Stephen Mally presented 30 fundraising ideas in 60 minutes. The document provided an agenda that included admissions, goals for the session, and 30 specific fundraising ideas. It concluded by thanking the audience and providing contact information for Stephen Mally.

1. 30 IDEAS IN 60 MINUTES
Stephen Mally
Principal Client Partner
30 Ideas in 60 Minutes
4/1/2011 1

2. 30 IDEAS IN 60 MINUTES
Agenda
• Admissions
• Goals
• 30 Ideas in 60 Minutes
• Questions and Answers
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3. 30 IDEAS IN 60 MINUTES
Admissions
• Aggressive American fundraiser
• Not all my ideas will make you comfortable
• Some may make you uncomfortable
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4. 30 IDEAS IN 60 MINUTES
Goals
• You walk away with 1-2 ideas
• These ideas make you think of additional new ideas
I did not offer you!
• You twist some of these ideas to make them work
for your organisation!
• You talk amongst each other and brainstorm
additional ideas
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5. 30 IDEAS IN 60 MINUTES
Let’s Get Started
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6. 30 IDEAS IN 60 MINUTES
Idea #1
• Make an additional ask in the acknowledgement or
thank you letter
• Soft ask: on a giving envelope enclosed
• Direct ask: in the actual acknowledgement letter
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7. 30 IDEAS IN 60 MINUTES
Idea #2
• When a person calls, writes or otherwise
requests an opt-out, ask to contact them just
1 time per year
• Change a negative into a positive
• Include these 1 time per year constituents
around a religious or celebratory holiday
mailing
• Even more donor-centric -- ask them when that
one time a year is that they wish to be
contacted
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8. 30 IDEAS IN 60 MINUTES
Idea #3
• Call to thank every donor
• If volume prevents, scale to level possible
• Peer-to-peer thank you calls work best
• Educational institution – student callers
• Non profit organisation – client callers,
volunteer callers (who are donors!)
4/1/2011 8

9. 30 IDEAS IN 60 MINUTES
Idea #4
• Conduct an annual constituent survey
• Ask the detail you need to know to fundraise in
a smarter way
• Age
• Household make up
• Employer/Position
• Reasons for support
• Philanthropic interests
• Other things you would want to know
• Track in your database to use in segmentation
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10. 30 IDEAS IN 60 MINUTES
Idea #5
• New donor welcome packages are an
essential part of donor care
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11. 30 IDEAS IN 60 MINUTES
Idea #5
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12. 30 IDEAS IN 60 MINUTES
Idea #5
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13. 30 IDEAS IN 60 MINUTES
Idea #5
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14. 30 IDEAS IN 60 MINUTES
Idea #6
• Inform constituents how
funds are used/impact
on mission
• Take pride if your cost of
fundraising and
administration is below
25%
• Promote it!
4/1/2011 14

15. 30 IDEAS IN 60 MINUTES
Idea #7
• Promote, Solicit and Acquire Matching Gifts
• Track employers as relationships in individual
record
• Track matching detail in corporate record
• Include matching gift information in every
appeal
• Include information on organisation Web site
• Include information in every acknowledgement
letter
• Do not leave money on the table
4/1/2011 15

16. 30 IDEAS IN 60 MINUTES
Idea #7
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17. 30 IDEAS IN 60 MINUTES
Idea #7
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18. 30 IDEAS IN 60 MINUTES
Idea #7
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19. 30 IDEAS IN 60 MINUTES
Idea #8
• Giving envelopes should be placed in each
communication vehicle
• Code each envelope
• Compare and track envelope revenue
• Do not publish any publication without a giving
envelope
• Do not miss an opportunity for someone to
give
• Do not leave money on the table
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20. 30 IDEAS IN 60 MINUTES
Idea #8
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21. 30 IDEAS IN 60 MINUTES
Idea #8
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22. 30 IDEAS IN 60 MINUTES
Idea #8
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23. 30 IDEAS IN 60 MINUTES
Idea #9
• Create an organisational postage stamp with
your postal service
• Not an easy task to complete
4/1/2011 23

24. 30 IDEAS IN 60 MINUTES
Idea #10
• “Hand written”
envelopes work
• Test them
• Bring back the past
4/1/2011 24

25. 30 IDEAS IN 60 MINUTES
Idea #11
• Create ask strategies based on average gift
not last gift
• Gordon Yon gives $500 in February to the X
Fund at organisation Y
• Gordon gives a $25 gift in honor or memory of
someone to Y organisation in March
• If we base the ask on the last gift, this person
will fall into a segment other than the one
appropriate (average of both gifts!)
4/1/2011 25

26. 30 IDEAS IN 60 MINUTES
Idea #11
• Create ask strategies based on average gift
not last gift
• Ask should be the average of the person's
giving
4/1/2011 26

27. 30 IDEAS IN 60 MINUTES
Idea #12
• Create variable ask ladders
• Variable ask ladders help drive up the average
gift for an appeal
• Drive giving behavior based the order you ask
$75
$50
$100
$125
Other
4/1/2011 27

