100 New Donors in 90 Days: A Step-by-Step Process

100 New Donors in 90 Days:
A Step-by-Step Process

David A. Mersky

October 17, 2012

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INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com

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www.mission.do

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Today’s Speaker

David A. Mersky
Founder and Managing Director
Mersky, Jaffe & Associates

Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership

A Service
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The State of Philanthropy in
America Today:
A View from the Field


What do we actually know?
The Economy
• Worst economy since Great Depression
• Low consumer confidence
• Historically, charitable giving correlates to M1
(Money Supply or disposable cash) not Dow Jones
• Charitable giving decreases less than 1% for every
100 points the Standard & Poor’s 500 index drops,
according to a study by the Center on Philanthropy


Giving During Recessions
• Decline in first-time donors
• Loyal donors continue to give
• Religious affiliation and giving increase
• During the Great Depression bequest giving
increased to 70% of all substantial gifts, well above its
usual level of 10-20%
• Complex, tax-advantaged planned gifts decline
• Smaller gifts are less tax-advantaged, so current stock
market gains or losses are less relevant

The number of 501(c)(3) organizations, 2002–2011

2011 charitable giving
Total = $298.42 billion

Total giving as a percentage of Gross Domestic Product, 1971–
2011(adjusted for inflation)

Data are rounded.

Types of recipients of contributions, 2011
Total = $298.42 billion

Q:
How do you get your
piece of the pie?

• A Compelling Case
A:
• A Comprehensive Plan
• A Strong Board
• A Systematic Approach


Segment Your Donor Database
1. Sort donors by
A. Date of most recent gift
B. Amount of most recent gift
2. Current contributors
A. Have you thanked them sufficiently
B. Read http://merskyjaffe.com/10-essential-
articles/ways-to-thank-a-donor/


How Are You Doing?
• How many donors on your database?
• How many gave in 2010?
• How many 2010 donors gave in 2011?
• What is the rate of renewal?
• How many 1st time donors in 2011?
• What is the total number who gave in 2011?
• WHERE ARE YOU IN 2012?

3. LYBUNTs—The Key to 100% Renewal
A. Analyze each donor for recency—i.e., month, year
B. Solicit them in most appropriate way—how they
gave the last time
– Direct mail
– Email
– Telephone
– Face-to-face
C. Attend to first time donors
D. Review LYBUNTS monthly

4. PYBUNTs—The Key to Resurrection
A. Further segment by highest gift, number of gifts and
cumulative giving
B. For each one who contributed $1,000 or more,
create a “Campaign of One” to re-engage
– Who can provide information
– Who should be assigned
– Design a set of tactical moves
– Review http://merskyjaffe.com/knowledge-
archive/webinars/major-gift-moves-management/


A:
A Strong Board…
because leadership
trumps all


12 Principles of Governance
That Power Exceptional Boards
Responsible Boards
Competent stewards focusing on fiduciary oversight, compliance with
law, act with financial integrity and operate effectively and ethically.
X
The Source of Power
Thoughtful, intentional, active and engaged, knowledgeable and
communicative
=
Exceptional Boards
Active engagement and independent decision making, open and honest
with each other and the CEO, passionately challenge and support
efforts in pursuit of the mission.

8. Sustaining Resources
Exceptional boards link bold visions and ambitious plans to financial
support, expertise and networks of influence.
Responsible Boards
Approve balanced budget
Accept fundraising responsibilities and contribute personally
Promote organization in community
X
The Source of Power
Creative and diverse revenue sources
Enthusiasm for bold visions and ambitious plans
Active involvement in solicitations
=
Exceptional Boards
Generate increased revenue
Extend programmatic capacity or organization
Improve organization’s standing in the community

A:
A Systematic Approach to Year-
Round Fundraising


Creating a Culture of Giving

Gateways Cultivation

Leveraging Making the Ask
the Donor

Gateway Events: First Point in a
Cycle of Life-Long Giving
• Three basic components
– System for capturing names and contact data
with permission
– Facts 101: Vision and Opportunities
– Emotional Hook

“As individuals, we are emotional donors looking for rational reasons to
justify our emotional decision to give.”


Gateway Events: Program Format

• Greeting at the moment of arrival
• Sign-In
– Name
– Address
– Phone Number
– Email address
– Who invited them


Gateway Events: Program Format
• Brief mix and mingle
• The Program
– Facts 101
• Brief history
• Mission
• Program overview
• The numbers
• Vision including the gap, their role and the $ to fill it
– The Emotional Hook
– Thank You and Wrap Up


Gateway Events:
Thank You and Wrap Up
• Conclude on time
• Let people know about follow up
• Feedback
• Advice
• Handouts
• Basic brochure
• Fact sheet of FAQs
• The Complete Wish List: Real items by
program/department from small to large


Follow Up and Involve
• Most important step to build lifelong donors
– Follow up process never ends
– Personal contact asking for feedback
• Systematic research call
– What will it take to have prospects feel they have made a real
contribution?
– To what extent do they want to become involved
• Customize a plan for each prospect
• Sooner you connect/ask for feedback, sooner you can give
them what they want and keep them coming back for more


Script for Follow Up Call
• A research call to determine how each prospect might like
to become involved
• Key to follow up call: LISTEN FOR CUES
• The Script
1. Thank you for coming
2. What did you think?
3. Be quiet and listen
4. Is there any way you could see yourself becoming more
involved with our agency?
6. Is there anyone else with whom you suggest we engage?


In this economy, what can you do?
• Focus on annual appeals that “matter”
• Steward relationships with funders and keep asking
• Be sensitive to donors’ challenges.
• Slow down cultivation cycle for major donors; be aware of
their specific economic situation
• Remind people about bequest giving as a way to support
your organization in the future


In this economy, what can you do?

• Steward your loyal donors.
• Call or visit to thank them for their loyalty
• Hold a donor briefing—in person or by conference
call—to help them feel like insiders
• Transparency. Be honest about your financial
challenges, and share your plan to deal with them
• Tighten your case for giving, articulate the need for
your programs and demonstrate results

Keep The Connections
• People will give to those that love
them the most.
• Why do donors stop giving? They no
longer feel connected.
• The number one reason why people
don’t give? No one asked them!

100 Donors in 90 Days
An amazing series includes interviews with 12
top fundraising consultants about ways you can
find new donors. Tips cover everything from
social media to board involvement.
http://merskyjaffe.com/development/100-
donors-for-your-nonprofit-in-90-days-really/


Mersky, Jaffe
& Associates
Financial and Human Resource
Development Solutions for Nonprofits
800.361.8689 413.556.1074 fax
www.merskyjaffe.com

OFFICES IN BOSTON AND NEW YORK


Find listings for our current season
of webinars and register at:

NonprofitWebinars.com

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100 New Donors in 90 Days: A Step-by-Step Process

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