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Top 10 Fundraising
Strategies To Raise More
Money in 2016
Gail Perry MBA CFRE
@gailperrync #firedupFR
FiredupFundraising.com
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Who Am I?
Just hit 30 years in fundraising!
Blogger, coach, consultant
Author “Fired-Up Fundraising: Turn Board Passion
into Action”
AFP Triangle Fundraiser of the Year
International speaker and workshop leader
#firedupFR
@gailperrync
Gail Perry MBA CFRE
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GET ALL MY POWERPOINTS HERE
Plus a Free Workbook:
Skyrocket Your Fundraising with a Major Gifts Program
gailperry.com/resources-
AFP-San-Antonio/
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How Much Money Might
Be Out There For Your
Organization?
Discussion
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Giving USA
#NPDSA16 @gailperrync
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6
Giving Trends Through 2015
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Are We Losing or Gaining Donors?
. #1 Fundraising Strategy - Donor Retention
#NPDSA16 @gailperrync
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Donor Loyalty = Donor Retention !
Your Fundraising Program is a Leaky Bucket! Roger Craver, “Retention Fundraising”
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Donor renewals
are more important than
donor acquisition.
Donor renewals
are more important than gaining
new donors(!)
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In our surveys, less than 45% of fundraisers
knew their current donor retention rate.
Do you know your retention rate?
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. #1 Strategy - Donor Retention
What The North Carolina Symphony Does to
Build Donor Loyalty
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@jenlove @agentsofgood
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Benefit Type Giving Levels
Tangible Intangible Event $100 + $250 + $1,000 + $2,500 + $5,000 + $7,500 + $10,000 + $15,000 + $25,000 +
Open Rehearsal Pass 1 x
Patron Appreciation Concert - Raleigh 1 x
Single Ticket Discount 1 x
Summerfest Patron Appreciation Concert x
Listing in program book 1 x
New Bern donor room 1 x
VIP parking: Wilmmington 1 x
Two tickets to Summerfest concert of choice 1 x
Private event with Symphony musicians 1 x
Donor Rooms & Parking: Raleigh/Chapel Hill 1 x
Donor concierge by staff 1 x
Private onstage recital 1 x
Post concert reception 1 x
Two tickets to concert of choice 1 x
Priority seating for subscription renewals 1 x
Event with Music Director 1 x
Post-concert dinner with CEO 1 x
Invite to Chairman's Circle Trip 1 x
Concert naming rights 1 x
Create a System of Engaging Donor Benefits
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Strategy: Say thank you creatively! NC Symphony musician making thank you calls to donors.
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What happens when donors receive quick thank you phone calls?
Donors received a thank you phone
call from a board members within 24
hours of receiving the gift.
The next time they were solicited, they
gave 39% more than the other
donors who did not receive a call.
Penelope Burk
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Thank you for making a difference with your contribution!
As a new donor to the North Carolina Symphony we are grateful for
your support of <$_____>.
As a volunteer I appreciate your choice to make a gift that sustains
this outstanding orchestra in its work to educate our state’s children
and perform concerts which are unmatched in quality anywhere in
the state.
I hope your gift will begin a long and satisfying journey of annual
support with the North Carolina Symphony, one which I have
enjoyed enormously. Our staff stands ready to serve you and
answer your questions at (919) 733-2750.
Best regards, Person’s name, Trustee North Carolina Symphony
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T #2 Strategy for Fundraising Appeals –
Give The Donor the
Credit
for YOUR Work
Say “you” more than “we.”
@gailperrync #AFPSA16
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Remove YOUR ORGANIZATION as the intermediary
Between your DONOR and the IMPACT of her gift.
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Don’t say. “Your gift will help our organization serve
xxxx people.. . . .”
Instead say:
Your gift will help serve xxxx people.
Give the Donor Credit for YOUR Work:
How to Create a Donor-Centered
Thank You
@gailperrync #AFPSA16
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#3 Strategy Focus On Major Gifts
Create your Prospect List.
Commit to #XX Major
Gift Visits a Month
Your next major donor is probably a female boomer or older lady.
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The “profit” in fundraising is in the
major gifts area.
Fundraising EVENT
50%
ANNUAL FUND 25-30%
MAJOR GIFT OR CAPITAL CAMPAIGN
5-10%
#3 Strategy -Major Gifts
@gailperrync #AFPSA16
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#3 Strategy - Major Gifts
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Create Your Prospect List
High $$ Low Likelihood
High $$ High Likelihood
Low $$ Low Likelihood
Low $$ High Likelihood
DOLLARS
LIKELIHOOD
#3 Strategy -Major Gifts
@gailperrync #AFPSA16
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Boomers Now Source of Most
Gifts Giving is my
form of self-expression!
