missing middle webinar (april 2014)

Are you missing millions? Engage YOUR Mid-level donors

#c2webinar

Alia McKee– Sea Change StrategiesMark Rovner-Sea Change Strategies

Nick Canedo– Rainforest AllianceJustin Perkins– Care2

Nonprofits use Care2 for:

• Recruiting donors and

supporters

• Driving traffic – fundraising

and branding

• Advocacy

• Growing Facebook community

Citizens use Care2 for:

• Starting and signing petitions

• Donating

• Spreading news

• Commenting on blogs

• Starting groups (organizing)

• Joining nonprofits

About

1%OF DONORS

34%

OF THE MONEY

Methodology

• Survey of 27 leading practitioners, May-June 2013

• In-depth interviews with six fundraisers

• Seven years of proprietary research

ACKNOWLEDGMENTS

Annie Berger, Rainforest Alliance

Kristin Bugge, Planned Parenthood Federation of America

Nick Canedo, Rainforest Alliance

Pete Carter, CCAH

Diane Clifford, National Audubon Society

Susan Comfort, Playworks Washington, DC

Megan Contakes, Integrated Direct Marketing

Roger Craver, The Agitator

Geraldine Engel, ACLU

Nancy Enterline, Monterey Bay Aquarium

Cathy Finney, The Wilderness Society

Dane Grams, Human Rights Campaign

John Graves, Eidolon Communications

Fraser Green, Good Works

Jamal Harris, The Nature Conservancy

Tricia Hart, Amnesty International USA

Krista Harte Sassaman, The Lukens Company

Lori Hutson, Planned Parenthood Federation of America

Mikaela King, Defenders of Wildlife

Kevin Layton, Human Rights Campaign

Robert J. Levy, Robert J. Levy Consulting

David Love, Agents of Good

Dennis McCarthy, Blackbaud

Frank O’Brien, OMP

Rosemary Oliver, Amnesty International Canada

Sam Parry, Environmental Defense Fund

Carol Rhine, Target Analytics

Martha Schumacher, Hazen Inc.

Shiloh Stark, Amnesty USA

Milo Sybrant, International Rescue Committee

8 HABITS OF HIGHLY EFFECTIVE

MID-LEVEL DONOR PROGRAMS

1. LEADERSHIP

IS EVERYTHING

Middle donors should be viewed as a central part of an organization’s lifetime value efforts. They will be retained and upgraded far more than smaller donors and far more than major donors. They represent the most significant block of money, commitment and loyalty

2. IT TAKES

PEOPLE POWER

3. BUST THOSE SILOS

Culture Clash!“Hi. I’m A Direct Mail Guy” “Hi. I’m A Major Donor Fundraiser”

• Spreadsheets and Pivot Tables

• Mass Production• Low margin, high

volume• Wal-Mart

• Donor profiles• Everything is

custom• Low volume,

monster returns• Tiffany’s

DIRECT MAIL MAJOR GIFTS

4. ATTRIBUTE THIS

What Gets

Measured Gets

Done.

5. GETTING THE

CONTENT RIGHT

3 THEMES

• Your money is making a difference.

• You are an insider.• Your generosity is valued.

“if you hold the gift back in the donor’s mirror— reflect it back to them saying ‘you’ve done a great thing; you have saved this bird or you have saved this area; because of you that crane will live.’ That is what the donor wants to hear.”

6. ALL WE NEED IS JUST

A LITTLE PATIENCE

7. LISTEN UP

“This was a wonderful opportunity and I would be

happy to participate in more things like this. Anything to help an organization that I

care about...”

It’s the Invitation,

Stupid.

8. THE INTERNET IS NOT

THE EASY BUTTON

PROFILES OF SUCCESS

Protect an additional

100 million acres of

forestland

Develop new

certification

standards

Establish hundreds

more alliances with

companies

Educate millions of

children about their

role in global

conservation

Engage tens of

millions of consumers

in making responsible

choices

PROFILES OF SUCCESS

VOLUNTEERS

EVENTS

DIRECT MARKETING

THREE TIERED SUCCESS

150 VOLUNTEERS

32 COMMUNITIES

STRIVE FOR FIVE

VOLUNTEER POWER

TRAININGS 2X ANNUALLY

STRIVE FOR FIVE DIGITAL COMMUNITY PORTAL

LOCAL ACQUISITION & RETENTION EVENTS

LOCAL GALA DINNERS

NATIONAL DINNER

EVENT POWER

PROGRAMMING SUPPORT FROM NATIONAL STAFF

INVITATION SUPPORT FROM NATIONAL STAFF

4 YEARS IN

COLLABORATION

SUPPRESSION

DIRECT MKTG POWER MAIL

PHONES

EMAIL

http://seachangestrategies.com/missing-middle/

JUMP START YOUR MID-LEVEL PROGRAM:

A 30 DAY PLAN

A SAMPLING FROM

MID-LEVEL DONOR PROGRAMS

Thank YOU!

Alia.Mckee@SeaChangeStrategies.com

NCanedo@RA.orgMark.Rovner@

SeaChangeStrategies.com

QUESTIONS?

#c2webinar

Alia McKee– Sea Change StrategiesMark Rovner-Sea Change Strategies

Nick Canedo– Rainforest AllianceJustin Perkins– Care2