6. GOOD NEWS
Political donations do not cut into
charitable donations for most donors.
89% said their political donations did
not negatively impact their charitable
giving.
Fidelity Charitable® Giving Season Survey
October 2012
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7. 5 Strategies to Compete Successfully
1. Renew and Upgrade Donors
2. Ask in Person
3. Ask Boomer Gals
4. Highlight the Benefits
5. Be More Specific
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8. 1. Mount An All-Out Campaign to
Renew and Upgrade Donors
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9. 1. Renew and Upgrade Donors
Donor Attrition WAKE UP Call!
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10. 1. Renew and Upgrade Donors
Look under
your nose!
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11. 1. Renew and Upgrade Donors
Donors Are Not Renewing!
Every $100 gained in 2011
Offset by $100 lost
Net gain: $0
AFP Urban Institute
Fundraising Effectiveness Survey
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12. 1. Renew and Upgrade Donors
# Donors Not Renewing
2011-2012
Current donors: 59%
New donors: 73%
AFP Urban Institute
Fundraising Effectiveness Survey
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13. 1. Renew and Upgrade Donors
Do you have a leaky donor bucket?
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14. 1. Renew and Upgrade Donors
Is there ANY money left?
Most Costly Mistake
THE DONOR ABYSS
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15. 1. Renew and Upgrade Donors
Is there ANY money left?
10% improvement in donor retention
50% boost in donor revenue
IMMEDIATELY.
~Tom Ahern referring to Dr. Adrian Sargeant’s research
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16. 1. Renew and Upgrade Donors
Satisfied donors WILL give more!
44% of donors said they
could have afforded to give
more last year.
~Penelope Burk 2012
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17. 1. Renew and Upgrade Donors
What Creates Donor Loyalty?
“Donor satisfaction with the
quality of service provided by
the fundraising team is the
single biggest driver of loyalty
toward the organization.”
~Dr. Adrian Sargeant
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18. 1. Renew and Upgrade Donors
What Creates Donor Loyalty?
• Prompt, personal TY
• Did my gift make a meaningful
impact?
• Was my gift used as intended?
~Penelope Burk
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19. 1. Renew and Upgrade Donors
Three Things to Do RIGHT NOW!
1. Pull a report of non-renewals.
2. Special plan for your top 10 donors.
3. Call everyone else on your list!
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25. 2. Ask in Person
Competitive, team players, goal oriented
In the moment, creative, courageous
Listeners, emotional, caring
Detailed, responsible, thorough
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26. 2. Ask in Person
What’s the What’s the
goal? opportunity?
What might What moves
go wrong? my heart?
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27. 2. Ask in Person
What’s YOUR
Asking Style?
www.askingmatters.com
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29. 3. Ask the Boomer Gals
“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
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31. 3. Ask the Boomer Gals
A study of affluent older adults:
for every $100 men gave,
women in the same economic
circumstances gave $258.
”Women Give 2012””
Women’s Philanthropy Institute at the
Center on Philanthropy at
Indiana University
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32. 3. Ask the Boomer Gals
Women are more likely to
want their gift to be public
use securities to give
seek guidance from a
financial planner.
--Nonprofit Times
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33. 3. Ask the Boomer Gals
Make It Easy to See
12 point minimum
Brighter colors
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34. 3. Ask the Boomer Gals
1. Pull a report of older women
donors who need to renew and
focus on them.
2. Emphasize family and connection
3. Write from your heart
4. Large font
5. Emotional pictures
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35. 3. Ask the Boomer Gals
Final Test
Take your letter to your
grandmother.
See how she likes it.
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38. 4. Highlight the Benefits
FEATURES BENEFITS
Smooth finish Easy to clean
Four tines Snares food
6 inches long Fits the hand
Metal Durable
Curved Doesn’t hurt mouth
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39. 4. Highlight the Benefits
Your Organization’s Features
Buildings
Programs
Years in service
Staff
Systems
Plans
Budget
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40. 4. Highlight the Benefits
Your Organization’s Benefits
Lives touched
Safe community
Crises avoided
Happy people
Healthy people
Strong economy
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41. 4. Highlight the Benefits
Your Donor’s Benefits
Feel included
Feel appreciated
See results
Be invited
New opportunities
Warm heart
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42. 4. Highlight the Benefits
NO: “tough times.”
YES: “do something wonderful” that will
carry a message to donors that the
charity is fulfilling its mission.”
~Penelope Burk 2012
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48. 5. Be Specific
Make their gift Need a
as tangible as different image
here. Can’t see
possible the other well
enough.
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49. 5. Be Specific
Our goal is to raise
$XXX by the end of the
year so we can help
XXXX people.
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50. 5. Be Specific
# 1 reason major
donors will give is if the
organization has a
history of
measurable
results.
~Penelope Burk October 2011
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51. 5. Be Specific
9 out of 10 donors say
that an organization’s
effectiveness is
important.
More Money For More Good”
Guidestar
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52. Bonus Tactic #1
Re-make your home
page into a donation
page the last week of
the year
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55. More Great Stuff from Gail and Andrea
www.askingmatters.com
www.gailperry.com/awash-money-webinar-resources/
•153 Tips To Raise More Money by Mail
•Year-End Campaign Tip Sheet
www.capitalcampaignmagic.com
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