Blue strike webinar five simple ways to upgrade your donors - apr. 10, 2014

Five Simple Ways April 10, 2014
AFP DC and bluestrike.org
WELCOME
Five Simple Ways to Upgrade Your Donors
April 10, 2014
Association of Fundraising Professionals -
Washington DC Metro Area Chapter
Presenter:
Mary Dillon Kerwin, President
Blue Strike
PowerPoint at bluestrike.org/resources

Association of
Fundraising
Professionals
Washington
DC Metro
Area Chapter
afpdc.afpnet.org
FIVE SIMPLE WAYS
TO UPGRADE YOUR
DONORS

In this session, we will talk about
techniques to increase giving among
your current donors. The five techniques
were chosen because they can be adopted
quickly using existing resources.
AGENDA

AGENDA
For the first 40 minutes, we will talk about
each of the five techniques. We will do a
quick poll to gauge how many of you are
using these techniques, so we can hear about
successes and obstacles and trouble shoot as
we go.

AGENDA
We will take a slight detour for the final 20
minutes to talk about an effective retention
strategy, specifically a thank-you call
program.
We will wrap up by 10:00 am

WORKING FRAMEWORK
Three parts to an individual giving
program:
1. acquire new donors
2. recapture lapsed donors, and
3. renew & upgrade current donors.
Focus on current donors. Why?

DEEPENING THE BASE
 Deepening the base (upgrading current
donors) will produce the best overall
returns.
 We take current donors for granted.
It’s not as exciting as broadening the
base (acquiring new donors).

WE MAY FACE . . .
 Resistance about “going back” to same
donors.
 Skepticism about the potential for
growth.
 Lack of understanding about the
upgrade strategies.

Ask for an
annual
increase or
more than
one gift?
STEP 1: FIVE
UPGRADE
TECHNIQUES

30-SECOND LOOK AT FIVE OPTIONS
1. Conditional ask strings
2. Challenge/matching opportunities
3. List and recognition levels
4. Second-gift approaches
5. Sustainer program

1. CONDITIONAL ASK STRING
Ask for an incremental increase based on
previous giving, typically highest
previous contribution (HPC).
If HPC is $80, the ask string would be:
_ $80 _$120 _ $160 _ $200
1 1.5 2 2.5

1. CONDITIONAL ASK STRING
SUCCESS & OBSTACLES
Conditions for Success:
 Customized solicitation in every mode:
online, mail, personal contact.
 Consistent and careful application.
Obstacles:
 Getting all your systems in sync.

2. MATCHING OPPORTUNITIES
Announce a special effort to help match
x dollars from a donor or group of
donors who have issued a challenge. Ask
for additional gifts to help reach the
goal. Year end, time limited challenges
work especially well. Capitalizes on
team dynamic.

Reach out to
former board
members, long
-time donors
and others who
can help put
the match in
motion.
SAMPLE
EMAIL TO
BUILD
MATCH
SUBJECT: Would you help with our challenge?‫‏‬
From: Mary Dillon Kerwin
To: John Miller
Date: 11/01/13
Dear Mr. Miller:
I am working with a handful of long-time members of Advocates in Action to create a year-
end matching gift to help spur individual giving among our members. You have been such a
generous, long-time supporter that I wanted to ask if you would consider joining the
challenge.
We have used this challenge-match campaign for the past two years to great success,
raising more than $50,000 in the final few weeks of the year. The "challengers" simply let us
know by email the maximum they would be willing to match before year end. If you would
be willing to consider a gift of $1,000, or more, we would be very grateful.
We will gather all pledges and issue a joint challenge to our members in mid-
December. Once that match goal is reached, we will notify you so you may then send your
contribution. (The idea is that the challenge gift is withheld until the match is met).
Thank you for your long-time support and belief in our mission. Thank you for considering
our request. If you have any questions, please let us know.
Warm regards,
Mary Dillon Kerwin
marydillonkerwin@msn.com
(703) 399-0855

2. MATCHING OPPORTUNITIES –
SUCCESS & OBSTACLES
 Tracking and reporting
 Timing to avoid conflict with annual
giving
Obstacles:
 No matching funds!

