchmark Report
Be the First to Get the Full Report
• Get all the data and stats
• See the key findings
• Access resources to help your fundraising
• And more!
smallnonprofitbenchmark.com
TAKE AN ON-DEMAND ONLINE FUNDRAISING CERTIFICATION COURSE.COURSES.NEXTAFTER.COM
USE THE CODE “MIGHTY” BEFORE JULY 31 TO GET
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THANKS AND GOOD LUCK!
FUNDRAISING
THROUGH FEAR AND
UNCERTAINTY
Network for Good
July 1 2020
• Founder: Girlstart
• Featured on: Oprah,
• CNN, the Today Show
• What Rachel does: custom training, board retreats, online classes
Weaknesses: chips, queso
Rachel Muir, CFRE
@rachelmuir
Town crier for
donor love
What Rachel does:
Workshops
Board retreats
Webinars
Keynotes
Coaching
All on fundraising……all virtual!
Lookbook -> www.rachelmuir.com/keynote
Online classes
Today’s slides -> www.rachelmuir.com/handouts
Fundraising in Uncertain Times
2
Why now is a great time to
ask Debunk
fundraising fears
What to
do now +
examples
Q&A
3 Tools to help you virtually
connect with donors
@rachelmuir Slides: www.rachelmuir.com/handouts
Today we’re going to…
Love on donorsOvercome doubts Fundraise bravely in turbulent waters
Get inspired
www.rachelmuir.com/handouts
Why now is a GREAT time to ask
@rachelmuir Facebook.com/RachelMuirFundraising
3 phases of crisis fundraising
worklessraisemore.com/3-phases-in-crisis-fundraising
7 reasons why now is time to ask
1. We are in “the bump” 2. Unless you ask people won't think you
need help.3. People WANT to help (purpose) 4. It feels good to give5. Giving combats feeling helplessness6. Many are financially healthy, some have more to give because of fewer expenses7. May get stimulus $ they don’t need
Worried about “Coronavirus fatigue”?
Type “yes” into chat IF you ever worried…
…you were sending too many appeals?
…you might offend a donor?
…your donor might say ‘no’?
Fact: your donor doesn’t open them all. Need proof? What’s your open rate?
Fact: you can’t make everyone happy all the time. You aren’t here to offend as few people as possible.
Fact: How much money does not asking raise? Guaranteed $0. Fact: “A cause will be hurt more by the people who would have said yes but weren’t asked than by those who say no.” Jerry Panas.
@rachelmuir www.rachelmuir.com
Drop-the-mic truth bombs
“The ask is not a one-day affair”
Misty McLaughlin, Jackson River
“Unless you've already seen a steep drop in
responsiveness to virus-related
fundraising, you should keep doing
it.”
Jeff Brooks, Future Fundraising
Now
“There is no evidence that frequency of
solicitation negatively impacts retention and
lifetime value.”
Roger Craver, The Agitator
What do we know from prior disasters?
If you pull back and don’t
fundraise -> What
happens?
Don’t assume donors won’t support you.
Let them decide
for themselves!
Donating makes donors feel good
“There is no “perfect moment” to raise money.
Difficult times emphasize the urgency and drama
of compelling needs.”
Jerry Panas
@rachelmuir Facebook.com/RachelMuirFundraising
Fact: In troubling times donors give more.
“The more recently a donor has given to your
organization, the more likely they are to give again.”
Steven Screen, The Better Fundraising Blogwww.betterfundraising.com/blog
@rachelmuir Facebook.com/RachelMuirFundraising
Want a free review of your appeal?
www.worklessraisemore.com/appeals-and-newsletters
How many fundraising appeals have you sent since
COVID-19 began?
None
1-3
4-5
6-8
9 or more
Tell us more about you…
Has the pandemic changed what donors want from us?
@rachelmuir Facebook.com/RachelMuirFundraising
Pre-coronavirus
donor wants
“You value me and
need me more than
ever”
3 basic psychological needs
Connectedness, autonomy (control) & competence (effectiveness)
Source: Dr. Jen Shang
Connectedness is primary human need
You make
donors feel
listened to,
cared for,
connected and
comforted.