28. 30 IDEAS IN 60 MINUTES
Idea #13
• SMS – more than just a way to communicate
with friends
• Breakthrough announcements
• Birthday greetings
• Holiday greetings
• Thank you/recognition
• Event reminders/confirmation
• Not applicable for all audiences, i.e. major giving
prospects
4/1/2011 28

29. 30 IDEAS IN 60 MINUTES
Idea #14
• Call high level constituents on their birthday
and/or send a birthday card
• Consider both channels for high level constituents
4/1/2011 29

30. 30 IDEAS IN 60 MINUTES
Idea #15
• Challenges work!
• Ask a board member, high level donor to challenge
donors or prospects to give to a campaign
• The board member, high level donor will give a
large sum of money if…
oNew donors give to the campaign
oCurrent donors increase giving
oLapsed donors renew their giving
4/1/2011 30

31. 30 IDEAS IN 60 MINUTES
Idea #15
• Challenge causes increased enthusiasm,
increased investment, and new support
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32. 30 IDEAS IN 60 MINUTES
Idea #15
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33. 30 IDEAS IN 60 MINUTES
Idea #16
• Demonstrate urgency
• Breaking news
• Urgent alerts
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34. 30 IDEAS IN 60 MINUTES
Idea #16
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35. 30 IDEAS IN 60 MINUTES
Idea #17
• How many appeals do you send per year?
4?
• Add an additional ask to your strategy this
year
• And, additional ask next year
• And, an additional ask for the following year
• Push the envelope as far as possible
4/1/2011 35

36. 30 IDEAS IN 60 MINUTES
Idea #18
• Remind constituents of opportunity
to leave bequest
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37. 30 IDEAS IN 60 MINUTES
Idea #19
• Track philanthropic interests of constituent
and tailor your communications/asks around
those interests
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38. 30 IDEAS IN 60 MINUTES
Idea #19
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39. 30 IDEAS IN 60 MINUTES
Idea #20
• Ask your employees to give
• Goal should be 100% participation
4/1/2011 39

40. 30 IDEAS IN 60 MINUTES
Idea #21
• Keep your data clean
• Confirm
• Point of contact
• Edit
• Day to day
• Data hygiene
• Enhance
• Lifestyle or behavioral indicators
4/1/2011 40

41. 30 IDEAS IN 60 MINUTES
Idea #22
• Ask smarter
• Segment data
• Cease mailing to segments that no longer work
• Test
• Save money for your organisation
4/1/2011 41

42. 30 IDEAS IN 60 MINUTES
Idea #23
• Include long lapsed in appeals strategy at
least once per year
• Donors who last gave 48-60+ months ago
4/1/2011 42

43. 30 IDEAS IN 60 MINUTES
Idea #24
• Track all relationships
• Create a relationship tree
• Track Each Relationship,
i.e. Parents, siblings, business
partners, golf partners, etc.
• Six degrees of separation
4/1/2011 43

44. 30 IDEAS IN 60 MINUTES
Idea #25
• Focus on the second gift
• Remember major donors often times give
many gifts overtime before they commit to a
major gift
• According to a study from Target Analytics, more
than 75% of $10,000+ donors gave six or more
annual gifts before their first $10,000+ gift
• This highlights that annual giving cultivates
donors for even greater support in future
4/1/2011 44

45. 30 IDEAS IN 60 MINUTES
Idea #26
• Some ideas are good, but they nearly get us
fired
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46. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
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47. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
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48. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
4/1/2011 48

49. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
4/1/2011 49

50. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
4/1/2011 50

51. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
4/1/2011 51

52. 30 IDEAS IN 60 MINUTES
Idea #26
• Use teaser copy on carriers/envelopes
4/1/2011 52

53. 30 IDEAS IN 60 MINUTES
Idea #27
• Refer to previous giving
in letter
• Prompt
• Remind
• Guilt
4/1/2011 53

54. 30 IDEAS IN 60 MINUTES
Idea #28
• Write a hand written
note to your donor in
acknowledgement
• Note will impress...
• ...maybe even puzzle the
donor!
4/1/2011 54

55. 30 IDEAS IN 60 MINUTES
Idea #29
• Photo Books – An easy way to document a
donor’s journey with your organisation!
• Do not require specialised skills nor software
or equipment. Do not require new staffing
resources
• Donor Care/Stewardship
4/1/2011 55

56. 30 IDEAS IN 60 MINUTES
Idea #29
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57. 30 IDEAS IN 60 MINUTES
Idea #29
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58. 30 IDEAS IN 60 MINUTES
Idea #30
• Offer unique and one of a kind or behind the
scenes opportunities to your top donors
• Hospital – tours of operating rooms
• Cultural institutions – previews of exhibits or
access to collections never before seen
4/1/2011 58

59. 30 IDEAS IN 60 MINUTES
THANK YOU!
4/1/2011 59

60. CONTACT ME
Stephen Mally
Client Partner
04 3050-0524 (()
stephen.mally@blackbaud.com.au (7)
4/1/2011 60