Mastering Fundraising Campaigns

Transcription

1 Mastering Fundraising Campaigns Campaign Planning Workshop & Coaching Opportunity GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 1

2 Your GiveMN team Jake Blumberg Executive Director Andrea Kopfmann Director of Campaigns and Partnerships Dan Moore Director of Operations Leah Olm Fundraising Strategist Tom Zimmerman Director of Marketing and Communications Tubman Open Arms of Minnesota Project 515 Minnesotans United for All Families The George Washington University Law School Walser Foundation Gillette Children s Hospital Foundation Special Olympics Minnesota Association of Fundraising Professionals University of Minnesota Morris Champlin Park High School Vocal Music Assoc. Wellstone Action WomenVenture Ordway Center for the Performing Arts Georgia Center for Nonprofits Young Nonprofit Professionals Network GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 2

3 Give to the Max Day Overview GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 3

4 Scheduled Giving 2018 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Oct Halloween Nov. 1 Scheduled Giving Begins Election Day Veterans Day GTMD Thanksgiving #GivingTuesday Dec GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 4

5 Give to the Max Day prizes 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 5

6 10th Anniversary Special Prizes 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 6

7 Give to the Max Day 2018 Prize Pool Sunday Monday Tuesday Wednesday Thursday Friday Saturday Oct Nov. 1 1 x $ x $ x $ x $ x $ x $ x $ x $ x $ x $ x $ x $ x $ x $ x $1,000 1 x $10,000 Power Hour 10:00-10:59 A.M. 1 st : $4,000 2 nd : $3,000 3 rd : $2,000 4 th : $1,000 Power Hour 10:00-10:59 P.M. 1 st : $4,000 2 nd : $3,000 3 rd : $2,000 4 th : $1, x $500 Every 10 Minutes GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 7

8 Special Prize Eligibility Register your organization at GiveMN.org/GTMD/Register Optimize your page Story Logo Banner Thank You Electronic Disbursement GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 8

9 Give to the Max Day Toolkit Find the Toolkit at GiveMN.org/Resources Logos Checklists Boilerplate language & flyers Customizable letter templates Posters & social media graphics Webinars Press releases GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 9

10 Tell us about your events! 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 10

11 Mastering Fundraising Campaigns GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 11

12 What s possible? 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? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 12

13 Did your campaign check all of the boxes? 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 13

14 Developing Your Story The GiveMN Guide to Mastering Fundraising Campaigns Page GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 14

15 Identify your specific cause 1 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 15

16 Identify the challenge 2 Identify the obstacle standing between today s reality and declaring mission accomplished Quantity or scale Conflict or competition Scarcity Unpredictability Exception GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 16

17 Identify the solution 3 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 17

18 Identify your audience 4 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 18

19 Identify your storyteller 5 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 19

20 Identify your primary calls to action GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 20

21 Your campaign outline 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? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 21

22 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? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 22

23 What is your campaign story? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 23

24 Setting Your Goals The GiveMN Guide to Mastering Fundraising Campaigns Page GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 24

25 Who can you already reach? Facebook likes Targeted advertising Twitter followers subscribers Postal addresses Phone numbers Event attendees 1 Donors giving $10 - $100 annually Donors giving $100 - $1,000 annually Donors giving greater than $1,000 annually GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 25

26 Rating likely and possible results Dollars raised Board participation Likely Possible Matching gift utilization Upgraded gifts Unique donors Returning donors New donors New recurring gifts Social media impressions Others? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 26

27 Determine your campaign goals Dollars raised Board participation Matching gift utilization Upgraded gifts Goal Unique donors Returning donors New donors New recurring gifts Social media impressions Others? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 27

28 Campaign goal examples 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 28

29 What are your goals? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 29

30 Engaging Board Members The GiveMN Guide to Mastering Fundraising Campaigns Page GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 30

31 Board representation and abundance 1 Founding and history Communities you serve Program area expertise Mission volunteers Significant donors Important networks and connections Professional services GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 31

32 Engaging your board 2 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 32

33 Why is a matching gift important? 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 33

34 Why is a matching gift important? 11% Important 30% 59% Neutral Not important How important is it for you to donate to an organization that offers a matching grant? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 34

35 Why is a matching gift important? In a 31 day campaign with matching and prizes Dollars Raised per Day Unique Donors per Day Average Gift each Day Donations Processed per Day Data from Otto Bremer Foundation s March Millions for Southeastern Minnesota GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 35

36 Matching gift success 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 36

37 How will you engage your board? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 37

38 Planning Your Communication The GiveMN Guide to Mastering Fundraising Campaigns Page GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 38

39 Multi-channel campaign communication 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 Bulk Social media GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 39

40 Audience segmentation 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 40

41 Utilize campaign milestones 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? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 41

42 Gathering assets GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 42

43 Compelling campaign milestones 1. Introduce your campaign 2. Ask donors to join the campaign 3. Regular campaign progress updates and stories 4. Special announcement 5. More updates and opportunities 6. Conclusion, results, and next opportunities GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 43

44 Coordinated communication calendar 1-2 s 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 44

45 Coordinated communication calendar 5 September November October December GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 45

46 Identify calls to action for each audience GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 46

47 Are you receiving too much solicitation? 17% 12% Wish organizations would have promoted more 23% 12% 65% 71% Received the right amount of soliciations Received too many solicitations Please help us understand more about Give to the Max Day promotion by organizations, including messages promoting Give to the Max Day GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 47

48 What s your communication plan? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 48

49 Keeping Campaign Donors Engaged The GiveMN Guide to Mastering Fundraising Campaigns Page GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 49

50 Keep going beyond this campaign 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 GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 50

51 Who participated in the campaign? 1 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? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 51

52 Identify your next call to action GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 52

53 Contribution recognition Online donor experience Gift acknowledgement Donor-determined recognition Public donor listing Social media mention Anonymity GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 53

54 Impact and outcome sharing 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? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 54

55 Identify the next call to action GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 55

56 How will you keep donors engaged? 5 And when? GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 56

57 Strategy & Technical Coaching One-on-one or in small groups Learn more at GiveMN.org GiveMN, a registered 501(c)(3) nonprofit organization. Learn more at GiveMN.org. 57