O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
SHIFT NONPROFIT SUPPLY CO.
thegoodjourneypod.com
HOUSEKEEPING
● Slides and recording will be sent out later
● Participate
○ Chat
○ Ask questions
○ Social Media
■ @nonprofi...
NEED HELP?
PRESENTER: GREG WARNER
Greg Warner is CEO and Founder of MarketSmart, a
revolutionary marketing software and services firm...
AN INTRODUCTION TO
ENGAGEMENT
FUNDRAISING
HOW TO GENERATE
PLANNED GIFTSWITH
LESS MONEY
REDUCED
RESOURCES
MOR
E AND
1- WHO IS THIS GUY?
2- ENGAGEMENT FUNDRAISING
• Strategy
• Tactics
3- EXAMPLES & LOW-COST IDEAS
TODAY’S AGENDA
WHO IS THIS GUY?
AND WHY SHOULD WE LISTEN TO HIM?
greg warner
CEO & FOUNDER
BLOG
MY STORY
WHO IS THIS GUY?
AND WHY SHOULD WE LISTEN TO HIM?
greg warner
CEO & FOUNDER
Wacky “marketing”? • Tons of direct mail
• Spray marketing
• One-way
• Impersonal
• Poor “customer” service
• Sold my name...
Donor
Marketer Caller
WHO IS THIS GUY?
AND WHY SHOULD WE LISTEN TO HIM?
greg warner
CEO & FOUNDER
Lack of time
Qualifying prospects is very difficult
What do you want to know
Who to call?
When to call?
Why they care?
Wha...
STRATEGY
ENGAGEMENT FUNDRAISING
PARETO PRINCIPLE
ENGAGEMENT FUNDRAISING
Just 20% of the people own
80% of the land
THE 80/20 RULE
PARETO PRINCIPLE
ENGAGEMENT FUNDRAISING
THE 80/20 RULE
Among tax returns claiming
charitable donations
17.3% accounted for...
ENGAGEMENT FUNDRAISING
DOES THE PYRAMID REALLY EXIST?
Legacy Gifts
New high-dollar donors are more loyal
Repeat high-dolla...
ENGAGEMENT FUNDRAISING
DOES THE PYRAMID REALLY EXIST?
Legacy Gifts Other Legacy Gifts
• Staff
• Volunteers
• Facebook like...
ENGAGEMENT FUNDRAISING
8.5%
MARKETING BUDGET?
ENGAGEMENT FUNDRAISING
PLANNED GIFTS
ENGAGEMENT FUNDRAISING
ENGAGEMENT FUNDRAISING
4%
ENGAGEMENT FUNDRAISING
ENGAGEMENT FUNDRAISING
DONOR
CHURN
www.fundraisingreportcard.com
ENGAGEMENT FUNDRAISING
ENGAGEMENT FUNDRAISING
ENGAGEMENT FUNDRAISING
WHY?
NOT GETTING WHAT THEY WANT!
ENGAGEMENT FUNDRAISING
HOW CAN YOU
GIVE DONORS WHAT THEY WANT?
GROW REVENUE
AT LOWER COST?
ENGAGEMENT
FUNDRAISING
STRATEGY
FOCUS ON 80/20 PARETO PRINCIPLE
MAJOR GIFTS & PLANNED GIFTS
MAKE HI-CAPACITY DONORS
FEEL GOOD
MATCH WHAT YOU HAVE...
BASICS
ENGAGEMENT FUNDRAISING
9 Similarities
“Marketing” Relationships & “Real” Relationships
1. Trust is key nothing happens without it
2. Relevant per...
Mark Knapp’s Relationship Model
Mark Knapp
literally wrote
the book on
interpersonal
communication
theories
Stages of a re...
Awareness
Interest
Desire
Action
Reconsider
Gift received
$
Lead generation Gift discovery
Cultivation Gift discovery
Stew...
Awareness
Interest
Desire
Action
Gift discovery & lead generation
Cultivation/stewardship
Closure
Fundraiser
Reconsider
Gi...
