communicating with donors€¦ · budgets for campaigns coming up in the next 1-2 years. what...
TRANSCRIPT
COMMUNICATING
WITH DONORS:STRATEGIES THAT WORK IN
TODAY'S COMMUNICATION
ENVIRONMENT
PRESENTED BY ANTHONY JULIANO
& MARTY PASTURA
WE HAVE SOME GOOD NEWS…
AND SOME BAD NEWS.
WE’RE SEEING RECORD HIGHS IN GIVING…
$427.71 BILLION
IN THE U.S. IN 2018SOURCE: NATIONAL PHILANTHROPIC TRUST
BUT THE RATE OF GROWTH IS DECLINING…
UP JUST .07%
FROM 2017SOURCE: NATIONAL PHILANTHROPIC TRUST
AND WE’RE LIVING IN UNPRECEDENTED TIMES
SO, HOW SHOULD YOU
RESPOND?
▪ THE FUNDRAISING ENVIRONMENT
▪ WHAT WORKS IN TODAY'S COMMUNICATION
ENVIRONMENT—AND WHAT DOESN’T
▪ THE SIX “RIGHTS” OF FUNDRAISING
▪ WRAP UP AND Q & A
THANK YOUFOR YOUR COMMENTS AND QUESTIONS!
“HOW TO IDENTIFY POTENTIAL DONORS AND
STRATEGIES THAT WORK IN TODAY'S MARKET
WHEN GETTING PEOPLE OUT FOR EVENTS IS A
CHALLENGE FOR EVENTS THAT DON'T HAVE A LONG
HISTORY WITH A POSITIVE HISTORY”
“METHODS TO PROJECT BUDGETING GOALS
FOR THE FALL WITH THE UNCERTAINTIES OF
THE ECONOMIC IMPACT.”
“HOW TO HOLD DONOR MEETINGS DURING
COVID-19 PANDEMIC.”
“WHAT IS THE BEST WAY TO KEEP MOMENTUM GOING
DURING THIS TIME?”
“WHAT MIGHT BE EFFECTIVE TOP-OF-MIND MESSAGING
THAT A NON-PROFIT ORGANIZATION COULD EMBARK
UPON EVEN IF THEY ARE CLOSED OR OPERATING UNDER
REDUCED CAPACITY?”
“WHAT DOES THE FUNDRAISING CLIMATE LOOK LIKE
FOR THE FALL? HOW DO FUNDRAISERS PROJECT
BUDGETS FOR CAMPAIGNS COMING UP IN THE NEXT
1-2 YEARS. WHAT SHOULD WE 'LOOK' FOR WHEN
ASKING DONORS TO DONATE.”
INDIVIDUALS
68%
FOUNDATIONS
18%
BEQUESTS
9%
CORPORATIONS
5%
$292 BILLION
FROM INDIVIDUALS
SOURCE: NATIONAL PHILANTHROPIC TRUST
“SMALLER GIFT RECRUITMENT”
RELIGIOUS
29%
EDUCATION
14%
HUMAN SERVICE
12%
GRANT MAKING
FOUNDATIONS
12%
HEALTH
9%
OTHER
24%
SOURCE: NATIONAL PHILANTHROPIC TRUST
▪ TAX LAW
▪ TECHNOLOGY
▪ CHANGING CONSCIOUSNESS
▪ SHIFTING OF SOCIAL ISSUES
▪ TRANSPARENCY IS A KEY DETERMINANT
SOURCE: NATIONAL PHILANTHROPIC TRUST
HIGH NET WORTH
HOUSEHOLDS THAT GIVE
90%$29,300
AVG. HIGH NET
WORTH GIVING
$2,514
AVG. GIVING: GENERAL
POPULATION
SOURCE: NATIONAL PHILANTHROPIC TRUST
“BEST APPROACHES THAT ARE WORKING”
“WHAT'S WORKING, WHAT'S NOT WORKING TODAY”
“BEST PRACTICES FOR MARKETING IN CURRENT
ENVIRONMENT. HOW TO ENSURE OUR MESSAGE DOES
NOT GET LOST IN THE GLUT OF EMAILS PEOPLE ARE
RECEIVING.”
“WHAT DO YOU SUGGEST FOR SMALL NONPROFITS
WITH NOT AS BIG OF A REACH? WHAT IS THE BEST USE
OF TIME AND MONEY AS FAR AS OPTIONS GO?”
