turn 'em on -- build your mid-level giving program
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Turn 'Em On -‐-‐ Build Your Mid-‐Level
Giving Program
5/19/16 1pm Eastern
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Before we get started »
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Our guest presenter »Maeve Strathy @fundraisermaeve
Fundraising Strategist with Blakely
Mid-‐level giving at Wilfrid Laurier University
Young alumni giving program at Trinity College School
TURN ‘EM ON: BUILD YOUR MID-LEVEL GIVING PROGRAM
@FUNDRAISERMAEVE#DONORLOVE
PART 1: YESTERDAY & TODAY
• Where were we 10 years ago?
• Where are we today?
• What is the potential?
• What are we doing wrong?
PART 2: TOMORROW
• Who are mid-level donors?
• #DonorLove
• The Ask Triangle
• Personal solicitation
• Direct response marketing
• Case studies
• What can we do tomorrow?
CONTENTS
PART 1:YESTERDAY & TODAY
WE SOUND LIKE A BROKEN RECORD…WE’RE STILL HAVING THE SAME CONVERSATIONS THAT WE WERE HAVING 10 YEARS AGO
THE MOMENT YOU
REALIZE YOU’RE THE
MIDDLE CHILD…
It’s 10 years later… and our files still
haven’t grown.
WHAT IS THE PROBLEM?MID-LEVEL DONORS HAVE
LIVED OFF THE SIDE OF OUR DESKS FOR YEARS…
YOU ARE LOSING MONEY!
0
20000
40000
60000
80000
100000
120000
Normal USPACE
INCOME UP
SPRING APPEAL
YEAR 1
FEEDBACK APPEAL
YEAR 2
VALUE OF DONATIONS CLAIMED BY TAX FILERS
Trends in Individual Donations: 1984-2010. Imagine Canada
WHAT ARE WE DOING WRONG?WE ARE NOT ASKING ENOUGH OF OUR
MID-LEVEL DONORS
WE ARE NOT ASKING OFTEN ENOUGH
WE ARE NOT ASKING FOR ENOUGH MONEY
WE ARE NOT GIVING THEM A BIG ENOUGH
OPPORTUNITY TO ENGAGE WITH US
IN PRACTICE
• A drop in attrition of 37%
• A renewal rate of 95% each year.
• Over 75% of those who pledged more than £500 gave more than their pledge.
• Over 25% of these people increased their gift by at least 20%.
A PLEDGE PROGRAMME TO
MID-LEVEL DONORS OF A MAJOR
UK CHARITY RESULTED IN…
PART 2:TOMORROW
WHO ARE MID-LEVEL DONORS?
Wealth Indicators• Responses to prompts • Multi-channel giving
Level of Engagement • Attending events• Volunteering• RSVP’ing for an event • Multiple pieces of contact info • Updating mailing address• Complaining
MID-LEVEL DONOR BEHAVIOURWHAT DO WE KNOW ABOUT THEM?
THE FIELD OF DREAMS MYTH…
“You can call me he.You can call me she.You can call me Regis and Kathie Lee; I don’t care!Just as long as you call me.”
- RuPaul Charles
#DONORLOVE
WHAT ARE WE MISSING?
A hybrid approach between direct mail and personal solicitation!
WHAT DO OUR CURRENT PROGRAMS NEED
TO MAKE THEM MORE SUCCESSFUL ?
WHAT TO ASK FOR
WHO IS ASKED?
WHO ASKS?
THE ASK TRIANGLE
Feature work that people want to fund
Interested, connectedand able to fund at a high value
People are more likely to give to someone they know or respect
PERSONAL SOLICITATION
DISCOVERY CALL
BOOKING THE MEETING
PREPARATION THE MEETING THE OFFER THE ASK STEWARDSHIP
SHAMELESS PLUG…
DIRECT RESPONSE MARKETING
Mark Phillips
INFORMATION LEADS TO ENGAGEMENTRAISED OVER $1,700,000 IN THE FIRST TWO MONTHS
CONTENT
THE 5 KEY ELEMENTSTHE NECESSITIES TO A SUCCESSFUL MID-LEVEL GIVING PROGRAM
PROBLEM & SOLUTION MAKE THEM FEEL SPECIAL IMPACTPERSONALIZATION
CASE STUDIESBC Children’s Hospital Foundation
Toronto General & Western Hospital Foundation
Ontario SPCA
• Meeting donor needs
• No assumptions
• Reduced solicitation schedule
• Increased stewardship touch points
• Listen to your donors
• Meet donors where they are
BC CHILDREN’S
HOSPITAL FOUNDATION
TORONTO GENERAL
& WESTERN HOSPITAL FOUNDATION
• Organizational awareness
• Sustainability
• Huge revenue potential
• Disengaged mid-level donors
• Low renewal rates
• No growth in the file
• Dedicated staff person
• New opportunities for engagement
• Special touch
• Flipping the Giving Pyramid on its head
• Response rate: 25%
• Creativity and a personal touch
ONTARIO SPCA
TURN ‘EM ON: BUILD YOUR MID-LEVEL GIVING PROGRAM
WHAT CAN YOU DO TOMORROW?IF YOU ARE WANTING TO MAKE STRIDES WITH A MID-LEVEL PROGRAM, CONSIDER THESE 7 KEY POINTS:
1. Look at your donors and revenue by gift level
2. Call 15 donors and find out their wants and needs
3. Think about a dedicated staff member for mid-level
4. Look at you next appeal and consider The Ask Triangle
5. Meet with colleagues and unearth mid-level giving opportunities
6. Look at your next appeal – how can you enhance the content?
7. Have fun!
Questions?
https://bloomerang.co/resources
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Our next free webinar »
Nonprofit Turn-Arounds: The Road to Recovery When Your Organization Is in the Red
Thursday, May 26th – 1:00pm Eastern
Rebecca Davis, PhD, CFRE
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