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Slides from the webinar that Stayclassy and Heller Consulting presented on March 27th, 2014 on how to engage both new and casual donors. Nonprofit organizations can expect to learn about how to more efficiently communicate with donors and how to strategize and plan a year-long engagement calendar for your organization.
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The document provides an overview of strategies and best practices for arts organization boards to effectively develop funds and resources. It discusses developing a comprehensive development plan with goals, timelines, budgets and evaluations. The plan should analyze strengths/weaknesses and opportunities/threats while outlining specific fundraising strategies. Boards are responsible for oversight, participation and accountability, and members should be trained to personally fundraise and cultivate donors and community support through relationship-building.
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Slides from the webinar that Stayclassy and Heller Consulting presented on March 27th, 2014 on how to engage both new and casual donors. Nonprofit organizations can expect to learn about how to more efficiently communicate with donors and how to strategize and plan a year-long engagement calendar for your organization.
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This document provides an overview of virtual fundraising techniques and best practices. It discusses using prospect research to identify potential donors and connect with those passionate about an organization's mission. Virtual donor engagement strategies like the 4P method are outlined to keep messages brief, provide relevant information, generate social proof, and share behind-the-scenes perspectives. Sensitivity in modern fundraising and the importance of tact, tone and timing in communications are also covered. The document concludes with tips for creating online fundraising campaigns and scripts.
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1. Set your mindset and schedule time for strategic planning.
2. Conduct an internal and external SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.
3. Review your mission, vision, and values statements to ensure they are still relevant.
4. Conduct resource mapping to assess your current financial, physical/digital, and people resources.
5. Define goals and strategies for the upcoming year, including key metrics to track success.
The document emphasizes the importance of strategic planning to provide direction, benchmarks, and a funding roadmap for nonprof
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- How to develop strong relationships through networking and communication
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Small nonprofits can multiply resources and control costs through various internal and external strategies. Internally, they can utilize volunteers, interns, and retired community members to minimize workforce costs. Externally, they can leverage free or low-cost technologies like Skype, LinkedIn, and social media for communications, networking, and publicity. Nonprofits should also diversify their funding sources, explore corporate donors and foundations, engage individual donors through sponsorship programs and donor perks, and consider co-working spaces to reduce overhead costs.
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Charities and Philanthropists literally waste over a billion dollars in Canada every year because of a system that is decentralized, out dated and shrouded in secrecy. It sets both sides up for failure, waste and robs the world of much needed, life changing impact.
The good news is, that just like the for profit world has solved this problem years ago with tools like LinkedIn, WealthSimple and standardized reporting for Publicly Traded Companies, so too can we solve it for Charities and Philanthropists, and there has never been a better time.
Canada is a perfect market to test this idea out, and rather than keep these ideas hidden and perpetuate further secrecy, I wanted to simply share them for any and all who want to: be inspired, partner, steal, use or collaborate on building a more effective, meaningful relationship that ultimately does more good in this world.
The deck was written as a draft for friends and colleagues, its not polished, proofread or even really formatted. But I hope you can see the ideas for what they are and be inspired to take action.
I'd love your feedback
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7. Who Am I?
● 12+ years in the nonprofit tech industry
● Passionate about empowering folks like you
with the resources that allow you to design
magical generosity experiences
● Writer, speaker, and brand director with
Neon One; father, husband, and lover of the
Adirondacks outside of work
9. Session Principles
Let’s align on a shared understanding about how
this webinar will operate. That ensures there are no
differing interpretations or opinions on the most
important basics.
Questions are ALWAYS welcome and we can amend
anything that isn’t working for the group.
Examples:
● Close those tabs (or minimize is you must!)
● Put that phone away
● No stupid questions
10. Parking Lot
Whenever there is a point raised or questions
asked that don’t directly relate to the subject or
session, I’ll make a note of it and put it into a
“Parking Lot”
We’ll work to address these at the end of the
session as well as continue in a follow up.
13. What motivates generosity?
The supporter is not
guilted into giving but
made the decision
themselves
Autonomous
The supporter is made
to feel that they
achieved something by
giving
Competent
The supporter feels part
of a larger community
of believers
Connected
14. What builds the strongest connection & trust?
Personal Identities
(I am impulsive)
Relational Identities
(Son, Mother, Friend)
Group Identities
(Conservationist)
Organizational Identities
(Girl Scouts)
Geographic Identities
(Chicago, IL)
Moral Identity
(I am a kind and
caring person)
16. Offer popular payment
methods
Website Automatic Receipting
Build the relationship!
Convey Impact through
storytelling
Most of the sector’s tech is designed for this:
24. Who is in our community of generosity?
Childless
Couples
Minority/Women
Business Owners
LGBTQ+ Families Younger
Supporters
25. The Millionaire Next Door
In 2010, Stanley and Danko
published a study on the
demographics of US millionaires:
💌 Majority have incomes of six figures and save
💌 Most are engineers or small business owners
💌 Modest quality of life, investment focused
💌 Family and Community-Oriented Generosity
26. What is Affluence Data?
Affluence Data Sources
● Wealths screening service
○ Pros and cons
○ CRM tracking possibilities
● Public data
○ Geographic information
○ Publically available sales data
● Peer information
○ Don’t discount conversations!