ENGAGEMENT
FUNDRAISING
Traditional
FUNDRAISIN
G
PERMISSION&
INBOUND
MARKETING
INTERRUPTION
MARKETING
ENGAGEMENT FUNDRAISIN...
STRATEGY
BASICS
TACTICS
ENGAGEMENT FUNDRAISING
LIST
OFFER
TIMING
CREATIVE
ENGAGEMENT FUNDRAISING
LIST
ENGAGEMENT FUNDRAISING
CONVENTIONAL WISDOM
✓ Frequency of giving?
✓ Recency of giving?
✓ Longevity of giving?
✓ Total dollars given?
ENGAGEMENT F...
Past giving
and affinity
history
Wealth &
demographic
screening
Who is most likely to act
ENGAGEMENT FUNDRAISING
Scoring360º
donor profile
Engagement
&
survey data
Past giving
and affinity
history
Wealth &
demographic
screening
Who is ...
ENGAGEMENT FUNDRAISING
“Actionable intelligence”
“Digital body language”
Tracked online &
email engagement
“Verbatims”
Self-reported
donor data
…...
LIST / CASELOAD SELECTION
Actionable intelligence
Capture verbatims and monitor digital body language
Recency, frequency &...
PROVIDE
AN OFFER
ENGAGEMENT FUNDRAISING
LIST
OFFER
TIMING
CREATIVE
Offer value to get and keep prospects engaged
ENGAGEMENT FUNDRAISING
CONVENIENT
ENGAGEMENT FUNDRAISING
Offer value to get and keep prospects engaged
info@imarketsmart.com
ENGAGEMENT FUNDRAISING
WEAK OFFERS VS. STRONG OFFERS
WEAK
OFFERS
Update you
Buy you a cup of coffee
Download this helpful
widget, calculator or
t...
TIMING
ENGAGEMENT FUNDRAISING
LIST
OFFER
TIMING
CREATIVE
GOOD OFFER + BAD TIMING = POOR RESULTS
BAD OFFER + GOOD TIMING = POOR RESULTS
GOOD OFFER + GOOD TIMING = BEST RESULTS
Timi...
Timing
OFFER A OFFER B OFFER C
Match the right
offers with each
stage of the
consideration
process
ENGAGEMENT FUNDRAISING
...
Valuable offers –> Build awareness and
generate interest for more engagement
More engagement –> Builds desire
Timing
Inten...
2017 201920182016 2020
Timing
When should you reach out to a prospect?
ENGAGEMENT FUNDRAISING
CONSIDERATION CONTINUUM
Enga...
ENGAGEMENT FUNDRAISING
CREATIVE
ENGAGEMENT FUNDRAISING
LIST
OFFER
TIMING
CREATIVE
Get them into the giving state of mind
ENGAGEMENT FUNDRAISING
HELP THEM FEEL GOOD!
9 Similarities
“Marketing” Relationship...
Get them into the giving state of mind
Symbolic immortality
Desire to continue to live on after death
Autobiographical her...
FOR LEGACY GIVING
Help them get past their
avoidance of the subject
Give them the “medicine”
with good offers
(like a spoo...
Examples of creative that works!
ENGAGEMENT FUNDRAISING
1
Examples of creative that works!
ENGAGEMENT FUNDRAISING
21
Examples of creative that works!
ENGAGEMENT FUNDRAISING
321
Examples of creative that works!
ENGAGEMENT FUNDRAISING
ENGAGEMENT FUNDRAISING
LOW-COST
IDEAS
NEW
CONCEPTS
Employ “3-to-1 fundraising”
Report Offer Ask
Supporter name Thank ‘em results engagement again
Michelle Brown...
LOW-COST IDEAS
PIZZA PARTY MAJOR GIVING
STEWARDSHIP,
CULTIVATION & LEAD
GENERATION
ENGAGEMENT FUNDRAISING
LOW-COST IDEAS
INSERTS IN DONATION RECEIPT LETTERS
BUILDING
AWARENESS &
GENERATING
LEADS
ENGAGEMENT FUNDRAISING
LOW-COST IDEAS
SOCIAL MEDIA ANNOUNCEMENT
BUILDING
AWARENESS
ENGAGEMENT FUNDRAISING
LOW-COST IDEAS
PLANNED GIFT MARKETING
LARGE VISUAL DISPLAYS
BUILDING
AWARENESS
ENGAGEMENT FUNDRAISING
LOW-COST IDEAS
PLANNED GIFT MARKETING
UBIQUITOUS MESSAGES
• on emails;
• business cards;
• letterhead;
• mailers;
• reply ...
