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Using the “3 C’s” to build donor loyalty and organizational revenues!
Maximizing Donor Communications
Presented byFreddi Birdwell, CFREJuly 24, 2015
Habitat for Humanity of TennesseeAffiliate State Conference
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Interaction = OpportunityCONNECT or
deepen connections with new or established donors
Share a COMPELLING VISION of Habitat’s important work
Make a CASE for support of that work.
Fair warning: She likes things in
threes …
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Maximizing OpportunitiesAnnual Fund Activities
Broadest base of donor support
Where acquisition happens
Major Gifts10/90Deepening/Sustaining
connections keyMarketing & PR
On-tap tools to support development
Legitimizes efforts
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Annual Fund RecruitmentCultivation
Direct Mail:Average response
rate 10-30 times that of email appeals
37% of those who gave online say direct mail prompted their gift
Part of an overall direct response strategy
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Annual Fund RecruitmentCultivation
Direct Mail:Use images to tell a
compelling storyLink your case for
support directly to client profile
Use simple language that provokes emotional response
Part of overall direct response program
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Annual Fund RecruitmentCultivation
Friend-raising Events“Softer” ask
opportunitiesLow or no costHigh acquisition
potentialUsually informal
Something like this …
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Annual Fund RecruitmentCultivation
Friend-raising EventsFor hosted sit-down event
Clients make the most compelling speakers“Before and after” is important for making
your case in a compelling wayFor “parties with a purpose”
Brief overview from staff or volunteer leadership
Needs to feel like a party!Use games to help make your caseMake it real with a compelling story or two to
illustrate what they’ve just learned
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Annual Fund RecruitmentCultivation
Special EventsCommunity Visibility
Low ROI
So the moral of the story
is …
Milk it, baby!
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Annual Fund RecruitmentCultivation
Special EventsTell your compelling story to a captive
audienceClients must be represented, in person, in
a video, or both!Make your case creatively, and tie it back
to your client storiesDon’t miss the chance to follow-up
Special thank-you’s“Welcome kit” for new donors“See your contribution at work”
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Annual Fund RecruitmentCultivation
Habitat “Guided Tours”
Home DedicationBuild siteVolunteer workday at
warehouseBuilding tour
Options depend on your size/structure:
Where can you offer the best
bird’s-eye view?
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Annual Fund RecruitmentCultivation
Habitat “Guided Tours”Participation usually
signals deeper level of interest/engagement
Speaker, short video or other visuals for compelling storytelling
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Annual Fund RecruitmentCultivation
Lead with the head …
8 out of 10Habitat family members have completed or plan to complete higher
education since becoming homeowners*
$11,450Needed to cover nails, screws and other construction hardware for
Habitat homes built each year in our community
45%Decrease in use of public assistance programs reported by Habitat
families after they completed the program*
* Knoxville Habitat for Humanity Impact Study, Mira Hanna, University of Tennessee College of Social Work, 2014
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Annual Fund RecruitmentCultivation
Close with the heart …
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Major Gifts Investment Stewardship
InvestorsFoundations and
businesses count!
Create one-to-one connections
Need and deserve a deeper layer of understanding
“Ask for advice …”
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Major Gifts Investment Stewardship
Compelling Connections
Relatable Experience
Foundation board
members
Individual donors
Corporate decision makers
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Major Gifts Investment Stewardship
Higher-wealth donors value impact
2014 High Net Worth Philanthropy Study, Michael Sanders, Ph.D.www.behaviouralinsidghts.co.uk
Request + “Thank you for your gift.” = 5%
Request + “Thank you for your gift; please ask others on your team. = 24%
Request + Thank you + Direct statement of impact. = 40%
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Major Gifts Investment Stewardship
Tools & tips to help make your case
The single page dialogue tool
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Major Gifts Investment Stewardship
More tools & tips
The “behind the scenes” eventMust feel exclusive and high-
level Focus on the predisposedVery interactive – no death by
PowerPointGoal: Permission to follow-upDO SO in 24-48 hours
Death by PowerPoint – that’s a good one!
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Marketing & PR ImageAwareness
Important supporting role
“On tap” resources for fundraising
Differentiates brand
Legitimizes efforts
IS NO SUBSTITUTE FOR AN ASK
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Marketing & PR ImageAwareness
Mass Media
Social Media/Web
Stakeholder Reports
Information inversely proportionate to
audience size/engagement level
Dude, that sounds
complicated!
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Marketing & PR ImageAwareness
Media OpportunitiesKey points onlyLead with the heart, stick with the
heartSocial Media/Web
Simple, compelling language & visualsWhere to learn/do more
Stakeholder ReportsSharing with investorsOn hand for media opportunities and
grant applications
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Interaction = OpportunityCONNECT or
deepen connections with new or established donors
Share a COMPELLING VISION of Habitat’s important work
Make a CASE for support of that work.
Freddi Birdwell, CFRE4422 Washington CtKnoxville, TN 37917
www.redbirdconsult.com