Real Strategies to Effectively Grow Your Individual Donor Program

Transcription

1 Real Strategies to Effectively Grow Your Individual Donor Program Dr. Sarah Mackey, CFRE, CCP, CVA

2 $ billion Giving USA, 2016

3 Agenda 1. Understand public perceptions 2. Identify great prospects 3. Tell great stories

4 Public Perception When we first got involved, we thought it was all a hands-on organization. We didn t even consider giving money. Dallas Worldly Idealist It s news to me that they need money and not just volunteers. When they ask for money, that tells me I can help even though I m not a carpenter. Minneapolis Successful Doer

5 Yes: We Need Donations! Volunteer Orientation Newsletter Project Celebrations ReStore Mission Walls s Brochures Construction Site Huddle Website Signature Line Signage on Build Site

6 Public Perception Bite-sized currencies can help motivate people to give because they help them realize that everyone can make a difference. Like $20 a month: It suddenly becomes, Wow, that s really not a lot. It s doable. And it s a call to action. It s specific. Seattle Worldly Idealist I might not be able to afford to build the whole house, but I can help with a roof. Minneapolis Successful Doer I like that a little can go a long way. A can of paint can make a difference. Dallas Worldly Idealist

7 Giving is Easy Monthly giving Fund a need Crowdsourced fundraising campaigns Share the impact of small gifts

8 Monthly Giving Regular scheduled giving Credit card Check Electronic Fund Transfer (EFT)

9 Monthly Giving When to ask? NOW The most productive time to ask someone to join your monthly giving program is right after they respond to a prospect mailing

10 Monthly Giving: Ideal Prospect 2 gifts in 6 months $15-$ % of donors at $25-and-over category agree to become sustainers Waasdorp, E. (2012). Monthly Giving. The Sleeping Giant How Small Gifts Can Become Powerful Tools to Support any Organization. Cork: BookBaby.

11 Questions?

12 Amazing Prospects Where to find them Ideal prospects

13 Prospects #1 Your own database

14 Large & Loyal List 1: Largest individual donors List 2: Individual donors who have been giving to you the longest Merge Lists 1 & 2

15 Title and Content Color bar is added and repositionable. Color bar is extendable in height or length. Sample and load primary brand colors into More Colors to quickly select colors for boxes or type. Keep shapes built in PowerPoint simple (no shadows or outlines).

16 Constituency Model

17 Referrals Can you introduce me to two or three of your colleagues who might also be interested in learning more about our work?

18 The Magic of Habitat House dedications Special events Faith partners ReStore Volunteers

19 Questions?

20 Tell Great Stories

21 Why? With better stories, You can raise more money.

22 If I look at the masses, I will never act. If I look at one, I will. - Mother Theresa

23 Primary focus for stories Homeowners help build their homes and pay an affordable mortgage Through shelter, we empower Habitat needs your financial support, your voice and your time

24 Getting an amazing story Start with the end in mind Never use the word interview Talk less, listen more Veer from the script Get approvals Be prepared for anything

25 What is our story? A CRITICAL NEED Tell a moving story. Make it specific to an individual person or family, and bring it to life in a way that makes it easy to relate to. Make it solvable.

26 What is our story? A DEFINITIVE, SPECIFIC ROLE Showcase the people who partner with Habitat to build or improve a place they can call home. Highlight how Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage.

27 What is our story? A LASTING, MEANINGFUL OUTCOME Show how a decent home gives families the strength, stability and independence they need to create a better life for themselves and their families. Include expressions of gratitude from families who partner with Habitat.

28 What is our story? A DIRECT REQUEST FOR SUPPORT Never end a story without a call to action to help more families build strength, stability and independence.

29 Story Elements A critical need A definitive, specific role A lasting, meaningful outcome A direct request for support

30 Questions?

31 Agenda 1. Understand public perceptions 2. Identify great prospects 3. Tell great stories

32 Real Strategies to Effectively Grow Your Individual Donor Program Dr. Sarah Mackey, CFRE, CCP, CVA