expect the unexpected: an interactive conversation on ......expect the unexpected: an interactive...

Post on 03-Oct-2020

12 Views

Category:

Documents

0 Downloads

Preview:

Click to see full reader

TRANSCRIPT

Expect the Unexpected:

An Interactive Conversation on Marketing to

Donors

staffing and Structure

Association Foundation Group

October 17, 2019

2

Your Speakers:

• Honna George, Director of Membership & Data

Management at the Society of Women Engineers

• Drew Navolio, Partner, VP of Client Services at David James Group

1. Your name, role, and where you

work.

2. What is one thing you hope to

learn today?

3. What is one piece of advice you

could give on marketing to

donors

Please Share

3

Outline of Our Conversation Today

• Introduction – Who is in the room?

• Make it Simple: A Profile of SWE’s Giving

• Examples of unexpected donor marketing opportunities

& best practices.

• Workshop Ideas & Report Out

4

Profile: SWE Donation Options

Campaigns:

• Planned Giving – Ada Pressman Society (All year)

• WE Annual Conference Registration Grants (Conference)

• Annual Campaign (Winter)

• Giving Tuesday (First Tuesday after Thanksgiving)

• Life Member Campaign (Spring)

• Leadership & Board Campaign (All year)

Recognition Strategies:

• Halo Reception

• Annual Report

• Blog posts

• Social media posts

• Website listing

• Customized outreach

• Thank you letters for gifts over $100

• Automatic thank you letters for online gifts

SWE engages donors and members throughout the year in various

campaigns and recognition strategies.

5

SWE & Planned Giving

• Ada Pressman was an early member of SWE,

who was a SWE President, received the

Distinguished Service Award, and also served

on the Board of Trustees.

• Program was fully updated in 2016. Updates

included a new section on website, materials,

and communication strategy.

Individuals who commit to include SWE in their planned giving are recognized through

the Ada Pressman Society.

• Currently, 55 individuals have committed to including SWE in

their estate plan.

• SWE is updating all Planned Giving information.

• SWE will conduct awareness campaign in 2018 to all

professional members.

6

Make Donating Accessible: Microdonation Programs

$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

FY16 FY17 FY18 FY19

SWE Annual Registration Grant Donor Trends FY16 - Present

Goal Actual

7

Make Donating Accessible: Microdonation Programs

8

Example 1: Jack Black Remembers Mom

9

Three Take Always from Example #1

1. Be accessible – we answered the phone when Jack

Black called but missed the Price is Right call.

2. Donor centric follow-up: focused on mother, not

celebrity factor. Stewardship of gift highlighted

mother’s work.

3. Timed publication of gift in accordance with donor

preferences.

10

Example 2: Google Doodle Highlights Innovative Member

11

Three Take Always from Example #2

1. Big gifts come in small packages – this Google

Doodle collaboration came from a small request and a

10 month email exchange.

2. Diversify Impact – we were able to raise awareness

and funding for the Mary G. Ross Scholarship.

3. Institutional history can be everything

12

Example 3: John Oliver Highlights SWE

13

Three Take Always from Example #3

1. Have the infrastructure ready.

2. Have the numbers to back up your story.

3. Continue the relationship past the one-time event.

14

Reflect, Discuss, and Share

1. Take five minutes to document the following:

• One insight from today.

• One way to make your fundraising simpler.

• If you had one 15-minutes of marketing fame dream come true, what would it be?

2. Break into groups of 2-3 and spend a few minutes discussing the reflections of your

peers.

3. What is one thing you will do today to make one of the three things you described

happen?

It is time to report out and/or ask questions!

Thank you!

staffing and Structure Honna George: honna.George@swe.org

Drew Navolio: dnavolio@davidjamesgroup.com

top related