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#C2Webinar
Hidden Heroes:
Buried Treasure
in Your Database
Presented by:
Fraser Green, Good Works
Ryann Miller, Care2
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Citizens use Care2 for:
Starting or signing petitions
Spreading news
Commenting on blogs
Donating $
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Hidden Heroes – the Buried Treasure in Your Database
Fraser Green
Principal and Chief Strategist
@_GoodWorks_
Ryann Miller
Director of Nonprofit Services
@ryann
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
1. context
portfolio-think
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Floating policy ideas before introducing legislation.
A trial run if you will.
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Let’s be donors – and NOT
fundraisers – for just a few
minutes.
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
two great books
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
we give four ways:
tipper
buyer
donor
investor
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Tipper
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Tipper
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Donor
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Donor
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Investor#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Investor
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
2. research
“We have two ears and one mouth so that we can listen twice as much as we speak.”
Epictetus
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
DM Donor Profile
•older (80% 60+)
•churchgoer
•2:1 female:male
•70% retired
•wide education range
•80% empty nest
•average income
•majority 65+
•churchgoer
•70% female
•55% retired
•majority university
•80% empty nest
•higher income
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
we tested upgrade to:
monthly
mid-level ($500)
bequest
Watch the full presentation here: http://hub.am/11oi62F
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tested $500 giving
80%+ awareness of giving/recognition
very few see recognition as important (3%)
55% of US respondents have given $500+
17% of Canadians have given $500+
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
HERO ($500+) Donor Profile
•Income $75K+
•Bequest donor
•Gives to 20+ charities
•Churchgoer
•University grad
•Income $75k+
•Bequest donor
•Gives to 20+ charities
•Male (60%)
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
WHY do they do it?(Canadian focus groups)
Judeo-Christian ethic
commitment to cause
trust organization
IMPACT/RESULTS
sense of
ownership/control
(bluefrog)
NOT for recognition
NOT for taxes
Canadian donors are
short-listing charities!
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
http://www.bluefroglondon.com/downloads/papers/Mid_Value_Donor.pdf
Great study on ‘mid-value donors’ from Bluefrog in the UK
20% noblesse oblige
20% humble and holy
60% middle class heroes
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
3. WHY should you do
HERO©?
1. Boost annual revenue
2. Major Gift Farming
3. Bequest potential!
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
“Go deep more than wide”
Judith Nichols - 1999
Watch the full presentation here: http://hub.am/11oi62F
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4. how to get started
Watch the full presentation here: http://hub.am/11oi62F
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how is HERO asking
different?
Head
Heart
Soul
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
gimme
one
good
reason!
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
WHO do you target?
Previous gift size(s)
Loyalty (number lifetime gifts)
Postal/zip codes
Monthlies! ($42/mo = $500/yr - $84/mo = $1,000/yr)
or, you could always ASK them!
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
cohorts
pre-1946 1946-1966 1967-1982 post-1982
Civic BOOMER Gen X Millenial
Watch the full presentation here: http://hub.am/11oi62F
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how do you construct the
ask(mail-based)
• tell a story
• the Harry Rosen touch
• present problem/solution – heart/head
• acknowledge the big ask
• show dramatic outcome
• leverage HERO gift with annual gifts
• promise stewardship
• offer great humanitarian VALUE
• use aspirational language
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
the designation issue
• the offer needs to be SOMEWHAT specific
• finding your balance point
• what Gilles said after focus groups (rather have $1 than $10)
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
the package
you spend a buck for a $30 gift
how much would you spend for $500?
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
leverage annual gifts
one dam → 300 farms
X-ray machine →25 patients per day
maternal health clinic → 500 mothers/years
new staff position → 70 clients/week
new oven → 600 meals/day for ten years
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
plan the back end!(always an opportunity to stand out
from your competitors)
• super-fast acknowledgement
• sincere thank you
• update on program/project/impact
• ask for input
• 24/7 service – name, position, all possible contact info
Watch the full presentation here: http://hub.am/11oi62F
#C2Webinar
Fraser Green
@_GoodWorks_
www.goodworksco.ca
Ryann Miller
@ryann
www.care2team.com
thank you! questions? contact us!
Watch the full presentation here: http://hub.am/11oi62F