Targeting Donors for Year-End Success Nate Nasralla, Network for Good October 6, 2016 Welcome everyone to: Title Thanks so much for joining us today.

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Webinar Program Manager Director, Fundraising Solutions Presenters Becky Wiegand Webinar Program Manager TechSoup Nate Nasralla Director, Fundraising Solutions Network for Good Assisting with chat: Kevin Lo, TechSoup

11/22/2017 Assess who to target in your year-end communications Objectives Assess who to target in your year-end communications Learn what constitutes good fundraising communications Consider the appropriate channels and segmentation Gain templates to get started on your own campaign calendar Answer questions!

About TechSoup

The Need Is Global – And So Are We 11/22/2017 The Need Is Global – And So Are We TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social change agents around the world to gain effective access to the resources they need to design and implement solutions for a more equitable planet. TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers. We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions. Countries Served TechSoup Partner Location NetSquared Local Group Where are you on the map?

11/22/2017 www.TechSoup.Global TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers. We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions.

11/22/2017 Our Impact Together, we build a stronger, more resilient civil society. 79% of NGOs have improved organizational efficiency with TechSoup Global's resource offering* $5.2B in technology products and grants employed by NGOs for the greater good 35 languages used to provide education and support 100+ corporate and foundation partners connected with the causes and communities they care about 6.2M annual visits to our websites 600,000 newsletter subscribers empowered with actionable knowledge Our work and our impact are worldwide. Additional statistics showcasing TechSoup Global’s impact (data as of September 30, 2014): 14.1 million software and hardware donations to date 2,250 social innovation technologists and civil society activists convened monthly in 41 cities (22 countries) through TechSoup Global’s NetSquared Local groups 66,000 social media followers 79%of NGOs have improved organizational efficiency with TechSoup Global's resource offering* 57% of constituents have gained new skills using technology acquired from TechSoup* * Source = survey conducted among TechSoup members in 2013 *Source: survey conducted among TechSoup members in 2013

Participant Poll Do you know today what you need to do before December 31 to raise 50% more than last year? Yes No Sorta?

Participant Poll How many hours per week do you spend on direct fundraising? Less than 2 A few 20 hours/half-time 40 hours/full time Other (comment in chat)

Creating a Year-end Campaign to Raise Money, Not Expenses SPECIAL PRESENTATION Creating a Year-end Campaign to Raise Money, Not Expenses Thursday, October 6, 2016 Nate Nasralla, Director of Fundraising Solutions

What are the elements of a year-end campaign? TOOLS INSIGHTS TEAM PLAN TIME BOARD COMMUNITY DONORS BUSINESSES FUNDERS

BRIAN LAUTERBACH: FUNDRAISING GENIUS; 26 YEARS OLD

HIRED BY AN ORCHESTRA TO RAISE $4 MILLION FOR ANNUAL FUND

FIRST UP: RENEW 5,300 DONORS THAT GAVE $370,000 BY MAIL

MAIL DATE: SEPTEMBER 12, 2001

RED CROSS: NEW FUNDRAISING RECORDS SET ONLINE

“YOU WANT $55,000 TO BUILD ONLINE GIVING FOR THE ARTS?”

ELEVEN WEEKS OF PLANNING & DESIGNING AN APPEAL

$1,700

AWKWARD, ENSUING PERIOD OF REFLECTION

Today we’ll discuss what drives the campaign: Channel. What you need to know about your donors’ communication preferences. Plan. How to create a fundraising plan, right- sized and best-suited for budget, staff. Message. How to create a true donor- centric message to compel renewal. NEXT >

Why and how people give and what motivates them to do so. PART Why and how people give and what motivates them to do so. NEXT >

What do you need to know? You have to do a little bit of everything to reach everyone, but start with channels that can reach the most for the lowest cost. MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love)

How to create a fundraising plan, right- PART How to create a fundraising plan, right- sized for your nonprofit to drive year-end. NEXT >

Aligns resources around what works and is possible Requires you to think beyond and before transactions Focuses and motivates a board of directors Helps you more easily allocate resources, including time Provides rigor and framework to ongoing ideation NEXT >

NEXT > ANNUAL APPEAL MAJOR GIFTS BOARD SUPPORT FOUNDATIONS DONOR RETENTION SPECIAL EVENTS CORPORATE GIVING INFRASTRUCTURE GIVING DAY CULTIVATION IN-KIND GIVING PLANNED GIVING NEXT >

Top Line Fundraising Questions Answer How many contactable households do you have? 200 How many gifts did you receive last fiscal year from: Board members 10 Individuals 45 Sponsors 4 Small business 6 Private foundations 2 Government 1 Special events 80 Total amount of dollars you raised last fiscal year? $65,000 How much was spent on fundraising last fiscal year, including both production and retention? $20,000

