Bryan Evangelista at #NYNP2016 in New York

1. Keeping it Fresh!
How to Continue Growing
As a Mature Nonprofit
Felecia Webb
Vice President of Development
Gay Men’s Health Crisis (GMHC)
Audrey Stein
Chief Development Officer
DOROT
Bryan Evangelista
Vice President
Lautman Maska Neill
& Company

2. GMHC is the nation's leading provider of HIV/AIDS care,
prevention services and advocacy. We serve nearly 9,000
people living with HIV/AIDS in the epidemic's largest U.S.
epicenter.
As the world's first HIV and AIDS service organization,
GMHC is on the front lines caring for people who are both
HIV negative and positive, including: testing, nutrition,
legal, mental health and education services.
Meet Felecia Webb from GMHC

3. DOROT alleviates social isolation among the elderly and
provides services to help them live independently as valued
members of the community.
We serve the Jewish and wider community, bringing the
generations together in a mutually beneficial partnership of
elders, volunteers and professionals.
Meet Audrey Stein from DOROT

4. Staying Relevant
Market | Messaging | Testing

5. Staying Relevant
Building vibrant, integrated programs
Focusing on donor stewardship
Embracing change
What GMHC and DOROT are Doing
#NYNP2016 | @lautmandc
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6. GMHC’s Integrated Program
$1.1 million raised (low $ direct response)
• Five acquisition mailings to 875,000 prospects
• Eleven mail appeals to 21,000 active donors
• 30+ email campaigns
Roughly 10% of revenue raised online (emails & website)
Additional $150K in upgrades to Major Donor level
Is Built Upon a Solid Base
#NYNP2016 | @lautmandc
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7. We Recognize Longevity
25% of active donors are 20+ year
First Gift Year Donors % of Total
1985 123 0.61%
1986-1989 1,178 5.89%
1990-1994 1,616 8.08%
1995-1999 2,113 10.56%
2000-2004 1,996 9.98%
2005-2009 3,352 16.75%
2010-2015 9,631 48.13%
#NYNP2016 | @lautmandc
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8. We Cultivate & Steward
Through Events That Matter
#NYNP2016 | @lautmandc
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9. As We Mature … We Adapt
We Embrace Change
#NYNP2016 | @lautmandc
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10. DOROT Uses ALL Channels
to thank donors
offer “Insider Info”
give donors the
recognition they deserve
and of course … to ask
for additional gifts!
#NYNP2016 | @lautmandc
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11. We Focus on Cultivation
& Stewardship
And reminder calls to donors
who have not given (yet).
With “Thank You” Calls to New Donors
#NYNP2016 | @lautmandc
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12. Messaging

13. Messaging Techniques
Expressing urgency
Addressing the changing needs of the community
Continuing to use what works!
What GMHC and DOROT are Doing
#NYNP2016 | @lautmandc
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14. The Crisis Is Not Over
There is still URGENCY
#NYNP2016 | @lautmandc
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15. Focus on Community
Through Meals and Services
#NYNP2016 | @lautmandc
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16. Expressing Urgency
Lifted Response Significantly
#NYNP2016 | @lautmandc
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17. Adjusting the Message
Minor Changes Made A Major Difference
#NYNP2016 | @lautmandc
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18. Don’t Mess with Success!
Use Techniques that WORK
#NYNP2016 | @lautmandc
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19. Don’t Mess with Success!
Use Techniques that WORK
#NYNP2016 | @lautmandc
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20. Market

21. Making the Most of a Limited Market
Using Modeled Lists
Geographic Selects
Identifying Warm Prospects
High $ Exchanges
Multi Strategy
PLUS …
Mailing co-controls
Lapsed donor strategies
What GMHC and DOROT Are Doing
#NYNP2016 | @lautmandc
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22. Seasonal Co-Controls
#NYNP2016 | @lautmandc
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23. Seasonal Co-Controls
#NYNP2016 | @lautmandc
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24. Customized Mailings
To the “almost lapsed”
#NYNP2016 | @lautmandc
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25. Special Year-end LYBUNT Mailing
Combined with
coordinated calls
#NYNP2016 | @lautmandc
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26. Testing

27. Test, Test, Test!
Tweak testing for established controls
New package testing
What GMHC and DOROT are Doing
#NYNP2016 | @lautmandc
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28. Tweak Testing
#NYNP2016 | @lautmandc
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29. Tweak Testing
Nothing Has
Beat Control
#NYNP2016 | @lautmandc
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30. Package Testing
Nothing Has
Beat Control
#NYNP2016 | @lautmandc
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31. Testing Meals vs. Social Isolation …
Will Let you know what wins!
#NYNP2016 | @lautmandc
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32. Package Testing
#NYNP2016 | @lautmandc
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33. Bryan Evangelista
bevangelista@lautmandc.com
Felecia Webb
FeleciaW@gmhc.org
Audrey Stein
AStein@dorotusa.org
Keeping it Fresh!
How to Continue Growing as a Mature Nonprofit
#NYNP2016 | @lautmandc33