Increasing Donations from Top Donors Columbus Gay Men’s Chorus Blended Fundraising: Increasing Donations from Top Donors Identify and engage top donors with more effective asks that include all forms of support in one meeting. Learn how to use data to target specific increased asks from top donors and how to incorporate both ticket sales and donations into one ask. Adam Burk he / him / his Executive Director Columbus Gay Men’s Chorus

“The Chorus” Columbus Gay Men’s Chorus 150 active Singers NO AUDITION!!! Everyone is welcome and encouraged to raise their voice and change lives in the Chorus!

“The Chorus” VOX Columbus Gay Men’s Chorus 150 active Singers NO AUDITION!!! Everyone is welcome and encouraged to raise their voice and change lives in the Chorus! VOX Premier ensemble of 16-20 Singers AUDITIONED Must be in greater Chorus

“The Chorus” VOX Illuminati Columbus Gay Men’s Chorus 150 active Singers NO AUDITION!!! Everyone is welcome and encouraged to raise their voice and change lives in the Chorus! VOX Illuminati Sacred ensemble of 50+ Singers NO AUDITION!!! Premier ensemble of 16-20 Singers EVERYONE has a place in God’s Kingdom ONLY LGBTQ+ sacred ensemble in the USA Monthly singing in places of worship AUDITIONED Must be in greater Chorus

Blended Fundraising: Increasing Donations from Top Donors Learning Objectives Learn how a Blended Fundraising approach can be the basis for establishing and/or growing a Major Gifts program Receive tips & tools to lead Blended Fundraising meetings Hear real-life examples of Blended Fundraising meetings and their results  Blended Fundraising: Increasing Donations from Top Donors

2) Why do Blended Fundraising meetings grow a Major Gifts program? 1) What are Major Gifts? 2) Why do Blended Fundraising meetings Or grow a Major Gifts program? Blended Fundraising: Increasing Donations from Top Donors

You already know these people! 1) What are Major Gifts, and who are our Major Donors? Top 10% of our Donors / Patrons / Season Subscribers DON’T NEED FANCY DATABASE You already know these people! Blended Fundraising: Increasing Donations from Top Donors

2) Why do Blended Fundraising meetings grow a Major Gifts program? Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Giving USA 2018 Report $410.02 Billion total charitable giving in USA in 2018 5% $20.77 B Corporate Foundations 16% $66.90 B INDIVIDUALS (including bequests) Where should we be spending our time? 79% $322.32 B © Giving USA Foundation, June 14, 2018 https://givingusa.org/see-the-numbers-giving-usa-2018-infographic/ Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors CGMC Total Revenue 2018 / 19 Season Government = $77,000 26% Earned (merchandise & paid performances) = $11,000 4% Corporate donations = $17,000 6% Foundation donations = $14,000 5% Individuals (TICKETS + DONATIONS) = $171,000 59% Total Revenue = $290,000 Where should CGMC spend the majority of it's resources generating revenue? Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Revenue from INDIVIDUALS Breakdown Season Tickets = $21,000 Individual Tickets = $33,000 = $54,000 total TICKET SALES   Silent Auction Event = $27,000 Personal Donations = $90,000 = $117,000 total DONATIONS Total Revenue from Individuals = $171,000 Where should CGMC spend the majority of it's resources generating revenue from INDIVIDUALS? Blended Fundraising: Increasing Donations from Top Donors

Increased Repeat Donors & Ticket Buyers (Season Subscribers) Blended Fundraising: Increasing Donations from Top Donors Happy Little Pine Tree of Fundraising Major Donors Increased Repeat Donors & Ticket Buyers (Season Subscribers) As you move up the “tree” there are fewer numbers of donors in each level, but each level provides a greater total amount of revenue Repeat Donors & Ticket Buyers 1st Time Donors & Ticket Buyers Prospects

Blended Fundraising: Increasing Donations from Top Donors Blended Fundraising is done Face-to-Face with our Major Donors Major Donors Increased Repeat Donors & Ticket Buyers (Season Subscribers) Direct Mail E-Mail Social Media Repeat Donors & Ticket Buyers 1st Time Donors & Ticket Buyers Special Events – Peer to Peer! and Concerts Prospects Blended Fundraising: Increasing Donations from Top Donors

