nonprofit supply co. major gifts and engagement fundraising webinar

SHIFT NONPROFIT SUPPLY CO.

thegoodjourneypod.com

HOUSEKEEPING

● Slides and recording will be sent out later● Participate

○ Chat ○ Ask questions○ Social Media

■ @nonprofitsupply and/or @bradyjosephson■ #NPSCOWEBINAR

NEED HELP?

PRESENTER: GREG WARNER

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less.

MarketSmart's innovative products and services use Internet tracking technologies to help fundraisers zero-in on the donors most likely to support their organizations with large, major or legacy gifts. In 2013, Greg coined the phrase "Engagement Fundraising" to encapsulate his breakthrough fundraising formula for achieving extraordinary results.

Greg lives with his wife and two children in Bethesda, Maryland. He answers his own phone and can be reached easily at [email protected].

AN INTRODUCTION TO ENGAGEMENT FUNDRAISING

HOW TO GENERATE

PLANNED GIFTS WITH

LESS MONEY

REDUCED RESOURCES

MORE AND

1- WHO IS THIS GUY?

2- ENGAGEMENT FUNDRAISING• Strategy• Tactics

3- EXAMPLES & LOW-COST IDEAS

TODAY’S AGENDA

WHO IS THIS GUY?AND WHY SHOULD WE LISTEN TO HIM?

greg warnerCEO & FOUNDER

BLOG

MY STORY

Wacky “marketing”? • Tons of direct mail• Spray marketing• One-way • Impersonal

• Poor “customer” service• Sold my name • Hard to opt-out• Challenge volunteering• Insulting/offensive



Donor

Marketer Caller



Lack of time

Qualifying prospects is very difficult

What do you want to know

Who to call?When to call?Why they care?What to say?

Not enough staff

Travel is time-consuming and expensiveTight budgets

Empathy for your challenges

STRATEGY

ENGAGEMENT FUNDRAISING

PARETO PRINCIPLE


Just 20% of the people own 80% of the land

THE 80/20 RULE

PARETO PRINCIPLE


THE 80/20 RULE

Among tax returns claiming charitable donations

17.3% accounted for

65.4% of U.S. charitable donation dollars

2012 U.S. Tax Returns Claiming Noncash Charitable Donations

Internal Revenue Service

MAJOR GIFTS & PLANNED GIFTS


DOES THE PYRAMID REALLY EXIST?Legacy Gifts

New high-dollar donors are more loyalRepeat high-dollar donors are more loyal


DOES THE PYRAMID REALLY EXIST?Legacy Gifts Other Legacy Gifts

• Staff• Volunteers• Facebook likes• Twitter followers• Infrequent donors• Non-donors• Others


8.5%

MARKETING BUDGET?


PLANNED GIFTS


4%


DONOR CHURN

www.fundraisingreportcard.com


WHY?NOT GETTING WHAT THEY WANT!


HOW CAN YOUGIVE DONORS WHAT THEY WANT?

GROW REVENUEAT LOWER COST?


STRATEGYFOCUS ON 80/20 PARETO PRINCIPLEMAJOR GIFTS & PLANNED GIFTS

MAKE HI-CAPACITY DONORS FEEL GOOD

MATCH WHAT YOU HAVE TO OFFER WITH WHAT SUPPORTERS WANT & NEED

LEVERAGE TECHNOLOGY FOR EFFICIENT ENGAGEMENT

BASICS


9 Similarities“Marketing” Relationships & “Real” Relationships

1. Trust is key nothing happens without it2. Relevant personalized3. Conversational human, not formal4. Two-way talking and listening5. Respectful polite, considerate and fair6. Valuable/meaningful benefits for both7. Easy and comfortable convenient and relaxed8. Multi-channel phone, email, face-to-face9. Strategic bad strategies = bad results

ENGAGEMENT FUNDRAISING BASICS

Mark Knapp’s Relationship Model

Mark Knapp literally wrote the book on interpersonal communication theories

Stages of a relationship


Awareness

Interest

Desire

Action

Reconsider

Gift received

$

Lead generation Gift discovery

Cultivation Gift discovery

Stewardship

Closure

FundraiserMarketing

Marketing expertise?

Marketing budget?

Annual fund?

Events?

Other?

Gift discovery


Aw

aren

ess

Inte

rest

Des

ire

Act

ion

Gift discovery & lead generation

Cultivation/stewardship

Closure

Fundraiser

Rec

onsi

der

Gift

rec

eive

d

$

Gift stewardship

CONSIDERATION CONTINUUM




TraditionalFUNDRAISING

PERMISSION&INBOUNDMARKETING

INTERRUPTIONMARKETING


STRATEGYBASICSTACTICS


LISTOFFERTIMINGCREATIVE


LIST


CONVENTIONAL WISDOM✓ Frequency of giving?✓ Recency of giving?✓ Longevity of giving? ✓ Total dollars given?


UNCONVENTIONAL WISDOM ✓ Engagement?✓ Involvement?✓ Family-oriented connection?✓ Passion / Why they care?✓ Commitment?✓ Childlessness?✓ Level of education?✓ Age?