OSDNFA: TODAY’S AUDIENCE IS FRAGMENTED
DIFFERENT TACTICS FOR DIFFERENT DONORS
“HOW DO I BEST SET UP A SCHEDULE FOR HOW OFTEN
DONORS SHOULD BE APPROACHED AND WHICH DONORS
SHOULD BE APPROACHED WITH WHAT KINDS OF
COMMUNICATIONS...FOR EXAMPLE WHICH…SHOULD
RECEIVE DIRECT MAIL AS OPPOSED TO EMAIL
SOLICITATIONS… SHOULD SOME DONORS GET BOTH?
HOW DO WE DETERMINE THIS?”
IF YOU COULD ONLY IMPROVE ONE THING,
IT WOULD BE THIS…
LEARN AS MUCH AS YOU CAN
ABOUT YOUR DONORS
▪ ONE-TO-ONE ASKS: MAJOR GIFTS
▪ MASS MEDIA: REMIND A BROAD AUDIENCE OF
YOUR DIFFERENTIATED MISSION
o CONTENT CREATION CAN DO THIS, TOO
▪ DIRECT MAIL AND EMAIL: DONOR RETENTION
▪ SOCIAL MEDIA: PEER-TO-PEER, REMIND
CURRENT AND PROSPECTIVE DONORS
▪ DIGITAL ADVERTISING: TOP-OF-MIND
AWARENESS AND TARGETING DIFFERENT
AUDIENCES WITH SPECIFIC, TIMELY MESSAGES
▪ THE AVG. U.S. DONOR IS 64 YEARS OLD AND
MAKES TWO CHARITABLE GIFTS A YEAR
▪ 31% OF WORLDWIDE DONORS GIVE TO
ORGANIZATIONS OUTSIDE OF THEIR COUNTRY
OF RESIDENCE
▪ FEMALE DONORS ARE MORE LIKELY TO GIVE
BECAUSE OF SOCIAL MEDIA MARKETING;
MALES BECAUSE OF EMAIL MESSAGES
▪ GENERATIONAL DIFFERENCES BETWEEN
DONORS CAN HAVE CONSIDERABLE IMPACTS,
AS WELL…SOURCE: 2018 GLOBAL TRENDS IN GIVING REPORT
BOOMERS
SOCIAL
MEDIA
19%
33%WEBSITE
16%
DIRECT
MAIL/POST
18%
OTHER
14%
SOURCE: 2018 GLOBAL TRENDS IN GIVING REPORT
SOCIAL
MEDIA
39%
23%
WEBSITE
20%
DIRECT
MAIL/POST
6%
OTHER
12%
MILLENNIALSGEN X
SOCIAL
MEDIA
33%
26%
WEBSITE
19%
DIRECT
MAIL/POST
9%
OTHER
13%
▪ ARE YOU ANALYZING RESULTS BASED ON YOUR
SPECIFIC AUDIENCE?
▪ DIRECT MAIL IS STILL EFFECTIVE, BUT…
▪ DON’T NEGLECT EMAIL
MONEY RAISED ONLINE LINKED
TO AN EMAIL APPEAL
35%
NONPROFIT ORGS THAT
DON’T USE EMAIL
45%
SOURCE: CLASSY.ORG
▪ DIRECT MAIL IS STILL EFFECTIVE, BUT…
▪ DON’T NEGLECT EMAIL
▪ SEND FROM A PERSON, NOT A GENERAL
MAILBOX
▪ SEGMENT YOUR LIST
INCREASE IN
OPEN RATES
14.4%
SOURCE: MAILCHIMP
INCREASE IN
UNIQUE OPENS
10.3%
INCREASE IN
CLICKS
62.8%
DECREASE IN
UNSUBS
8.5%
▪ DIFFERENT DONOR PROFILES
▪ VOLUNTEERS
▪ BLOG SUBSCRIBERS
▪ DONATION FREQUENCY
▪ DONATION AMOUNT
▪ CAMPAIGNS THEY'VE DONATED TO
▪ ACQUISITION CHANNEL
▪ DIRECT MAIL IS STILL EFFECTIVE, BUT…
▪ DON’T NEGLECT EMAIL
▪ SEND FROM A PERSON, NOT A GENERAL
MAILBOX
▪ SEGMENT YOUR LIST
▪ REVIEW YOUR DATA
o OPEN RATE
o CLICK-THROUGH RATE
o UNSUBSCRIBE RATE
▪ DON’T TRY TO DO IT ALL—HAVE A PLAN!
