10/7/2013 #bbcon 1

Essentials of Successful Fundraising with eTapestry

PRESENTED BY PAM DECHERT,CFRE SENIOR CONSULTANT

10/7/2013 #bbcon 2

WHAT ARE THE ESSENTIALS OF SUCCESSFUL

FUNDRAISING?

10/7/2013 #bbcon 3

• What are the keys to successful fundraising?

• How is fundraising doing?

• Tools in eTapestry to more effectively build relationships and raise

more money for your annual fund.

TODAY’S SESSION WILL COVER:

10/7/2013 #bbcon 4

But ultimately successful fundraising comes

down to:

• A compelling, strong, passionate mission

your donors connect with;

• A relational approach to your donors (it’s

about relationships, not numbers or money)

• A vigorous relationship-building program

(which implies the use of multiple

strategies), and

• An understanding of the connection

between fundraising and every other

function of your organization.

WE’VE ALL GOT AN OPINION ON THIS…

10/7/2013 #bbcon 5

2012 CHARITABLE GIVING TRENDS

10/7/2013 #bbcon 6

MULTI CHANNEL AND MULTI

GENERATIONAL IS THE NEW NORM…BUT

10/7/2013 #bbcon 7

ANNUAL GIVING – ESSENTIALS OF

FUNDRAISING SUCCESS START HERE

• New donors start out by giving to your

annual fund

• It is the beginning of donor loyalty (or

not)

• It reaches the largest group of

individuals

• New donors and multi year donors will

increase overall fundraising

10/7/2013 #bbcon 8

HOW ARE YOUR RELATIONSHIPS?

2012 FEP Report Takeaways:

For the first time since 2007, the net giving level was positive and stands in

stark contrast to 2009 during the recession, when the net giving level was

$19—that is, for every $100 a charity gained, it lost $119.

In 2011, the net giving level was $0, meaning charities lost $100 for every

$100 gained. BUT:

For every $100 you gained in 2012 from new donors & returning donors,

you lost an average of $96 from lapsed donors and smaller gifts from

current donors.

Fundraising Effectiveness Project: You are or should be opted in!

10/7/2013 #bbcon 9

FEP – OPT IN

10/7/2013 #bbcon 10

ANNUAL GIVING – WHERE IT ALL BEGINS • New donors start out by giving to your

annual fund

• It is the beginning of donor loyalty (or

not)

• It reaches the largest group of

individuals

• New donors and multi year donors will

increase overall fundraising

10/7/2013 #bbcon 11

HOW’S YOUR RELATIONSHIP?

• What is your retention rate?

• What is your average gift?

• What is your upgrade/downgrade rate?

• How do you compare do yourself and others?

• Do you have a goal to increase retention and donor loyalty?

• How well do you know these donors?

• What is a loyal donor?

10/7/2013 #bbcon 12

HOW ARE YOUR RELATIONSHIPS?

Do you Benchmark?

10/7/2013 #bbcon 13

HOW ARE YOUR RELATIONSHIPS?

10/7/2013 #bbcon 14

DONOR RENEWAL AND GIVING DYNAMICS

10/7/2013 #bbcon 15

CAMPAIGN & APPROACH ANALYSIS

10/7/2013 #bbcon 16

CONSECUTIVE MONTHS AND YEARS

10/7/2013 #bbcon 17

BUILT IN AND CUSTOM QUERIES TO USE

• Built in:

• LYBUNT/SYBUNT

• Top Donor

• Custom: All new donors to the Annual Campaign

• Compound query of all first time donors to your Annual Campaign

• All donors this week and subtract out

• All donations before this week

10/7/2013 #bbcon 18

HOW DO WE USE THESE TO IMPROVE

RELATIONSHIPS AND RESULTS?

• Set realistic fundraising goals and donor retention rate

goals

• What if you increase donor retention by 4%,6%,10%?

• Measureable by quarter

• Set regular communications with these constituents

10/7/2013 #bbcon 19

HOW DO WE USE THESE TO IMPROVE

RELATIONSHIPS AND RESULTS?

• Based on these queries & reports; create custom queries to identify key

donors to communicate with and thank for upgraded gift, new gifts,

downgraded gifts.

• Use Mass Update to mass add contacts

• Use Custom Account query to add calendar items

• Segment thank you’s and communications based on these.

• New donor thank you and welcome to your group

• Thank you for being a loyal donor letter

• Thank you for increasing your supports

• Thank you for coming back and supporting us again

• Communicate how their money is making a difference

10/7/2013 #bbcon 21

HOW’S YOUR RELATIONSHIP?

What is the minimum data you require for:

• A donor record

• Salutations

• Address, City, State

• Account Type needs to be

REQUIRED

• Gift Entry

• Campaign & Approach needs to be

REQUIRED

10/7/2013 #bbcon 22

HOW’S YOUR RELATIONSHIP?

• Donor Profile:

• What do you know about the relationship?

• What do know about the donor?

• Do you set regular communications with each donor and track them

in the donor’s record?

• Do you track your informal communication?

• Do you regularly do NCOA updates?

• Do you track volunteering?

• Do you target any of these donors to build a great profile? 10, 20?

• Ask board and staff about information, birthday, interest in your

group.

• Informal and Formal research? Do you assign staff donors to

manage or to research?

• Do we ask them their preferences? Why not?

10/7/2013 #bbcon 23

HOW’S THE RELATIONSHIP?

10/7/2013 #bbcon 24

HOW’S THE RELATIONSHIP?

Use eTap mobile to add a donor contact!

Use Quick Entry when you are back in the office!

10/7/2013 #bbcon 25

HOW’S THE RELATIONSHIP?

10/7/2013 #bbcon 26

HOW’S THE RELATIONSHIP?

Use your dashboard to manage it, remind and build those

relationships!

10/7/2013 #bbcon 27

HOW’S THE RELATIONSHIP?

• Queries and Reports on the dashboard

• Calendar of Relationship to do’s

• Progress and donors to communicate with

10/7/2013 #bbcon 28

TO SUM UP ON ESSENTIALS OF

FUNDRAISING SUCCESS

• Starts with building loyalty and Annual

Giving

• You need a healthy relationship that is

built on your mission AND solid data,

analysis, communication to keep and

build a strong donor base that knows

you make a difference with their help

and giving.

• Use the tools in eTapestry to track, build

and maintain those relationships that

lead to fundraising success!

10/7/2013 #bbcon 29

QUESTIONS?

10/7/2013 #bbcon 30

TWEET ABOUT YOUR SESSION

#ETAPFUNDRAISER

#ETAPRELATIONSHIP

#ANNUALDONORSROCK