faf event success: finding your aunt mabels
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HOW AUNT MABEL HELPED US RAISE $200,000 IN FIVE MONTHS AND HOW SHE CAN DO THE SAME FOR YOU!
Learn how Greenville Hospital System raised $200,000 in five months by finding, training and including their Aunt Mabels
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MULTI-CHANNEL ENGAGEMENT
• Email • Social• Web
*Blackbaud Internet Solutions
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Jenn Parker – Annual Giving Specialist, GHS
@jennparker06
ghsgiving.org
Catch up with GHS Giving:
ghsgiving.org/blog
facebook.com/GHSgiving
twitter.com/ghsgiving
youtube.com/ghsgiving
CONTACT
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WHO IN THE WORLD IS AUNT MABEL?
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STEP 1: FIND YOUR AUNT MABELS
Locate the need
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STEP 1: FIND YOUR AUNT MABELS
Locate the champion(s)
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STEP 1: FIND YOUR AUNT MABELS
Locate the opportunity
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STEP 1: FIND YOUR AUNT MABELS
• Benefits GHS Cancer Center’s Moving On oncology rehabilitation program and Institute for Translational Oncology Research (ITOR)
• Use existing relational foundation and add strong web presence
• Advertise event in Cancer Center, ITOR, Life Center and in employee publications
Maximum of 40 teams
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STEP 1: FIND YOUR AUNT MABELS
•Benefits GHS Children’s Hospital
•Get list of current greatest needs from departments
•Donors can shop according to department, age range, type of toy, price range, etc.
•Donors are required to create a log-in and password in order to purchase a gift
•Donors can create their own toy drives to raise funds for GHS Children’s Hospital
•Donors receive a monthly Virtual Toy Drive eNewsletter
•Advertise within GHS Children’s Hospital, BI-LO Charities’ Children’s Cancer Center and Children’s Hospital Outpatient Centers
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STEP 2: TRAIN YOUR AUNT MABELS
Meet your new Aunt Mabels
• Children’s Hospital Development Council meetings• Start your own toy drive
• Event kick-off party• Captain’s Training• Committee meeting
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STEP 2: TRAIN YOUR AUNT MABELS
Give them what they need to be successful
Captain’s Training
• complete web tool walk-through:
• Team reports• Fundraising total• Top fundraisers• E-mail teammates
• fundraising tips and encouragement from major gift officer
• event layout from special events coordinator
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STEP 2: TRAIN YOUR AUNT MABELS
Give them what they need to be successful
Website• Registration (team, paddler)
• Donation (to individual, team or general event)
• E-mail tool
• Social media sharing
Captain’s Training•complete web tool walk-through:
• Team reports• Fundraising total• Top fundraisers• E-mail teammates
•fundraising tips and encouragement from major gift officer
•event layout from special events coordinator
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STEP 2: TRAIN YOUR AUNT MABELS
Registration
E-mail tool
Donations
Social Media sharing
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STEP 2: TRAIN YOUR AUNT MABELS
eNewsletter
• When: Beginning 7-8 months out, progressing to monthly and weekly updates
• Who: All paddlers, also send out special captains-only segmented eNews
• How:• Informational – team practice
times, fundraising deadline
• Motivational - share patient/paddler stories
• Call to Action – register NOW! Spread the word NOW!
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STEP 2: TRAIN YOUR AUNT MABELS
2009 2010 2011$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$60,000
$151,000 $154,500
Dragon Boat Upstate Festival
Total
151% increase in fundraising total after implementing event website in 2010
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STEP 2: TRAIN YOUR AUNT MABELS
Email • 2010 Messages sent | 3,757• 2011 Messages sent | 2,870
• 2010 $ raised via e-mail | $315• 2011 $ raised via e-mail | $5,326
Takeaway : Less e-mail sent, but raising more money
Social Media• 2010 Messages sent | 0• 2011 Messages sent | 51
• 2010 $ raised via social | $0• 2011 $ raised via social | $549 (Facebook)
Takeaway: Late to game, but slowly building social media asks & revenue
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STEP 2: TRAIN YOUR AUNT MABELS
Give them what they need to be successful
Start the most toy drives 100% Participation Raise the most money
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STEP 2: TRAIN YOUR AUNT MABELS
Give them what they need to be successful
Web training– how to use site, how to purchase items via toy drive
Weekly e-mail updates – $ raised, winning team
Tool training:E-mail signatureCustomized posters and flyersWeb banners and buttons
Motivation: team competition with a mystery prize!
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STEP 2: TRAIN YOUR AUNT MABELS
2009 2010$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$16,644.00
$29,504.50
Virtual Toy Drive Giving: Oct. 1 to Jan. 5
Holiday total
In 2010:•77% increase in giving
•Development Council raised $16,800 - more than the previous year’s holiday total overall
•Development Council started 90 new toy drives
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STEP 2: TRAIN YOUR AUNT MABELS
Tell them they’re Aunt Mabels
• Share program stories • Share their stories• Remind them how powerful they are
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STEP 3: INCLUDE YOUR AUNT MABELS
Thank them
Share event photos and video(s)
Social media shout-outs
Virtual Toy Drive photobooks
Dragon Boat photocards
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STEP 3: INCLUDE YOUR AUNT MABELS
Get their feedback
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STEP 3: INCLUDE YOUR AUNT MABELS
Stay in touch
• eNewsletters – new gifts, new milestones, kick-off announcement/reminder
• Social media – share Children’s Hospital or Cancer Center stories, photos, videos
• Meetings – monthly time with Development Council, planning with Dragon Boat committee
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WHAT’S NEXT FOR US?
• Gearing up for 2012!
•Exploring new Friends Asking Friends
• Training paddlers on social media sharing more thoroughly
• Focusing on building event revenue up
• Gearing up for 2011 Development Council holiday challenge!
•Training new council members on website
• Developing survey for 2011
• Setting new holiday goal
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Jenn Parker – Annual Giving Specialist, GHS
@jennparker06
ghsgiving.org
Catch up with GHS Giving:
ghsgiving.org/blog
facebook.com/GHSgiving
twitter.com/ghsgiving
youtube.com/ghsgiving
CONTACT
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Thank you!Let’s keep the conversation going…
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