WHAT’S YOUR GOAL?
WHO’S YOUR AUDIENCE?
63%
41%
31%29%
22% 21%
11%
0%
10%
20%
30%
40%
50%
60%
70%
Facebook Instagram Snapchat Pinterest LinkedIn Twitter TikTok
SOURCE: THE INFINITE DIAL
64%68%
61%
29%25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
FACEBOOK INSTAGRAM SNAPCHAT TWITTER TIKTOK
SOURCE: THE INFINITE DIAL
FACEBOOK USE, 12-34
64%
FACEBOOK USE, 35-54
74%
SOURCE: THE INFINITE DIAL
WHAT’S YOUR GOAL?
WHO’S YOUR AUDIENCE?
WHAT RESOURCES DO YOU HAVE FOR SOCIAL?
▪ DON’T TRY TO DO IT ALL—HAVE A PLAN!
▪ STIMULATE ENGAGEMENT: TAG FOLLOWERS
WHEN APPROPRIATE, ASK QUESTIONS
▪ CONSIDER PAY-TO-PLAY A NECESSITY
▪ OPTIMIZE FOR MOBILE: LESS TEXT, MORE
VIDEO
▪ USE A CONTENT CALENDAR
▪ KEEP A CLOSE EYE ON ANALYTICS
(E.G. FACEBOOK INSIGHTS)
“DONOR DEVELOPMENT/NETWORKING”
“HOW WE CAN CONTINUE DONOR
RELATIONS IN THE TIME OF
QUARANTINES”
▪ BE VISIBLE AND BE GENEROUS—IT’S ABOUT
NETWORKING
o CONSISTENTLY SHARE CONTENT
o INTERACT WITH YOUR AUDIENCE’S
CONTENT
o HELP WHEN YOU CAN
“HOW DO YOU FIND PEOPLE WHO ARE PASSIONATE
ABOUT YOUR MISSION?”
▪ CHECK OUT GOOGLE FOR NONPROFITS
o AD GRANTS: UP TO $10K/MONTH OF FREE
GOOGLE SEARCH ADS TO ELIGIBLE NONPROFITS
▪ LEVERAGE TARGETING OPPORTUNITIES
o GEOTARGETING
o RETARGETING
o AUDIENCE MODELING
DEMOGRAPHICS,
AFFINITY
GROUPS, AND/
OR INTERESTS
IDEAL
DONOR RP O EP CS T S
▪ FREE OPPORTUNITIES TO TELL YOUR STORY
VIA
o NEWS CHANNELS
o LOCAL BLOGS AND PODCASTS
o PUBLIC SPEAKING
FUNDRAISING IS SIMPLE…
IT’S JUST NOT EASY.
▪ GRANT WRITING
▪ ENDOWMENT DEVELOPMENT
▪ CAPITAL CAMPAIGNS
▪ SPECIAL EVENTS
▪ ANNUAL GIVING CAMPAIGNS
“WE'D LIKE TO UNDERTAKE A CAPITAL CAMPAIGN
IN THE NEAR FUTURE FOR A CRITICALLY NEEDED
LARGER/NEWER FACILITY.”
“HOW TO RAISE MONEY FOR A
CAMPAIGN AND OPERATIONS AT THE
SAME TIME?”
“THERE SEEMS TO BE A TREND FOR
NONPROFITS TO ESTABLISH ITS OWN
ENDOWMENTS; LOVE TO HEAR ALL THE
DOS AND DON'TS”
“IS ANYONE HAVING SUCCESS WITH PLANNED GIFTS
DURING THIS PANDEMIC?”
“GROWING A SIGNATURE EVENT AND KEY COMPONENTS
THAT PEOPLE LOOK FORWARD TO SEEING EVERY YEAR
WHILE ALSO KEEPING IT FRESH.”