Your plan is more than strategies and goals, it also is a calendar, sequencing all of the interdependent steps. Create timeline Secure board commitment Create content & channels Secure create challenge grant Create segments Ready website Move to production Configure automated acknowledgment Deploy campaign Send formal acknowledgment letter Initiate monthly Gifts At Work Series MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love)

What do you need to know? You won’t keep what you don’t manage. The fundraising plan is the single tool you use to align time, resources, and people to reach goals. It’s function and purpose to essential for success – and your sanity. MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love)

TEMPLATE MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love)

How to create effective fundraising message & case for support. PART How to create effective fundraising message & case for support. NEXT >

Focus work, creative time to avoid procrastination Create message that targets donors, not staff Leverage content for email, mail & social media Think in terms of characters, not pages Draw attention to your mission and outcomes

Donors all make gift decisions differently and you must creatively integrate all of them Rational Reasons (Head): “What I am being asked to do makes sense and I understand why it’s important.” Emotional Reasons (Heart): “I identify with this mission and programs because I know someone who...and I want to help.” MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Transformational Reasons (Halo): “This is a big problem and I want to leverage my resources to fulfill the vision and change the world.” TEMPLATE

Your message needs to embrace the notion that donors give through your organization, not to it. Donors are hiring you to do the good in the community they want to happen but don’t have time to do, directly. Always answer the question and when you do, become relevant, “Why is your mission important to me?” MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) The founder or the facility doesn’t drive giving or retention, the mission and impact you make does. TEMPLATE

Don’t project your own metrics, needs or milestones into your message – they don’t drive giving or retention. “Our fiscal year ends...” and “Close budget shortfall of...” uninspire, unless your mission is to balance a budget. “If everyone participates with a gift of...” only demonstrates you can do math, not fulfill the promise of your mission and program. MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Opportunity for to create and sustain immediate program impact creates urgency, not months calendar. TEMPLATE

Tell the story you want donors and prospects tell their friends – that’s what matters. Quantify impact and opportunity, create your Needs Target with three, concentric circles. Tell a story about someone who benefits from your mission instead or just articulating what you need. MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Tell donors and prospects what they become after they support your mission and programs TEMPLATE

Tax deductibility is already a known fact and it doesn’t drive most giving Only .008% of donors who give gifts under $1,000 report doing so in order to get a tax deduction Reminding donors and prospects of deductibility wastes precious communication real estate to communicate impact MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Talking about it implies you believe it’s important and what motivates people to support your mission. TEMPLATE

You need to cause an interruption, not What do you need to know? You need to cause an interruption, not just deliver a message. A donor should not only know why they are hearing from you, but anticipate the value of the information you are sharing with them. MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love)

TEMPLATE MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love)

Bonus ideas.

Send an update letter Tell donors and prospects what you achieved this summer and what’s ahead this Fall Use the opportunity to thank them for their past support and give an example of how you put the dollars to work MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Keep it under one page, personalize it using at least a first name, give it a live “wet” signature.

Follow donors, prospects on social media Allows you to comment on news and stories for which you have subject matter expertise Builds your network for #GivingTuesday and easy outreach thereafter (for future efforts) MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) The simple act of following suggests you’re thinking about the donor or prospect and you value what they say to their networks

Conduct a virtual briefing or town hall Respond to a emerging need or news story that relates to your mission, invite donors and prospects to call- or dial-in Have a person who benefits from your mission and programs speak about their experience MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Outline your plan to address the opportunity or need – how you’re going to take action

Create a simple, clickable newsletter Find a story or online content that addresses between 2-4 programs in your mission Embed links in an email with an appealing image that drives a click or shows the program in action MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Review which donor, prospect clicked on which link/story to make a first-pass assessment of what’s most important to them

Ask donors to be GivingTuesday/Day Ambassadors Gauge their commitment to your mission by asking them to report and share your content on your big day Shows donors, prospects you regard them as part of the family and their network has value to your mission MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Exponentially expands the network that will have exposure to your #GivingTuesday message/ask

Invite them to see or tour a program in action The simple act of inviting is a powerful gesture, even if they do not attend Those that attend are truly interested in your programs, services – and not wine and passed hors d'oeuvres MODULES How to engage your board with our presentation How to conduct a thankathon How to create simple segmentation for the renewal campaign Checklist for sending email/letter LABS Teaching Your Board the Importance of Fundraising (TBD) Thanking & Updating Donors: Priming them for CYE (Jay Love) Demonstrates to invitees that their dollars support programs and impact, not entertainment.

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