BOARD FUNDRAISING:

ENGAGEMENT STRATEGIES FOR SUCCESS

Seth Schalet, MBA, AFP

October 19, 2018

INTRODUCTION: SETH SCHALET

AGENDA

• Data Review on Giving

• Channels to Fundraise

• Outreach Strategies

• Impact of Board Giving

• Uncovering Value In Nonprofit

Board Service Close

• 30% of annual giving occurs in

December.

• 10% of annual giving occurs on

the last 3 days of the year.

• 77% believe everyone can make a

difference by supporting causes.

• 4.5 is the average number of

charities each person supports.

• 64% of donations are made by

women.

• 69% of the population gives.

• On average, high net worth

donors gave $25,509 to charity in

2015. By comparison, general

population households gave

$2,520 on average.

• Total charitable giving grew 4.1%

in 2016 and 5% in 2017.

• In 2017, the largest source of

charitable giving came from

individuals at $281.86 billion, or

72% of total giving; followed by

foundations ($58.28 billion/15%),

bequests ($30.36 billion/8%), and

corporations ($18.55 billion/5%).

• 12.3% of total corporate cash

contributions went through

corporate matching gift programs.

• Technology companies gave the

highest proportion of matching-

gift contributions as a percentage

of total cash gifts at 17.3%.

GENERAL CHARITABLE GIVING STATISTICS

* S O U R C E : W W W . N O N P R O F I T S O U R C E . C O M / O N L I N E -

G I V I N G - S TAT I S T I C S

Raw Data:

• 58.87% of nonprofits do not have a major

gift strategy

• 53.37% of nonprofits consider multiple

major gifts to be absolutely vital

• 67.54% of nonprofits do not have a

dedicated, full-time major gift fundraiser

• 43.74% of nonprofits define a major gift

as greater than $1,000

• 35.90% of nonprofits define a major gift

as greater than $10,000

• 75.32% of nonprofits say a lack of

investment on their part (manpower,

expertise, strategy, etc.) is why they don’t

do major gift fundraising

• 88% of total dollars raised comes from

12% of donors

Anatomy of a major gift donor:

• Already in your donor database

• Has a deep passion for your mission

• Has been giving to your organization for

five years or more

• Has the financial capacity for a major gift

• Is a current or former board member or

volunteer

Making the ask:

• At least 18-24 moves to cultivate

• Ask in person

• Ask for a specific dollar amount

• Tie it to a project (avoid undesignated

asks)

• Say thank you, even if the answer is “no”

MAJOR GIFT STATISTICS

* S O U R C E : H T T P S : / / B L O O M E R A N G . C O / B L O G / I N F O G R A P H

I C - M A J O R - G I F T - F U N D R A I S I N G - B Y- T H E - N U M B E R S /

Source: GivingUSA.org

NONPROFIT TRACTION CHANNEL RANKING AND BULLSEYE

NONPROFIT TRACTION CHANNELS BULLSEYE FRAMEWORK

USING THE NONPROFIT TRACTION CHANNELS BULLSEYE

FRAMEWORK

• Rank and place your nonprofit’s top three nonprofit traction channels in

the center ring.

• These are the key channels your nonprofit marketing team should

invest the majority of its time and resources to drive new supporters,

donors and customers.

• For each key channel, be sure to identify Key Performance Indicators

(KPIs) that you will be measuring. For example: If you set a target Cost

to Acquire a donor metric for Facebook ads, your team can continue to

invest time and resources to effectively scale this key channel.

S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G

HOW BOARD MEMBERS CAN USE THE NONPROFIT

TRACTION CHANNELS BULLSEYE FRAMEWORK

How It Works

Board members can look across the channels, pick three they will engage

in for the fiscal year. It is important to coordinate with CA YMCA Youth &

Government development team to ensure there is sufficient board

coverage across the channels.

Understand the different nonprofit traction channels

Complete the Nonprofit Traction Channel Ranking Table and Bullseye

Framework

Strategize, execute, evaluate and scale your top three traction channels.