Use recognition as
an incentive to
increase giving.
Use giving levels
such as platinum,
gold, silver and
bronze.
3. LIST AND RECOGNITION LEVELS

3. LIST AND RECOGNITION LEVELS
SUCCESS & OBSTACLES
 Need critical mass of donors at higher
levels, willingness to be listed
 Publication for recognition
Obstacles:
 Sensitivity about giving abilities.

The donor’s “first
gift” is an annual
contribution. The
second gift would
be for a special
event, a program-
restricted gift,
honoraria, or gift
to subsidiary.
4. SECOND GIFT APPROACHES

4. SECOND GIFT APPROACHES
SUCCESS & OBSTACLES
 Need a variety of fundraising
opportunities
 Creative and flexible
Obstacles:
 We only solicit once a year.

Monthly or
quarterly
contributions of
small gifts to add
up to larger overall
contribution.
5. SUSTAINER PROGRAM

5. SUSTAINER PROGRAMS
SUCCESS & OBSTACLES
 Should be continuous
 Careful of people falling through the
cracks. Need system for checking on
credit card expiration.
Obstacles:
 Selling the initial sign up.

NEXT STEPS
 Dedicate energy and resources to
developing an upgrade strategy.
 Review 3 to 5 years of individual giving
fundraising results.
 Use cumulative annual giving as the
metric.

NEXT STEPS
 Look at giving totals broken out by new
v. current v. lapsed donors.
 Evaluate potential for “new” dollars
(re-defined).
 Try one or two new techniques for
increasing giving among current donors
in your organization.

Magic of
Thank-
You Calls
STEP 2:
REGULAR
OUTREACH

Personal thank you calls from board
members to individual donors can help
build meaningful relationships with
donors and also engage your board in
outreach on behalf of your organization.
THANK YOU AND OUTREACH

The first step in
getting the program
off the ground is to
have at least one
board member
willing to take the
plunge by making a
first round of initial
calls.
ASK YOUR BOARD FOR HELP

Recruit a “champion,” someone on the
board -- perhaps your board chair or
other well-regarded member to make
these initial calls. Decide on a time,
preferably a weekday evening or a
weekend afternoon. Set aside one hour.
FIND ONE OR TWO CHAMPIONS

Pull together a list of 15 to 20 names of
donors who have recently given. Provide
those names to your board member along
with just a few other key pieces of
information: location, most recent gift
amount and date; date of first gift and
cumulative giving.
PROVIDE ORIENTATION
AND CALL LIST

ID: 1002003
Kelly Miller
Chicago; member since 2009
Most recent: $250 Mar. 7, 2014
Cumulative: $825
(312) 555-1212
SAMPLE CONTACT ITEM

133569
Elmer Herschel
Almond, WI; new member
Most recent: $500 on Dec. 22, 2013
eh13@xxx.com
(607) 555-1212
1446855
Jane Pearson
Santa Barbara, CA; member since 1983
Most recent: $1,000 Dec. 2013
Cumulative: $13,850
jpearson@xxx.net
(415) 555-1212
11114031
Robert Cain
Atlanta, GA; member since 2007
Most recent: $1,000 Dec. 2013
rcain@xxx.com
(421) 555-1212
11813201
Anisha Gupta
Cheverly, MD; member since 1988
Most recent: $325 on 12/28/2013
Cumulative: $1,125
agxx@xxx.com
(410) 555-1212
1077784
Kathy Talent, MD
TAKOMA PARK, MD; member since 1998
Most recent: $250 on 12/4/2013
Cumulative: $1,775
kxxxxxxx@xxx.edu
(301) 555-1212
1177700
Edward Islee
Fairfax, VA; member since 2011
Most recent: $200 on 12/5/2013 7:56:11 AM
Cumulative: $1,000
exxxx@xxx.com
(703) 555-1212
SAMPLE CALL LIST

Rather than simply
handing off the list
and asking your
board member to
make the calls, you
are going to assist
in placing those
calls.
CONFERENCE CALL

Using a three-way
conference
call, you and your
board member will
contact the donor
together.
CONFERENCE CALL

