WELCOME!

Do the Dos & Don’t Do the Don’tsOf

Annual Giving

June 16-18, 2019

Session Objectives Discuss definition, goals, and purpose of the Annual

Fund Review types of fundraising strategies of an Annual

Fund How to set Annual Fund goal and how to evaluate Where do Annual Gifts come from?

Direct Mail Special Events Major Gifts Online Giving Corp/Fdn Tele-marketing Social Media Giving Tuesday

Do the Dos - Don’t Do the Don’ts

Tabitha

Annual Fund Campaign –What is it?

Campaign to raise unrestricted funds

The annual fund is whatever you raise over the course of the year, which goes towards your operations. For example, rent, utilities, salaries and ongoing program costs. Annul fund money is often raised through events, grant writing, direct mail, and major gifts.

A campaign conducted each and every year for the purpose of raising money to assist in paying a non-profit organization’s regular, ongoing expenses. The money it raises is most commonly used to offset an operational deficit, but it can be applied to any purpose. The annual campaign is usually an organization’s primary source of unrestricted contributed income and should be a mainstay of its fund-raising efforts.

An annual campaign is a broad-based fund-raising effort directed at a large number of prospective donors.

Annual Giving ProgramSuccess Includes:

Identify purpose of each strategy (and set goal) Realistic budget Sources of revenue are diversified Board approved plan Review Monthly!!

How Will This Year End?

I “Get” to do ______ this year.

Being clear on how we want to end the year, we will (on purpose & subconsciously) think about it, make decisions around it and take actions during the year. We WANT this ending.

Work backward. Begin at the finish.

Annual Fund Goal Setting Use a gifts table or gifts chart How many gifts? What level of gifts? Similar to a capital campaign

www.GiftRangeCalculator.com

www.blackbaud.com/resources/gift-range-calculator

http://www.giftrangecalculator.com/

Annual Giving Case for Support Must be Mission based Define the need

Statistics? Testimonial? Story?

How to meet the need With donor support How donor can support

Strategies of the Annual Plan Individual Gifts –Major Gifts

Staff Visits Peer-to-Peer visits

Corporate/Fdn Direct Mail Email/Online Giving Giving Day Special Events Recurring Giving Crowdfunding

The Grass is always greener…

…Where you water it

Can you answer these questions about your top donors? What is their passion? Three adjectives to describe the donor. How do they spend their free time? What is their pet peeve? What else in the community do they support? Where do they travel? What is their fondest memory of your organization? Who is their favorite person at your

organization? Why?

Value of Face Time

Cultivate meaningful relationships Collect information Solicit gifts

Select the most effective solicitation method Rehearse Have a contingency plan?

Special EventsWHY?

Raise money (focused fundraising)Expand donor listRecruit volunteers/Board membersMarket the organization/Provide visibilityLaunch a new programShare informationRecognize donors/volunteersCollaborate with other organizations

Special Event Critique

How much visibility did you get? How many names/contact information did you add to

the prospective donor list? How much money did you raise? (net) How much time did it require of the staff & volunteers

Corporations & Foundations

Motivation for support? (theirs's) Which strategy is most effective? Mission match? Build relationship with correct staff Follow instructions!

Direct Mail – Dead or Alive?

The digital world has made monumental advances! The volume of direct mail being sent has decreased by

approximately 2% each year since 2015 2017 report showed a median ROI of 29%

Social Media

Fundraising or simply information channels? Great way to tell stories Build a sense of urgency Spark conversation Don’t lead with an ask – complement other solicitation

Online Giving

Online giving increased 23% in 2017, after a 15% growth in 2016

Email campaigns drive online giving & boost participation rates

In 2012, 6% of donors were willing to give through email, that number rose to 28% in 2018!

Day of Giving/Giving Tuesday Highlight the importance of Annual Giving Significant resource for new donors.