It is imperative to focus and invest heavily in your highest potential

channels.

S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G

S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G

EXAMPLES

Influencer Marketing

Description: Connecting and encouraging key leaders with large followings to promote your

organization and campaigns.

Example: Kiss The Ground has enrolled singer songwriter Jason Mraz in the past to not only

promote and make a stand for the organization, but also serve as a strong brand advocate.

Use your networks.

Business Development (Partnerships)

Description: Business Development (BD) is the process of creating strategic relationships that

benefit both your nonprofit and partners. It is similar to sales, but instead of going one to one,

you are partnering to go one to many in a way that benefits both parties.

Example: Some organizations’ partner with grocery stores to fundraise on their behalf.

S O U R C E : C O M M U N I T Y B O O S T C O N S U LT I N G

EXAMPLES Peer to Peer Fundraising

Description: Peer-to-peer fundraising leverages supporters to crowdsource and tap their networks on

behalf of your organization. If an organization is looking to effectively execute peer-to-peer fundraising,

I recommend the Classy platform.

Example: Barbells for Boobs has inspired its niche and passionate audience to leverage peer to peer

fundraising to drive both awareness and revenue so that the organization can mobile and empower

people to take action in breast cancer.

Speaking Engagements

Description: Speaking engagements are a worthwhile tactic to increase volunteers and donors. However,

organizations must be selective in determining which opportunities to pursue and ensure their

message is being shared with the right audience that is interested in the mission and willing to support.

Example: Urban Street Angels gained volunteer and donor traction by speaking at local Rotary Club

meetings.

Offline Events

Description: Offline events, trade shows and networking opportunities are an effective way to engage

people, albeit less scalable. Creating events or hosting groups via Meetup.com gives your community

the chance to connect and share the mission at hand.

Example: If your nonprofit is committed to ocean conservation and you start a monthly beach cleanup

meetup group, you will undoubtedly attract like-minded individuals to your cause.

Name & Contact Information Relational & Giving Data Other Information

David Kaufman 4567 East Side Street Midtown, Illinois 60612

Telephone: 252-123-4567 (Market Value: $785,000)

Florida Home: 1234 Seaside Court

Naples, FL 30312 Telephone: 312-678-5432 (Market Value: $3,678,000)

Spouse: Katie

President, Goodfellows Bank 1027 Main Street Midtown, IL 60612 Telephone: 252-986-7654

Affiliations Past Board, Theater Foundation Past Chairman, Athletic Club Board, Stewardship Foundation Member, Community Church Board, Committee for Community Development Board, YMCA Board, United Way Board, National Multiple Sclerosis Society Board, Policy Research Institute Board, Friendly Health Systems

Board, Smith Foundation Board, Goodfellows Foundation Board, Jones Foundation Board, Manufacturing Company Board, Alliance of Bankers

Sample Giving Donor, Not-For-Profit Organization Donor, Republican & Democratic

candidates

$50,000+ All Girls High School, 2003 $5,000-9,000 All Girls High School, 2002 $50,000-100,000 Friendly Hospital Foundation, 2004 $25,000+ State University Business School, 2003 $1,500-2,499 Public Museum, 2003 $10,000-14,999 Performing Arts Foundation, 2005 $10,000-99,999 State University, 2002

Date of Birth: November 16, 1948 Katie Kaufman is a retired

elementary school teacher

Katie Kaufman, Date of Birth:

January 6, 1944 The Kaufman’s have 3 grown

daughters

SAMPLE BOARD MEMBER DONOR PROSPECT PROFILE

SAMPLE PROSPECT PROFILE MAP

SAMPLE COMPREHENSIVE MAP SHOWING SECTOR GROUPINGS

SAMPLE LINKEDIN NETWORK MAP

2017 2018 Key Y&G Board Dates

Board Meetings

Friday, October 27th- 10:00am-3:00pm Wyndham Anaheim

Friday, January 19th- 10:00am-3:00pm Holiday Inn San Mateo

Friday, March 16th - 10:00am-3:00pm Sheraton Pasadena

Friday, June 22nd - 10:00am-3:00pm Sacramento Doubletree

September 2018- Board Retreat Date and time TBD Trainings/Conferences

November 10th-12th : T &E I- Fresno January 13th -15th:

