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GIVING DAY CAMPAIGNS Creating a Culture of Philanthropy With Chris Taft and Yvonne Carlson
INTERACT WITH US TODAY!
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YOUR PRESENTERS
CHRIS TAFT Account Director [email protected]
Yvonne Carlson Director of Client Relationships [email protected]
Giving Days…
ü Help you acquire new donors ü Provide a springboard for
future fundraising activities ü Create excitement about
your organization
Promote A Culture of Philanthropy
• It is a rallying cry for your community • Instills behaviors that are important to establishing a
philanthropic culture • It sets philanthropy as a priority for your organization • Establishes a peer network that is important to creating a
culture of philanthropy • Instills a culture and identity…that part of being a donor,
alumni, volunteer is being a part of a group that is responsible for the organization and its long term success
Giving Day campaigns engage the University community bringing an increase in awareness and understanding of the role of a donor in supporting University priorities, goals, and funding needs.
A Culture of Philanthropy in Higher Eds
Make Your Donors The Heroes
FACTS ABOUT GIVING DAYS:
60% of people who donate on Giving Days are new donors. Since #GivingTuesday launched in 2012, there has been a 470% increase in online donations on the Tuesday after Thanksgiving.
Example: North Texas Giving Day 2014
WWW.NORTHTEXASGIVINGDAY.ORG
ü 26% of donations were first-time givers to the nonprofit ü Donations from all 50 US States, 6 territories, and 28
countries ü Donors made gifts at a rate of 18 gifts per second
throughout the day
Giving Days Achieve Big Results!
Campaign Duration Donors Dollars
#ElonDay 2015 27 hrs 2,703 $702,000 Notre Dame Day 2014 24 hrs 4,049 $918,518 Umass Amherst’s UmassGives 2013 36 hrs 1,588 $84,000 Washington and Lee’s Give Day 2014 24 hrs 4,300 $1,400,000 UT Austin 40 for Forty 2015 40 hrs 2,000 $367,690 Boston University Giving Day 2014 24 hrs 2,872 $1,110,000 Arizona State University 2014 36 hrs 908 $3,059,000 Colgate’s WCRU Radio Campaign 2013 24 hrs 5,683 $5,100,000 Columbia University’s Giving Day 2013 24 hrs 9,700 $7,800,000
Giving Days Build Year to Year
Campaign Year 1 Results Year 2 Results
#ElonDay $100,000 $702,000
Notre Dame Day $918,518 $1.6 Million
Umass Amherst’s UmassGives $84,000 $112,000
UT Austin 40 for Forty $125,000 $367,690
Columbia University’s Giving Day $7.8 Million $11 Million
Keys to Success
HOW TO OVERCOME CHALLENGES AND PLAN A SUCCESSFUL GIVING DAY
A FEW CHALLENGES OF GIVING DAYS
ü Staff ü Time ü Technology ü Communication ü Metrics and Tracking
#1 ANALYZE YOUR DATA TO DEFINE YOUR GOALS
Analyze your current donor database to discover new opportunities and develop the best approach.
ü Establish your overall fundraising goal based on insights from your data. ü Determine the number of new donors and total participants you want to reach. ü Set segmented participation goals (young alumni, local donors, etc.). ü Determine in advance how you are going to measure your goals.
What Is Achievable? 50 Social Ambassadors X 10 donors each = 500 donors
16 Alumni Chapter Leaders X 10 donors each = 160 donors 20 Student Volunteers X 10 donors each = 200 donors
10 Faculty & Staff X 10 donors each = 100 donors 8 Email Sends to 15,000 Recipients @ .05% Response = 60 donors
Total Donors = 1,020 Total Revenue = $117,300*
* $115 average gift assumed, does not include matching gifts
Plus additional giving from: Faculty Giving, Matching Gifts, Phone Calling Program
Goal Setting Example: Higher Ed
#2 PICK A DATE
If you are not partnering with a regional giving day, pick a day that is significant to your organization that will not compete with another significant event. Or look for opportunities to drive revenue in lower performing months.
#3 PICK A THEME
Your giving day should be centered around the core mission and values of your organization. Let your vision drive the campaign.
#4 BUILD INTERNAL CONSENSUS AND IDENTIFY YOUR INFLUENCERS
• Building internal consensus is extremely important especially if your organization is large and complex.
• The more buy-in you can get from all levels the more
successful your campaign will be.
#4 BUILD INTERNAL CONSENSUS AND IDENTIFY YOUR INFLUENCERS
• Which individuals have the most influence at your organization? If you’re not sure, see who has a robust social media following.
• Do you have media relationships you can leverage?
#5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT • Start looking for stories that would drive your case for
support. • Use compelling mediums like images and video to tell
stories that make an impact.
• Consider tying your campaign to a matching gift or specific program.
#5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
• Create an omni-channel experience.
• Be sure to coordinate your communication efforts across every channel, including mobile.
#5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
• Be intentional with your email strategy. • Start early. • Don’t be afraid to send multiple emails the day of the
campaign.
#5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
Start Early
• Segment donors and tailor messages to reach them.
• Target donors with relevant content and contextualized asks.
#5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
• Personalize your communications. People give to people.
• Create a personal experience that resonates with each individual donor.
#5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
Let your donors share their experience. Encourage them to share the campaign by asking engaging questions that tie to your mission.
#6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
Equip social ambassadors with social content and images for your campaign.
#6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
Create templated emails for your key influencers and board members to share.
#6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
Reward participants for recruiting donors.
#6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
#7 LEVERAGE TECHNOLOGY TO WORK SMARTER, NOT HARDER
Questions to ask - How will you…: • Deliver and personalize your communications? • Track engagement with campaign assets? • Cultivate relationships prior to the giving day? • Accept, process, and track payments in real time during
the giving day?
#8 BE INTENTIONAL WITH YOUR FOLLOW-UP
Have a plan for how you will steward gifts at every level the day of and following the giving day. • Staff • Personalized thank-you’s • Receipts • Thank-you video
How We Can Help
• Strategic planning • Goal setting • Building consensus • Case and story development • Online / offline communications • Social media strategy and execution • Landing pages • Technology infrastructure • Video production • Follow up stewardship communications • And much more
Pursuant Resources
Download The Ultimate #GivingTuesday Field Guide at pursuant.com/intelligent-fundraiser
www.ShareRewards.com
QUESTIONS?
Intelligent fundraising.