Online Fundraising Bootcamp Board Fundraising (It’s really just fundraising) Slides – Will be emailed @RichDietz Linkedin.com/in/richdietz Rich Dietz rich@nonprofitrd.com www.NonprofitRD.com

Rich Dietz Founder of Nonprofit R+D Director of Fundraising Strategy at Abila Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

Your turn… OR What are you feelings about fundraising? 2. Tell me one thing you know, or believe, about fundraising that’s probably wrong?

Agenda Introduction Fundraising Best Practices Fundraising Campaigns Storytelling Donor Loyalty Board Fundraising Strategies Activities Q & A

Our Goals Today Get you thinking about “fundraising” in a new way Feel that fundraising IS everyone’s job Get you to take action and test out some new ideas ASAP Only way to improve is to go out there and test Pick one or two ideas and add them to your strategies today. Small actions can have big results

Before we get going…

This is not easy “There’s no doubt that you’ll need to work harder than ever to cultivate strong relationships with your constituents if you’re going to compete effectively for donor dollars.”

But you MUST start now “The best time to plant a tree was 20 years ago. The second best time is now.” -Chinese Proverb

Online Fundraising Bootcamp Sells for $97 – “Free” for You Link to survey will be emailed

Text Heavy Slides… oh no! Online Fundraising Bootcamp Text Heavy Slides… oh no! I promise I do not just read the slides Boring! Why text heavy slides You don’t have to take notes – the info is there for you later You can focus on the “ah-ha” moments They will still make sense 6 months from now Slides – Emailed next week www.NonprofitRD.com

Best Practices = what works for your org. It’s like a buffet Focus on high ROI activities

Introduction

Not really “Board Fundraising” It’s more about fundraising best practices It’s really the same principles no matter who you are Board, staff, volunteer, etc. The focus is on the donor “Donor Centered Fundraising” – Penelope Burke

Individual Giving is Still the Top Giving by Individuals - 72% Giving by Foundations – 15% Giving by Bequests – 7% Giving by Corporations – 6% http://givingusareports.org/

Most Effective Fundraising Greatest Success Rate Individual Contributions Bequests Grants Corporate donations Special Events Amount of Time/Effort Special Events Corporate donations Grants Bequests Individual Contributions (Mary Beth Harrington - mbharrington501c3.com) 1.16.15

Importance of Board Donating You NEED to show 100% of Board donating It will be a question asked by many… Grantors, funders, donors, volunteers And those you will be asking for money Hard to ask for money if you are not doing it yourself The Amount is not as important as 100% doing it At minimum the amount should be “Meaningful” Can also do “Give or Get” Board members can “give” a set amount, or “Get” it

** Action-Based Learning ** Train Your Board http://trainyourboard.com ** Action-Based Learning **

Exercise – Money, Money, Money Things you learned about money as a child: When you were a child, how many of you knew what your parents earned? How many know how much their best friend earns? How many talk about money over a family meal? How about with your parents? Who has had a discussion with a close friend about how you make financial decisions?

Exercise – Money, Money, Money Things you learned about money as a child: Money is hard to get. (“It doesn’t grow on trees.”) Money is dirty. (“Don’t put that in your mouth.”) Money corrupts. (“Money is the root of all evil.”) Money is private. (In some cultures, discussing money is more offensive than talking about sex or death.)

