New Rules for Fundraising in Changing Times!

Gail Perry MBA CFRE

Twitter: @gailperryncwww. Firedupfundraising.com gp@gailperry.com

2

What Will Happen if You Are Oblivious?

!

3

The Good News: Plenty of $$ Left on the Table

Satisfied donors WILL give more!

42% of donors said they could have afforded to give more last year.

~Penelope Burk 2013

4

Trends for 2014

1. Trust. 2. Transparency.

3. Emerging donor types.

4. Do or die online.

5

Donors Are Not Sure They Trust Us

Where will my money

go?

Donors Are Not Sure They Trust You

7

How are you spending my money?

What’s your Charity Navigator

rating?

8

Will my money be wasted?

9

2012 Edelman Trust BarometerHow much do you trust NGOs to do what is right?

Donors Are Researching You

Online

10

I’m going to check you out online

first.

Strategies to Build Trust:

• Personal relationships.

• Be in touch often.

• Do what you say you will do.

11

Trends for 2014

1. Trust.

2.Transparency.3. Emerging donor types.

4. Do or die online.

5. Outside environment.

6. Internet and web.

7. Fundraising trends.

12

Today’s Donor Power

13

Do you show up as

credible? Do I trust you?

Transparency: Tell them where the money went.

15

I don’t understand why your fundraising costs are so high!

The Big Picture

5. Prep Your Donors for their Ask

• Tell them where the money went.

• Be transparent.

• Be specific.

17

18

The MPI Fundraising FormulaSpeaks to Today’s Donors

Money: how much do you want to raise?

Purpose: what project/purpose is it for?

Impact: what impact will it have?

Using MPI Formula To Thank Donors: Money + Project = Impact

Trends for 2014

1. Trust.

2. Transparency.

3.Emerging donor types.

4. Do or die online.

20

Today’s Donors

21

One out of 3 donors who received direct mail

responded with an online gift.

How Donors Are Giving

22

I like to confuse you. I may get an email

appeal and then write a check.

~Penelope Burk, Cygnus Research

Giving Triggers For High Net Worth Donors

Bank of America High Net Worth Study 2012

Major Donors Who Volunteer Give Much Much More

89% of high net worth individuals volunteered with nonprofits organizations

Bank of America High Net Worth Philanthropy Study 2012

24

25

“We Give Our Money Where We Give our Time”

Average gift of high net worth volunteers who volunteer over 100 hours? $78,000

Average gift of those who volunteered less than 100 hours? $39,000

Bank of America Study High Net Worth Philanthropy

2012

Donor Types: Activists

“America’s Most Polarizing Big Donor Looks Back”

26

Donor Types: Hands-On

• Specific requirements.

• Want to be more involved.

• Intrusive?

27

I’d like it MY WAY!

Donor Types: Social Investors

28

What’s the ROI?

Generational Differences

29

I support only a few causes.

I support 20 or more causes.

Millennials11%

Generation X20%

Baby Boomers43%

Elder Gen-erations

26%

30

The Rise of the Boomers!

Total Amount Donated Per Year

(US)

~Chronicle of Philanthropy

Boomers Now Source of Most Gifts

31

Giving is my form of self-expression!

I am passionate about my causes!

Older Ladies Are THE #1 Donor Demographic

“Boomer and older women are more likely to give to charity and give more than their male counterparts

when other factors affecting giving are taken into consideration.”

”Women Give 2012”Women’s Philanthropy Institute at the

Center on Philanthropy at Indiana University

32

Who’s Giving? The Ladies!

A study of affluent older adults found that

for every $100 men gave, the women in the same

economic circumstances gave $258.

”Women Give 2012”Women’s Philanthropy Institute at the

Center on Philanthropy at Indiana University

33

Women are More Likely to

~Nonprofit Times

34

I’m more likely to seek guidance

from my financial planner.

Women Donors

35

I’m more likely to give securities

than men.

Trends for 2014

1. Trust.

2. Transparency.

3. Emerging donor types.

4.Live or die online.

36

Today’s Donors

37

We ALL prefer to make our gifts online.

Today’s Donors

38

•86% of young donors

•69% of ages 35 and 64

•53% of donors over 65

Prefer to give online

~Penelope BurkCygnus Research

Media: Competition for “Mindshare”

39

Surprise and Delight:Incredibly Innovative Appeals

40

Surprise and delight! An appeal from the truck!

Incredibly Innovative Appeals Blog.Agentsofgood.org

41

Average gift was up 40% and raised twice as much.

Fundraising Today: Planned Giving

42

The profit is in

bequests.

Fundraising Trends

43

Fundraising Trends

44

What Does This Mean to You?

Training is not “would like,”it’s must have.

45

What Won’t Change?

Nothing works better than face to face.

46

What Won’t Change?

Board members will still be afraid of fundraising. 47

What Won’t Change?

People are people.

Generous people WILL give.

48

Many More Resources at FiredupFundraising.com

Top 10 Things to Understand About How Fundraising Really Works Today

5 Clues Your Fundraising is Headed Downhill

Why Board Members Love Advice Visits

Does Your Organization Really Support Fundraising? Take This Simple Quiz

Easy Elevator Speech Exercise for Your Board

Show Me the Money: How To Move From Friendraising to Fundraising

How Major Donors are Changing and What To Do About It

Board Members’ #1 Job: How to Be a Personal Advocate for the Cause

20 EASY Ways Board Members Can Cultivate Donors

10 Easy Ways Board Members Can Raise Money

12 Ways to Liven Up Your Board Meetings —and Your Board

Gail Perry MBA CFRE twitter: @gailperrync

49