webinar - targeting donors for year-end success - 2016-10-06
TRANSCRIPT
![Page 1: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/1.jpg)
Targeting Donors for Year-End Success Nate Nasralla, Network for Good
October 6, 2016
![Page 2: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/2.jpg)
. © TechSoup Global | All rights reserved2
Using ReadyTalk
• Chat to ask questions• All lines are muted• If you lose your Internet
connection, reconnect using the link emailed to you.
• If you lose your phone connection, re-dial the phone number and re-join.
• ReadyTalk support: 800-843-9166
Your audio will play through your computer’s speakers. Hear an echo? You may be logged in twice and will need to close one instance of ReadyTalk.
![Page 3: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/3.jpg)
. © TechSoup Global | All rights reserved3
You Are Being Recorded…
This webinar will be available on the TechSoup website along with past webinars: www.techsoup.org/community/events-webinars You can also view recorded webinars and videos on our YouTube channel: https://www.youtube.com/TechSoupVideo
You will receive an email with this presentation, recording, and links within a few days.
Tweet us @TechSoup or using hashtag: #tswebinars
![Page 4: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/4.jpg)
. © TechSoup Global | All rights reserved4
Presenters
Assisting with chat: Kevin Lo, TechSoup
Becky WiegandWebinar Program Manager
TechSoup
Nate NasrallaDirector, Fundraising Solutions
Network for Good
![Page 5: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/5.jpg)
. © TechSoup Global | All rights reserved5
Objectives
• Assess who to target in your year-end communications
• Learn what constitutes good fundraising communications
• Consider the appropriate channels and segmentation
• Gain templates to get started on your own campaign calendar
• Answer questions!
![Page 6: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/6.jpg)
6
About TechSoup
![Page 7: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/7.jpg)
. © TechSoup Global | All rights reserved7
The Need Is Global – And So Are We
TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social change agents around the world to gain effective access to
the resources they need to design and implement solutions for a more equitable planet.
Countries Served TechSoup Partner Location NetSquared Local Group
Where are you on the map?
![Page 8: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/8.jpg)
. © TechSoup Global | All rights reserved8
www.TechSoup.Global
![Page 9: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/9.jpg)
. © TechSoup Global | All rights reserved9
Our Impact
Together, we build a stronger, more resilient civil society.
$5.2Bin technology products and grants employed
by NGOs for the greater good
35languages used to provide education
and support
100+corporate and
foundation partners connected with the
causes and communities they
care about
6.2Mannual visits to our websites
600,000newsletter
subscribers empowered with
actionable knowledge
79%of NGOs have improved organizational efficiency with TechSoup Global's
resource offering*
*Source: survey conducted among TechSoup members in 2013
![Page 10: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/10.jpg)
. © TechSoup Global | All rights reserved10
Participant Poll
Do you know today what you need to do before December 31 to raise 50% more than last year?
- Yes- No- Sorta?
![Page 11: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/11.jpg)
. © TechSoup Global | All rights reserved11
Participant Poll
How many hours per week do you spend on direct fundraising?
- Less than 2- A few- 20 hours/half-time- 40 hours/full time- Other (comment in chat)
![Page 12: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/12.jpg)
SPECIAL PRESENTATIONCreating a Year-end Campaign to Raise Money, Not Expenses Thursday, October 6, 2016
Nate Nasralla, Director of Fundraising Solutions
![Page 13: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/13.jpg)
BOARD
DONORS
FUNDERS
BUSINESSES
COMMUNITY
TEAM
INSIGHTSTOOLS
PLAN
What are the elements of a year-end campaign?
TIME
![Page 14: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/14.jpg)
BRIAN LAUTERBACH:FUNDRAISING GENIUS; 26 YEARS OLD
![Page 15: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/15.jpg)
HIRED BY AN ORCHESTRA TO RAISE $4 MILLION FOR ANNUAL FUND
![Page 16: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/16.jpg)
FIRST UP:RENEW 5,300 DONORS THAT GAVE $370,000 BY MAIL
![Page 17: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/17.jpg)
MAIL DATE: SEPTEMBER 12, 2001
![Page 18: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/18.jpg)
RED CROSS:NEW FUNDRAISING RECORDS SET ONLINE
![Page 19: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/19.jpg)
“YOU WANT $55,000TO BUILD ONLINE GIVING
FOR THE ARTS?”