3 Reasons Boards Don’t Fundraise Talking about money is uncomfortable Money can be a taboo subject Embarrassed to ask / Fear of rejection Misunderstandings about fundraising It’s not really about money, it’s about relationships Don’t know how to do it We will start learning this today However, it should be a continuous process Just like any other worthwhile skill Basically, Continuing Education

Disclaimer: This is not “easy” Most are not natural born fundraisers Personally, I don’t think anyone is It does take time and effort But it’s more natural than you probably think It also takes training and learning Part of that we will cover today But, it must be an ongoing process Recommended resources at the end

Fundraising Best Practices

Fundraising Campaigns

Definition: Fundraising Campaign Most definitions something like: “a campaign to raise money for some cause” Our definition: “A coordinated series of actions that utilize a specific goal a clear call to action a sense of urgency (Timeline), a compelling story, and part of a larger supporter cultivation system

My Definition Coordinated series of actions Specific Goal Not a donate button, single email, or one visit Multi-appeal (7 Touches) Specific Goal Focus should be on a specific program or need Monetary goal should be relevant to the need Not just a number, but what that number will mean Clear call to action What do you want them to do? Tied to the specific goal --- Remember the 7 touches Nonprofit R+D - www.NonprofitRD.com

My Definition Sense of urgency (Timeline) Don’t let them put it off until later Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this school year Compelling Story (Storytelling) Stories increase emotion and donations Tie the story into all communications Part of larger supporter cultivation system (donor loyalty) The donation is only a small part of the Fundraising Campaign Continuous follow up and engagement – Long term benefits -- Urgency – infomercials -- End date Need by…. -- System - don’t wait until next year to ask again… they may be already giving to someone else -- Remember the stats Nonprofit R+D - www.NonprofitRD.com

(Really Visual Storytelling)

My Crystal Ball http://youtu.be/mJ2LPzUx2fM

What is Visual Storytelling? a story told primarily through the use of visual media. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio. http://en.wikipedia.org/wiki/Visual_narrative Ok… but kind of boring.

What is Visual Storytelling? How about this instead: The use of highly visual material that highlights your organizations impact by emotionally engaging your audience and encouraging them to spread the word and take action. Visual material Shows impact Emotionally engaging Encourage action

Why Stories?

Why Stories? Stories are memorable Stories show your passion This is how history was handed down for generations Made to Stick - Heath brothers Stories show your passion Get a nonprofit person talking about successes – Passion Ask them to write an email – Boring Always write your own content/stories

Online Fundraising Bootcamp Why Stories? danariely.com Stories create an emotional connection Emotion >> Rationality Buy based on emotion / Rationalize it later with facts Stories about individuals are best Example: 14,000 blah, blahs 12,456 blahblah s Etc. etc. etc. -- Emotion opens the wallet http://www.austinfoodbank.org/hunger-is-unacceptable/ www.NonprofitRD.com

Start telling stories… Everywhere! Why Stories? What donors want to hear about: Organizational Impact (80%) Success Stories (74%) More details about the organization (71%) Info on financial accountability (43%) Community Philanthropy 2.0 survey Start telling stories… Everywhere! -- A donate button is not going to do the job -- *** Infomercials – sponsor a child – get picture, letter, etc. Strong connection one on one!!! Nonprofit R+D - www.NonprofitRD.com

How to Find Stories Anywhere and everywhere Ask for them Just keep your ears open Brainstorm in staff meetings Ask for them Staff, clients, donors, sponsors Ask - Why do you _______?

How to Tell Better Stories

Great Storytelling Example Online Fundraising Bootcamp Great Storytelling Example rememberme.ushmm.org/ www.NonprofitRD.com

Start with the “Why” Any reason is better than no reason Xerox study, Langer, Blank, and Chanowitz (1972) Cut in line to make copies -- 60% ---> 93% using only “because” -- Want to hear ------- Don’t load with facts… give it to them later Nonprofit R+D - www.NonprofitRD.com

Start with the “Why” Simon Sinek – Why is compelling and gets action MLK – “I have a dream” not “I have a plan” Apple – “Think Different” Simon Sinek: How great leaders inspire action (TED Talk) -- Want to hear ------- Don’t load with facts… give it to them later Nonprofit R+D - www.NonprofitRD.com

10 immutable laws of storytelling My future bestseller! Maybe not The Ten Immutable Laws of Storytelling, by Andy Goodman http://www.thegoodmancenter.com/wp- content/uploads/2013/07/free_range_2007_06.pdf

