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Development & Community Engagement 2020 Work Plan
Meghan ParsonsVP of Development & Community [email protected]
A regional agency of Catholic Charities and a member of Feeding America
Focuses on: SOPs
Data-driven decision makingCause marketingMedia relations
Database cleanupRelationship management software use
Donor stewardshipMajor gift prospects
How can you help?All Other Private Support Encourage donors to subit matching gifts applications to employers
Cause MarketingAdd participating retailers to Cheers for Change campaignVolunteer to be a half-way campaign thanker for Fill the Bus, Check Out Hunger and other third party campaigns
Direct Mail Thank Circle to Feed Hope 2019 membersGrants Thank funders
Online Giving Become a Full Plate Parter by setting up a recurring giftEncourage family, friends & colleagues to become Full Plater Partners
Personal Solicitation Make a personal pledge or gift by end of Q1Make introductions of potential donors to FBST & development team
Special Event
Recruit teams for Tour de KeukaRecruit sponsors for Tour de KeukaRecruit teams for Selfless ElfRecruit sponsors for Selfless ElfAttend/invite others to Empty Bowls
Whitemail Do not send itCommunications Like/share social postsVolunteers Promote program and invite people to participate
Methods of Solicitation Breakout
Cause Marketing, 14%
Special Events, 9%
Direct Mail, 30%
Online Giving, 8%
Personal Solicitation, 5%
Grants, 10%
Whitemail, 19%
All Other Private Support, 5%
Gift Table – Budget Goal = $3,117,200
Donor Category
2020#
Constituents
2020Amount
Expected
2020Average Gift
Amount
2019 - 2020# Constituent
Change
$250,000+ 1 $275,556 $275,556 0$50,000+ 4 $221,188 $55,297 1$25,000+ 9 $285,476 $31,720 1$10,000+ 27 $382,294 $14,159 1$5,000+ 54 $319,065 $5,909 5$1,000+ 365 $595,047 $1,630 11$500+ 386 $233,309 $604 5Less than $500 8,999 $805,650 $90 11Total 9,810 $3,117,584 $302 35
VP’s 2020 Work Plan
Meghan ParsonsVP of Development & Community [email protected]
A regional agency of Catholic Charities and a member of Feeding America
Board Giving, Major Donor Portfolio
Board of Directors
• Personal solicitation asks in Q1
• Steward as Major Donor Prospects throughout the year – plan in discussion phase
• Add annual fund asks as Opportunities with Actions in RE
Level2019 Gift
Table
2019 Actual Totals
2020 Gift
Table
2020 Expected
Totals
2020 Changes
$5,000+ 3 $16,210 2 $16,000 1 member rolling off
$2,000-$4,999 2 $4,855 3 $9,500
$1,000-$1,999 7 $8,629 6 $7,500 move 1 up a level
$1-$999 3 $985 5 $1,400 2 new members
Total 15 $30,679 16 $34,400 $3,721
increase in gifts
VP’s Major Donor Portfolio – Annual Fund Giving
$114,679
$210,750
$-
$50,000
$100,000
$150,000
$200,000
$250,000
2019 Actual 2020 Ask
• 28 individual donors• $114,678 – 2019 giving
2020 Asks:• $210,750 – 2020 SUPER goal• $96,071 – YOY $ increase• 84% – YOY % increase• Includes moving $50K Weeks/Frock
annual gift from campaigns to annual fund AND increasing to $75K
VP’s Major Donor Portfolio – Gift Table & Actions Plan
Level2019 Gift
Table
2019 Actual Totals
2020 Ask Gift
Table
2020 Ask Totals
$25,000+ 1 $40,000 2 $120,000 $10,000 -$24,999 2 $27,250 2 $29,000
$5,000 -$9,999 7 $36,378 7 $42,500
$1,500 -$4,999 2 $4,633 3 $7,500
$500 - $1,499 10 $6,417 14 $11,750
Total Gifts 22 $114,678 28 $210,750
Cultivation, 82
Qualify, 23Research,
21
Solicitation, 28
Stewardship, 55
Visit, 15
224 Planned Actions
More Major Gifts
Mary Jane BrayMajor Gifts Prospects [email protected]
