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Planning and running a successful
end-of-year fundraising campaign
Naomi Schalit
Publisher and senior reporter
The Maine Center for Public Interest Reporting
www.pinetreewatchdog.org
You’re too late
already.
Not really — but a
successful campaign
takes months of planning.
MCPIR EOY 2013 CAMPAIGN:
700 letters sent
@ 350 had personal notes
140 gifts = 20% response rate
Total gifts: $55,293
Average gift: $394 (includes one gift of $3K, two
@ $2500, 6 @ $1000
104 gifts had notes on solicitation – 74.3%
Gifts from:
Lapsed donors: 16 (11%)
New donors: 71 (51%)
Renewals: 47 (34%)
Board: 6
List yield, new donors:
ACLU: 14
Constant Contact: 17
MPBN: 8
COSTS:
Development temp staff and consultant $9961
Printing, postage, mail merge $966
_____________________________________
__
Total variable expenses $10,927
Cost per dollar raised: 19.7
cents
National average CTRD 20 centsThe Better Business Bureaus (BBB) Wise Giving Alliance Standards for Accountability
indicate that for all non-profits, fund-raising costs should not exceed 35 percent
(i.e., 35 cents to raise one dollar).
Crucial element for our
successful campaign:
A matching grant.
Get one.
We love the folks who gave us ours.
Crucial element #2: lists.
This may take a form of guerrilla marketing.
Hmm, I wonder where I
can find that Friends of
King Kong donor list?
Start fishing around
for them early in the year
Crucial elements numbers 3&4:
#3: Get a
respected local
philanthropist --
whom everybody
loves -- to sign and
write notes on lots
of your appeal
letters
#4. Have your board
members write
personal notes on as
many appeal letters as
possible (do this at a
board meeting)
Other things to do during
pre-formal campaign stage:
• Address lookup for prospects
• Clean-up of your current lists
• Mailing elements design and
printing (brochure – testimonials –
remit envelopes – custom notepads)
Timeline for an EOY campaign
August
• Development committee meets to review
proposed timeline and gift table, brainstorm
components of the campaign’s case statement,
determine prospective campaign chair.
• Begin to identify prospects for leadership
gifts and segment from prospect mailings.
• Begin effort to secure campaign chair.
September
• Secure campaign chair.
• Campaign staff meets with Development
Committee chair to review plans and discuss how to
best make use of Development Committee and
board of directors members
• Prepare first draft of case statement.
Staff/devcomm review.
• Organize major gift solicitations – review names
and determine who solicits which person? Not
only staff/board.
• Develop talking points and solicitation strategies
• Make assignments for major gift prospects for
October Board meeting.
October
• Finalize mailing lists and case statement.
• Generate letters for prospects and lapsed
donors.
• Working board meeting at which board
members sign notes to go along with letters.
• Provide support to Campaign Chair, Board, Staff
members and friends with their solicitation
assignments.
• Draft end-of-year (EOY) letter for renewing donors.
• Send prospect and lapsed donor mailing last
week of October/early November.
• Development committee meeting – updates
Timeline for an EOY campaign,
continued
November
• Provide support to campaign chair, board members, staff and friends with their solicitation assignments.
• Send EOY letter to renewing donors; include, where possible, personal notes.
• Review gifts from prospect and lapsed donor mailing and consider follow-up strategies.
• Organize and design e-solicitations.
December
• Report progress to date to Board members (early December).
• Provide support to chair and board members with their solicitation assignments.
• Follow up with prospects, as appropriate.
• Integrate e-solicitations with EOY process.
January
• Analyze results of EOY solicitations.
• Adjust gift table for challenge as needed.
• Develop solicitation plans for remainder of Challenge period (through August 2014).
• Develop spring renewal gift plans.
Making the
case Don’t forget:
1. On-line readers appeal
2. Quick acknowledgment
3. Celebrate!
Our secret
weapon:
Jam

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#INNDay14 - Maine Center for Public Interest Reporting

