Presenters: Andrea Kihlstedt, author and co-founder, AskingMatters.com; Gail Perry, author, Fired Up Fundraising: Turn Board Passion into Action; Diana Hand, Senior Marketing Manager, GuideStar (moderator)

1. Awash in Money
How to Compete with Billion Dollar
Elections and Hurricanes this Year End
#yearendfundraising 1

2. Andrea Kihlstedt
andrea@askingmatters.com
Gail Perry
gp@gailperry.com
Lindsay Nichols
(moderator)
lnichols@guidestar.org
#yearendfundraising 2

3. $3 billion spent in US Political Campaign
Untold millions raised for Sandy
#yearendfundraising 3

4. Is there ANY money left?
#yearendfundraising 4

5. What’s a gal to do?
#yearendfundraising 5

6. GOOD NEWS
 Political donations do not cut into
charitable donations for most donors.
 89% said their political donations did
not negatively impact their charitable
giving.
Fidelity Charitable® Giving Season Survey
October 2012
#yearendfundraising 6

7. 5 Strategies to Compete Successfully
1. Renew and Upgrade Donors
2. Ask in Person
3. Ask Boomer Gals
4. Highlight the Benefits
5. Be More Specific
#yearendfundraising 7

8. 1. Mount An All-Out Campaign to
Renew and Upgrade Donors
#yearendfundraising 8

9. 1. Renew and Upgrade Donors
Donor Attrition WAKE UP Call!
#yearendfundraising 9

10. 1. Renew and Upgrade Donors
Look under
your nose!
#yearendfundraising 10

11. 1. Renew and Upgrade Donors
Donors Are Not Renewing!
Every $100 gained in 2011
Offset by $100 lost
Net gain: $0
AFP Urban Institute
Fundraising Effectiveness Survey
#yearendfundraising 11

12. 1. Renew and Upgrade Donors
# Donors Not Renewing
2011-2012
Current donors: 59%
New donors: 73%
AFP Urban Institute
Fundraising Effectiveness Survey
#yearendfundraising 12

13. 1. Renew and Upgrade Donors
Do you have a leaky donor bucket?
#yearendfundraising 13

14. 1. Renew and Upgrade Donors
Is there ANY money left?
Most Costly Mistake
THE DONOR ABYSS
#yearendfundraising 14

15. 1. Renew and Upgrade Donors
Is there ANY money left?
10% improvement in donor retention
50% boost in donor revenue
IMMEDIATELY.
~Tom Ahern referring to Dr. Adrian Sargeant’s research
#yearendfundraising 15

16. 1. Renew and Upgrade Donors
Satisfied donors WILL give more!
44% of donors said they
could have afforded to give
more last year.
~Penelope Burk 2012
#yearendfundraising 16

17. 1. Renew and Upgrade Donors
What Creates Donor Loyalty?
“Donor satisfaction with the
quality of service provided by
the fundraising team is the
single biggest driver of loyalty
toward the organization.”
~Dr. Adrian Sargeant
#yearendfundraising 17

18. 1. Renew and Upgrade Donors
What Creates Donor Loyalty?
• Prompt, personal TY
• Did my gift make a meaningful
impact?
• Was my gift used as intended?
~Penelope Burk
#yearendfundraising 18

19. 1. Renew and Upgrade Donors
Three Things to Do RIGHT NOW!
1. Pull a report of non-renewals.
2. Special plan for your top 10 donors.
3. Call everyone else on your list!
#yearendfundraising 19

20. 2. Ask in Person
#yearendfundraising 20

21. 2. Ask in Person
By Mail 4%
By Phone 25%
In Person 75%
#yearendfundraising 21

22. 2. Ask in Person
3 out of 4
asks result in a gift
#yearendfundraising 22

23. 2. Ask in Person
#yearendfundraising 23

24. 2. Ask in Person
#yearendfundraising 24

25. 2. Ask in Person
Competitive, team players, goal oriented
In the moment, creative, courageous
Listeners, emotional, caring
Detailed, responsible, thorough
#yearendfundraising 25

26. 2. Ask in Person
What’s the What’s the
goal? opportunity?
What might What moves
go wrong? my heart?
#yearendfundraising 26

27. 2. Ask in Person
What’s YOUR
Asking Style?
www.askingmatters.com
#yearendfundraising 27

