fundraising strategy, donor and board engagement · • social media posts were repetitive - style,...
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FUNDRAISING STRATEGY, DONOR and BOARD ENGAGEMENT
AGENDA
BIG DAY OF GIVING BOOSTS FUNDRAISING POWER
Individual matches
CREATIVE DONOR ENGAGEMENT ATTRACTS AND GROWS GIVING
BOARD ENGAGEMENT AND GIVING MAKE A BIG DIFFERENCE
What Happened in 2015
Real-time Strategic Planning
Activating Your Board
NONPROFIT EXPERT PANEL
How Did They Do It?
LEARNING LAB BREAKOUT
Share and Learn from Each Other
#bigdog2016
Pitch: Who are you and why you are participating in BDoG?
BIG DAY OF GIVING BOOSTS FUNDRAISING
POWER
Priscilla Enriquez- Chief Giving Officer, SRCF@priscillacgo /sacregcf/
What Happened in 2015
What Happened in 2015
What Happened in 2015
New for 2016
BDoG Incentive Funds to cover prize challenges and technology fees
Focus of 2016 training on100% board giving
Securing individual match challenge funds
Case Study: North Texas
Susan Swan Smith
Chief Relationship
Officer
Communities
Foundation of Texas
@CFNTx_
Case Study: North Texas
Contributing challenge funds allows donors to:
• Multiply the impact of their gift for a nonprofit
• Supplement the Giving Day prizes and bonus funds
• Motivate new giving
• Broaden the nonprofit’s giving base
Find Your Own Challenge Fund
Case Study: North Texas
Soliciting Challenge Funds
• Who are potential challenge fund donors?
• Board Members
• Volunteers
• Donors to previous Giving Days
• Companies and foundations who could not
otherwise participate
• How do you ask?
• Directly
• Use your board!
Find Your Own Challenge Fund
• 186 nonprofits raised $6.5 million in challenge funds
specifically for their own organization.
• They ranged from $500 to $1,000,000
• Parameters included:
• 1:1, 1:2, and 1:5 up to a specified amount
• New gifts only
• New or increased gifts
• Total number of gifts
• Corporate gifts
$6 Million!
30,000 donors
100% board giving
GOALS
WHAT ARE YOUR GOALS?
Fundraising?
Donors?
Board engagement?
Challenge fund
Social media?
Visibility?
What else?
CREATIVE DONOR ENGAGEMENT ATTRACTS
AND GROWS GIVING
Heath Buckmaster - Director, On-Air Fundraising, KVIE
@buckmasterflash /HeathTV
• Acquisition and Retention of Donors
• Telling Your Story / Define Your Uniqueness
• What do we do on May 3?
• Big Dog is OVER - Now what?
• Q&A
DONOR ENGAGEMENT AND TRAINING TOPICS
• There are NEW donors out there, with MONEY $$$
• 29% of donors to #BigDog2015 were NEW
• 8% of total national giving on #BigDog2015 came from the
Sacramento region
• Existing donors plan to come back
• Existing Donors want to share their philanthropy with
friends, make it easy for them
• 93% of #BigDog2015 donors intend to participate in 2016
• 70% of #BigDog2015 donors intend to support the SAME
NPO again
Competition for $$$ is increasing – how are you going
DONOR ENGAGEMENT AND
TRAINING TOPICS
• Donors are watching Social Media – are you as
visible as you should be?
• #1 referral to donation system was from
• 40% of all donations came from a mobile
device
DONOR ACQUISITION
• SHARE: How have you retained your current donors?
• Ideas for 2016
• Contact your list of #BigDog2015 donors – challenge
them to increase their gift for #BigDog2016.
• Solicit Matching Gift Opportunities from passionate
(major/leadership) donors, vendors, partners.
• Build your Sustaining Membership program – Ongoing
Monthly Giving is essential
DONOR RETENTION
• What makes your organization unique?
• How can you best convey stories/examples of the
impact your organization is having on the world?
• Can you tell your story in 140?
This Mama cat already raised one litter this year, but now she’s
spayed! #BigDog2015
#spayneuter
Yolo County SPCA
The orchestra continues to play
without the student who needs this instrument. 15 minutes to
give. Let’s fix this violin!