T&E II- Fresno February 15th-18th : MLC-

Sacramento

March 23rd-25th: MUN Training- Camp Roberts April 26th–April 29th: MUN Summit-

Los Angeles

VIP DAYS

February 16th: VIP DAY SACRAMENTO

April 27th : VIP DAY MUN

Giving Opportunities

November 28th: Giving Tuesday – 100% participation needed

December 1st -Feb 17th: Annual Giving Campaign- 100% participation needed

Jan-April: Tax Check Off

June : Youth Governor Inauguration Ball- 100% needed

Just How Big is Giving

Tuesday?

150 countries

over 1 million

social media

mentions

2.5 million donations

in online

gifts $300

million

GIVING TUESD A Y 201 7 DONORPERFEC T C OMMUNIT Y

GIVING TUESD A Y 201 7 GLOBAL SUCCESS

Nonprofits who

participated last

year grew 9.5%

35% of online gifts were

Made on mobile

$175 average

online

gift

$27.8 Million

total + 40% from last year

of processing fees were covered by donors

Using the Donors Cover Costs option on DonorPerfect’s

integrated donation forms

72%

Your #GivingTuesday

Communication Channels • Email-create email to your network

• Social Media - post stories

• Facebook - link to GTuesday page

• Instagram –client pictures

• YouTube –make video or post existing

• LinkedIn –custom post or write article

What Can You Do As Board Members?

November 28

Your #GivingTuesday Options • CAYMCA Alumni Engagement: Each board members is assigned 25 alumni

• Double your donation via corporate matching gift. Get your company to include

CA-YMCAY&G In their program

• Individual board member match challenge

• Board collective match challenge:

• $25K Becomes $50K

These stats show what just one donor can do:

On average, a donor can raise $568 through an individual crowdfunding page.

An average donation to a crowdfunding campaign is $66.

Over 50% of people who receive an email about a crowdfunding campaign donate.

What Can You Do As Board Members?

WHAT IS AN ANNUAL CAMPAIGN/ FUND

• Annual ask by an organization: same time

• Creates a donor pipeline

• Creates expectation of cyclic giving

• Identifies potential leadership

• Identifies potential CAPITAL gifts

COMMUNICATIONS-OLD STYLE

• Personal connection

• Annual fund letter

• Phonathon

• Thank you on letterhead

COMMUNICATIONS - NEW STYLE

• Email

• Website

• Facebook

• Twitter

• Snapchat/Instagram

• Text

ANNUAL FUND VIDEO EXAMPLES

https://www.youtube.com/watch?v=490fwzvH04A **

https://www.bu.edu/campaign/ways-of-giving/annual-fund/

https://www.youtube.com/watch?v=DdLmpQMJieQ

These are some great examples. Jump on Google and find more. And

don’t forget about a thank-you at the end of the year to tie it together!

https://www.youtube.com/watch?v=OIshddqA-wc

TAX CHECKOFF ENGAGEMENT

JANUARY - APRIL

CALIFORNIA: 2016 AVERAGE INDIVIDUAL INCOME TAX

REFUND: $2,810

S O U R C E : C N B C . A C C O R D I N G T O I R S D ATA , T H E

AV E R A G E I N D I V I D U A L I N C O M E TA X R E F U N D I N 2 0 1 6

W A S $ 3 , 0 5 0 , N O T I N C L U D I N G B U S I N E S S I N C O M E ,

E S TAT E & T R U S T, G I F T A N D E M P L O Y M E N T TA X .

THINK OF TAX CHECKOFF LIKE A CAMPAIGN

Email Campaign to Friends and Family for Refunds

Social Media Outreach

Lunch & Learns Where You Work

Postcards to Local CPA’s & Tax Prep Firms

Contest for most confirmed checkoff donations

Tax Day Party To Celebrate Donors & Say Thank

You.

