ONLINE FUNDRAISING LONG BEACH GIVES , September 24, 2020
Raising $ and Donors
What’s Your Fundraising Goal? • Consider your resources • Your donor database • Social Media strength • Who is raising funds for you • Matching Gift(s) • Pre-campaign gifts • Leadership Gifts Above all, your goal must be realistic
Your donors • How many active (have given the past 3 years) donors do you have? • Assume that 3% will respond to the various appeals you make on giving day • Multiply that number by your average annual gift That is the BASELINE for your goals
To that baseline ADD: • The amount of your matching gift or gifts • How much you have already raised (pre-giving day gifts) • Any leadership/board commitments • The number of P2P fundraisers and, critically, their realistic goals
Setting Peer-to- • Organizations that use peer-to-peer Peer fundraisers raised 3.43 times more than those who didn’t Fundraising • $512: average amount raised by volunteer fundraisers. Goals • $96: average peer-to-peer donation Increasing Donors amount and Dollars • 5.3: average number of donations to each fundraiser • 4.9: average number of donors to each fundraiser (Many donors will make more than one gift in a peer- to-peer fundraising campaign)
NOT EVERY P2P FUNDRAISER WILL HAVE THE SAME GOAL Consider: • How many friends and followers? • Who are they? • What are their ages? • Where do they work? What is their job title? • How active will your fundraiser be? • What is their gift? • How engaged is your organization? As P2P Fundraisers set their goal, make sure they “own” their goal
Matching or Challenge Gifts Matching g gifts increas ase o overal all giving b by more t than 8 time mes 1 in in 3 d donors will g ill giv ive m more
• Corporations • Those who are already supporting you • Those where a number of your supporters' work Get one— • Larger individual donors • BUT…individual giving declined from where? 6% in the first quarter of 2020 • Who loves you and is still employed? • Your Board (Individually or as a whole)
As with any large gift…. Relationships matter Personal letter, email, phone calls, or a video meetings will work better than a form letter
• Board members Leadership gifts • Loyal donors • Those who have made large gifts in the past Ask them to help you get in front of the pack and head into September 24 th with a solid fundraising foundation
• This is not about asking them to help you reach your financial goal. REMEMBER…. • It is about showing how your financial goal can help your clients or your cause truly accomplish something special.
Once you have your matching and leadership gifts Your focus is on pushing people to your donate page And getting them to complete the transaction
Social Media helps to expand your reach • 55% of people who engage with nonprofits on social media end up taking some sort of action. • Best of all, 59% of those people donate money. • Advertising on social media will increase the number of donors Make sure you chose the platform(s) where your donors live
Have a strategy for each platform Tell a story and update your donors on what you are doing because of their support. #Choose a hashtag • Embed pictures • Videos (people love short videos) • Use other social media platforms likeL • blogging, • vlogging, • your website
Expand your reach even more • Board members • Volunteers • Staff Ask them to ask their friends and followers to “JOIN ME” in supporting your organization on September 24th
• Individually chosen • Simple ask campaign • Sponsor an activity • Video challenge Individual • Birthday/anniversary fundraising Driven--DIY Tell your fundraisers: PEER-TO-PEER • Be creative FUNDRAISING • Have fun • Be persistent but not pushy • Remind your friends and followers to ”pass it on!”
Email campaigns COVID has brought a lot of new things to us, including zoom and email fatigue Still, electronic ways of reaching out to your potential donors are critical to success for Long Beach Gives
Openable subject lines • Don’t make it sound like a sales pitch • Keep it short • Ask a question • Make it emotional • Make it urgent • And—because I truly believe that fundraising starts with gratitude-- say thank you
Making the ask—in email, snail mail, on the phone…wherever! HELP US TO REACH OUR $10,000 GOAL Not a compelling ask!
In addition to a great subject line Grab my interest • Show me what my gift helps to accomplish (NOT what it buys) • Use compelling words: • YOU/YOUR (Your generosity makes a world of difference) • Because (Because a full belly means more attention in class) • Because of you (Because of you, kids like Ben won’t go hungry) • Tell me what I need to do
Your Call to Action • Short, to the point, and specific. • A great ask makes it clear that the donor is giving through you to accomplish their goals.
September 25, 2020. You have met— exceeded—your goal Time to take a vacation!
NOT! It is time to start stewarding your donors!
• Thank them • Tell them how successful you were • Several months later, thank them again • Tell them how what you raised during Long Beach Gives has impacted your clients and your cause. • Don’t reach out to your donors asking for another gift too soon. • Do stay in touch with your donors by sharing stories of impact and how their donations are being put to use. • Thank your team—especially your Peer-to-Peer fundraisers
And over the next 12 months, show them lots of love…. then next year they will again be a part of LONG BEACH GIVES
http://janetlevineconsulting.com Janet_levine@mac.com 310-990-9151
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