How should my messaging adapt?
1. You can help your donors feel connected right now.
2. Thank them for giving *now*
3. Share how you are innovating
Source: “What do donors think of giving now?” Blue Frog Fundraising
4. Show your donors they are valued
Thanking in time of Coronavirus
“I am especially thankful you chose to
make your gift now.
The fact that in a time that is so worrying
and stressful for everyone you chose to
think about others speaks volumes about
who you are.”
Donor centric monthly giving receipt
2x the you’s - Try this tool:
bloomerang.com/ahernaudit
“Don’t (just) thank me for my gift.
Thank me for WHO I AM.”
Tom Ahern
@rachelmuir www.rachelmuir.com
Biggest fail is not connecting
Be human.Be real.Be helpful.Seek connection.
Study of 4,000 organizations
Virtual
Notes: “Personal emails” are distinct from mass emails. In other words, these users were sending
one email to one unique recipient.
SMS
open
rates avg
98%
Source Mark Phillips, Bluefrog Fundraising
Plan your communications cycle
$
Thank w/in 24-48 hours, be
warm, give donor credit (not
the org) tell them what gift
will do, show what a good
person they are.
Update is reporting back how the
gift helped. Thank them for meet
-ing the need. Tell them what an
imp part of the org they are..
Ask – > thank – > Report back
After you have completed this cycle
you can ask again. Not before!
Telephone town hall, behind the scenes
reports or updates, memo from CEO etc
Upgrade ask
Stewardship
“Feel Good Friday”
Email a win donor
made possible
Every Friday
Soft ask
What has been the
response from donors?
They love it!
Ask. Thank. Report back.
Reporting back template
What kind of post-gift communication do you give donors?
Give yourself 1 point for each you regularly send.
o Email thank you autoresponder
o Thank you letter
o Handwritten thank you card
o Thank you phone call
o Text message thanking them
o Video email thanking them
o An update in a letter reporting back on how their gift
helped (a week/month later)
o A new donor welcome kit
o A donor survey
o Telephone town hall invite
Tell us more about you…
Download at
RachelMuir.com/
DonorLove
RACHEL’S STEWARDSHIP
GREATEST HITS
RNLI Special message from Dave
www.rnli.org Watch: bit.ly/RNLIcrew
rnli.org/magazine/magazine-featured-list/2020/march/crew-members-look-out-for-each-other
Front Back
EMAIL AUTORESPONDER
Pop a photo in your
email autoresponder!
Innovative digital tools to say thanks without licking a stamp
@rachelmuir www.rachelmuir.com
Digital tools to craft handwritten cards
Check out
Feltapp.com
Sample personalized stationary Feltapp.com
Feltapp.
com
@rachelmuir Facebook.com/RachelMuirFundraising
www.PunkPost.com
www.PunkPost.com
TEXT IS GREAT FOR STEWARDSHIP
WHY TEXT STEWARDSHIP?
Textology.com
1) New iOS 13 feature “Silence Unknown
Callers”
2) SMS open rates average 98%
3) Replies can go to your email inbox and
you can answer them there – as a text
reply
Check in texts
Textology.co
WWW.TEXTOLOGY.CO
Get a free 30 day trial
at Textology.co
Download at
RachelMuir.com/
DonorLove
Questions?
▪ How can I convert more gifts?
▪ How can I survive and thrive through this crisis?
▪ How can I deepen donor relationships?
▪ How do I get my board to help?
▪ How do I prioritize?
Fundraising was challenging already
www.leagueofextraordinaryfundraisers.com
Is this you?
Want coaching from Rachel?
LeagueofExtraordinaryFundraisers.com
www.LeagueofExtraordinaryFundraisers.com
Live workshop & done-for-you workbook each month
Immediate access to past workshops
www.LeagueofExtraordinaryFundraisers.com
Thank you!
www.rachelmuir.com
Follow me
@rachelmuir
Slides: chelmuir.com/handouts Grab today’s slides
www.rachelmuir.com/handouts
Want help? LeagueofExtraordinaryFundraisers.com
Facebook.com/RachelMuirFundraising
Boosting Your Team’s Morale While Creating A
Virtual Workplace Culture: When Your Couch is
Your Water Cooler
Meico Marquette Whitlock
@amindfultechie
Beth Kanter
@kanter
WHAT COVID-19 FELT LIKE
How is your work life now compared to
before COVID-19?
