This is part two of a presentation on disaster fundraising I did in January. This session focused on implementation and donor conversion.

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EMER GEN C Y D ISA STER
RESPONSE
Preparing a Fundraising Plan
Part Two
January 24, 2013

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YOUR WEBINAR TEAM
Danielle Johnson Vermenton
Senior Interactive Consultant
Go! powered by Luminate Online
Kent Gilliam
Luminate Community Manager

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DAY ONE
• Creating a disaster fundraising plan
• Communications
• Fundraising appeals
• Acknowledgements
• Inkind Policy
• Events
AGENDA
DAY TWO
• Day One recap
• Implementation
• Disaster strikes – now what?
• Donor Conversion
• Can you convert disaster only
donors into annual donors?
• Examples
• What’s in the kit?
• A walk through of the tools

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• Communications – have a plan for constituents, the Board, social
media, PR, website and staff
• Fundraising appeals – immediacy is key, send appeals within 2-3
days, use existing communications like an eNews to highlight efforts
• Acknowledgements – the key to confirming a donor’s intention, talk
to Finance to discuss designation and reporting
• Inkind Policy – avert your own disaster by having clearly defined
guidelines for what you will and won’t accept
• 3rd party events – people will be motivated to fundraise, be prepared
to field and evaluate the requests (it’s ok to say no)
KEY TAKEAWAYS FROM DAY ONE

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• An update from the organization
about their efforts to provide relief
• Extended to their website
with a blog post, more
pictures and a video
CHARITY WATER

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• What goes into a donor bulletin?
• Description of the disaster
• Pictures
• Statistics
• Your organization’s response efforts
• Ways to give
FACTS AT A GLANCE
Services at a Glance Total
People in shelters
Meals served
Snacks served
Staff & Volunteers
Money Raised

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Another example of a disaster update
using a regularly scheduled enews
to send out information on Hurricane
Sandy

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AGENDA
• Day One recap
• Implementation
• Disaster strikes – now what?
• Donor Conversion
• Can you convert disaster only donors into annual donors?
• Examples
• What’s in the kit?
• A walk through of the tools

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• If you know the disaster is coming (ie: a hurricane or potential flood) begin
implementing the plan ASAP
• Call a meeting with key staff to discuss next steps
• Find out who can come into the office and who can’t, make adjustments
quickly
• Identify one person who can begin implementing the plan while others
serve in a relief capacity
• Consider setting up a phone bank of volunteers to help field phone calls
(provide a script and list of Q&A to each volunteer)
• Update the talking points from the plan and disseminate to all staff
• Evaluate the need for print and online solicitations, are you doing both or
just online?
• Update your website immediately with key contact information
MOBILIZING AFTER A DISASTER

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While these things are not directly related to fundraising, it’s
something to consider when planning and identifying resources
• Food
• Phone lines & internet
• Localized damage
• Mini volunteer trainings
• Donations in the field
• The CEO at the front door
A FEW THINGS YOU MIGHT NOT EXPECT
What do you mean
staff need to eat?

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AGENDA
• Day One recap
• Implementation
• Disaster strikes – now what?
• Donor Conversion
• Can you convert disaster only donors into annual donors?
• Examples
• What’s in the kit?
• A walk through of the tools

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T U N E I N T O Y O U R D O N O R S

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Disaster donors are a special breed. Moved by emotions they give.
Many will only give to disasters and no matter your efforts, won’t give again.
Many of the individuals, companies and groups can be converted into annual
supporters if treated right, thanked appropriately, educated and asked.
A SPECIAL BREED
But…
So what’s the plan?