LOW-COST IDEAS
ASK YOUR BOARD AND VOLUNTEERS
BUILDING
AWARENESS &
GENERATING
LEADS
ENGAGEMENT FUNDRAISING
LOW-COST IDEAS
ADS IN PERIODICALS WITH A REPLY DEVICE
BUILDING
AWARENESS &
GENERATING
LEADS
ENGAGEMENT FUNDRAISING
LOW-COST IDEAS
BANNER ADS
BUILDING
AWARENESS
ENGAGEMENT FUNDRAISING
Leverage technology
• Be more efficient
• Engage more people at lower cost
• Deliver relevant, personalized messages
• Aut...
ENGAGEMENT FUNDRAISING
SUMMARY
✓ Build awareness > Generate interest > Develop desire > Motivate action
✓ Use “unconventio...
greg warner
CEO & FOUNDER
THANK YOUFREE RESOURCES AVAILABLE AT:
imarketsmart.com
www.fundraisingreportcard.com
Nonprofit Supply Co. Major Gifts and Engagement Fundraising Webinar
Nonprofit Supply Co. Major Gifts and Engagement Fundraising Webinar
Nonprofit Supply Co. Major Gifts and Engagement Fundraising Webinar
Nonprofit Supply Co. Major Gifts and Engagement Fundraising Webinar
Próximos SlideShares
Carregando em…5
×

Nonprofit Supply Co. Major Gifts and Engagement Fundraising Webinar

Greg Warner from MarkSmart shares about engagement fundraising and how you can use it to raise more money from major donors and through legacy gifts.

  • Seja o primeiro a comentar

Nonprofit Supply Co. Major Gifts and Engagement Fundraising Webinar

  1. 1. SHIFT NONPROFIT SUPPLY CO.
  2. 2. thegoodjourneypod.com
  3. 3. HOUSEKEEPING ● Slides and recording will be sent out later ● Participate ○ Chat ○ Ask questions ○ Social Media ■ @nonprofitsupply and/or @bradyjosephson ■ #NPSCOWEBINAR
  4. 4. NEED HELP?
  5. 5. PRESENTER: GREG WARNER Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. MarketSmart's innovative products and services use Internet tracking technologies to help fundraisers zero-in on the donors most likely to support their organizations with large, major or legacy gifts. In 2013, Greg coined the phrase "Engagement Fundraising" to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Greg lives with his wife and two children in Bethesda, Maryland. He answers his own phone and can be reached easily at info@imarketsmart.com.