28. 3. Ask the Boomer Gals
#yearendfundraising 28

29. 3. Ask the Boomer Gals
“Boomer and older women are
more likely to give to
charity and give more
than their male counterparts
when other factors affecting giving are
taken into consideration.”
”Women Give 2012”
Women’s Philanthropy Institute at the
Center on Philanthropy at
Indiana University
#yearendfundraising 29

30. 3. Ask the Boomer Gals
#yearendfundraising 30

31. 3. Ask the Boomer Gals
A study of affluent older adults:
for every $100 men gave,
women in the same economic
circumstances gave $258.
”Women Give 2012””
Women’s Philanthropy Institute at the
Center on Philanthropy at
Indiana University
#yearendfundraising 31

32. 3. Ask the Boomer Gals
Women are more likely to
 want their gift to be public
 use securities to give
 seek guidance from a
financial planner.
--Nonprofit Times
#yearendfundraising 32

33. 3. Ask the Boomer Gals
Make It Easy to See
 12 point minimum
 Brighter colors
#yearendfundraising 33

34. 3. Ask the Boomer Gals
1. Pull a report of older women
donors who need to renew and
focus on them.
2. Emphasize family and connection
3. Write from your heart
4. Large font
5. Emotional pictures
34

35. 3. Ask the Boomer Gals
Final Test
Take your letter to your
grandmother.
See how she likes it.
#yearendfundraising 35

36. 4. Highlight the Benefits
#yearendfundraising 36

37. 4. Highlight the Benefits
#yearendfundraising 37

38. 4. Highlight the Benefits
FEATURES BENEFITS
 Smooth finish  Easy to clean
 Four tines  Snares food
 6 inches long  Fits the hand
 Metal  Durable
 Curved  Doesn’t hurt mouth
#yearendfundraising 38

39. 4. Highlight the Benefits
Your Organization’s Features
 Buildings
 Programs
 Years in service
 Staff
 Systems
 Plans
 Budget
#yearendfundraising 39

40. 4. Highlight the Benefits
Your Organization’s Benefits
 Lives touched
 Safe community
 Crises avoided
 Happy people
 Healthy people
 Strong economy
#yearendfundraising 40

41. 4. Highlight the Benefits
Your Donor’s Benefits
 Feel included
 Feel appreciated
 See results
 Be invited
 New opportunities
 Warm heart
#yearendfundraising 41

42. 4. Highlight the Benefits
 NO: “tough times.”
 YES: “do something wonderful” that will
carry a message to donors that the
charity is fulfilling its mission.”
~Penelope Burk 2012
#yearendfundraising 42

43. 5. Be Specific
#yearendfundraising 43

44. 5. Be Specific
Tell your donors UP FRONT exactly
what you will do with their money.
(Penelope Burk)
#yearendfundraising 44

45. 5. Be Specific
#yearendfundraising 45

46. 5. Be Specific
#yearendfundraising 46

47. 5. Be Specific
#yearendfundraising 47

48. 5. Be Specific
Make their gift Need a
as tangible as different image
here. Can’t see
possible the other well
enough.
#yearendfundraising 48

49. 5. Be Specific
Our goal is to raise
$XXX by the end of the
year so we can help
XXXX people.
#yearendfundraising 49

50. 5. Be Specific
# 1 reason major
donors will give is if the
organization has a
history of
measurable
results.
~Penelope Burk October 2011
#yearendfundraising 50

51. 5. Be Specific
 9 out of 10 donors say
that an organization’s
effectiveness is
important.
More Money For More Good”
Guidestar
#yearendfundraising 51

52. Bonus Tactic #1
Re-make your home
page into a donation
page the last week of
the year
#yearendfundraising 52

53. Bonus Tactic #2
#yearendfundraising 53

54. Bonus Tactic #3
Plan a Porch Party
#yearendfundraising 54

55. More Great Stuff from Gail and Andrea
www.askingmatters.com
www.gailperry.com/awash-money-webinar-resources/
•153 Tips To Raise More Money by Mail
•Year-End Campaign Tip Sheet
www.capitalcampaignmagic.com
#yearendfundraising 55

56. AWASH IN MONEY?
Yes!
#yearendfundraising 56