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DEVELOP A STRATEGY
NOT A TACTIC
Activities Timing
$500-
$999
$1000-
$4999
$5,000-
$14,999
And up
Thank you letter
Thank you call from…
Invitation to a Tour
Personal TY Visit
Call out on social media
Listing in the Annual Report
Research
Donor eBulletin
Disaster Stewardship Report

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ROMANCING YOUR DONORS – GETTING CREATIVE
WITH THANK YOU
• Email
• Social media
• Website
• Printed materials
• Events
• Thank You videos
• Executive Tours
• Breakfast with the CEO

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“SEE YOUR GIFT AT WORK”
Donors have expectations of the charities they support. (think
investment) They’re more savvy and aren’t as forgiving when an
organization makes a mistake.
What do you need to do?
• Share results
• Show impact
• Connect

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• Invest the time to put together a disaster report that includes
pictures, statistics and stories
• Hand deliver it or mail it with a note (not a printed letter!)
• Decide at what donation level you should mail it or deliver
• For everyone else send a postcard with a URL to view it online or include an
abbreviated version in an upcoming newsletter
• Depending on the severity of the disaster, send a report at 3 months
and a final report at 1 year
• You could include the final report in your Annual Report as an insert
SEND A DISASTER STEWARDSHIP REPORT

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SHOW THEM AROUND

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Wh e n a f a m i l y l o s e s t h e i r h o m e a t 2 A M ,
y o u ’r e w i t h u s
Wh e n a m o t h e r s a v e s h e r c h i l d ’s l i f e
b e c a u s e s h e k n o w s C P R , y o u ’r e w i t h u s
A n d w h e n p a r e n t s s a y g o o d b y e t o t h e i r
d a u g h t e r b e i n g d e p l o y e d , y o u ’r e w i t h u s
Wh e n y o u s u p p o r t t h e A m e r i c a n R e d C r o s s ,
B r o w a r d C o u n t y C h a p t e r y o u ’r e w i t h u s
e v e r y d a y g i v i n g h o p e a n d r e l i e f t o
d i s a s t e r v i c t i m s , p r o v i d i n g s u p p o r t t o
m i l i t a r y f a m i l i e s , t e a c h i n g p a r e n t s h o w
t o p r o t e c t t h e i r c h i l d r e n , a n d h a n d i n g o u t
f o o d a n d a s s i s t a n c e d u r i n g h u r r i c a n e s .
Wh e n t h e y ’v e l o s t e v e r y t h i n g , y o u ’r e w i t h
u s . T h a n k y o u .
TELL A STORY & MOVE THEM

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Create an email donor series
• Be bold and creative
• Keep it simple
• Use query & groups to
segment

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A personal experience:
the challenge
Steward & convert disaster donors into local
chapter supporters
The Strategy
 During disaster response operation sent
out weekly e-updates on relief efforts
 Exclusive invitation to tour Disaster
Operations Center
 Set appointments to meet with corporate
leadership & present staff with TY poster
 Invited to a Donor Reception & Photo
Exhibit
 Implemented quarterly IMPACT postcards
 Implemented Mission tours at Chapter

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• Secured 24 meetings with corporate
donors within 2 weeks.
• Successfully converted corporate
donors to give more than $350,000 for
local programs and services within 17
months.
Lessons Learned
1. Be passionate with the thank you
2. Be thoughtful in planning – think long
term
3. Be patient & realistic with your goals
and expectations
4. Write it down – the plan, timeline,
actions, next steps & results
5. Understand your donors
THE RESULTS

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MEASURING SUCCESS
 Monitor the timeline
 Set measurable goals
 Track activities in your donor database
 Keep notes
 Evaluate results

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• Activate your disaster fundraising plan immediately. Hold a meeting to
discuss next steps with staff & Board.
• Consider logistics when activating your plan
• Once the disaster has passed and things slowly get back to normal,
develop a strategy for Donor Conversion
• Pull reports on disaster only donors, group into giving levels and assign action
plans for each level
• Monitor and measure success of the strategy, but remember to be patient
• It can take several months to a year to get a second gift
KEY TAKEAWAYS FROM DAY TWO
“ W E N E E D T O S T O P M E A S U R I N G O U R S U C C E S S B Y W H E T H E R
O R N O T W E M E E T T H E N E E D S O F O U R A N N U A L B U D G E T S ”