  6. 6. AN INTRODUCTION TO ENGAGEMENT FUNDRAISING HOW TO GENERATE PLANNED GIFTSWITH LESS MONEY REDUCED RESOURCES MOR E AND
  7. 7. 1- WHO IS THIS GUY? 2- ENGAGEMENT FUNDRAISING • Strategy • Tactics 3- EXAMPLES & LOW-COST IDEAS TODAY’S AGENDA
  8. 8. WHO IS THIS GUY? AND WHY SHOULD WE LISTEN TO HIM? greg warner CEO & FOUNDER BLOG
  9. 9. MY STORY
  10. 10. WHO IS THIS GUY? AND WHY SHOULD WE LISTEN TO HIM? greg warner CEO & FOUNDER
  11. 11. Wacky “marketing”? • Tons of direct mail • Spray marketing • One-way • Impersonal • Poor “customer” service • Sold my name • Hard to opt-out • Challenge volunteering • Insulting/offensive WHO IS THIS GUY? AND WHY SHOULD WE LISTEN TO HIM? greg warner CEO & FOUNDER
  12. 12. Donor Marketer Caller WHO IS THIS GUY? AND WHY SHOULD WE LISTEN TO HIM? greg warner CEO & FOUNDER
  13. 13. Lack of time Qualifying prospects is very difficult What do you want to know Who to call? When to call? Why they care? What to say? Not enough staff Travel is time-consuming and expensive Tight budgets Empathy for your challenges
  14. 14. STRATEGY ENGAGEMENT FUNDRAISING
  15. 15. PARETO PRINCIPLE ENGAGEMENT FUNDRAISING Just 20% of the people own 80% of the land THE 80/20 RULE
  16. 16. PARETO PRINCIPLE ENGAGEMENT FUNDRAISING THE 80/20 RULE Among tax returns claiming charitable donations 17.3% accounted for 65.4% of U.S. charitable donation dollars 2012 U.S. Tax Returns Claiming Noncash Charitable Donations Internal Revenue Service MAJOR GIFTS & PLANNED GIFTS
  17. 17. ENGAGEMENT FUNDRAISING DOES THE PYRAMID REALLY EXIST? Legacy Gifts New high-dollar donors are more loyal Repeat high-dollar donors are more loyal
  18. 18. ENGAGEMENT FUNDRAISING DOES THE PYRAMID REALLY EXIST? Legacy Gifts Other Legacy Gifts • Staff • Volunteers • Facebook likes • Twitter followers • Infrequent donors • Non-donors • Others
  19. 19. ENGAGEMENT FUNDRAISING 8.5% MARKETING BUDGET?
  20. 20. ENGAGEMENT FUNDRAISING PLANNED GIFTS
  21. 21. ENGAGEMENT FUNDRAISING
  22. 22. ENGAGEMENT FUNDRAISING 4%
  23. 23. ENGAGEMENT FUNDRAISING
  24. 24. ENGAGEMENT FUNDRAISING DONOR CHURN www.fundraisingreportcard.com
  25. 25. ENGAGEMENT FUNDRAISING
  26. 26. ENGAGEMENT FUNDRAISING
  27. 27. ENGAGEMENT FUNDRAISING WHY? NOT GETTING WHAT THEY WANT!
  28. 28. ENGAGEMENT FUNDRAISING HOW CAN YOU GIVE DONORS WHAT THEY WANT? GROW REVENUE AT LOWER COST? ENGAGEMENT FUNDRAISING
  29. 29. STRATEGY FOCUS ON 80/20 PARETO PRINCIPLE MAJOR GIFTS & PLANNED GIFTS MAKE HI-CAPACITY DONORS FEEL GOOD MATCH WHAT YOU HAVE TO OFFER WITH WHAT SUPPORTERS WANT & NEED LEVERAGE TECHNOLOGY FOR EFFICIENT ENGAGEMENT
  30. 30. BASICS ENGAGEMENT FUNDRAISING
  31. 31. 9 Similarities “Marketing” Relationships & “Real” Relationships 1. Trust is key nothing happens without it 2. Relevant personalized 3. Conversational human, not formal 4. Two-way talking and listening 5. Respectful polite, considerate and fair 6. Valuable/meaningful benefits for both 7. Easy and comfortable convenient and relaxed 8. Multi-channel phone, email, face-to-face 9. Strategic bad strategies = bad results ENGAGEMENT FUNDRAISING BASICS
  32. 32. Mark Knapp’s Relationship Model Mark Knapp literally wrote the book on interpersonal communication theories Stages of a relationship ENGAGEMENT FUNDRAISING BASICS
  33. 33. Awareness Interest Desire Action Reconsider Gift received $ Lead generation Gift discovery Cultivation Gift discovery Stewardship Closure FundraiserMarketing Marketing expertise? Marketing budget? Annual fund? Events? Other? Gift discovery ENGAGEMENT FUNDRAISING BASICS