✓ Easier
✓ Same as before
✓ More difficult
Poll
On a scale of 1-5, how much have you felt
uncertainty?
1- None to 5 – Off the charts
Poll
The Impact of COVID-19
SHOCK I am unsure of the future
I am unsure of information
I am afraid of losing loved ones or my job
ADAPTATION I ask for support when needed
I engage in something meaningful to me or others
I anchor myself in the present moment
EVOLUTION I revive personal dreams that I gave up on
I look at my present circumstances with curiosity
I move on from things that do not serve me
LIBERATION I live in the world courageously without fear
I give freely to those who need it
I anchor myself in infinite potential
Source: Genesis Healing Institute
https://genesishealinginstitute.org/cv19-response
A Journey of Healing
What are you discovering?
What are you letting go of, keeping, or creating?
What do you envision for the future?
SOLUTIONS
RITUALS & NORMS
Calming Norms
Five Fs: Virtual Rituals That Support Resilience
1: Functioning, Fitness, Food
Do people have what they need to do their job?
Do people feel like they are productive?
2: Feelings
Do people feel appreciated and respected?
3: Friendship
Do people feel connected to one another?
4: Forward
Do people feel like they have opportunities for
growth?
5: Fulfillment
Do people feel like they are inspired and working
towards a higher purpose?
Function, Fitness, Food: Stretch at Meetings
Friendship: Celebrations
Feelings: Virtual Water Cooler
Feelings: Slack Workplace Culture Plugins
Forward: Professional Growth
Fulfillment: Connect to Mission - Virtual AMA
MINDFULNESS
Reclaim Your
Commute Time✓ Create a start and stop ritual
✓ Add it to your calendar
✓ Schedule non-work activities:
○ Meals
○ Time with loved ones
○ Breaks
○ Non-screen time
Set Intentions
mindfultechie.com/planner
Establish Your Rules of
Engagement
✓ When and how to contact you
✓ When to expect a response
✓ Use email out of office reply +
instant away message
✓ Proactively schedule your
availability
Email Signature Example
Please note: due to my personal family/work
balance, I often email outside of normal working
hours. Please do not feel any pressure to
respond outside of your own working pattern.
*Please excuse any errors. This message was
sent from my mobile device in an effort to
expedite my response.*
SLACK Away Message
Establish Your Rules of
Engagement
BACK TO THE OFFICE
Preparing to Return the Office & Workplace Culture
FUTURE OF WORK
The Future of Nonprofit Workplace Culture
Q&A
Meico Marquette Whitlock
@amindfultechie
Beth Kanter
@kanter
Integrating Diversity, Inclusion, and Equity into Your Board
Culture
Jim TaylorVice President of Leadership Initiatives – BoardSource
Network for Good Virtual ConferenceJuly 1, 2020
Today’s Conversation
▪Overview of BoardSource and Its Commitment to Diversity, Inclusion, and Equity in the Nonprofit Sector
▪National Data on Diversity, Inclusion, and Equity on Nonprofit Boards
▪ Strategic Steps in Board Recruitment and Retention
▪My Experience in the Field with “Difficult Conversations”
▪ Some Recommendations for Board Members
▪Open Forum
Overview of BoardSource’s Vision
▪Vision: A world where every social sector organization has the leadership it needs to fulfill its mission and advance the public good.
▪Core Belief: It is impossible for the social sector to accomplish these objectives without a commitment to diversity, inclusion, and equity.
oDiversity in board composition (skills, expertise, lived experiences, cultural/ethnic background)
o Inclusivity in building a board culture of trust, candor, and respect for everyone
oEquity-focused in understanding and developing strategies in the societal context in which the organization operates
The Data: We’ve Got a Long Way To Go . . .▪The nonprofit sector isn’t as diverse as it should be, as
indicated by our national survey data:
o86% of nonprofit chief executives are white
o77% of nonprofit board members are white
o21% of nonprofit boards are entirely white
o65% said that the board’s composition did not represent the demographics of the population served by the organization
o76% of boards do not place a high priority on demographic diversity when they recruit board members
5 Questions to Get Boards Started
▪ Is our organization’s reputation being negatively (or positively) impacted by our board’s current composition regarding diversity?