Recurring Gifts Monthly givers

Helps with retention rate Preferred mode of giving for some Reason to stay connected Predictable income Harder to upgrade gift Cumbersome to administer (credit card changes) but

fairly cost effective

Crowdfunding Takes a lot of staff resources Doesn’t always yield high dollar returns Lower retention rates

Identify affinities Acquire new donors As August 2018, largest crowdfunding effort raised

$41.6 million to assist those affected by hurricane Harvey

Integrated Development CalendarJanuary 2020 February 2020 March 2020 April 2020 May 2020 June 2019 July 2019 August 2019 September 2019 October 2019 November 2019 December 2019

Direct Mail Campaign DV Program?

Development Caseload

WBS Reception Invitations

WBS Reception, CPAD Save the Date

KK, Newsletter Appeal, CPAD Invitations

Back to School Appeal

DTMG Dinner Invitations

Newsletter Appeal, DTMG Dinner

Thanksgiving Card, Christmas in Brass

mailer

Angel Tree Open House, Christmas

Concert, Christmas Card Appeal

Additional Donor

Relations

Acks., Notes and calls for $100+, KK Info Packets, Prayer

Requests

Acks., KK Sponsorships, Notes and calls for $100+,

Prayer Requests

Acks., Notes and calls for $100+, KK Acks.,

Prayer Requests, Newsletter to Angel Tree Donors, CPAD

Invitations

Acks., Notes and calls for $100+,

Prayer Requests, CPAD

Acks., Notes and calls for $100+,

Prayer Requests

Acks., Notes and calls for $100+, Prayer

Requests

Acks., Notes and calls for $100+, DTMG Dinner Invitations, Prayer Requests

Acks., Notes and calls for $100+, DTMG Dinner,

Prayer Requests

Acks., Notes and calls for $100+, Prayer

Requests

Acks., Notes and calls for $100+, Thanksgiving

Cards, Christmas in Brass Mailer, Kettle

Season Passes, Prayer Requests

Acks., Notes and calls for $100+, Christmas Cards, Kettle Season

Passes, Prayer Requests

VolunteersMobile Food Pantry, Mobile Community

Kitchen, EDS Training

Mobile Food Pantry, Mobile Community

Kitchen

Thank you campaign Volunteer appreciation

month

Mobile Food Pantry, Mobile Community

Kitchen

Mobile Food Pantry, Mobile Community Kitchen, Volunteer Database Overhaul

Mobile Food Pantry, Mobile Community

Kitchen, EDS Training, Holiday

Volunteer Planning

Mobile Food Pantry, Mobile Community Kitchen, Holiday

Volunteer Recruiting, DTMG Dinner

Invitations

Mobile Food Pantry, Mobile Community Kitchen, Holiday

Volunteer Recruiting

Mobile Food Pantry, Mobile Community Kitchen, Holiday

Volunteer Recruiting

Kettles, Turkey Giveaway, Angel Tree,

Mobile Community Kitchen

Man Kettles for DV

Grants VOCA Due Mary Kay Ash Fdn GrantFCADV Due

Brevard County DueVerizon Fdn Grant

DueMargaret Heins Fdn Grant

Due City of ?? Due

Special Events 5K Run for DV National Salvation Army Week National Donut DayDV Awareness

Breakfast

Media/Press Releases

Christmas Thank You Bed & Bread Club KK Feeding Programs

NALC Food Drive, National Salvation

Army Week, Prayer Breakfast

National Doughnut Day

Back to School supplies drive Fiscal Year-End DTMG Dinner Thanksgiving

Kettles, Volunteering, Turkey Giveaway, Angel

TreeKettles, Angel Tree

E-Blast Contents

Christmas Thank You Pathway of Hope Feeding Programs Easter

National Salvation Army Week Summer Camp Summer Slump Back to School DTMG Dinner Thanksgiving Christmas Year-End

Website & Social Media

Christmas Thank You, Overhaul

Website Creative for 2017,

Introduce Pathway of Hope

Update stats on DV Page Promote 5K Results from 5K

National Doughnut Day, Summer Camp

Thanksgiving, Online Red Kettle, Turkey

Giveaway, Kettle Kick-Off, Kettles, Angel Tree,

Kettle Season Pass

Christmas Events, Kettles, Angel Tree, Kettle Season Pass, Online Red Kettle, Year-End Giving

*Development Caseload also receives E-blasts*Bed & Bread Club insert in all in-house acknowledgements*Acks. = Acknowledgement Letters*CPAD = Community Partner Appreciation Day*DTMG Dinner = Doing the Most Good Annual Dinner*WBS = William Booth Society

Sheet1

Last EditIntegrated Development Calendar

January 2020February 2020March 2020April 2020May 2020June 2019July 2019August 2019September 2019October 2019November 2019December 2019

2/9/15Direct Mail CampaignDV Program?