▪ THE RIGHT PERSON
▪ ASKS THE RIGHT PERSON
▪ FOR THE RIGHT AMOUNT
▪ FOR THE RIGHT REASON
▪ IN THE RIGHT WAY
▪ AT THE RIGHT TIME
SOURCE: IU SCHOOL OF PHILANTHROPY
▪ VOLUNTEERS AND STAFF WHO ARE PASSIONATE
ARE KEY TO SUCCESS
▪ GO IN TEAMS OF 2, ESPECIALLY FOR MAJOR
GIFTS
▪ WHO MAY HAVE INFLUENCE WITH A POTENTIAL
DONOR?
▪ PEOPLE GIVE TO PEOPLE
▪ STRATEGICALLY USE VOLUNTEERS—
THEY CAN SAY THINGS STAFF CAN’T
▪ VOLUNTEERS SHOULD BE RECRUITED WITH
YOUR PROSPECT LIST IN MIND…
o AND VOLUNTEERS THEMSELVES SHOULD
GIVE, GET, OR GET OUT OF THE WAY
o VOLUNTEER DEVELOPMENT IS CRITICAL
“HOW TO ENGAGE DONORS WHO ARE HESITANT TO
SPEAK TO THE FUNDRAISER.”
“BEST PRACTICES FOR TIMES LIKE THESE. ALSO,
SHIFTING A BOARD'S MINDSET TO BE MORE
DEVELOPMENT ORIENTED.”
▪ ALSO, CONSIDER THE TYPE OF GIFT…
o LOWER-LEVEL/OPERATING: WHO IS
KNOWN TO THE PERSON MAKING THE
ASK?
• LOW-HANGING FRUIT
o MID-LEVEL/CAPITAL & HIGH-LEVEL/
ENDOWMENT: FRIEND-RAISING MORE
THAN FUNDRAISING. NOT A NEW
RELATIONSHIP
▪ DO THEY HAVE THE MEANS TO GIVE?
▪ DO THEY KNOW AND APPRECIATE YOUR
ORGANIZATION?
▪ HOW HAVE YOU COMMUNICATED TO THEM?
▪ DO VALUES ALIGN?
▪ DO THEY KNOW THE PERSON WHO IS ASKING?
“WHAT IS THE MOST EFFECTIVE WAY TO IDENTIFY
INDIVIDUALS THAT MAY BE ABLE TO MAKE A LARGER
DONATION?”
“STRATEGIES TO HELP CONVERT EVENT ATTENDEES TO
REPEAT DONORS”
“HOW EFFECTIVE IS PURCHASING DONOR
LIST, TO CULTIVATE NEW DONORS?”
▪ WHAT IS THE GIVING HISTORY?
▪ GIVE A RANGE, BUT BE SPECIFIC
▪ ASK POTENTIAL DONORS WHAT THEY ARE
THINKING
▪ WHAT’S THE RIGHT PROGRAM?
▪ WHAT IS THE DONOR INTERESTED IN?
▪ GIVE THE POTENTIAL DONOR CHOICES
▪ THE ASK SHOULD BE TAILORED TO THE
POTENTIAL DONOR
▪ BE TRANSPARENT
▪ SIT DOWN AND DISCUSS
▪ MAKE SURE YOU’RE IN THE RIGHT SETTING
▪ WE ARE ASKING THEM TO MAKE AN
INVESTMENT. WHAT IS THEIR RETURN ON THE
INVESTMENT?
YOU SHOULD NEVER BE EMBARRASSED
OR SHY TO ASK FOR A DONATION…
IF STAFF & VOLUNTEERS
BELIEVE IN THE CAUSE
▪ WHAT ELSE IS GOING ON IN THE COMMUNITY?
▪ FEASIBILITY STUDIES
▪ ECONOMY
FOLLOW THROUGH…
AND FOLLOW UP.
“WHAT ARE LOCAL INDIVIDUAL DONORS SAYING?
HOW ARE THEY PREFERRING COMMUNICATION WITH
SO MUCH INFORMATION COMING FROM DIFFERENT
DIRECTIONS THESE DAYS AND SUCH RAPIDLY
CHANGING CURRENT EVENTS AND STATE OF
AFFAIRS?”
“WHAT ARE SOME SOFTWARE SOLUTIONS THAT
1) INTEGRATE CONTACT MANAGEMENT, DONOR
RECORDS, STRATEGIC PLAN AND SCHEDULING;
AND 2) ARE AFFORDABLE FOR LOW-BUDGET
MINISTRIES SUCH AS OURS.”