▪ If someone were to make assumptions about our organizational values based on our board composition, what would they be likely to think?
▪ How well are we cultivating a deeper understanding of the community or communities that we serve and bringing their perspectives, needs, feedback, and priorities into our strategic boardroom discussions?
▪ Are we ever at risk of making decisions without fully understanding how these decisions may affect those we serve?
▪ If we were to make a deeper commitment to diversity, inclusion, and equity, what would that mean for our mission, our work, and the people we serve?
Board Recruitment Strategies
▪ Develop an action plan, policies, and procedures to address self-identified weaknesses
oUse a board recruitment matrix to identify areas you want to address
o Set expectations up front with board candidates, especially related to fundraising
o Assess candidates’ level of comfort and experience on prioritized topics
oMove beyond regular channels for board recruitment✓Post board searches/use a search firm
✓Connect with local chapters of ethnic professional associations
✓Engage staff
✓Engage every board member
Board Retention Strategies
▪ To support greater retention:▪ Establish written diversity policies
▪ Implement a detailed orientation process
▪ Provide equal access to board leadership opportunities (for example, add new diverse board members to board committees soon after they join the board)
▪ Pay careful attention to social inclusion practices
▪ Ask board members of color for feedback on the recruitment process they experienced
✓ Identify parts of the process that helped them make the decision to join the board
✓ Identify parts of the process that were barriers to joining the board, and determine how to remove those barriers
My Experiences and Conversations in the Field
▪ This work often leads to “uncomfortable” moments for white nonprofit leaders (and for me) -- here are four quotes that I’ve heard within the last year on this topic:
o “I was so angered by the first 30 minutes of the racial equity training session that I shut down for the next two days of training.”
o “Could we use softer terms than “white privilege”? I just don’t want white leaders to be “put off” by the terminology.”
o “Do we have to focus on diversity for our board? We’re a nonprofit that focuses on beautifying the environment, not affordable housing, economic development, education, or health.”
o “I feel like you’re asking me to apologize for my whiteness.”
Some Recommendations for Board Members
▪ “Lean in” to the “discomfort” in discussing these issues; it’s part of the work, and you can’t get around it if you want to make progress
▪ Keep learning (read, watch, listen, notice, connect, engage, act, reflect, stay inspired)
▪ Acknowledge that making statements and declaring intentions aren’t enough; assess what you’ve done and decide what you will commit to doing
Open Forum – Questions and Comments?
J u l y 1 , 2 0 2 0
Ke e p Yo u r G o o d G o i n g :
C o m m u n i c a t i n g w i t h a P u r p o s e
Kimberly O’Donnell, CFRELead Fundraising Coach
Peter HartProduct Manager
YO U R P R E S E N T E R S
265
AG E N DA
P O W E R O F A S T O R Y
C R E AT I N G S O C I A L LY S E N S I T I V E
C O M M U N I C AT I O N S
S TAY I N G T O P O F M I N D
P E R S O N A L I Z I N G Y O U R
C O M M U N I C AT I O N S
266
T H E P O W E R O F A S T O R Y
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
267
Tension
• Distress grabs attention
• Produces cortisol
Climax
• Emotionally charged events
• Releases dopamine
Call to Action
• Generates oxytocin
• Fosters empathy
NEUROSCIENCE BEHIND A STORY
APPEARANCE IS EVERYTHING:
HOW ARE YOU USING YOUR PRIME REAL ESTATE?
269
270
WHICH WOULD YOU RATHER READ?
271
P R E - B U I LT E M A I L T E M P L AT E S I N N E T W O R K F O R G O O D ' S F U N D R A I S I N G S O F T WA R E
272
P R E - B U I LT E M A I L T E M P L AT E S I N N E T W O R K F O R G O O D ' S F U N D R A I S I N G S O F T WA R E
273
D E S I G N I N M I N U T E S W I T H A N E A S Y T O U S E D R A G A N D D R O P E D I T O R
274
S E E H O W M U C H $ $ E A C H E M A I L R A I S E D W I T H R E A L - T I M E R E S U LT S
275
Remember: you don’t have to tell your story in one communication. You can build a story through a series of communications.