DSOMA
TELLING YOUR STORY
@916_INK Congrats exceeding your Big Day of Giving Goal
in #Sacramento kids become
published #Authors in beautiful
#books #BigDog2015
• Take a Deep Breath, Implement Your Plan, Track Your Progress
• The Must-Do List
• Send Emails – 80% of donors learned about BDOG via email
• Donors will tolerate multiple emails for this major event
• Be Active on Social Media – Facebook / Twitter / Instagram / More
• 40% of donors used social media to promote #BigDog2015 to their friends
• Don’t be afraid of “Personal” Marketing – Phone Calls / Events
• Monitor Your Plan and Adjust as needed
• Make sure that scheduled posts and emails are sending
• Monitor social media and post live throughout the 24-hour period (assign an
owner!)
WHAT DO WE DO ON
MAY 3RD
• Get and Use Your Data
• Assign someone to download and save your data, then LOOK AT IT.
• Maximize Donor Retention
• Say Thank You / Keep Donors Engaged
• Share your End Of Year Impact Report showing how donor dollars have
been used and how they have made a difference.
• Build your SUSTAINER program – regular monthly giving
• Set a goal to get a second gift from a new donor
• Rate of donor retention goes from 22% to 60% once a second gift is received!
• The ultimate goal for every donor should be the bequest.
BDOG IS OVER: NOW WHAT?
BOARD ENGAGEMENT AND GIVING
MAKE A BIG DIFFERENCE
Kim Tucker- Executive Director, Nonprofit Resource Center
@ketchkim /Nonprofit Resource Center
The Board’s Role in …
Readiness & Outreach
Giving & Asking
Thanking & Stewarding
BEST PRACTICES
BOARD GIVING IN 2015
100% Board giving … and on May 3
Set a goal of dollars and numbers of people
Your network
The organization’s database
The IDP – Individual Development Plan
Creative engagement of your network
SETTING THE EXAMPLE
A TEAM EFFORT
Staff & Leadership
Existing Supporters
Volunteers
Prospective Supporters
Board Members
LEVERAGE YOUR NETWORK
Social media shout-outs day of
Board member thank you within 48 hours
Quarterly engagement thereafter
Utilize a variety of methods
Phone
Professional settings
BUILDING RELATIONSHIPS
NONPROFIT EXPERT PANEL How Did They Do It?
PANEL DISCUSSION
Julie Bornhoeft, Chief Marketing and Development Officer, WEAVELaurie Nelson, Board President, Sacramento Philharmonic and OperaCrystal Brooks, Development Associate, Sierra Forever Famililes
NPO Name Donations
Sierra Forever Families $70,157.00
Sacramento Philharmonic
and Opera$53,929.00
WEAVE $23,334.00
2015 RESULTS
Big Day of Giving 2015
Mission
To build a community that does not tolerate
domestic violence and sexual assault and provides survivors
with the resources they need to be safe and thrive.
Julie Bornhoeft, MA, CFRE
Chief Development & Marketing
Officer
Fundraising Philosophy
Donor Engagement - Everyone deserves the
opportunity to donate to WEAVE. We create
the opportunity - donors decide.
• Big Day of Giving is an OPPORTUNITY
• Engage existing donors differently
• Unprecedented exposure to new donors
2014
• Learning
• $18,085 raised
2015
• Increase giving
• Test using a specific project & collaboration
• $23,550
STRATEGY
Big Day of Giving 2015
Advance Work & Communications
• Commitment to 100% Board Giving
• Calendar invite sent to board – add link day
before
• Teaser content on social media
• Emails to segmented donors
• Insider Information
• Opportunity to give
• Specific examples of how giving would help
STRATEGY
Big Day of Giving 2015Big Day of Giving
• Board Chair = Fundraising Ninja
• Social Media posts were repetitive - style, colors
and messaging.
• Specific examples of how giving would help
• Stewardship
• Executive Director communicated with major donors
• Template email with first 1-2 sentences personalized for each donation
• Shoutouts on social media as appropriate
STRATEGY
Big Day of Giving 2015
Post Event
• Leverage unique stewardship opportunity
• Project update in early August – pictures of what
“they” created.
• Invitation to launching of program
• Next Step: Success story of first family moving into the
project in the works.
STRATEGY
BREAKOUT
Share, discuss, problem-solve!
What is your donor and board engagement plan? What is your biggest challenge with board giving?
What is your biggest challenge with donor stewardship?
• Share and reportback to the larger group Top 5 things you learned?