![Page 20: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/20.jpg)
ELEVEN WEEKS OF PLANNING &DESIGNING AN APPEAL
![Page 21: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/21.jpg)
$1,700
![Page 22: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/22.jpg)
AWKWARD,
ENSUING PERIOD
OF REFLECTION
![Page 23: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/23.jpg)
Today we’ll discuss what drives the campaign:
Channel. What you need to know about your donors’ communication preferences.
Plan. How to create a fundraising plan, right- sized and best-suited for budget, staff.
Message. How to create a true donor- centric message to compel renewal.
NEXT >
![Page 24: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/24.jpg)
PARTWhy and how people give and what
motivates them to do so.
NEXT >
![Page 25: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/25.jpg)
![Page 26: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/26.jpg)
![Page 27: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/27.jpg)
![Page 28: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/28.jpg)
![Page 29: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/29.jpg)
![Page 30: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/30.jpg)
What do you need to know?
You have to do a little bit of everything to reach everyone, but start with
channels that can reach the most for the lowest cost.
![Page 31: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/31.jpg)
PARTHow to create a fundraising plan, right-
sized for your nonprofit to drive year-end.
NEXT >
![Page 32: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/32.jpg)
Aligns resources around what works and is possible
NEXT >
Requires you to think beyond and before transactions
Helps you more easily allocate resources, including time
Focuses and motivates a board of directors
Provides rigor and framework to ongoing ideation
![Page 33: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/33.jpg)
ANNUAL APPEAL MAJOR GIFTS BOARD SUPPORT
FOUNDATIONS
DONOR RETENTION SPECIAL EVENTS CORPORATE GIVING
INFRASTRUCTURE
GIVING DAY
CULTIVATION
IN-KIND GIVING PLANNED GIVING
NEXT >
![Page 34: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/34.jpg)
Top Line Fundraising Questions Answer
How many contactable households do you have? 200
How many gifts did you receive last fiscal year from:Board members 10Individuals 45Sponsors 4Small business 6Private foundations 2Government 1Special events 80
Total amount of dollars you raised last fiscal year? $65,000
How much was spent on fundraising last fiscal year, including both production and retention? $20,000
![Page 35: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/35.jpg)
Your plan is more than strategies and goals, it also is a calendar, sequencing all of the interdependent steps.1. Create timeline2. Secure board commitment3. Create content & channels4. Secure create challenge grant5. Create segments6. Ready website7. Move to production8. Configure automated acknowledgment9. Deploy campaign10. Send formal acknowledgment letter11. Initiate monthly Gifts At Work Series
![Page 36: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/36.jpg)
What do you need to know?
You won’t keep what you don’t manage. The fundraising plan is the single tool you use to align time, resources, and
people to reach goals. It’s function and purpose to essential for success – and
your sanity.
![Page 37: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/37.jpg)
TEMPLATE
![Page 38: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/38.jpg)
PARTHow to create effective fundraising
message & case for support.
NEXT >
![Page 39: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/39.jpg)
Focus work, creative time to avoid procrastinationCreate message that targets donors, not staff
Think in terms of characters, not pages
Draw attention to your mission and outcomes
Leverage content for email, mail & social media
![Page 40: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/40.jpg)
Donors all make gift decisions differently and you must creatively integrate all of them
Rational Reasons (Head): “What I am being asked to do makes sense and I understand why it’s important.”
Emotional Reasons (Heart): “I identify with this mission and programs because I know someone who...and I want to help.”
Transformational Reasons (Halo): “This is a big problem and I want to leverage my resources to fulfill the vision and change the world.”
TEMPLATE
![Page 41: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/41.jpg)
Your message needs to embrace the notion that donors give through your organization, not to it.
The founder or the facility doesn’t drive giving or retention, the mission and impact you make does.
Donors are hiring you to do the good in the community they want to happen but don’t have time to do, directly.
Always answer the question and when you do, become relevant, “Why is your mission important to me?”
TEMPLATE
![Page 42: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/42.jpg)
Don’t project your own metrics, needs or milestones into your message – they don’t drive giving or retention.
“Our fiscal year ends...” and “Close budget shortfall of...” uninspire, unless your mission is to balance a budget.
Opportunity for to create and sustain immediate program impact creates urgency, not months calendar.
