blue strike webinar five simple ways to upgrade your donors - apr. 10, 2014

Five Simple Ways April 10, 2014 AFP DC and bluestrike.org

WELCOME

Five Simple Ways to Upgrade Your Donors April 10, 2014 Association of Fundraising Professionals - Washington DC Metro Area Chapter

Presenter: Mary Dillon Kerwin, President Blue Strike

PowerPoint at bluestrike.org/resources

Association of Fundraising Professionals Washington DC Metro Area Chapterafpdc.afpnet.org

FIVE SIMPLE WAYS TO UPGRADE YOUR

DONORS


In this session, we will talk about techniques to increase giving among your current donors. The five techniques were chosen because they can be adopted quickly using existing resources.

AGENDA


AGENDA

For the first 40 minutes, we will talk about each of the five techniques. We will do a quick poll to gauge how many of you are using these techniques, so we can hear about successes and obstacles and trouble shoot as we go.


AGENDA

We will take a slight detour for the final 20 minutes to talk about an effective retention strategy, specifically a thank-you call program.

We will wrap up by 10:00 am


WORKING FRAMEWORK

Three parts to an individual giving program:

1. acquire new donors2. recapture lapsed donors, and 3. renew & upgrade current

donors.

Focus on current donors. Why?


DEEPENING THE BASE

Deepening the base (upgrading current donors) will produce the best overall returns.

We take current donors for granted. It’s not as exciting as broadening the base (acquiring new donors).


WE MAY FACE . . .

Resistance about “going back” to same donors.

Skepticism about the potential for growth.

Lack of understanding about the upgrade strategies.


Ask for an annual increase or more than one gift?

STEP 1: FIVE UPGRADE

TECHNIQUES


30-SECOND LOOK AT FIVE OPTIONS

1. Conditional ask strings2. Challenge/matching opportunities3. List and recognition levels 4. Second-gift approaches 5. Sustainer program


1. CONDITIONAL ASK STRING

Ask for an incremental increase based on previous giving, typically highest previous contribution (HPC).

If HPC is $80, the ask string would be:

_ $80 _$120 _ $160 _ $2001 1.5 2 2.5


1. CONDITIONAL ASK STRING SUCCESS & OBSTACLES

Conditions for Success: Customized solicitation in every mode: online, mail, personal contact.

Consistent and careful application.

Obstacles: Getting all your systems in sync.


2. MATCHING OPPORTUNITIES

Announce a special effort to help match x dollars from a donor or group of donors who have issued a challenge. Ask for additional gifts to help reach the goal. Year end, time limited challenges work especially well. Capitalizes on team dynamic.


Reach out to former board members, long-time donors and others who can help put the match in motion.

SAMPLE EMAIL TO BUILD MATCH

SUBJECT: Would you help with our challenge?

From: Mary Dillon Kerwin

To: John Miller

Date: 11/01/13

Dear Mr. Miller: I am working with a handful of long-time members of Advocates in Action to create a year-end matching gift to help spur individual giving among our members. You have been such a generous, long-time supporter that I wanted to ask if you would consider joining the challenge.

We have used this challenge-match campaign for the past two years to great success, raising more than $50,000 in the final few weeks of the year. The "challengers" simply let us know by email the maximum they would be willing to match before year end. If you would be willing to consider a gift of $1,000, or more, we would be very grateful.

We will gather all pledges and issue a joint challenge to our members in mid-December. Once that match goal is reached, we will notify you so you may then send your contribution. (The idea is that the challenge gift is withheld until the match is met).

Thank you for your long-time support and belief in our mission. Thank you for considering our request. If you have any questions, please let us know.

Warm regards, Mary Dillon Kerwin [email protected] (703) 399-0855


2. MATCHING OPPORTUNITIES –SUCCESS & OBSTACLES

Conditions for Success: Tracking and reporting Timing to avoid conflict with annual giving

Obstacles: No matching funds!


Use recognition as an incentive to increase giving. Use giving levels such as platinum, gold, silver and bronze.

3. LIST AND RECOGNITION LEVELS


3. LIST AND RECOGNITION LEVELS SUCCESS & OBSTACLES

Conditions for Success: Need critical mass of donors at higher levels, willingness to be listed

Publication for recognition

Obstacles: Sensitivity about giving abilities.