Call your board member first and review
the call list.
“We are going to call Kelly Miller
first. She gave $250 on March 7 of this
year. She lives in Chicago and has been
a donor for five years.”
CHECK IN BEFORE PLACING CALL

“Ms. Miller, this is Mary Dillon Kerwin
from Advocates in Action, I have on the
line with me our board chair who is
making calls today to thank our
supporters. If you have just a
minute, may I conference her in?”
PLACE THE CALL

GETTING SIGN UPS
The most effective time to enlist more
volunteers is during a board meeting.
Mark your day-timer with blocks of
available time and send it around the
room during the meeting to have them
pencil in a time they are available.

 13 board members
 27 call sessions
 362 calls
ACTUAL YEAR END PROGRAM

1. direct contact-positive conversation;
2. direct contact-busy;
3. direct contact-do not call;
4. left message;
5. email only; or
6. no contact
CODING CALL OUTCOMES

No. of calls Call outcome Percent
174 voice mail message left 48.07%
105 no contact 29.01%
44 direct contact-positive conversation 12.15%
9 direct contact-busy 2.49%
9 direct contact-no calls please 2.49%
21 emails only 5.80%
362 Total
ACTUAL CALL RESULTS

After making lots of these calls, board
members reach a comfort level:
 Talking to semi-strangers on the phone
 Using the phone to cultivate donors
 Working with you!
THE COMFORT ZONE

 “Maybe I should write notes to the
people we didn’t reach. Can you send
me their addresses?”
 “My brother might be interested in
giving. Can you send him a letter from
me?”
THIS IS WHAT STARTS TO HAPPEN

 “When are we going back to major
donor x? I had a good conversation
with her last time.”
 “Did so-and-so give yet this year?
Because I could call him if he hasn’t.”
AND THIS . . .

 “I’m going to be in Atlanta next month.
Are there people I can meet with while
I’m there?”
 “There’s a college roommate of mine
who just sold her company. How
should we connect with her?”
AND THIS . . .

 Take into consideration location,
tenure, and professional occupation.
 Provide script and opportunity to
practice.
 Offer new board members a chance to
listen in.
WHEN ASSIGNING CALLS

UPCOMING EVENTS
AND MORE
RESOURCES

Engaging Your Board in Fundraising, A Staff’s Guide by Kathy
Hedge https://www.boardsource.org/eweb/blf-
2013/sessions.htm#FUNDRAISING BoardSource $24.00
Urban Institute Special Report Engaging Board Members in
Fundraising, Sept. 2012
http://www.urban.org/UploadedPDF/412673-The-Nonprofit-
Research-Collaborative-Special-Report.pdf
RESOURCES

Donor Centered Leadership with Penelope Burk
Thursday, April 24, 2014 8:00 am to noon, NPR, 1111 N.
Capitol St, NE, Studio 1, Washington DC
AFP-DC Brown Bag Lunch
Friday, May 2, 2014 at 11:45 am, ASAE,
AFG 12th Annual National Conference on Association
Foundations & Fundraising
Thursday, May 8, 2014, FHI 360 Conference Center, 1825
Connecticut Avenue NW, 8th Floor, Washington, DC
AFP DC UPCOMING EVENTS

The Nuts and Bolts of Obtaining Your CFRE
Friday, May 13, 2014 at 5:00 to 6:30 pm, AWHONN
2000 L Street, NW, Suite 740, Washington, DC 20036
Advanced Executives: Fundraising Ideas from Abroad,
May 21, 2014, from 8:00 to 10:00 am, Merrill Lynch, 5th
Floor Conference Rm., 1152 15th St NW, Washington, DC
20005
AFP DC UPCOMING EVENTS

Sending Your Executive Director on Tour
Tuesday, April 29, 2014 at 01:15 PM
Recapturing Lost Donors
Tuesday, May 13, 2014 at 01:15 PM
The Magic of Thank You Calls
Tuesday, May 27, 2014 at 01:15 PM
Charity Watchdogs: Managing Your Profile and Ranking
Tuesday, June 24, 2014 at 01:15 PM
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