26
27. What are Affinity Data Sources?
Affinity Data Sources
● Engagement with fundraising staff
● Engagement with your tech:
○ Email open rates
○ Monthly giving
○ Appeal responses
○ Stewardship reaction
● Engagement with other staff / board
27
28. 28
Charting Out Affinity - Manual Tracking
You can flag prioritization of individuals through creation of an affinity chart. WIth some planning and creativity,
this can also be translated directly into your CRM.
Prospect
Name
Donor 5+
Years
Event
Attendance
Met E.D. or
BoD
Opens
e-newsletters
Recurring
Gift
program?
Has Toured
Facility?
Margaret
Dowling
1 1 1 1
Edward
Murphy
1 1 1
29. Charting Out Affinity - Automated Tracking
Depending on your provider, you may have built in tracking for engagement and affinity.
This is NOT wealth screening!
31. What interests and
values do our high
affinity supporters
share?
How can we act on our
affinity tracking?
How are we going to
make the engagement
plan meaningful?
How can we build in
feedback loops to
strengthen affinity?
32. Affinity vs Affluence
Category Affinity Affluence
People
Engage diverse demographic groups.
Prioritize long-term relationships based on
shared values and interests
Target high net worth individuals.
Engage traditional affluent
demographics (e.g., high earners,
wealthy families)
Accelerate Use technology to personalize outreach
and deepen connection and trust.
Focus on scaling fundraising through
major donor campaigns.
Connect Create supporter networks based on
common interests
Create supporter networks based on
financial status
Engagement
Create continuous engagement
opportunities through mission driven
programs
Engage donors through financial
milestones and progress updates
34. Where to begin?
Prioritization
● Low affluence, high affinity - missing
anything?
● Low affinity, high affluence - one on one
meetings to outline capital campaign
vision to build affinity
● High affinity, high affluence - expedite
prospect engagement plan
○ HIGHEST PRIORITY
● Low affinity, low affluence - don’t discount
these folks!
34
35. What’s the plan?
Create affinity first
● Establish an engagement plan for
supporters who are “missing” affinity
pieces
○ e.g. can you set up facility tours
(virtually or in person) for people so
they can get an idea for the vision of
the campaign?
● Increase affinity while assessing affluence
and capacity
35
36. 36
Charting Out Affinity
You can flag prioritization of individuals through creation of an affinity chart. WIth some planning and creativity,
this can also be translated directly into your CRM.
Prospect
Name
Donor 5+
Years
Event
Attendance
Met E.D. or
BoD
Opens
e-newsletters
Recurring
Gift
program?
Has Toured
Facility?
Margaret
Dowling
1 1 1 1
Edward
Murphy
1 1 1
37. Measured Expectations
This will take time
● Affinity is a touch point that needs a
time based outline (30 / 60 / 90 days)
● Make sure you write down your
processes and then map that back to
your technology (we’ll do a bit of that
today!)
● Engagement can be complex or not.
Identify the 10 most important ways
that donors show their passion for your
mission and focus on those
37
39. Are you ready to fold in
affluence data into your
strategy?
What type of affluence
data makes most sense
to prioritize?
How do you prepare
your fundraisers to talk
about money?
How can you connect
passion with purse?
41. Prioritizing Support
Situational giving is done by new
people who are giving in response
to a specific event or appeal. They
are new to engaging with and
giving to your nonprofit.
Relational giving is done by people
who feel a connection to your work.
These folks have supported your
nonprofit before and are typically
more generous than the average
contributor.
People that have supported your
nonprofit over a consistent, long
term basis. These are folks who
may bring more sophistication to
their giving, such as DAFs or
matching opportunities.
New Support Connected Support Sustained Support
42. Develop a Stewardship Plan
Create a plan that outlines how your nonprofit will maintain
and deepen relationships with connected donors.
Example: Develop a plan that includes communication
frequency, recognition strategies, and opportunities for
involvement
Let People In
Give connected supporters access to how your
organization works. This helps them feel more connected
to your organization and its mission.
Example: Share a private video message from your
organization's executive director discussing recent
successes and future plans.
Provide Opportunities for Personal Interaction
Offer supporters opportunities for personal interaction with
your organization's leadership.
Example: Host an intimate reception or dinner event with
your organization's leadership, inviting connected donors
to join for an evening of conversation and networking.
Offer Opportunities for Increased Involvement
Engage connected donors by providing them with
opportunities to get more involved with your organization.
Example: Invite connected donors to join a fundraising or
event planning committee, where they can share their
expertise and contribute to the growth of your organization
43. Using Data to
Improve
Retention
Ways to use data to retain support
At Risk Supporters
Track Engagement
Program Evaluation
Behavior Analysis
Tests and Experiments
47. CRM Sample Process - Affluence + Affinity
Run All
Supporters
Segment List
Create High Affinity
Engagement
Workflow Plan
Make Contact with
Prospects, finish
Activities. write up
notes
Identify Top
Quadrant
Prospects
Review Account
Information
(Notes, Wealth
Data, Comms)
Review and batch
Update Status
Fields once done
with contact
Revalidate
Assumptions
48. Do you feel more
confident on how to
identify affinity?
Do you have some ideas
on how to track affinity
data?
Do you have a plan
forming on how to act
on this session?
Do you feel more
confident about this
topic in general?
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