The donor’s “first gift” is an annual contribution. The second gift would be for a special event, a program-restricted gift, honoraria, or gift to subsidiary.

4. SECOND GIFT APPROACHES


4. SECOND GIFT APPROACHES SUCCESS & OBSTACLES

Conditions for Success: Need a variety of fundraising opportunities

Creative and flexible

Obstacles: We only solicit once a year.


Monthly or quarterly contributions of small gifts to add up to larger overall contribution.

5. SUSTAINER PROGRAM


5. SUSTAINER PROGRAMS SUCCESS & OBSTACLES

Conditions for Success: Should be continuous Careful of people falling through the cracks. Need system for checking on credit card expiration.

Obstacles: Selling the initial sign up.


NEXT STEPS

Dedicate energy and resources to developing an upgrade strategy.

Review 3 to 5 years of individual giving fundraising results.

Use cumulative annual giving as the metric.


NEXT STEPS

Look at giving totals broken out by new v. current v. lapsed donors.

Evaluate potential for “new” dollars (re-defined).

Try one or two new techniques for increasing giving among current donors in your organization.


Magic of Thank-You Calls

STEP 2: REGULAR

OUTREACH


Personal thank you calls from board members to individual donors can help build meaningful relationships with donors and also engage your board in outreach on behalf of your organization.

THANK YOU AND OUTREACH


The first step in getting the program off the ground is to have at least one board member willing to take the plunge by making a first round of initial calls.

ASK YOUR BOARD FOR HELP


Recruit a “champion,” someone on the board -- perhaps your board chair or other well-regarded member to make these initial calls. Decide on a time, preferably a weekday evening or a weekend afternoon. Set aside one hour.

FIND ONE OR TWO CHAMPIONS


Pull together a list of 15 to 20 names of donors who have recently given. Provide those names to your board member along with just a few other key pieces of information: location, most recent gift amount and date; date of first gift and cumulative giving.

PROVIDE ORIENTATION AND CALL LIST


ID: 1002003Kelly MillerChicago; member since 2009Most recent: $250 Mar. 7, 2014Cumulative: $825(312) 555-1212

SAMPLE CONTACT ITEM


133569

Elmer Hersche lA lmond, WI ; new memberMost recent : $500 on Dec . 22 , [email protected](607) 555-1212

1446855Jane PearsonSanta Barbara , CA; member s ince 1983Most recent : $1 ,000 Dec . 2013Cumulat ive : $13 ,[email protected](415) 555-1212

11114031Rober t CainAt lanta , GA; member s ince 2007Most recent : $1 ,000 Dec . 2013rca in@xxx .com(421) 555-1212

11813201Anisha GuptaChever ly, MD; member s ince 1988Most recent : $325 on 12 /28 /2013 Cumulat ive : $1 ,125agxx@xxx .com(410) 555 -1212

1077784Kathy Ta lent , MDTAKOMA PARK, MD; member s ince 1998Most recent : $250 on 12 /4 /2013Cumulat ive : $1 ,775kxxxxxxx@xxx .edu(301) 555 -1212

1177700Edward Is leeFair fax , VA; member s ince 2011Most recent : $200 on 12 /5 /2013 7 :56 :11 AMCumulat ive : $1 ,000exxxx@xxx .com(703) 555 -1212

SAMPLE CALL LIST


Rather than simply handing off the list and asking your board member to make the calls, you are going to assist in placing those calls.

CONFERENCE CALL


Using a three-way conference call, you and your board member will contact the donor together.

CONFERENCE CALL


Call your board member first and review the call list.“We are going to call Kelly Miller first. She gave $250 on March 7 of this year. She lives in Chicago and has been a donor for five years.”

CHECK IN BEFORE PLACING CALL


“Ms. Miller, this is Mary Dillon Kerwin from Advocates in Action, I have on the line with me our board chair who is making calls today to thank our supporters. If you have just a minute, may I conference her in?”

PLACE THE CALL


GETTING SIGN UPS

The most effective time to enlist more volunteers is during a board meeting. Mark your day-timer with blocks of available time and send it around the room during the meeting to have them pencil in a time they are available.