A regional agency of Catholic Charities and a member of Feeding America
90 Identified Prospects10 Qualified ->
Cultivation ->Solicitation CTFH ->
Stewardship
80 Researched-> Qualification->
Cultivation->Solicitation CTFH->
Stewardship
Major Giving Officer (MGO)Major Donor Portfolio Actions Plan
90 Unique Strategies PlannedStrategies have been tailored to each donor designated as a Major Gift Prospect.
ACTIONS are the steppingstones used:• Research- discover information • Qualify- determine interest
– Visits- in person/phone calls
• Cultivation- share information about FBST to strengthen relationship
• Solicitation- Make the ask• Stewardship- Thank the donor
MGO Major Donor Portfolio Actions Plan
Stewardship 13% Qualify, 3%
Research, 6%
Solicitation, 85, 11%
Cultivation 51%
Visit, 82, 16%
679 Actions Planned 2020
Cultivation Qualify Research Solicitation Stewardship Visit
MGO Major Donor Portfolio Annual Fund
Planned Solicitations of Major Gift Prospects for the benefit of the Annual Fund
190000
195000
200000
205000
210000
215000
220000
225000
230000
235000
240000
Amou
ntin
Dol
lars
$237,750
$206,450
2020 Planned Asks 2019 Gifts
Major Gift Prospects Annual Fund 2020 Gift Table
Solicitation Amount
Individual Asks
Expected Gifts
$25,000 + 3 3
$24,999 -$10,000
4 2
$9,999 -$5,000
6 2
$4,999 -$1500
20 15
$500 - $1,499 55 30
Total Gifts 88 52
$170,500
$28,500
$38,750
High Low Medium
72%
16%
12%
Likelihood of Successful Solicitations
MGO Major Donor Portfolio Annual Fund
FUTURE DONOR POOL
431 Donors identified as possible Major Gift Prospects but are currently unassigned. As donors move out of the Major Gift portfolio new prospects will be drawn from this pool.
MGO Major Donor Portfolio Actions Plan
QUALIFY
CULTIVATE
STEWARDSHIP
SOLICIT
Working to strategically solicit and steward our donors to grow the Annual Fund through
intentional touches and actions
Annual Fund 2020
Jordyn SmithAnnual Fund [email protected]
A regional agency of Catholic Charities and a member of Feeding America
Direct Mail Goal: $920,000
• Mail Quantity: 435,461• Number of Gifts: 12,007• Response Rate: 2.8%• Average Gift: $58.62• Total Cost: $273,322.55• Net Income: $430,545.06• Gross Income: $703,867.61• Acquisition Mailings: 5
• *These stats do not include Matchbacks.
AlphaDog Direct Mail
Online Giving Goal: $245,000
• Currently in strategy and development– Exploring our options– Working with Feeding America– RFP– Pull portion in-house depending on staff capacity
• Current vendor– Holes in 2020 Digital Plan– Feeling confident in 2020 Direct Mail Plan
Digital Plan
• Grounds for Change– Encourage employees to think of their
gift in cups of coffee ($2.50) and meals we can provide
– Focus on payroll deduction (26 pay periods)
– Set a participation goal: 60%– Dollar goal: $4,630– Roll out plan
• Daylight Savings: March 8• The day when time and meals are gained.
Employee Giving
• Donors: 321 (+10% from 2019)• Total raised: $138,837 (+10% from 2019)• We plan to implement monthly social media posts that
encourage Full Plate Partners and the impact they can make.
• Possibility of utilizing some paid media from February to May to promote Full Plate Partners.