LIST / CASELOAD SELECTION


Past giving and affinity

history

Wealth & demographic

screening

Who is most likely to act


Scoring360º donor profile

Engagement&

survey data

Past giving and affinity

history

Wealth & demographic

screening

Who is most likely to act now


WHO WHY

“Actionable intelligence”

“Digital body language” Tracked online &

email engagement

“Verbatims” Self-reported donor data

……………........…………………………

BETTER ENGAGEMENTS


LIST / CASELOAD SELECTION

Actionable intelligenceCapture verbatims and monitor digital body language

Recency, frequency & depth of engagement

InvolvementVolunteering? On the board or in a committee?

Life story & relationship with missionClinical connection? Family story? Personal history?


PROVIDE AN OFFER



Offer value to get and keep prospects engaged


CONVENIENT

ENGAGEMENT FUNDRAISINGOffer value to get and keep prospects engaged

[email protected]

WEAK OFFERS VS. STRONG OFFERS

WEAK OFFERS

Update you

Buy you a cup of coffee

Download this helpful widget, calculator or tool

Take a donor survey to share your opinion

See the video about Jeff and why he made a gift

STRONG OFFERS

Tell your story



Honor, pay tribute to, commemorate someone you love dearly

Return address labels

Recipe

TIMING



GOOD OFFER + BAD TIMING = POOR RESULTSBAD OFFER + GOOD TIMING = POOR RESULTS

GOOD OFFER + GOOD TIMING = BEST RESULTS

Timing


TimingOFFER A OFFER B OFFER C

Match the right offers with each

stage of the consideration

process

ENGAGEMENT FUNDRAISINGDONOR SURVEY

VOLUNTEERING OPPORTUNITY

MEETING OR AGREEMENT

Valuable offers –> Build awareness and generate interest for more engagement

More engagement –> Builds desire

Timing

Intense desire –> Leads to action


2017 201920182016 2020

Timing

When should you reach out to a prospect?


CONSIDERATION CONTINUUM

Engaged and considering?

CREATIVE



Get them into the giving state of mind


HELP THEM FEEL GOOD! 9 Similarities“Marketing” Relationships & “Real” Relationships

1. Build trust 2. Be relevant 3. Be conversational 4. Enable two-way communication/feedback5. Be Respectful 6. Provide valuable/meaningful offers7. Make it easy and comfortable 8. Use multiple channels 9. Think strategically – Be smart!

Get them into the giving state of mind

Symbolic immortalityDesire to continue to live on after death

Autobiographical heroism Desire to be perceived favorably after death

Visualized autobiographySeeing one’s life from a third person perspective

Commemorative immortalityHonoring, recognizing or paying tribute to others


HELP THEM FEEL GOOD!

FOR LEGACY GIVING Help them get past their avoidance of the subject

Give them the “medicine” with good offers (like a spoonful of sugar)


Marketing automation-

follow-up with timely, relevant

messages

Examples of creative that works!ENGAGEMENT FUNDRAISING



messages

1

Examples of creative that works!


21




messages


http://www.myplanwithcoh.org/aquisition-plaque-form.php

321



messages



http://www.myplanwithcoh.org/aquisition-plaque-form.php

http://www.jdrflegacychallenge.org


LOW-COSTIDEAS

NEW CONCEPTS

Employ “3-to-1 fundraising”

Report Offer AskSupporter name Thank ‘em results engagement again

Michelle Brown

www.imarketsmart.com/321

LOW-COST IDEAS

PIZZA PARTY MAJOR GIVING

STEWARDSHIP,

CULTIVATION & LEAD

GENERATION


LOW-COST IDEAS

INSERTS IN DONATION RECEIPT LETTERSBUILDING

AWARENESS &

GENERATING

LEADS


LOW-COST IDEAS

SOCIAL MEDIA ANNOUNCEMENTBUILDING

AWARENESS


LOW-COST IDEASPLANNED GIFT MARKETINGLARGE VISUAL DISPLAYS

BUILDING

AWARENESS


LOW-COST IDEASPLANNED GIFT MARKETINGUBIQUITOUS MESSAGES

• on emails;• business cards;• letterhead;• mailers;• reply forms;• booklets;• magazines;• articles;• photos;• banners;• invitations;• research reports;• website pages, etc.

Many of our supporters have made a gift to [organization name] in their will or estate plan.

Would you consider such a gift?

If so, it is important that you please be sure to use the following legal language:[Place language here]

[Tax ID # here]

BUILDING

AWARENESS


LOW-COST IDEAS

ASK YOUR BOARD AND VOLUNTEERSBUILDING

AWARENESS &

GENERATING

LEADS


LOW-COST IDEAS

ADS IN PERIODICALS WITH A REPLY DEVICEBUILDING

AWARENESS &

GENERATING

LEADS


LOW-COST IDEAS

BANNER ADSBUILDING

AWARENESS


Leverage technology

• Be more efficient• Engage more people at lower cost• Deliver relevant, personalized messages• Automate the cultivation process• Zero-in on the right people at the right time• Do more with less time & reduced resources

NEW CONCEPTS


SUMMARY

✓ Build awareness > Generate interest > Develop desire > Motivate action✓ Use “unconventional wisdom” for list selection✓ Construct an offer that delivers value✓ Try to send the right offer to the right person at the right time✓ Develop creative that entices engagement✓ Leverage technology to track and score engagement✓ Start with low-cost ideas and stewardship


THANK YOUFREE RESOURCES AVAILABLE AT:

imarketsmart.com


nonprofit supply co. major gifts and engagement fundraising webinar

Government & Nonprofit