ANYTHING BUT FUNDRAISING…

“I’ll do anything

you want, just

don’t ask me to

ask for money”

“Isn’t the fact that I

am serving on the

board enough?”

“I didn’t become a

nurse to spend

my time

fundraising”

• Because you’re a

caretaker for the next

generation.

• Others won’t give to you

if you don’t have

conviction.

• It just feels good

• Multiplier effect—board

gifts beget more gifts

from new donors.

WHY BOARD GIVING MATTERS

UNCOVERING VALUE IN NONPROFIT BOARD SERVICE

Here are 5 valuable outcomes you can expect to obtain through board

service.

Let’s spend a moment on each outcome:

1. Leadership

2. Teamwork

3. Expand your network

4. Skill development

5. Enact meaningful change

LEADERSHIP

Board service gives you with the opportunity to sharpen,

cultivate and demonstrate your leadership skills. Although

many people who are invited to serve on a board are already

recognized leaders in their community, this does not preclude

“up-and-coming professionals” to seek Board service to

develop their leadership skills. It is through Board service and

other experiential experiences that strong leaders are

developed. As a Board member, you will be tasked with

providing the strategic and financial leadership to ensure your

organization’s vitality, integrity and ultimate success are

realized.

TEAMWORK

As a board member, you get to work with a variety of different people with

different skills and backgrounds all focused on accomplishing a common

goal. Through Board service, you will sharpen your ability to collaborate,

and hone your teaming skills. Most Boards are structured with an

executive committee and working subcommittees—excellent

opportunities to cross-team with Board colleagues on a variety of

initiatives. High-functioning Boards expect their Board members to join at

least one subcommittee and to fully participate during the Board

meetings. The best Boards embrace diverse perspectives in order to

obtain the best solution to the challenges the organization is addressing.

And impactful Boards do not expect to solve their problems in isolation,

nor rely solely on the nonprofit staff to shoulder the work of the Board.

EXPAND YOUR NETWORK

LinkedIn is great for online networking, but personal face-to-

face interactions are still the best way to demonstrate your

personal brand while growing your personal and professional

network.

Board service will expose you to people outside of your

traditional connections. A strong peer network will help you,

whether you are looking for that next new job, leveraging it for

your current position, or making new friendships.

SKILL DEVELOPMENT Serving on board committees and attending board meetings can translate

into valuable learning experiences for you. You will strengthen your

expertise in an array of fields. Through board service, you get an

exclusive look into a nonprofit’s governance and can help shape the

organization’s mission and strategy. As a board member, you are also

exposed to new ideas and opportunities, and can increase your business

acumen and knowledge of concepts like financial management and

strategy building. You’ll learn a how to contribute to a different type of

bottom line—one that incorporates the delivery of public benefit.

Cultivating school gardens, protecting the oceans, or helping returning

Veterans find employment are examples of supporting a social ‘bottom

line’. You will learn how to define and measure success, and understand

what tools and resources your nonprofit can tap into to achieve its goals.

In addition to learning from the people around you, you also have the

opportunity to be a mentor to an organization’s staff, volunteers, and

possibly other board members as well.

ENACT MEANINGFUL CHANGE

Serving on a board is a privilege and offers an opportunity to guide the vision

and strategy of an organization with a mission that is meaningful to you. If

chosen correctly, the board should serve as a vehicle for you to enact

change and make a substantial impact on issues that are important to you.

You will gain expertise on how to combat pressing social issues. While many

people do what they can to help address social and environmental issues

through donating money or ad-hoc volunteering, imagine the even greater

impact you could make through board service.

By serving on a nonprofit board, you gain first-hand knowledge and insight

into social issues’ causes and perpetuating factors. You also leave the board

equipped with the tools to find effective solutions to these issues—a win-win

for all.

Questions?

CONTACT SETH SCHALET

Operational IMPACT Partners LLC

Nonprofit Management Expertise: Sustainable Impact

(650) 579-1210

(650) 678-2022 (cell)

Seth@operationalimpact.org

www.operationalimpact.org