Targeting Donors for Year-End Success Nate Nasralla, Network for Good

October 6, 2016

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Presenters

Assisting with chat: Kevin Lo, TechSoup

Becky WiegandWebinar Program Manager

TechSoup

Nate NasrallaDirector, Fundraising Solutions

Network for Good

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Objectives

• Assess who to target in your year-end communications

• Learn what constitutes good fundraising communications

• Consider the appropriate channels and segmentation

• Gain templates to get started on your own campaign calendar

• Answer questions!

6

About TechSoup

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The Need Is Global – And So Are We

TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social change agents around the world to gain effective access to

the resources they need to design and implement solutions for a more equitable planet.

Countries Served TechSoup Partner Location NetSquared Local Group

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www.TechSoup.Global

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Our Impact

Together, we build a stronger, more resilient civil society.

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by NGOs for the greater good

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Participant Poll

Do you know today what you need to do before December 31 to raise 50% more than last year?

- Yes- No- Sorta?

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Participant Poll

How many hours per week do you spend on direct fundraising?

- Less than 2- A few- 20 hours/half-time- 40 hours/full time- Other (comment in chat)

SPECIAL PRESENTATIONCreating a Year-end Campaign to Raise Money, Not Expenses Thursday, October 6, 2016

Nate Nasralla, Director of Fundraising Solutions

BOARD

DONORS

FUNDERS

BUSINESSES

COMMUNITY

TEAM

INSIGHTSTOOLS

PLAN

What are the elements of a year-end campaign?

TIME

BRIAN LAUTERBACH:FUNDRAISING GENIUS; 26 YEARS OLD

HIRED BY AN ORCHESTRA TO RAISE $4 MILLION FOR ANNUAL FUND

FIRST UP:RENEW 5,300 DONORS THAT GAVE $370,000 BY MAIL

MAIL DATE: SEPTEMBER 12, 2001

RED CROSS:NEW FUNDRAISING RECORDS SET ONLINE

“YOU WANT $55,000TO BUILD ONLINE GIVING

FOR THE ARTS?”

ELEVEN WEEKS OF PLANNING &DESIGNING AN APPEAL

$1,700

AWKWARD,

ENSUING PERIOD

OF REFLECTION

Today we’ll discuss what drives the campaign:

Channel. What you need to know about your donors’ communication preferences.

Plan. How to create a fundraising plan, right- sized and best-suited for budget, staff.

Message. How to create a true donor- centric message to compel renewal.

NEXT >

PARTWhy and how people give and what

motivates them to do so.

NEXT >

What do you need to know?

You have to do a little bit of everything to reach everyone, but start with

channels that can reach the most for the lowest cost.

PARTHow to create a fundraising plan, right-

sized for your nonprofit to drive year-end.

NEXT >

Aligns resources around what works and is possible

NEXT >

Requires you to think beyond and before transactions

Helps you more easily allocate resources, including time

Focuses and motivates a board of directors

Provides rigor and framework to ongoing ideation

ANNUAL APPEAL MAJOR GIFTS BOARD SUPPORT

FOUNDATIONS

DONOR RETENTION SPECIAL EVENTS CORPORATE GIVING

INFRASTRUCTURE

GIVING DAY

CULTIVATION

IN-KIND GIVING PLANNED GIVING

NEXT >

Top Line Fundraising Questions Answer

How many contactable households do you have? 200

How many gifts did you receive last fiscal year from:Board members 10Individuals 45Sponsors 4Small business 6Private foundations 2Government 1Special events 80

Total amount of dollars you raised last fiscal year? $65,000

How much was spent on fundraising last fiscal year, including both production and retention? $20,000

Your plan is more than strategies and goals, it also is a calendar, sequencing all of the interdependent steps.1. Create timeline2. Secure board commitment3. Create content & channels4. Secure create challenge grant5. Create segments6. Ready website7. Move to production8. Configure automated acknowledgment9. Deploy campaign10. Send formal acknowledgment letter11. Initiate monthly Gifts At Work Series

What do you need to know?