Craft better stories Highlight the visual AND emotional content Focus on images that create emotion Watch TV commercials for clues Remember, emotion first >> then rationality Individual stories are more powerful Always relate back to the individual Eg./ Malaria

Craft better stories Stories don’t tell – They Show Paint a vivid picture Share all 5 senses Use photos and video.. Of course. Stories should be fixed in time and space Gives audience their bearings so they can paint the picture Today, last week, 5 years ago -- Austin, New York, California? Allows us to engages the “emotional” brain

Craft better stories Audiences bore easily Use the Cliffhanger Keep them engaged Think James Bond Use the Cliffhanger Start stories but don’t finish them right away

Types of stories The Success Story The Why We Do What We Do #1 best way to start Best way to show what you do and WHY The Why We Do What We Do Simon Sinek video What makes you remarkable / different Staff / Board Stories Show the passion Why are they here and what do they do Testimonials from clients / success stories Nonprofit R+D - www.NonprofitRD.com

** Action-Based Learning ** Tell a Story Highlight the visual AND emotional content Individual stories are more powerful Audiences bore easily Fixed in time and place Stories don’t tell – THEY SHOW

Donor Loyalty

Donor Loyalty Definition: “the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term”. Also called – donor retention, donor engagement, donor cultivation Key is to think about the “lifetime value” of your donors And then build relationships with those donors Maximizing lifetime value is something you do FOR donors Much easier to get a donor to give again than get a new donor

“The First gift from a donor is not money: It’s attention” - Tom Ahern

Why it’s important Easy way to stand out from the crowd Vital for long-term health of your organization Much harder and more expensive to get first time donors 10% improvement in attrition can create a 200% increase in projected value (Sargeant and Shang – Growing Philanthropy in the United States – 2011) Real life example – NJ Institute of Technology Lifetime value is not always obvious

Donor Loyalty = Donor Engagement Online Fundraising Bootcamp Donor Loyalty = Donor Engagement www.NonprofitRD.com

Get the study - Link in email

What are engaged donors? Engaged Donors are those who are taking ACTIONS Donate, Attend Events, Volunteer, Recruit New Donors More cost-effective to renew a donor than find a new donor Engaged donors do more More frequent donations, larger donations Take more actions Tell more people about your organization Engage friends and family AND they become Loyal Donors

Why Donor Engagement Donor Loyalty More Donations The key to ALL fundraising Donor Engagement Donor Loyalty More Donations Every strategy or tactic should focus on one of those two things

How donors feel most engaged?

Generational Differences

Donor Engagement Strategies

Donor Welcome Series Welcome them the right way More than you “monthly” newsletter Donor welcome email series Automated emails sent to new donors Let them get to know you, the Board, the org and what you do to make a difference Excellent engagement 4x more opens, 5x more clicks – Experian Marketing

Communication Engage supporters on a regular basis Give supporters more of what they WANT to hear about Organizational impact (80%) Success stories (74%) More details about the organization (71%) Information on financial accountability (41%) (Community Philanthropy 2.0 Survey) Donors becoming more sophisticated Really want to see impact Language is moving to “Investment” to achieve good

Monthly Newsletter - #FAIL Monthly newsletters no longer work Too much content, lost in the inbox Need shorter, engaging content Tell stories over multiple emails More emails.. Shorter content Easy to digest / “Snack Size” Get the click Don’t put the whole article, click to read more Video will have the highest click-through rates (3-5x higher) Single Call to Action in every email

Event fundraising 890% more with Event Fundraising The planning, managing, and execution of an event designed to raise money for a nonprofit organization. Fundraising is the key The purpose of the event is more important than the type of event being held. Board members are vital! 890% more with Event Fundraising

Donor Loyalty Strategies Thank you, Thank you, Thank you 21% of donors say they were never thanked Thank them multiple times throughout the year Thank them with “Impact”

Donor Loyalty Strategies Thank you phone calls Simple, quick, real phone calls Thank them, show impact, listen Easy wat to increase retention Staff phone call – 10% improvement Board Member – 25% improvement (Cygnus Donor Research – Penelope Burke)

Donor Loyalty Strategies Simple “Thank You” Script “Just wanted to tell you what an impact you had this year at ____________. Because of you _________________.”