Recurring Giving
• A work in progress: 31 partnerships have a strategy in place for 2020• Selfless Elf: $30,000• Tour de Keuka: $19,000• Leader of the Pack: $30,000• Feed Our Future: $15,000• Empty Bowls: $2,500• Harvester: $5,000• Mobile Packing Party: $1,000• Mobile Ads for Good: $18,000• TOTAL: $105,500
Corporate Partnership Strategy
• Volunteer Program: $10,000• Mobile Ads for Good: $36,000 (6 @ $6,000)• Newsletters: $4,800• TOTAL: $50,800
Sponsored Advertising
All Other Private Support Goal: $170,000
• Database Management– Opportunities
• Cleaned up tables (drop down tabs) to fit our needs• Everyone has been trained on opportunities (RE & NXT)• Working to implement all Corporate Partnership asks in Q1• Each opportunity will be coded in RE to allow for better tracking
– Pledges in RE• Our team is working to code pledges in RE to help with questions regarding gift coding and the employee responsible for
answering questions surround the gift
– Reporting• Working with Lauren to implement checks and balance reports based on coding the following:
– Fund– Method of Solicitation– Gift Subtype– Letter type– Campaign- Already built
– MergeOmatic• Assist with removing duplicates in RE• Tina has been working with MergeOmatic to get the process set up• We will begin running the software in February
NEW Annual Fund Processes
• Stewardship– Tina is working on a plan for 2020 to increase our stewardship efforts by diving into
our current strategy and researching options that may be feasible for us to implement into our plan moving forward
– More discussion to be had this afternoon
NEW Annual Fund Processes
Streamline events and campaigns to increase mission impact and high profitability.
Events and Campaign 2020 Plan
Katherine StrawserCommunity Engagement [email protected]
A regional agency of Catholic Charities and a member of Feeding America
Executive Summary Slide - Campaigns
Campaigns• Steward and build stronger relationships with current retail partners and work to build participating retail
partners for Check Out Hunger and Cheers for Change
• Increase education and awareness of the Food Bank of the Southern Tier and impact of campaigns with cashiers and management with retail partners
• Utilize the Board of Directors and Development Committee to help steward and grow retail partners
• 2019 Financial Income: $290,746.82 and 135,000 lbs. of product from Fill the Bus
• 2020 Financial Goal $296,040 and 103,174 lbs. of product from Fill the Bus
Campaigns: Cheers for Change, Check Out Hunger, and Fill the Bus
Executive Summary Slide - Events
Events• Expand Empty Bowls luncheons to other corporate partners
• Streamline events by creating a donor pipeline, increase participant fundraising, and decrease “free” swag that participants receive
• Increase sponsorships and remove sponsorship levels that are more work than they are financially worth
• Sponsorship asks to be committed/received by end of first quarter for Tour de Keuka and Selfless Elf
• 2019 Financial Income: $267,820.92
• 2020 Financial Goal: $273,467.43
Events: VIVAS, Tour de Keuka, Leader of the Pack, Empty Bowls, and Selfless Elf
2020 Events and Campaign Overview
2020 Events and Campaign Overview
What we’ve learned – Matrix Mapping
Selfless Elf
Tour de Keuka
Cheers for Change
Leader of the Pack
Check Out Hunger
Fill the Bus
Empty Bowls - SP
Empty Bowls - IT
Empty Bowls - HQ
Empty Bowls - UHS
Canstruction
0.5
1.5
2.5
3.5
4.5
$(50,000) $- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000
Impa
ct
Profitability
Matrix Map
Events: 2020/2021 Changes
• Empty Bowls (EB):– Keep Corning Incorporated locations
– Expand EB luncheons to corporate partners • Two planned for 2020: Visions Federal Credit Union and First Heritage Federal Credit Union
– Partnered with Corelle Brands for branded FBST bowls for non-Corning Incorporated locations
• Very Important Volunteer Awards (VIVAS):– Secure sponsors to help offset expenses
Events: 2020/2021 Changes
• Leader of the Pack (LOTP):– Streamline participant experience by decreasing the event time frame
– Build structure around rules and objectives
– Decrease competition and stress the impact and importance of the event
• Canstruction:– Continue to transition this event to a true 3rd party event with less FBST support
• Have Broome Leadership Institute (BLI) accept sponsorship and team payments. BLI to send finical donations to CHOW and FBST. CHOW to receive the product from structures.