You won’t keep what you don’t manage. The fundraising plan is the single tool you use to align time, resources, and

people to reach goals. It’s function and purpose to essential for success – and

your sanity.

TEMPLATE

PARTHow to create effective fundraising

message & case for support.

NEXT >

Focus work, creative time to avoid procrastinationCreate message that targets donors, not staff

Think in terms of characters, not pages

Draw attention to your mission and outcomes

Leverage content for email, mail & social media

Donors all make gift decisions differently and you must creatively integrate all of them

Rational Reasons (Head): “What I am being asked to do makes sense and I understand why it’s important.”

Emotional Reasons (Heart): “I identify with this mission and programs because I know someone who...and I want to help.”

Transformational Reasons (Halo): “This is a big problem and I want to leverage my resources to fulfill the vision and change the world.”

TEMPLATE

Your message needs to embrace the notion that donors give through your organization, not to it.

The founder or the facility doesn’t drive giving or retention, the mission and impact you make does.

Donors are hiring you to do the good in the community they want to happen but don’t have time to do, directly.

Always answer the question and when you do, become relevant, “Why is your mission important to me?”

TEMPLATE

Don’t project your own metrics, needs or milestones into your message – they don’t drive giving or retention.

“Our fiscal year ends...” and “Close budget shortfall of...” uninspire, unless your mission is to balance a budget.

Opportunity for to create and sustain immediate program impact creates urgency, not months calendar.

“If everyone participates with a gift of...” only demonstrates you can do math, not fulfill the promise of your mission and program.

TEMPLATE

Tell the story you want donors and prospects tell their friends – that’s what matters.

Quantify impact and opportunity, create your Needs Target with three, concentric circles.

Tell donors and prospects what they become after they support your mission and programs

TEMPLATE

Tell a story about someone who benefits from your mission instead or just articulating what you need.

Tax deductibility is already a known fact and it doesn’t drive most giving

Only .008% of donors who give gifts under $1,000 report doing so in order to get a tax deduction

Reminding donors and prospects of deductibility wastes precious communication real estate to communicate impact

Talking about it implies you believe it’s important and what motivates people to support your mission.

TEMPLATE

What do you need to know?

You need to cause an interruption, not just deliver a message. A donor should

not only know why they are hearing from you, but anticipate the value of the information you are sharing with

them.

TEMPLATE

Bonus ideas.

Send an update letter

Tell donors and prospects what you achieved this summer and what’s ahead this Fall

Use the opportunity to thank them for their past support and give an example of how you put the dollars to work

Keep it under one page, personalize it using at least a first name, give it a live “wet” signature.

Follow donors, prospects on social media

Allows you to comment on news and stories for which you have subject matter expertise

Builds your network for #GivingTuesday and easy outreach thereafter (for future efforts)

The simple act of following suggests you’re thinking about the donor or prospect and you value what they say to their networks

Conduct a virtual briefing or town hall

Respond to a emerging need or news story that relates to your mission, invite donors and prospects to call- or dial-inHave a person who benefits from your mission and programs speak about their experience

Outline your plan to address the opportunity or need – how you’re going to take action

Create a simple, clickable newsletter

Find a story or online content that addresses between 2-4 programs in your mission

Embed links in an email with an appealing image that drives a click or shows the program in action

Review which donor, prospect clicked on which link/story to make a first-pass assessment of what’s most important to them

Ask donors to be GivingTuesday/Day Ambassadors

Gauge their commitment to your mission by asking them to report and share your content on your big day

Shows donors, prospects you regard them as part of the family and their network has value to your mission

Exponentially expands the network that will have exposure to your #GivingTuesday message/ask

Invite them to see or tour a program in action

The simple act of inviting is a powerful gesture, even if they do not attend

Those that attend are truly interested in your programs, services – and not wine and passed hors d'oeuvres

Demonstrates to invitees that their dollars support programs and impact, not entertainment.

54

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