Annual Giving Webinar presented to Canadian Arts Organizations. November 2012

1. Annual Giving
The Building Block for All Successful Fundraising
• Presented by R. Scott Fortnum, MA, ACFRE
• for Permorming Arts Alliance / Alliance des arts de la scène
200 - 17, rue York Street
Ottawa, ON K1N 9J6
Tel./tél.: 613.562.3515
www.capacoa.ca
• November 21, 2012
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2. Agenda
• The Donor Pyramid
• What is Annual Giving?
• Where do the gifts come from?
• Donor Cycle
• Tools and Vehicles
• Strategies for Growth
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3. The Donor Pyramid
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4. What is Annual Giving?
• Renewable Gifts
• Often more than annually
• Typically for current use
• Usually smaller in size
• Transactional vs. “stop-and-think”
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5. Where do
the gifts come from?
• Individuals
• Corporations
• Foundations
• Organizations
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6. Hank Rosso’s
Concentric Circles
Donor’s Relations
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7. Donor Cycle
Identify
Identify
Identify
Identify
Steward
Steward
Steward
Steward Communicate
Communicate
Communicate
Communicate
Solicit
Solicit
Solicit
Solicit Cultivate
Cultivate
Cultivate
Cultivate
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8. Tools & Vehicles
• Direct Mail
• Telefundraising
• Online Giving
• Text-2-Give
• Special Events
• Telethons
• Coin Boxes
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9. Ladder of Communication
•
Effectiveness
Visualize a ladder, and starting at the top #16 rung - the most effective - move down to the
bottom #1 rung - the least effective.
16. Face-to-to Face Conversation
15. Small Group Discussion
14. Telephone Conversation
13. Hand Written Letter
12. Word Processed Letter
11. E-Mail to someone not known
10. Fax
9. Large Group Discussion
8. Social Networking Media
7. ListServ E-Mail
6. Website
5. Video
4. Mass Produced Letter
3. Pamphlets & Brochures
2. Item in the News
1. Advertisement
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10. Tools Discussion
• Direct Mail
• Special Events
• Online Giving
• Peer-to-Peer
• Face-to-Face
• Text-2-Give
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11. Increase Gift Size
• Specific ask amount
• Gift array
Increase the number of gifts
• Special appeals
• Monthly giving / EFT
Increase the number of donors
• Aquiring new donors
• LYBUNT (Last Year But Unfortunately Not This) / SYBUNT (Some Year But Unfortunately Not This)
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12. Stewardship
Identify
Identify
Identify
Identify
Steward Communicate
•
Steward Communicate
Steward
Steward
Communicate
Communicate
Thanking
• Recognizing
Solicit
Solicit
Solicit
Solicit Cultivate
Cultivate
Cultivate
Cultivate
• Engaging
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13. Supporting your efforts
• Public awareness
• Advertising
• Social Media
• Google Ad words
• Use of volunteers
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14. WHY ????
• Attrition
• Feed the pyramid
• Ancillary benefits
• Fun
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15. QUESTIONS?
Thank you!
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