276
YO U R S T O R Y T E L L I N G T O O L K I T
( R E A D L AT E R )
DEVELOPING THE NARRATIVE
277
• Who is the protagonist (a beneficiary)?
• What problem do they face?
• How will the problem be solved?
• How does the prospect/donor relate? (Make the personal experience universal)
• How will a donation solve the problem?
• What do you want the reader to do?
• What is your call to action?
• Acknowledge the uniqueness of circumstances with compassion
• What problem are beneficiaries or the organization facing?
• Ask for support to address the problem?
• Offer details of how gift will provide a solution – specificity works here!
• Offer message of hope at the other end of the crisis.
• What do you want the reader to do?
• What is your call to action?
In Normal Times In Crisis Times
Telling your money story
CHARACTER DEVELOPMENT
278
First, introduce a character.
Then detail the obstacles and conflicts your character faces when working toward a goal. This is the real meat of the story, when your character is struggling to get a law passed, a visa for a refugee, emergency surgery for an animal. It’s not clear if the character will prevail.
Next, remind the reader they have the power to create a happy ending.
Clear call to action – specific ASK.
279
YOU CAN ALSO PERSONIFY ANIMALS AND/OR INANIMATE OBJECTS
280
VERB + WHO IS
IMPACTED
Try to AVOID words like:Partner with…
Help us…We...
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
281
C R E AT I N G S O C I A L LY S E N S I T I V E C O M M U N I C AT I O N S : 2 0 2 0 P H R A S E O L O G Y
C O M M U N I C AT E I N P E R S O N A L , S E N S I T I V E A N D A P P R O P R I AT E WAYS
• Write from a first-person voice – “I” not the organizational “we”
• Use “we” when you mean “self + donor” or “society”
• Be honest, vulnerable, authentic. Share how you’re feeling.
• Use conversational voice with contractions, incomplete sentences, repetition—this creates intimacy.
• Always offer some sense of hope and ‘solution’ to the problem.
• When in doubt, ask multiple reviewers
282
Where do I start?
P H R A S EO LO GY
• Public health crisis
• COVID-19
• Coronavirus
• Pandemic
• Interruption to daily schedules, habits, routines
• Inconveniences of physical distancing, wearing a mask, sheltering in place
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Racial justice related:
• Solidarity
• Support
• Stand with
COVID-related:
• Challenged
• Uncertain
• Isolated
• Protests
• Demonstrations
• Marches
• Civil unrest
• Calls/cries for justice
• Heartbreak and outrage
• Recent tragedies
Pandemic-Related Racial JusticeSentiment & Attitudes
C O N N EC T I N G TO T H E T I M E :
• One thing that’s become abundantly clear to me as we live with the public health, economic, and civil rights crises that surround us, is how interdependent we all are. We exist together even while we stand up and stand apart.
• I write to you at an unpredictable and perplexing moment—not certain exactly where to begin. Every few days brings up new issues and emotions to navigate.
• We are living in a powerful yet unpredictable moment in time.
• In the midst of the grief and uncertainty,
• The news these days can feel overwhelming
• Things certainly feel surreal, with many community members struggling,
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R E L AT I N G S O C I A L J U S T I C E I S S U E STO YO U R WO R K
• We have not always reflected the diversity and inclusion needed to address the systemic racism that we seek to defeat with our work.
• We cannot allow systemic racism to go unnamed or unchallenged.
• We must continue to work for justice and peace until the structures of inequity and discrimination are abolished.
• We must also continue to serve those who have yet to be treated equitably and equally.
• Part of the heartbreak and outrage that’s grown from the recent tragedies comes from knowing, too well, that we’ve been here before.
• We stand with those working to dismantle the systemic racism that plagues our (specific issues relating systemic racism to your mission).
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G R AT I T U D E P H R A S I N G F O R YO U R D O N O R S
• Your generosity is inspiring.