  34. 34. Awareness Interest Desire Action Gift discovery & lead generation Cultivation/stewardship Closure Fundraiser Reconsider Giftreceived $ Gift stewardship CONSIDERATION CONTINUUM ENGAGEMENT FUNDRAISING BASICS ENGAGEMENT FUNDRAISING
  35. 35. ENGAGEMENT FUNDRAISING Traditional FUNDRAISIN G PERMISSION& INBOUND MARKETING INTERRUPTION MARKETING ENGAGEMENT FUNDRAISING BASICS
  36. 36. STRATEGY BASICS TACTICS ENGAGEMENT FUNDRAISING
  37. 37. LIST OFFER TIMING CREATIVE ENGAGEMENT FUNDRAISING
  38. 38. LIST ENGAGEMENT FUNDRAISING
  39. 39. CONVENTIONAL WISDOM ✓ Frequency of giving? ✓ Recency of giving? ✓ Longevity of giving? ✓ Total dollars given? ENGAGEMENT FUNDRAISING UNCONVENTIONAL WISDOM ✓ Engagement? ✓ Involvement? ✓ Family-oriented connection? ✓ Passion / Why they care? ✓ Commitment? ✓ Childlessness? ✓ Level of education? ✓ Age? LIST / CASELOAD SELECTION www.fundraisingreportcard.com
  40. 40. Past giving and affinity history Wealth & demographic screening Who is most likely to act ENGAGEMENT FUNDRAISING
  41. 41. Scoring360º donor profile Engagement & survey data Past giving and affinity history Wealth & demographic screening Who is most likely to act now ENGAGEMENT FUNDRAISING WHO WHY
  42. 42. ENGAGEMENT FUNDRAISING
  43. 43. “Actionable intelligence” “Digital body language” Tracked online & email engagement “Verbatims” Self-reported donor data ……………........………………………… BETTER ENGAGEMENTS ENGAGEMENT FUNDRAISING
  44. 44. LIST / CASELOAD SELECTION Actionable intelligence Capture verbatims and monitor digital body language Recency, frequency & depth of engagement Involvement Volunteering? On the board or in a committee? Life story & relationship with mission Clinical connection? Family story? Personal history? ENGAGEMENT FUNDRAISING
  45. 45. PROVIDE AN OFFER ENGAGEMENT FUNDRAISING LIST OFFER TIMING CREATIVE
  46. 46. Offer value to get and keep prospects engaged ENGAGEMENT FUNDRAISING
  47. 47. CONVENIENT ENGAGEMENT FUNDRAISING Offer value to get and keep prospects engaged
  48. 48. info@imarketsmart.com
  49. 49. ENGAGEMENT FUNDRAISING
  50. 50. WEAK OFFERS VS. STRONG OFFERS WEAK OFFERS Update you Buy you a cup of coffee Download this helpful widget, calculator or tool Take a donor survey to share your opinion See the video about Jeff and why he made a gift STRONG OFFERS Tell your story ENGAGEMENT FUNDRAISING ENGAGEMENT FUNDRAISING Honor, pay tribute to, commemorate someone you love dearly Return address labels Recipe
  51. 51. TIMING ENGAGEMENT FUNDRAISING LIST OFFER TIMING CREATIVE
  52. 52. GOOD OFFER + BAD TIMING = POOR RESULTS BAD OFFER + GOOD TIMING = POOR RESULTS GOOD OFFER + GOOD TIMING = BEST RESULTS Timing ENGAGEMENT FUNDRAISING
  53. 53. Timing OFFER A OFFER B OFFER C Match the right offers with each stage of the consideration process ENGAGEMENT FUNDRAISING DONOR SURVEY VOLUNTEERING OPPORTUNITY MEETING OR AGREEMENT
  54. 54. Valuable offers –> Build awareness and generate interest for more engagement More engagement –> Builds desire Timing Intense desire –> Leads to action ENGAGEMENT FUNDRAISING
  55. 55. 2017 201920182016 2020 Timing When should you reach out to a prospect? ENGAGEMENT FUNDRAISING CONSIDERATION CONTINUUM Engaged and considering?
  56. 56. ENGAGEMENT FUNDRAISING
  57. 57. CREATIVE ENGAGEMENT FUNDRAISING LIST OFFER TIMING CREATIVE
  58. 58. Get them into the giving state of mind ENGAGEMENT FUNDRAISING HELP THEM FEEL GOOD! 9 Similarities “Marketing” Relationships & “Real” Relationships 1. Build trust 2. Be relevant 3. Be conversational 4. Enable two-way communication/feedback 5. Be Respectful 6. Provide valuable/meaningful offers 7. Make it easy and comfortable 8. Use multiple channels 9. Think strategically – Be smart!