2/9/15Development CaseloadWBS Reception InvitationsWBS Reception, CPAD Save the DateKK, Newsletter Appeal, CPAD InvitationsBack to School AppealDTMG Dinner InvitationsNewsletter Appeal, DTMG DinnerThanksgiving Card, Christmas in Brass mailerAngel Tree Open House, Christmas Concert, Christmas Card Appeal

2/9/15Additional Donor RelationsAcks., Notes and calls for $100+, KK Info Packets, Prayer RequestsAcks., KK Sponsorships, Notes and calls for $100+, Prayer RequestsAcks., Notes and calls for $100+, KK Acks., Prayer Requests, Newsletter to Angel Tree Donors, CPAD InvitationsAcks., Notes and calls for $100+, Prayer Requests, CPADAcks., Notes and calls for $100+, Prayer RequestsAcks., Notes and calls for $100+, Prayer RequestsAcks., Notes and calls for $100+, DTMG Dinner Invitations, Prayer RequestsAcks., Notes and calls for $100+, DTMG Dinner, Prayer RequestsAcks., Notes and calls for $100+, Prayer RequestsAcks., Notes and calls for $100+, Thanksgiving Cards, Christmas in Brass Mailer, Kettle Season Passes, Prayer RequestsAcks., Notes and calls for $100+, Christmas Cards, Kettle Season Passes, Prayer Requests

2/9/15VolunteersMobile Food Pantry, Mobile Community Kitchen, EDS TrainingMobile Food Pantry, Mobile Community KitchenThank you campaign Volunteer appreciation monthMobile Food Pantry, Mobile Community KitchenMobile Food Pantry, Mobile Community Kitchen, Volunteer Database OverhaulMobile Food Pantry, Mobile Community Kitchen, EDS Training, Holiday Volunteer PlanningMobile Food Pantry, Mobile Community Kitchen, Holiday Volunteer Recruiting, DTMG Dinner InvitationsMobile Food Pantry, Mobile Community Kitchen, Holiday Volunteer RecruitingMobile Food Pantry, Mobile Community Kitchen, Holiday Volunteer RecruitingKettles, Turkey Giveaway, Angel Tree, Mobile Community KitchenMan Kettles for DV

GrantsVOCA DueMary Kay Ash Fdn GrantFCADV Due Brevard County DueVerizon Fdn Grant DueMargaret Heins Fdn Grant DueCity of ?? Due

2/9/15Special Events5K Run for DVNational Salvation Army WeekNational Donut DayDV Awareness Breakfast

2/9/15Media/Press ReleasesChristmas Thank YouBed & Bread ClubKKFeeding ProgramsNALC Food Drive, National Salvation Army Week, Prayer BreakfastNational Doughnut DayBack to School supplies driveFiscal Year-EndDTMG DinnerThanksgivingKettles, Volunteering, Turkey Giveaway, Angel TreeKettles, Angel Tree

E-Blast ContentsChristmas Thank YouPathway of HopeFeeding ProgramsEasterNational Salvation Army WeekSummer CampSummer SlumpBack to SchoolDTMG DinnerThanksgivingChristmasYear-End

Website & Social MediaChristmas Thank You, Overhaul Website Creative for 2017, Introduce Pathway of HopeUpdate stats on DV PagePromote 5KResults from 5KNational Doughnut Day, Summer CampThanksgiving, Online Red Kettle, Turkey Giveaway, Kettle Kick-Off, Kettles, Angel Tree, Kettle Season PassChristmas Events, Kettles, Angel Tree, Kettle Season Pass, Online Red Kettle, Year-End Giving

