www.networkforgood/npo 1 katya andresen: surviving the meltdown without having one november 18, 2009...

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www.networkforgood/npo

Katya Andresen:Katya Andresen: Surviving the Meltdown Surviving the Meltdown Without Having One Without Having One

November 18, 2009November 18, 2009

Produced byProduced by The Society for The Society for Nonprofit Organizations Nonprofit Organizations

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Today’s AgendaToday’s Agenda

• Why we give

• State of giving

• Future of giving

• 4 rules of fundraising

• 4 questions you must answer

• Q&A throughout

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Why do we give?

• When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?

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Why do we NOT give?

• When was the last time you ignored an appeal?

Credit: Mel Toledo, Flickr

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What did we just learn?What did we just learn?

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The most important fundraising lessonThe most important fundraising lesson

See through the eyes of your audience

(donors, funders, prospects)

Credit: Suzee Que, Flickr

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You are not the target audience!You are not the target audience!

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• Why we give

• State of giving




• Q&A throughout

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Giving Snapshot 2008Giving Snapshot 2008

Source: Giving USA 2009

• Total giving estimated

at $307.65 billion

• Decrease of 2% from

2007 (first decline

since 1987)

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What’s happening in 2009?What’s happening in 2009?

• A third of nonprofits are down

• A third are up (stimulus dollars)

• Individual giving and Foundation giving to drop 9-13% (Foundation Center, GuideStar)

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What’s the good news?What’s the good news?

• Online giving

accounted for

over 5% of total

giving in 2008, a

44% increase

over 2007

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Give online outreach a chanceGive online outreach a chance

• It’s growing• Youngish: 39 year old

donors• Generous: Who give $130• Good for small orgs: Levels

digital playing field for small nonprofits

• Recurring giving: 20% gifts• Prevalent: 65% of donors

research online

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The baby stepsThe baby steps

• DonateNow button

• Email campaign tool

• Social media

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No magic button… you need marketingNo magic button… you need marketing

“Broken Button”Fotofigg, Flickr

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• Why we give

• State of giving




• Q&A throughout

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Trend alert: 3 big trends in givingTrend alert: 3 big trends in giving

• Tangibility and impact: the new black

• Personal relevance and relationship

• Community and friends to friends fundraising

• Which means…Credit: Anessa Stine, Flickr

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• Why we give

• State of giving




• Q&A throughout

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1. It’s not about you, it’s about your audience1. It’s not about you, it’s about your audience

• Your: funder, donor, partner

• Translate– Here is what I need from

you

Into– Here is what you can

accomplish (cheesy animation alert)

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2. It’s about your impact, not your need2. It’s about your impact, not your need

Credit: www.forimpact.org

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It’s not about what we need but rather:It’s not about what we need but rather:

• What we can enable our donors to do

• How we make our donors feel

• What we can accomplish together

• How we can help our funders achieve THEIR goals

• How we can drive a partner’s bottom line

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The joy we giveThe joy we give

…. giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High."

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Bonus tip: how to talk about hard timesBonus tip: how to talk about hard times

• Acknowledge they are hard

• Show you you’re tightening your belt

• Prove you stretch every dollar

• Convince you can deliver IMPACT, not just stay open

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3. It’s about what 3. It’s about what othersothers say say

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Who do we believe?Who do we believe?

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4. There are 1.8 MILLION nonprofits.4. There are 1.8 MILLION nonprofits.

• So you must stand out. Really.

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An instructive story An instructive story

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More than a toehold in the sock marketMore than a toehold in the sock market

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How to winHow to win

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www.networkforgood/npoWowfundraising.com

How to loseHow to lose

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Summary: Good to Great FocusSummary: Good to Great Focus

You AreGood at It

Important to Audience

No One ElseIs Doing

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• Why we give

• State of giving




• Q&A throughout

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The four questionsThe four questions

• Why me?

• What for?

• Why now?

• Who says?

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Why me?

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By Jan Fonger

What happens when we focus on ourselvesWhat happens when we focus on ourselves

Attitudes toward marketingAttitudes toward marketing

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• Stress picture

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Why me? Why me?

Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons

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Why me: speak to THEIR valuesWhy me: speak to THEIR values

CONNECT TO:• To their existing values• To their existing feelings• To their existing desires

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What for?

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What for?What for?

• What’s in it FOR THEM personally?

• What good will come about BECAUSE OF THEM?

• Are you going to spend the money wisely?

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What for… through the donor’s eyesWhat for… through the donor’s eyes

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Why now?

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Why now?Why now?

• It’s an emergency

• There’s a deadline

• Something important is at stake

• This is new and different

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Why now?Why now?

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Who Says?

blank

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Who says: hopefully not just usWho says: hopefully not just us

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Who says?Who says?

• 76% of givers are motivated by friends and family, says Cone

• Uber-activists may be better messengers than us

• We need to give them the FREEDOM to do that for us

• It makes our job easier!

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Attn. Messengers: The Train Has Left the StationAttn. Messengers: The Train Has Left the Station

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The messenger is EVERYTHING now.The messenger is EVERYTHING now.

http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo

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The new causes dashboardThe new causes dashboard

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Nonprofit dashboards on FacebookNonprofit dashboards on Facebook

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vv

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Messenger matters.Messenger matters.

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Some help along the waySome help along the way

• We are here to help!

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Free training, free resources Free training, free resources

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More stuffMore stuff

• www.nonprofitmarketingblog.com

• Robin Hood Marketing

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Q&AQ&A

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Produced By:Produced By:

Society for Nonprofit Organizations5820 Canton Center Rd, Ste #165Canton, MI 48187Email: [email protected]: www.snpo.orgPh: 734-451-3582 | Fax: 734-451-5935

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www.networkforgood/npo 1 katya andresen: surviving the meltdown without having one november 18, 2009...

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better messengers

existing valuesto

existing feelingsto

existing desireswww

new causes dashboardwww

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civil society

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