– 2020 Move Location from Oakdale Mall in Johnson City to businesses and public locations in downtown Binghamton
• The hope is to increase foot traffic and awareness of food insecurity in the Southern Tier• If this change does not work, encourage the Canstruction Committee and BLI to take on a new event that
will have FBST incorporated in a 3rd party event in Broome County
Events: 2020/2021 Changes
• Tour de Keuka (TDK):– Routes
• Only have 1 or 2 routes (45-Mile and/or 60-Mile)
– Participant Recruitment & Fundraising• Increase Jersey Fundraising Minimum from $250 to $350• Remove SWAG that participants receive and keep the finisher medal
– Team Recruitment Strategy• Recruit 20 teams of 10 people each• Focus on stewardship & Cultivation
– Rest Stop Support• Add volunteer nurses at each rest stop
– Finish Line Celebration• Replace Band with Streaming Music• Work with Wegmans on lunch to offer more options
Events: 2020/2021 Changes
• Selfless Elf (SE):– Streamline event focus to decrease expenses and increase the financial impact
– Donor Pipeline• 6 Month Registered Participant Plan (started in 2019)
– Direct Mail– Post Event Survey– End of Year Ask– MLK Day Invite– Mother’s Day Challenge
Events: 2020/2021 Changes
• Selfless Elf (SE):– Changes Going Forward
• Year 1 (2020)– Remove the t-shirt and keep the socks– Remove the finisher medals and keep the placement medals– Open an online store where participants can purchase Selfless Elf merchandise such as shirts *items would be
shipped to participants– Remove VIE registration level– Remove the $5 discount for Journey 333 participants as Journey 333 is not a Head Elf Sponsor– Communicate with Wegmans about the discount and provide numbers from year over year to show how the
discount isn’t finically impactful for the event– Keep the registration price at $35/Adults and $20/Children 5-17 – Continue to encourage fundraising from participants and groups – Start the event at 2 PM instead of 3 PM– Market to wellness groups to increase participation numbers– Move the Finish Line Celebration from the pavilion to the northern end of the parking lot
• Year 2 (2021)– Increase the Selfless Elf merchandise on the online store to beanie hats, sweatshirts, and tech shirts
The Development
Grants Program
Danielle Farnbaugh, Senior Grants [email protected]
A regional agency of Catholic Charities and a member of Feeding America
• Meet our budgeted goal of $333,350 – a 25% increase over 2019. So far in 2020, we have been awarded $167,000.
• Revitalize our relationship with the Mazon Foundation. Their main focus is advocacy. In past years, we received consistent funding from Mazon on a yearly basis. However, in 2017 they changed their focus to influencing policy on the federal level. We found this distressing because of the great strides being made by our advocacy program. The goal this year is to reestablish our ties with Mazon – with a stress on our Speakers Bureau which is serving as a model for organizations on a national level.
• We also want to work on building a strong relationship with the Mother Cabrini Foundation. They have deep pockets and could be the most important funder as we work to establish the promise of our new Health & Nutrition Department and its focus on relationships with health care organizations. And, of course, their support of the Healthy Harvest Program has tremendous potential.
• Continue to work with Jen Betron to refine data collection and design of metrics.
• Complete 150 stewardship actions – touches with funders and grant program managers.
2020 Goals
An integrated plan to promote engagement in our mission and financial support of our programs
2020 Marketing Communications Strategy
Maria StrinniCommunications [email protected]
A regional agency of Catholic Charities and a member of Feeding America
While the Communications Program touches every area of Development and has functions in Community Impact and Health & Nutrition, this presentation will address responsibilities that fall under the prevue of the Communications Manager directly.
