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How to manufacture success:
• Set a realistic goal
• Know your lists
• Create your game plan
• Execute, execute, execute!
How to set a realistic goal
TOP DOWN
•Need: $2,500
•Avg. donation: $25
•100 donors
Do you have the lists & communications plan to get 100 donors?
BOTTOMS UP
• List size: 1,000 emails
• Give rate: 10%*
• Donors: 100
• Avg. donation: $25
Can you convince 100 people to give $25?
* average email give rate = 0.1%
What are your lists?
OLD SCHOOL
• Donor list
• Address list
• Phone list
NEW SCHOOL
• Email list
• Facebook Fans
• Twitter Followers
Worksheet: Top 10+
1. Dan Morrison (me)
2. Staff
3. Kathleen Singletary (mom)
4. Heather Morrison (sister)
5. Neva Morrison (wife)
6. Rebecca Adamson (M-I-L)
7. Ricardo Alvarez-Diaz (BFF)
8. Dan Sullivan (BFF)
9. Matt Fitzpatrick (BFF)
10. Brian Robinson (BFF)
Who are the 10+ people you know you can get to donate & will help spread word?
Worksheet: Next 25+
• Aunts, uncles, relatives
• Friends & neighbors
• College roommates & friends
• Work colleagues
• Mentors & bosses
• Very loyal donors
• Churches & religious groups
• Affinity groups
• People you’ve supported
• Friends at Blackstone Coffee
Who are the 25+ that are friends who you think will give, but need more explanation?
Worksheet: Everyone else
What other lists do you have?
• Donor list
• Address list
• Phone list
• Email list
• Facebook Fans
• Twitter Followers
Plan: Top 10+• Goal: Give & Refer
• Inform them early, make them feel a part of it
• Get confirmation they will give ahead of time
• Ask them to spread the word/recruit more donors for you
• Offer incentives for helping
• Mini-plan:
• 1 month out: Save the date email to Top 10+ (fwd personal email)
• 3 weeks out: Can you help email to Top 10+ (fwd personal email)
• 1 Week out: Exciting reminder with an ask to spread word
• Day Before: Tomorrow’s the big day (fwd personal email)
• Day of: Don’t forget to give! Spread the word!
• Day After: Huge thank you with recap of awesome results (fwd personal email)
Plan: Top 25+• Goal: Give & Convert to Top 10+
• Inform them early, get them to respond to you
• Get them to give
• Mini-plan (save as Top 10+):
• 1 month out: Save the date email to Top 25+
• 3 weeks out: Can you help email to Top 25+
• 1 Week out: Exciting reminder with an ask to spread word
• Day Before: Tomorrow’s the big day
• Day of: Don’t forget to give! Spread the word!
• Day After: Huge thank you with recap of awesome results
Plan: Everyone Else• Goal: Make them aware
• Hit them 3 times before May 6th
• Get some to give
• Mini-plan (save as Top 10+):
• 1 month out: Save the date email to Top 25+
• 3 weeks out: Are you with us on May 6th?!
• 1 Week out: Exciting reminder with an ask to spread word
• Day Before: Tomorrow’s the big day
• Day of: Give! Spread the word!
• Day After: Huge thank you with recap of awesome results
Does it add up?
• Top 10: 10 x $25 = $250
• Referals from Top 10: = 10 x $25 = $250
• Top 25: (25 * 50%) * $25 = $312.50
• Goal: $2,500
• Everyone else = $1,687.50 or 68 more $25 donors
Success.
• Top 10: 15 x $35 = $525
• Referals from Top 10: = 20 x $25 = $500
• Top 25: (50 * 75%) * $25 = $937.50
• Goal: $2,500
• Everyone else = $537.5 or 22 more $25 donors