  59. 59. Get them into the giving state of mind Symbolic immortality Desire to continue to live on after death Autobiographical heroism Desire to be perceived favorably after death Visualized autobiography Seeing one’s life from a third person perspective Commemorative immortality Honoring, recognizing or paying tribute to others ENGAGEMENT FUNDRAISING HELP THEM FEEL GOOD!
  60. 60. FOR LEGACY GIVING Help them get past their avoidance of the subject Give them the “medicine” with good offers (like a spoonful of sugar) ENGAGEMENT FUNDRAISING
  61. 61. Examples of creative that works! ENGAGEMENT FUNDRAISING
  62. 62. 1 Examples of creative that works! ENGAGEMENT FUNDRAISING
  63. 63. 21 Examples of creative that works! ENGAGEMENT FUNDRAISING
  64. 64. 321 Examples of creative that works! ENGAGEMENT FUNDRAISING
  65. 65. ENGAGEMENT FUNDRAISING LOW-COST IDEAS
  66. 66. NEW CONCEPTS Employ “3-to-1 fundraising” Report Offer Ask Supporter name Thank ‘em results engagement again Michelle Brown www.imarketsmart.com/321
  67. 67. LOW-COST IDEAS PIZZA PARTY MAJOR GIVING STEWARDSHIP, CULTIVATION & LEAD GENERATION ENGAGEMENT FUNDRAISING
  68. 68. LOW-COST IDEAS INSERTS IN DONATION RECEIPT LETTERS BUILDING AWARENESS & GENERATING LEADS ENGAGEMENT FUNDRAISING
  69. 69. LOW-COST IDEAS SOCIAL MEDIA ANNOUNCEMENT BUILDING AWARENESS ENGAGEMENT FUNDRAISING
  70. 70. LOW-COST IDEAS PLANNED GIFT MARKETING LARGE VISUAL DISPLAYS BUILDING AWARENESS ENGAGEMENT FUNDRAISING
  71. 71. LOW-COST IDEAS PLANNED GIFT MARKETING UBIQUITOUS MESSAGES • on emails; • business cards; • letterhead; • mailers; • reply forms; • booklets; • magazines; • articles; • photos; • banners; • invitations; • research reports; • website pages, etc. Many of our supporters have made a gift to [organization name] in their will or estate plan. Would you consider such a gift? If so, it is important that you please be sure to use the following legal language: [Place language here] [Tax ID # here] BUILDING AWARENESS ENGAGEMENT FUNDRAISING
  72. 72. LOW-COST IDEAS ASK YOUR BOARD AND VOLUNTEERS BUILDING AWARENESS & GENERATING LEADS ENGAGEMENT FUNDRAISING
  73. 73. LOW-COST IDEAS ADS IN PERIODICALS WITH A REPLY DEVICE BUILDING AWARENESS & GENERATING LEADS ENGAGEMENT FUNDRAISING
  74. 74. LOW-COST IDEAS BANNER ADS BUILDING AWARENESS ENGAGEMENT FUNDRAISING
  75. 75. Leverage technology • Be more efficient • Engage more people at lower cost • Deliver relevant, personalized messages • Automate the cultivation process • Zero-in on the right people at the right time • Do more with less time & reduced resources NEW CONCEPTS
  76. 76. ENGAGEMENT FUNDRAISING SUMMARY ✓ Build awareness > Generate interest > Develop desire > Motivate action ✓ Use “unconventional wisdom” for list selection ✓ Construct an offer that delivers value ✓ Try to send the right offer to the right person at the right time ✓ Develop creative that entices engagement ✓ Leverage technology to track and score engagement ✓ Start with low-cost ideas and stewardship
  77. 77. greg warner CEO & FOUNDER THANK YOUFREE RESOURCES AVAILABLE AT: imarketsmart.com www.fundraisingreportcard.com

×