raising $1,000 gifts by mail
TRANSCRIPT
Fundraising Today:Fundraising Today:The Good, The Bad, The UglyThe Good, The Bad, The Ugly
A presentation by Mal WarwickPlanned Parenthood Federation of America
Development Officers ConferencePortland, Oregon, August 6, 2006
Copyright © 2006 by Mal Warwick
WhichWhich central central circlecircle isis biggerbigger??
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Here’s the deal . . .
1) Challenge vs. response
2) What do donors really think of us?
3) Are we putting all the pieces together?
4) Are we ready for the ultimate gift?
5) What can we do for our donors?
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1) Challenge vs. response
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$1,900,000,000,000$1,900,000,000,000
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Madrid
Baghdad
Giving USA 2006 = $260 billion
$14
$17
$30
$199
Corporations
Bequests
Foundations
Individuals
Global PhilanthropyGlobal Philanthropy
Pentagon spendingPentagon spending
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2) What do donors really think?
This is not goodThis is not good
Donor attrition: Year 1
Donor attrition: Year 2
Donor attrition: Year 3
Donor attrition: Year 4
Donor attrition: Year 5
Donor attrition: Year 6
Donor attrition: Year 7
Pop Quiz!
ResearchResearch demonstratesdemonstrates donorsdonors’’ #1 desire is:#1 desire is:a)a) Free Free giftsgifts
b)b) A personal A personal visitvisit fromfrom thethe chiefchief executiveexecutive
c)c) PromptPrompt acknowledgmentacknowledgment ofof theirtheir giftsgifts
d)d) NewspaperNewspaper adsads listinglisting theirtheir namesnames
e)e) InvitationsInvitations toto specialspecial donordonor partiesparties
Pop Quiz!
ResearchResearch demonstratesdemonstrates donorsdonors’’ #2 desire is:#2 desire is:a)a) NewspaperNewspaper adsads listinglisting theirtheir namesnames
b)b) Free Free giftsgifts
c)c) Personal Personal visitsvisits fromfrom boardboard membersmembers
d)d) InformationInformation aboutabout how how theirtheir giftsgifts werewere usedused
e)e) SexSex
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3) Are we putting all the pieces together?
Direct Mail Direct Mail
Telem
arketin
g
Telem
arketin
g
LegaciesLegacies
Major GiftsMajor Gifts
EmailEmail
Special events
Special eventsGrantsGrants
InternetInternet
Fundraising in Silos
LegaciesLegacies
EventsEvents TelemarketingTelemarketing
Direct Mail Direct Mail
Major GiftsMajor Gifts
The BossThe Boss
Integrated Fundraising
Major GiftsMajor Gifts
Direct MailDirect Mail
TelemarketingTelemarketingEventsEvents
LegaciesLegacies
The Strategic PlanThe Strategic Plan
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4) Are we ready for the ultimate gift?
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What we know about legacies
1 in 14 wills contains a bequest
At least 8 of 10 legacy gifts are bequests
Average bequest in USA = $35,000
Bequests yield fortunes:– 29% in UK
– 7% in USA — $17 billion in 2005
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March 2003 poll
500 Canadian and 500 American surveys 2+ DM gifts in past three yearsNo monthly donors, bequest pledgers, or donors with single gifts of $500+
Charitable bequestsCharitable bequests
0102030405060708090
100
Aware of bequestgiving
Have been solicited forbequest gift
USACanada
Bequest givingBequest giving
0
5
10
15
20
25
30
Have a will & havenamed a charity
Haven't named acharity but will likely
do so
USACanada
Bequest is Bequest is ““a good ideaa good idea”” (USA)(USA)
0
10
20
30
40
50
60
70
80
Overall Employed Single gift$1,000+
Overall< 55EmployedIncome $50k+Single gift $1,000+
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Legacy marketing challenges
Emphasis on wealthy donors
Poor donor relations
Focus on means, not mission
Lack of investment in cultivation
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Available media tools
Direct mail
Telemarketing
Estate planning seminars
Donor consultation sessions
Internet
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So . . .
Ask everyone for legacies, particularly service users.
Use communications appropriate for the group.
Treat pledgers with great care.
Write legacy materials like major donor materials.
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5) What can we do for our donors?
Five Keys to Successful Fundraising
Transparency
Accountability
Follow-throughEthics
Donor focus
The Six Gifts
Donors are multi-dimensional
Bequest Donor
MonthlyDonor
User of Services
Bike-a-Thon Participant
Board Member
Volunteer
Staff Retiree
Letter-Writer
Activist
Each Donor
“Never forget that every customer of yours is a human being—an organic, intelligent individual with a constantly evolving set of attitudes and opinions…Instead of reaching your target audience, think of having a conversation with these individuals.”
— Don Peppers and Martha Rogers, The One to One Future
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TheThe principal principal motivationsmotivations forfor givinggiving
Heart
Head
Spirit
“Almost without exception, donors said they needed information, and that if they got it, they would continue to give and they would make increasingly generous contributions.”
— Penelope Burk, Thanks!
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Keep in mind . . .
Touch thehearts ofyour donors!
And And somesomechocolate chocolate wouldnwouldn’’t hurt, t hurt, either!either!
Ask not what your donors can do for you. Ask what you can do foryour donors.
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Enough, already!For more information, contact:Mal Warwick Associates2550 Ninth Street, Suite 103Berkeley, CA 94710-2551Phone +1 (510) 843-8888Email [email protected] www.malwarwick.com