COMMUNICATIONS PROGRAM
• PAID ADVERTISING– Television, radio, digital and social media
• SOCIAL MEDIA– Facebook, Twitter, Linked In, Instagram
• HARVESTER NEWSLETTER
• WEBSITE
• CASES FOR SUPPORT
• ANNUAL REPORTING– Facts sheets, Community Impact Report
• PRESIDENT’S LETTER
• MEDIA RELATIONS– News coverage, events promotion, media
sponsorship of events
COMMUNICATIONS METHODS & ANNUAL THEMED CALENDAR
Function Channel Audience IntentionHarvester Paper Mail monthly donors EngagementDirect Mail Email major donors StewardshipDigital Fundraising Social Media families RevenueMarketing Facebook ads corporate partners BrandingAdvertising Media Outreach clientsMedia Relations TV ads agency partnersCause Marketing Radio ads volunteersEvents Print ads event attendeesCircle to Feed Hope Media Sponsorships general publicAnnual Reporting President's letter annual fund donorsWebsite AppealsMajor Donor Impact report
Website videosFact sheetsCases for support
2020 NEW INITIATIVE• Goal: Create one-page document for five “fundable
bundles” of expenditures which showcase areas of innovation attractive to major donors– Each case features a general grouping of associated
program and operational costs, an impact statement and a featured story.
– “Fundable Bundles” : Removing Barriers, Increasing Access; Feeding Our Future; Data & Technology; Healthy Food for All; Advocacy & Education
CASES FOR SUPPORT
2020 GOALS• Community Impact report
– Four-page insert in March Harvester– Stand alone copies to contain Cases for Support for potential
donor
• Fact Sheet revitalization– Refresh with most compelling data– Jen Bertron’s new reporting process ensures accurate data
ANNUAL REPORTING
In 2019, we had at least 60 media mentions by TV or radio. Many of these stories were repeated multiple times in a news cycle and most we shared to the outlet’s website and social media pages.
2020 GOALS• Enhanced relationships for media coverage and sponsorships in Ithaca and Binghamton.• Two media sponsors for every event and cause marketing campaign.• Five media hits per news release and media alert. Two hits for in-depth story partnership
proposals; one proposal per month.• Utilize expanded media coverage to “fill in” coverage gaps when events and campaigns are
not active.• Keep Food Bank in the news and top of mind throughout the year, with pick up during Q4, to
mitigate effects of a reduced paid advertising spend.
MEDIA RELATIONS
Summary, Goals and Action Plan
Volunteer Program
Jennifer HarrisVolunteer [email protected]
A regional agency of Catholic Charities and a member of Feeding America
The donor pipeline starts here …• Stewarding volunteers for their time and talent • Building lasting relationships • Individualized approach to cultivating relationships• Providing tours of the facility• Coordinating group volunteer opportunities• Facilitating Mobile Packing Parties• Speaking engagements for businesses and service organizations• Solicit donations via the Dipjar• User Form questions in VolunteerHub• Seek opportunities to share lived experience stories
Hours Value of a volunteer hour
= $25.43 (independentsector.org)
Labor value =
$526,350
Goal: Retain current volunteers, increase new and corporate volunteers
Retain current volunteers by finalizing and implementing
volunteer recognition
timeline and measure retention
Stewardship strategy tailored to each sub group of
volunteers:Current volunteers
New volunteersCorporate groups
Increase recruitment levels
for corporate groups, implement
stewardship strategy and
measure retention
Goal: Increase revenue and engagement for Mobile Packing Parties (MPP)
Suggestions:• Goal of 10 MPPs a year• Increase donation amount to $1,000• Do not waive donation requirement for any MPP• Maximum number of participants of 25 • Landing page in Vhub/participants register in Vhub• Collect information and dump into Raiser’s Edge• Follow-up plan with stewardship actions
Personalized email to participants thanking them for their contribution
Invite to take a tour or volunteer at FBST Annual email to encourage hosting another MPP Invite to MLK Day, Selfless Elf and TDK
10 MPP Year
• No donation waivers
Min $1,000
donation• $10,000
Max 25 participants
• 250 new volunteers
2 become donors • 20 new donors
Goal: Develop SOP for staff to follow up on the user form questions in VolunteerHub
*questions were added to VolunteerHub in Q4 2018
Missed Opportunities
66 Food or
Fund Drive
118 Advocacy
23Reoccurring
Gifts