• Your gift is a demonstration of your core values, and the empathy and compassion that will outlast any crisis.
• I hope that together we can focus on getting through this crisis—and coming out stronger on the other end.
• We are all navigating new ways of being together and standing up for one another.
• We are fortunate to have so many tools at our disposal to create community even while physically distancing and socially uniting.
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S TAY I N G T O P O F M I N D
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1. Increase social presence
2. Collect email and mobile everywhere
3. Send regular and “surprise”
communications
4. Survey your supporters
5. Have board members write thank you’s and
make calls—check in with major and first-
time donors
6. Video and text your donors and
volunteers—show overall care and concern
7. Repeat
KEEP COMMUNICATING: AUTHENTICALLY
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E M A I L = 2 3 %V S
T E X T = 9 8 %
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
T E X T - T O - G I V E
T E X T - T O - P L E D G E
T E X T - T O - F O R M
B R O A D C A S T T E X T S
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F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
G R O W Y O U R P R O S P E C T L I S T
G E T F E E D B A C K F R O M D O N O R S
U P D A T E D O N O R D A T A
V O L U N T E E R S I G N - U P S
I N T E R A C T I N R E A L - T I M E
R S V P ' S
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B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D ' S B U I LT -I N V I D E O M E S S A G E S
T H A N K A N E W D O N O R
S A Y H A P P Y B I R T H D A Y
S H A R E S T O R Y W I T H D O N O R S
T H A N K Y O U R V O L U N T E E R S
R E A C H O U T T O M A J O R D O N O R
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“ I t ' s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s , a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r. ”
S h e l l i e D a n i e l s ,
C h i l d r e n W i t h H o p e
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• B o a r d m e m b e r s
• M a j o r g i f t d o n o r s
• R e c u r r i n g m o n t h l y / s u b s c r i p t i o nd o n o r s
• O n e t i m e / a n n u a l d o n o r s
• C o r p o r a t e / c o m m u n i t y p a r t n e r s
• G i v i n g d a y p a r t i c i p a n t s
• P r o s p e c t s / n o n - d o n o r s
• S o c i a l m e d i a f o l l o w e r s
• P a r t n e r i n g n o n p r o f i t s
TO U C H E V E RYO N E I N YO U R C O M M U N I T Y
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YOU HAVE LOTS OF WAYS TO SEGMENT
Giving Frequency: Recurring, One-
time, Consistent, Lapsed, Non-donors
Giving Levels: Major, Mid-level, Minor
Available Channels in Database:
Email, Postal Mail, Cell, Social
Affinity and Areas of Interest: Groups
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E A S Y S E G M E N TAT I O N W I T H N E T W O R K F O R G O O D
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E A S Y S E G M E N TAT I O N W I T H N E T W O R K F O R G O O D
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S E G M E N T T H E N S E N D W I T H N E T W O R K F O R G O O D
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Engage & Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) Daily/Weekly storytelling across multiple channels—especially video, text and
social (board and volunteers, too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals: storytelling, infographics,
webinars/live sessions
5) Do not stop interacting with your donors and
supporters—for the rest of the year
Everyday Best Practices
COVID-19 Best Practices
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D O : C O M M U N I C AT E R E G U L A R LY W I T H YO U R D O N O R S A N D P R O S P E C T S T H R O U G H M U LT I P L E C H A N N E L S
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H O W N E T W O R K F O R G O O D ' S S I M P L E S M A R T F U N D R A I S I N G S O F T WA R E C A N H E L P
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J O I N U S F O R O U R “ N E W N O R M A L” W E B I N A R S E R I E S
We’re Here for You:Upcoming “New Normal” Webinars
7/8—Prospecting for new supporters
7/15—Virtual storytelling and engaging
7/22—Donor acknowledgements
7/29—Planned giving
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OUR CUSTOMER, JAMYLE CANNON, FOUNDER AND EXECUTIVE
DIRECTOR OF THE BLOC CHICAGO IS SEEN HERE IN A VIDEO
ACKNOWLEDGEMENT HE CREATED USING OUR SIMPLE, SMART
FUNDRAISING SOFTWARE
SEND US YOUR QUESTIONS!