*Development Caseload also receives E-blasts

*Bed & Bread Club insert in all in-house acknowledgements

*Acks. = Acknowledgement Letters

*CPAD = Community Partner Appreciation Day

*DTMG Dinner = Doing the Most Good Annual Dinner

*WBS = William Booth Society

Print Date: &D

Sheet2

JANUARYChristmas AcknowledgementsAUGUSTDTMG Dinner Invitations

William Booth Society Welcome PacketsPossible Radio/Telethon for B&BC

Usual Donor Relations ItemsUsual Donor Relations Items

Mobile Food PantryMobile Food Pantry

Mobile Community KitchenMobile Community Kitchen

Usual Social Media ItemsUsual Social Media Items

Website Overhaul for New YearHoliday Volunteer Recruiting Begins

FEBRUARYWilliam Booth Society Reception InvitationsSEPTEMBERDTMG Dinner

Comm. Partner App. Day InvitationsHoliday Volunteer Recruiting

Usual Donor Relations ItemsAngel Tree & Other Sponsorship Recruiting

Mobile Food PantryUsual Donor Relations Items

Mobile Community KitchenMobile Food Pantry

Usual Social Media ItemsMobile Community Kitchen

EDS TrainingUsual Social Media Items

Bed & Bread Club Annual Sign-upFiscal Year-End

Kettle Klassic Info Packets

OCTOBERHoliday Volunteer Recruiting

MARCHWilliam Booth Society ReceptionAngel Tree & Other Sponsorship Recruiting

Comm. Partner App. DayUsual Donor Relations Items

Usual Donor Relations ItemsMobile Food Pantry

Mobile Food PantryMobile Community Kitchen

Mobile Community KitchenUsual Social Media Items

Usual Social Media ItemsThanksgiving Cards

Kettle Klassic SponsorshipsSeasonal Website Update

APRILKettle KlassicNOVEMBERChristmas Cards and Mailers

Usual Donor Relations ItemsKettles

Mobile Food PantryAngel Tree

Mobile Community KitchenThanksgiving Turkey Giveaway

Usual Social Media ItemsKettle Season Passes

Online Red Kettle

MAYNALC Food DriveSchool Food Drive

National Salvation Army WeekUsual Donor Relations Items

Community Prayer BreakfastUsusal Social Media Items

Usual Donor Relations Items

Mobile Food PantryDECEMBERChristmas Cards and Mailers

Mobile Community KitchenKettles

Usual Social Media ItemsAngel Tree

Kettle Season Passes

JUNENational Doughnut DayOnline Red Kettle

Usual Donor Relations ItemsUsual Donor Relations Items

Mobile Food PantryUsusal Social Media Items

Mobile Community KitchenAngel Tree Open House

Usual Social Media ItemsCommunity Food Drive

Year-End Giving

JULYUsual Donor Relations Items

Mobile Food Pantry

Mobile Community KitchenFY17

Usual Social Media ItemsDEVELOPMENT

EDS TrainingDEPARTMENT

Back to School Supplies DrivePROJECTS

How do you Measure Fundraising Success?• Number of Donors?• Number of Dollars?• Percent of donors who increase gift size?• Number of donors who leave or reduce gifts?• Percent of donors who made additional gift?• Dollars requested vs received?• Number of meaningful visits?• Donor Retention Rate?

Three Ps of Thank You Prompt – This means within 48 hours. This is the

most important predictor of likelihood to give.

Personal – Speak directly to someone special who just acted on their personal passion and/or cherished belief.

Powerful – Connect with what the donor values. If they gave to support children’s exposure to the arts, talk about it.

Pick up the PHONE!!!

Call your donors/members to sayTHANK YOU!!!

This will give you the GREATEST return on your time.

How do you want to be thanked? Note in the mail? Email? Personalized video? Phone call? Text?

Other ways to thank a donor Behind-the-scenes tours Open rehearsals Post performance reception/discussion Brown bag discussions with program directors/artists Mock decision-making sessions with program directors,

where donors are asked to decide how they would allocate limited resources among different beneficiaries.