13 board members

27 call sessions

362 calls

ACTUAL YEAR END PROGRAM


1. direct contact-positive conversation;

2. direct contact-busy; 3. direct contact-do not call; 4. left message; 5. email only; or 6. no contact

CODING CALL OUTCOMES


No. of calls Call outcome Percent

174 voice mail message left 48.07%

105 no contact 29.01%

44 direct contact-positive conversation 12.15%

9 direct contact-busy 2.49%

9 direct contact-no calls please 2.49%

21 emails only 5.80%

362 Total

ACTUAL CALL RESULTS


After making lots of these calls, board members reach a comfort level:

Talking to semi-strangers on the phone

Using the phone to cultivate donors

Working with you!

THE COMFORT ZONE


“Maybe I should write notes to the people we didn’t reach. Can you send me their addresses?”

“My brother might be interested in giving. Can you send him a letter from me?”

THIS IS WHAT STARTS TO HAPPEN


“When are we going back to major donor x? I had a good conversation with her last time.”

“Did so-and-so give yet this year? Because I could call him if he hasn’t.”

AND THIS . . .


“I’m going to be in Atlanta next month. Are there people I can meet with while I’m there?”

“There’s a college roommate of mine who just sold her company. How should we connect with her?”

AND THIS . . .


Take into consideration location, tenure, and professional occupation.

Provide script and opportunity to practice.

Offer new board members a chance to listen in.

WHEN ASSIGNING CALLS


UPCOMING EVENTS AND MORE

RESOURCES


Engaging Your Board in Fundraising, A Staff ’s Guide by Kathy Hedge https://www.boardsource.org/eweb/blf-2013/sessions.htm#FUNDRAISING BoardSource $24.00

Urban Institute Special Report Engaging Board Members in Fundraising, Sept. 2012http://www.urban.org/UploadedPDF/412673-The-Nonprofi t-Research-Collaborative-Special-Report.pdf

RESOURCES

https://www.boardsource.org/eweb/blf-2013/sessions.htm#FUNDRAISING

https://www.boardsource.org/eweb/blf-2013/sessions.htm#FUNDRAISING

http://www.urban.org/UploadedPDF/412673-The-Nonprofit-Research-Collaborative-Special-Report.pdf

http://www.urban.org/UploadedPDF/412673-The-Nonprofit-Research-Collaborative-Special-Report.pdf


Donor Centered Leadership with Penelope BurkThursday, April 24, 2014 8:00 am to noon, NPR, 1111 N. Capitol St, NE, Studio 1, Washington DC

AFP-DC Brown Bag LunchFriday, May 2, 2014 at 11:45 am, ASAE,

AFG 12th Annual National Conference on Association Foundations & FundraisingThursday, May 8, 2014, FHI 360 Conference Center, 1825 Connecticut Avenue NW, 8th Floor, Washington, DC

AFP DC UPCOMING EVENTS

http://afpdc.afpnet.org/event/EventDetail.cfm?EventID=125988






The Nuts and Bolts of Obtaining Your CFREFriday, May 13, 2014 at 5:00 to 6:30 pm, AWHONN2000 L Street, NW, Suite 740, Washington, DC 20036

Advanced Executives: Fundraising Ideas from Abroad, May 21, 2014, from 8:00 to 10:00 am, Merrill Lynch, 5th Floor Conference Rm., 1152 15th St NW, Washington, DC 20005

AFP DC UPCOMING EVENTS




Sending Your Executive Director on TourTuesday, April 29, 2014 at 01:15 PM

Recapturing Lost DonorsTuesday, May 13, 2014 at 01:15 PM

The Magic of Thank You CallsTuesday, May 27, 2014 at 01:15 PM

Charity Watchdogs: Managing Your Profi le and RankingTuesday, June 24, 2014 at 01:15 PM

BLUE STRIKE WEBINARS

http://www.bluestrike.org/executive_director_tour

http://www.bluestrike.org/executive_director_tour

http://www.bluestrike.org/webinar_lost_donors

http://www.bluestrike.org/webinar_thank_you_calls

http://www.bluestrike.org/webinar_thank_you_calls

http://www.bluestrike.org/webinar_charity_watchdogs



blue strike webinar five simple ways to upgrade your donors - apr. 10, 2014

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