  • 1. Planning and running a successful end-of-year fundraising campaign Naomi Schalit Publisher and senior reporter The Maine Center for Public Interest Reporting www.pinetreewatchdog.org
  • 2. You’re too late already. Not really — but a successful campaign takes months of planning.
  • 3. MCPIR EOY 2013 CAMPAIGN: 700 letters sent @ 350 had personal notes 140 gifts = 20% response rate Total gifts: $55,293 Average gift: $394 (includes one gift of $3K, two @ $2500, 6 @ $1000 104 gifts had notes on solicitation – 74.3% Gifts from: Lapsed donors: 16 (11%) New donors: 71 (51%) Renewals: 47 (34%) Board: 6 List yield, new donors: ACLU: 14 Constant Contact: 17 MPBN: 8 COSTS: Development temp staff and consultant $9961 Printing, postage, mail merge $966 _____________________________________ __ Total variable expenses $10,927 Cost per dollar raised: 19.7 cents National average CTRD 20 centsThe Better Business Bureaus (BBB) Wise Giving Alliance Standards for Accountability indicate that for all non-profits, fund-raising costs should not exceed 35 percent (i.e., 35 cents to raise one dollar).
  • 4. Crucial element for our successful campaign: A matching grant. Get one. We love the folks who gave us ours.
  • 5. Crucial element #2: lists. This may take a form of guerrilla marketing. Hmm, I wonder where I can find that Friends of King Kong donor list?
  • 6. Start fishing around for them early in the year
  • 7. Crucial elements numbers 3&4: #3: Get a respected local philanthropist -- whom everybody loves -- to sign and write notes on lots of your appeal letters #4. Have your board members write personal notes on as many appeal letters as possible (do this at a board meeting)
  • 8. Other things to do during pre-formal campaign stage: • Address lookup for prospects • Clean-up of your current lists • Mailing elements design and printing (brochure – testimonials – remit envelopes – custom notepads)
  • 9. Timeline for an EOY campaign August • Development committee meets to review proposed timeline and gift table, brainstorm components of the campaign’s case statement, determine prospective campaign chair. • Begin to identify prospects for leadership gifts and segment from prospect mailings. • Begin effort to secure campaign chair. September • Secure campaign chair. • Campaign staff meets with Development Committee chair to review plans and discuss how to best make use of Development Committee and board of directors members • Prepare first draft of case statement. Staff/devcomm review. • Organize major gift solicitations – review names and determine who solicits which person? Not only staff/board. • Develop talking points and solicitation strategies • Make assignments for major gift prospects for October Board meeting. October • Finalize mailing lists and case statement. • Generate letters for prospects and lapsed donors. • Working board meeting at which board members sign notes to go along with letters. • Provide support to Campaign Chair, Board, Staff members and friends with their solicitation assignments. • Draft end-of-year (EOY) letter for renewing donors. • Send prospect and lapsed donor mailing last week of October/early November. • Development committee meeting – updates
  • 10. Timeline for an EOY campaign, continued November • Provide support to campaign chair, board members, staff and friends with their solicitation assignments. • Send EOY letter to renewing donors; include, where possible, personal notes. • Review gifts from prospect and lapsed donor mailing and consider follow-up strategies. • Organize and design e-solicitations. December • Report progress to date to Board members (early December). • Provide support to chair and board members with their solicitation assignments. • Follow up with prospects, as appropriate. • Integrate e-solicitations with EOY process. January • Analyze results of EOY solicitations. • Adjust gift table for challenge as needed. • Develop solicitation plans for remainder of Challenge period (through August 2014). • Develop spring renewal gift plans.
  • 11. Making the case Don’t forget: 1. On-line readers appeal 2. Quick acknowledgment 3. Celebrate!

Notas del editor

  1. Maddy’s list: 60 mailed; 10 new donors, 2 lapsed donors, two gave $1000; 1 @$250; 8 @$100; 1 @$50 This year much lower variable costs because we’ll be doing in-house
  2. Strategies for getting lists (though you can also buy lists) – 1. go to events where you’ll get a book with donor names in it (annual dinners, etc) 2. have your donor friends give you lists they collect on your behalf 3. Political campaign donors 4. Google
  3. This is both for the board and for the letter