The slides from a keynote I gave for the Puget Sound chapter of the American Marketing Association meeting at the REI Flagship store.
Includes new ideas.
8. No news is stil news, aer we out, are we not
Pundits have lots of fodder to sell issues of magazines.
9. After a free fall, stocks feel like they are on a roller
coaster
Huge DNA picture strandLots of things are connected, in tandem
10. Odd characteristics of this recession
CaMore people across, degrees
Men and women
Even fundraisers are getting fired!mpfire picture with people talking
11. Media has LOTS of space to fill
24 hours a day, 7 days a week. Print, radio, tv, online
100’s of channels
1000’s of magazines and radio stations
Millions of blogs, and tweets, and podcasts
12. This situation is really tough
For businesses and small businesses:
1.Employment IS helping our community. Ask anyone that’s lost
employers.
2.Assets aren’t equal to cash flow
3.NO ROOM FOR ENTITLEMENT! It’s ugly
13. A trip to the grocery store
but smaller ones – people really do
help others in need
Solicitations are taking longer – 30-
40% more activities to yield same
results
Major gifts & sponsorships less “sure”
– wait and see approach (retirements
have shrunk)
Lead gifts still coming in
This stuff is catchy.
14. Because you had a bad day, I should suffer?Remember Fiddler on the Roog?
16. More and more people are hungry—not
not just here, but around the GLOBE.
Our mission is as needed as ever!
WE MUST BE OUT THERE RAISING FUNDS FOR
OUR CAUSES!
21. Organizational Google Profile
Google allows you free
advertising:
Edit your profile
Upload photos, logos,
times, tons of
information
Tricking out your orgs
Google profile helps
your donors find you
(even if YOU don’t
Google things, you
23. ENGAGE
ENGAGE
Now’s the time!
Have you noticed: 30-60 minute appointments now
taking 90-120! People seem to have lots more
time.
Show donors that you really do value the relationship
– Engaging is 2-way, it’s dating
32. LOVE
The final step in REAL: Love
How many times are you supposed to say “thank you” between asks?
SEVEN
Flexible with pledge payments: be proactive- even if donors don’t take
you up on this, they’ll be grateful.
All the things
FP “Dust Picture” – to all last year’s sponsors, advertisers, & ticket
purchasers AND
– to all in any previous year
Message: We’re investing your gift right now
33. Communicate with your top 100
Top 100 gives 84% of money
One page
Anecdotes
Monthly
From CEO
This situation is really tough
For businesses and small businesses:
Employment IS helping our community. Ask anyone that’s lost employers.
Assets aren’t equal to cash flow
NO ROOM FOR ENTITLEMENT! It’s ugly
Homelessness is on the rise
NBA team: Not practicing Michael Jordan gravity-defying tricks. Still practicing simple lay ups.
Not silver bullets. But the basics.
THE BASICS ARE EXTREME!
So let’s get to the sanitizing!
In my book, I simplify fundraising to four steps: research, engage, ask, and love
You all know these already. Today, let’s examine each in light of a recession
Saying you’re an authority is one thing.Having a major news publication say it is MUCH more convincing. And being cited in a NYT’s article makes your board and donors proud too!HARO is free and gives you the opportunity to help reporters with their stories.
Watch your phraseology: (wordle.net)
This is the Inland Foundation website. Check out the language we FR’s use.
This is the hospital website. THESE are the words our donors are interested in.
They expect us, as professionals, to know the other slide. But we need to engage them in this conversation.
Go where the conversations are! Check out social media.
-Create videos with a Flip
-upload photos with Flickr (Or Microsoft Photosynth)
**Not a fundraising substitute.** Fans, donor evangelists, will use it to fundraise. So orgs should be familiar these tools.Start a blog.
Play with Twitter. Seek out colleagues. Seek out people interested in your cause.Most importantly: LISTEN. Use these tools to LISTEN.
Board member got excited about me raising $30K in sponsorships and said we should be raising $50k.
So I asked him for $10,000.
He said no to $10,000. So I asked for $1000. “Inland is lucky to have you!” trying to stay in the black and keep people employed.
But staying in black is the goal.
Your missions matters! People need you to fundraise!
Don’t make up the mind for your donor. Give them the dignity by respecting them enough to make up their own mind!
SYBUNTS: be sure to ask them, direct mail, phone calls
Donor Profile: Do you really know who’s giving to you?
I thought it was elderly Eleanor (80 y.o. widower) but found out is was Baby Boomer Bill & Betty!
LOVE
The final step in REAL: Love
How many times are you supposed to say “thank you” between asks? SEVEN
Flexible with pledge payments: be proactive- even if donors don’t take you up on this, they’ll be grateful.
All the things
FP “Dust Picture” – to all last year’s sponsors, advertisers, & ticket purchasers AND
– to all in any previous year
Message: We’re investing your gift right now
Jerry Panas last week:
100 people are going to give 84% of your money. (Really now that 4-5% give 97% of money)
So identify those 100. And do a monthly anecdotal letter from the president. Hand signed. Hand addressed. Just to those 100.