Lunch/Dinner with artists. Focus group/survey/opinion Performances by clients (e.g. students) Client presentations Volunteer activities

Thank You Videos

https://www.youtube.com/watch?v=LYz3uPO5bS0

https://www.youtube.com/watch?v=xEzmJ4MkXw4

https://www.youtube.com/watch?v=3xAHY31lCAE&list=PLPJOGTVucBulnUHQG-oyJNbhrZabdn_e9&index=3

https://www.youtube.com/watch?v=LYz3uPO5bS0https://www.youtube.com/watch?v=xEzmJ4MkXw4https://www.youtube.com/watch?v=3xAHY31lCAE&list=PLPJOGTVucBulnUHQG-oyJNbhrZabdn_e9&index=3

#1 Priority?Donor Experience! Every interaction – what will retain the donor? Shift/Move from transactional to relationship

based A happy donor is a repeat donor!

Next step: What are your numbers? First time donor retention? Overall retention? Path to increase.

Other ways to Celebrate the donor

Anniversary of the donor’s first gift? Anniversary of when a program started? How about the donor’s 10th consecutive gift? What if donor doubles their gift of ANY amount? How about the 100th donor of the year? Happy New Year (Instead of Holiday Card)

Two Important Questions: If you haven’t done your part in building

the donor relationship, why do you expect the donor to do theirs?

If you haven’t shown the donor that you care about them, why do you expect them to care about your organization and give you money to it?

Let’s have a 2nd date! After 1st date email/note/letter/acknowledgment

the donor is still (hopefully) waiting for an invitation to engage.

One of the best tools: positive reinforcement. “That was such a great date… I so enjoyed meeting you… let’s plan another one!” “Your attendance at our event meant so much… we hope you’ll join us at our upcoming event… can’t wait to see you again!”

Classic Story Elements The Protagonist – Your organization and the people you

serve. The Villain – What you’re up against. What’s at stake – What will happen if you don nothing? Your reaction to the point of conflict – What battles are you

fighting? On what fronts? Your results – Where have you won? Where have you lost? Your long-term plan – How you’re going to win the war –

with support from people like your new friend! The hero – Your donor saves the day@

Website/Newsletter/Email Is there a link to donate? Is there a link to volunteer? Is there a link to take a tour? Is there a link to support/attend an event? Is there contact information? (found EASILY!)

Online Giving? Web page? How does your TY landing page look? Text to give? What is immediate response? Have you personally gone thru the process? Have you created a link so they can share on their

social media?

Example

Annual Giving Plan-Summary

A mission statement A case statement Overall & development goals Financial projections An organizational chart Methods & strategies An evaluation component

What’s our job? https://www.youtube.com/watch?v=n6uFjZ5KwYA

We take initiative, meet goals, try new things, get pulled in so many directions sometimes we forget what we started…..but we always get the job done!

https://www.youtube.com/watch?v=n6uFjZ5KwYA

Thank You!Christine Wright, CFRE

Regional Resource Development DirectorThe Salvation Army407-949-4123Christine.wright@uss.salvationarmy.org

Nonprofit Wins!407-619-6211Nonprofitwins@gmail.com

WELCOME!Session ObjectivesDo the Dos - Don’t Do the Don’tsSlide Number 4Slide Number 5Annual Giving Program�Success Includes:Slide Number 7Slide Number 8Annual Fund Goal SettingSlide Number 10Annual Giving Case for SupportStrategies of the Annual PlanThe Grass is always greener…Can you answer these questions about your top donors?Value of Face TimeSpecial EventsSpecial Event CritiqueCorporations & FoundationsDirect Mail – Dead or Alive?Social MediaOnline GivingDay of Giving/Giving TuesdayRecurring GiftsCrowdfundingSlide Number 25How do you Measure Fundraising Success?Three Ps of Thank YouPick up the PHONE!!!How do you want to be thanked?Other ways to thank a donorSlide Number 31Thank You Videos#1 Priority?Other ways to Celebrate the donorTwo Important Questions:Let’s have a 2nd date!Classic Story ElementsWebsite/Newsletter/EmailSlide Number 39Online Giving?ExampleAnnual Giving Plan-SummaryWhat’s our job?Thank You!