15 minutes
Preview of the day
-Any questions before we start?
Review of last session and breakdown for today and next session in January.
USER DEFiNED
You should be working differently with $25 donors than you are with $1,000 donors than you are with your non-donors.
All are important, make them feel VIP, but the outreach changes.
Leverage point – lower $ donors should be able to get more small gifts than a high $ donor can get in major gifts.
AF = great people, lots of them, can’t make it too personal.
Hence the importance of segmenting…ease of outreach.
AF is one of your most important segments for DM24…can access the most people for you as Ambassadors.
Why do we classify prospects/non-donors in their own segment?
Leadership gift from Board can be used as a match too, or just as a kick off. Make DM24 part of your overall strategy for leadership funds, which are great for every appeal.
There’s nothing wrong with asking.
Leadership gift shows that your Board and leadership is highly invested in winning and will be a huge encouragement to others.
Ideally, you want leadership gift from Board and matching funds to offer from top donors.
EX: $10k in leadership funds that encourages giving. Then $5k in matching funds to encourage giving.
Donor’s wishes – you need to work with them to determine when and how to process it. Is the gift a portion of what they would normally give, which could be leveraged for prize money. Or, is the gift new money on top of normal giving, which increases your bottom line and could also be leveraged for prize money. Or, they could opt to only offer matching funds to people in their network – EX: John.
Leadership gift from Board can be used as a match too, or just as a kick off.
There’s nothing wrong with asking.
Leadership gift shows that your Board and leadership is highly invested in winning and will be a huge encouragement to others.
Ideally, you want leadership gift from Board and matching funds to offer from top donors.
EX: $10k in leadership funds that encourages giving. Then $5k in matching funds to encourage giving.
Donor’s wishes – you need to work with them to determine when and how to process it. Is the gift a portion of what they would normally give, which could be leveraged for prize money. Or, is the gift new money on top of normal giving, which increases your bottom line and could also be leveraged for prize money. Or, they could opt to only offer matching funds to people in their network – EX: John.
Leadership gift from Board can be used as a match too, or just as a kick off.
There’s nothing wrong with asking.
Leadership gift shows that your Board and leadership is highly invested in winning and will be a huge encouragement to others.
Ideally, you want leadership gift from Board and matching funds to offer from top donors.
EX: $10k in leadership funds that encourages giving. Then $5k in matching funds to encourage giving.
Donor’s wishes – you need to work with them to determine when and how to process it. Is the gift a portion of what they would normally give, which could be leveraged for prize money. Or, is the gift new money on top of normal giving, which increases your bottom line and could also be leveraged for prize money. Or, they could opt to only offer matching funds to people in their network – EX: John.
AF and ND on day of: have a standard email thanking them for their gift and asking them to share their gift on social media and among their friends, family, co-workers and other peers. Make it easy and give them sample language and suggestions for how to email or post it to social media.
Download the gift file and send from your last cut off point.
Structure: keep your capacity in mind…LL example of how I over structured.
ASSUMPTION – doesn’t work like that. If you want to make more money and hit your goals, you need to get the message out there a lot, over and over, to the same people.
This is general outreach, not to Board, TD, Mid, Ambassadors, or Institutional.
ONE MONTH OUT: - goal is to make people aware (you’ve already asked all the right people for your leadership funds, matching funds, and have lined up your larger gifts, right?)
Think back to our ladder of effective communications – it’ll be a balance of what works the best and what costs the most. From our short list, it goes from most effective to least effective and from most expensive to least expensive.
Reach people without email addresses too.
ONE WEEK OUT: - goal is to remind people to be thinking about who to ask and how much they can give, to get them excited
Think of your budget, itf you can only mail once – now’s the time!
What’s exciting? Are you hosting an event? What about those matching funds?
TWO DAYS OUT: - goal is to remind them to give and get. To keep them excited and engaged.
DAY BEFORE: - goal is to prep them for what’s to come
Let them know there’s a flood of emails coming, share a rough draft of the email agenda.
Ask them to bare with you, it’s going to be a busy day with lots of emails and social media posts and announcements and that you hope they’ll overlook the flood while enjoying being a part of your victory.
1. THE BIG DAY –
Develop a schedule that works for you and that ties into your goals for prizes throughout the day. Take some away and add others.
Try to keep people updated and keep a good flow of emails to remind them to give and get – without sounding needy (we don’t say need…) or without drowning them.