“If everyone participates with a gift of...” only demonstrates you can do math, not fulfill the promise of your mission and program.
TEMPLATE
![Page 43: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/43.jpg)
Tell the story you want donors and prospects tell their friends – that’s what matters.
Quantify impact and opportunity, create your Needs Target with three, concentric circles.
Tell donors and prospects what they become after they support your mission and programs
TEMPLATE
Tell a story about someone who benefits from your mission instead or just articulating what you need.
![Page 44: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/44.jpg)
Tax deductibility is already a known fact and it doesn’t drive most giving
Only .008% of donors who give gifts under $1,000 report doing so in order to get a tax deduction
Reminding donors and prospects of deductibility wastes precious communication real estate to communicate impact
Talking about it implies you believe it’s important and what motivates people to support your mission.
TEMPLATE
![Page 45: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/45.jpg)
What do you need to know?
You need to cause an interruption, not just deliver a message. A donor should
not only know why they are hearing from you, but anticipate the value of the information you are sharing with
them.
![Page 46: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/46.jpg)
TEMPLATE
![Page 47: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/47.jpg)
Bonus ideas.
![Page 48: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/48.jpg)
Send an update letter
Tell donors and prospects what you achieved this summer and what’s ahead this Fall
Use the opportunity to thank them for their past support and give an example of how you put the dollars to work
Keep it under one page, personalize it using at least a first name, give it a live “wet” signature.
![Page 49: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/49.jpg)
Follow donors, prospects on social media
Allows you to comment on news and stories for which you have subject matter expertise
Builds your network for #GivingTuesday and easy outreach thereafter (for future efforts)
The simple act of following suggests you’re thinking about the donor or prospect and you value what they say to their networks
![Page 50: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/50.jpg)
Conduct a virtual briefing or town hall
Respond to a emerging need or news story that relates to your mission, invite donors and prospects to call- or dial-inHave a person who benefits from your mission and programs speak about their experience
Outline your plan to address the opportunity or need – how you’re going to take action
![Page 51: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/51.jpg)
Create a simple, clickable newsletter
Find a story or online content that addresses between 2-4 programs in your mission
Embed links in an email with an appealing image that drives a click or shows the program in action
Review which donor, prospect clicked on which link/story to make a first-pass assessment of what’s most important to them
![Page 52: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/52.jpg)
Ask donors to be GivingTuesday/Day Ambassadors
Gauge their commitment to your mission by asking them to report and share your content on your big day
Shows donors, prospects you regard them as part of the family and their network has value to your mission
Exponentially expands the network that will have exposure to your #GivingTuesday message/ask
![Page 53: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/53.jpg)
Invite them to see or tour a program in action
The simple act of inviting is a powerful gesture, even if they do not attend
Those that attend are truly interested in your programs, services – and not wine and passed hors d'oeuvres
Demonstrates to invitees that their dollars support programs and impact, not entertainment.
![Page 54: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/54.jpg)
54
Questions?
![Page 55: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/55.jpg)
. © TechSoup Global | All rights reserved55
Learn and Share!
Chat in one thing that you learned in today’s webinar or will try to implement.
Will you share this information with your colleagues and within your network?
Please complete the post-event survey that will pop up once the webinar ends!
![Page 56: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/56.jpg)
. © TechSoup Global | All rights reserved56
Upcoming Webinars and Events
10/11: Should You Contract Out Your Nonprofit's Tech? IT Assist and Managed Services10/13: QuickBooks for Religious and Faith-Based Organizations 10/18: Is the Cloud Right for You? 10/19: Microsoft Azure 10/20: Broadband Planning for Libraries: Enough Is Never Enough 10/25: Show Your Impact! Introduction to Data Visualization with Tableau 10/26: Idealware Technology Planning for Nonprofits and Libraries 10/27: What Microsoft's Cloud Services Can Do for Your Nonprofit
Explore our webinar archives for more!
![Page 57: Webinar - Targeting Donors for Year-End Success - 2016-10-06](https://reader034.vdocuments.us/reader034/viewer/2022042907/58e4a4b11a28aba3458b6945/html5/thumbnails/57.jpg)
. © TechSoup Global | All rights reserved57
ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week.
For more information: www.techsoup.org/readytalk
Please complete the post-event survey that will pop up once you close this window.
Thank You to Our Webinar Sponsor!