Board Member Skills and Strategies

Educate, Cultivate, Involve Cycle of Fundraising Identify Prospects Educate, Cultivate, Involve Ask Thank and Follow Up Involvement 6565

So… Now we have A Fundraising Campaign Multiple Stories Specific goal/program, sense of urgency, clear call to action Multiple Stories Showing impact, passion and creating an emotional connection A plan for donor loyalty Ways to engage your supporters over the long term Continue to show the impact, passion and stories Encouraging them to donate again and again

Makes Everything Else Easier In-person visits Emails / Phone calls Events and presentations Peer to Peer Fundraising You now have a much better idea what to say

Three Things All Board Members Can Do Give Money Discussed this already… it is very important Give Names More on the concept of “Friend”raising next 70-80% of North Americans give to charitable organizations Participate in Fundraising “Asking for money” is a small part of fundraising There are many more tasks that are needed

Give Names - “Friend”raising It’s about more than just money “Friends” are more than a wallet Friends participate, talk about you, support you, share ideas … and yeah, many will donate too “Friend”raising is much easier Don’t need to ask for money Ask for support or advice Share the vision, share the stories Attend an event, volunteer Great Article about “Friend”raising http://www.gailperry.com/2012/03/why-friendraising-works-better-than-fundraising/

Major “Friend”raising – Example Just an example Need to tailor it to your org, needs, abilities Introduce “friends” to the organization Follow up with phone call or note With permission, “Friend” is added to organization communications (stories, impact, etc.) “Friend” is invited to see programs in action Board member follows up again with phone call “Friend” is invited to Call-to-Action event or In Person Ask (Mary Beth Harrington - mbharrington501c3.com)

Give Names - “Friend”raising The “Ask” is the hardest part But, it is actually a very small part if you do everything else right Not really about money Value for Value exchange Money for good feelings Impact, helping others, etc. How did you feel the last time you gave money?

Participate in Fundraising (More than just the “Ask”)

** Action-Based Learning ** Train Your Board http://trainyourboard.com ** Action-Based Learning **

Menu of Fundraising Opportunities http://trainyourboard.com

Why Do You Care? It’s not about the Mission or an “elevator speech” Those are not memorable Answer these two questions (jot them down): Why do you care enough to serve on the Board? What moves you, really moves you, about your org and its work? Now Share these answers with others When I say “go”, find a partner 2 minute each to share the answers When the timer goes off… find a new partner

Why Do You Care? Why do you care enough to serve on the Board? What moves you, really moves you, about your org and its work?

Why Do You Care? (debrief) This is really pulling together all we talked about: Stories, impact, emotional connection, and what you can What was the experience like? Was this easy or difficult for you? Why? What did you learn from others? Did you language change with each new partner? How? Where you surprised by anything you said? Or anything you heard? This is the basis for your stories!

Online Fundraising Bootcamp Action Steps www.NonprofitRD.com

This is how you get better Need to keep practicing and learning Add this to all of your future Board meetings Highly Recommend http://trainyourboard.com/

Action Steps Commit to fundraising Keep practicing and improving Take one or two ideas and implement them now Just get out there and do it!

“If failure is not an option, then neither is success.” - Seth Godin Nonprofit R+D - www.NonprofitRD.com

Slides – Will be emailed @RichDietz Linkedin.com/in/richdietz Rich Dietz Nonprofit R+D rich@nonprofitrd.com

What would we do? What if…… …we had all the money we needed? …we could focus on the work we wanted to do without worrying about budget? What would we do?