I am passionate about my causes!
@gailperrync #AFPSA16
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Average age of donor on file = 67
Average age of a new donor = 63
-Tom Ahern
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Use Bigger Fonts! 14 point minimum (and get rid of the hard-to-read GRAY)
@gailperrync #AFPSA16
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64% of all charitable gifts in the US are
made by women. -Huffington Post 2014
#3 Strategy - Major Gifts
@gailperrync #AFPSA16
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#3 Strategy - Major Gifts
Monthly Major Gifts
Strategy Session
1.Review Prospect List.
2.Evaluate where you stand.
3. Create next steps.
4. Assign clear responsibility.
http://www.gailperry.com/2010/11/ how-to-sabotage-or-save-your-major-gift-
program/
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Fired-Up Fundraising
Planned Giving
Messaging Whiz
Claire Meyerhoff
. #4 Strategy - Planned Giving
Ask Engaging Questions
About Their Will
@gailperrync #AFPSA16
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Ask Engaging Questions:
Is General Hospital in your will?
Instead of “Telling” your Donor: Remember General Hospital in your will.
You're engaging your donor with a question and triggering a more lively thought process. "Is it in my will? Really? Do I have a will?" People put the hospital in their will? " By begging a question, you're guiding the reader towards some kind of answer, and maybe the answer will be…."Yes.”
- Claire Meyerhoff
. #4 Strategy - Planned Giving
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• Newsletter
• Annual report
• Appeal mailings
• Your Facebook page
• On a postcard mailed to top planned giving
prospects
• Consider making it into an ad and buying ad
space in a local paper or special-interest
publication.
. #4 Strategy - Planned Giving
Put Engaging Questions about
Bequests everywhere:
@gailperrync #AFPSA16
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. #4 Strategy - Planned Giving
The Wealth Transfer is Happening!
• 35% of donors said they were willing to give
planned gifts or seriously consider it.
• Only less than 10% of people actually
assign a bequest in their wills.
http://sumac.com/ ~Penelope Burk
@gailperrync #AFPSA16
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Stale Fresh
. #4 Strategy - Planned Giving
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Increase the $$ from your
CURRENT donors by
3 or 4 times!
#5 Strategy: Monthly Giving
@gailperrync #AFPSA16
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#5 Strategy : Monthly Giving
http://www.gailperry.com/2013/06/18-tips-to-create-a-wildly-successful-monthly-giving-program/
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#6 Social Media Strategy
Crowdfunding!
@gailperrync #AFPSA16
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Source: kimba.com
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Source: kimba.com
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#6 Crowdfunding
• New major donors!
• Raises money
• Grows awareness
• Gains new emails and social media
followers.
@gailperrync #AFPSA16
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1. Identify donors and
followers who are
heavy social media
users.
2. Enlist them to be
special online
Ambassadors.
#6 Social Media Strategy: Crowdfunding
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3. Invite them to promote
you online for special
projects.
4. Build a toolkit for them
with images they can
use and guides to peer
fundraising.
#6 Social Media Strategy: Crowdfunding
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#6 Social Media Strategy
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#6 Social Media Strategy
Master the 5 word ask!
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# 7 Strategy for Fundraising Events
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# 7 Strategy for Fundraising Events
A well-designed
“Fund a Need.”
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# 7 Strategy for Fundraising Events
“Fund a Need.”
- Auctioneer skills
- Right message
- Single item or cause - Make the bids public
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Simplify Your
Donation Form
In 2013, approx. 74% of online shopping carts were abandoned by shoppers. Read more: http://www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-dollars-in-lost-sales-2014-4#ixzz3dEMkNJ8I
#8 Strategy for Website & Donation Page
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Add
http://npengage.com/nonprofit-fundraising/boost-donor-acquisition-online-fundraising/
#8 Strategy for Website & Donation Page
Add Emotion to Your Donation Form
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60
#9 Strategy for Your Board and CEO
Teach them how to open the door without
being pushy.
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Why Do You Care About Your
Organization?
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Ask your donor their
advice about your business plan.
Throw out your presentation! Ask for advice instead.
#10 Strategy for Transformational Gifts .
@gailperrync #AFPSA16
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It’s in YOUR Hands!