Does this look familiar? Multiple, uncoordinated solicitations Month Solicitation Type Method July Buy a Season Subscription direct mail brochure August Buy a Season Subscription e-mail & social media October Buy Tickets to the Holiday Concert! direct mail & social media November Holiday / end of Year solicitation direct mail December Holiday / end of Year solicitation e-mail February Buy Tickets to the March Concert! direct mail & social media April Garden Party Invitation direct mail & e-mail May Buy Tickets to the June Concert! direct mail & e-mail June Gala Event Invitation direct mail Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Step #1 – Find your “Top 10%” and get to know them Gift Rating System Use past 3 years giving history to understand how, when, and to what donors give. Use this as basis for “rating” donors for Blended ask amounts DON’T need fancy database to do this PUT THIS INFORMATION ON PAPER! Blended Fundraising: Increasing Donations from Top Donors

Holiday Concert Tickets Holiday / End of Year Donation Date Purpose Amount 7/30/2017 Season Tickets $250 11/15/2017 Holiday Concert Tickets $100 12/18/2017 Holiday / End of Year Donation $500 4/9/2018 Garden Party Tickets $300 5/5/2018 June Concert Tickets $50 6/20/2018 Gala Event Table $1,000   2017 / 18 Season Total Contributions = $2,200 7/15/2016 11/20/2016 12/5/2016 $200 6/3/2017 2016 / 17 Season Total Contributions = $1,550 7/30/2015 11/15/2015 12/18/2015 4/9/2016 6/20/2016 Gala Event Tickets $400 2015 / 16 Season Total Contributions = $1,150 Step #1 – Find your “Top 10%” and get to know them on paper. Print our their past 3 years of giving history. Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Step #2 – MAKE THE CALL! Probably the hardest part is picking up the phone Remember: the Donor WANTS to hear from you! That’s why they give to the Chorus in the first place. The power of Starbucks! Set up a coffee meeting Drop of a coffee at the Donor’s office CGMC Example: holiday broadcast Blended Fundraising: Increasing Donations from Top Donors

Step #3 – Prepare for the meeting: Only need to bring 2 things with you: A sheet listing the Donor’s past 3 years of giving history Give this to the Donor to remind them of their generosity. MOST people don’t remember their giving! Especially when it’s been broken up into multiple gifts through the year. An agenda for you to help you guide the conversation and remember important talking points and CRITICAL QUESTIONS. (MORE ON THAT LATER) Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Agenda 5 min - THANK the donor for past support “Thank you” is always more important than “Please” 5 min - Very brief update of current events at the Chorus 40 min - Ask CRITICAL QUESTIONS (listen and take notes!) 5 min - Agree on next steps Might NOT be asking for gift at this meeting! Best fundraising advice I’ve ever received: The ONLY objective of this meeting is to agree on the next step. Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors CRITICAL QUESTIONS WHY do you give? I noticed that you’ve given a gift in support of A, B, & C programs over the past 3 years. Why? How long have you been a member? Why did you join? What do you think is the most critical thing our organization does? Why? How has your family been touched by our programs? What would you like to accomplish with your gifts? Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors CRITICAL QUESTIONS HOW do you give? How do you prefer to make your gifts? Check? Credit Card? Would you like for your gifts to be designated to support a specific initiative of the Chorus? WHEN do you give? You support many different initiatives of the Chorus. Would it be easier for you to receive just one pledge reminder each year for everything you support? Would you like to establish an automatic monthly gift? Blended Fundraising: Increasing Donations from Top Donors

Step #4 – when the time is right, ASK for 3-year commitment! Believe it or not, this is the easiest part. The Donor will expect you to ask. THAT’S WHY THEY MET WITH YOU IN THE FIRST PLACE! You’ve established a close relationship with the Donor and will now see them as a partner in your Chorus’ success Blended Fundraising: Increasing Donations from Top Donors

Holiday Concert Tickets Holiday / End of Year Donation Date Purpose Amount 7/30/2017 Season Tickets $250 11/15/2017 Holiday Concert Tickets $100 12/18/2017 Holiday / End of Year Donation $500 4/9/2018 Garden Party Tickets $300 5/5/2018 June Concert Tickets $50 6/20/2018 Gala Event Table $1,000   2017 / 18 Season Total Contributions = $2,200 7/15/2016 11/20/2016 12/5/2016 $200 6/3/2017 2016 / 17 Season Total Contributions = $1,550 7/30/2015 11/15/2015 12/18/2015 4/9/2016 6/20/2016 Gala Event Tickets $400 2015 / 16 Season Total Contributions = $1,150 …but how much do you ask for? Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Step #5: Get it in writing! Create a 3-year pledge form based on your conversations and ask the Donor to sign it. People are more likely to fulfill commitments that they sign for. Detail how their gift will be used / split in each year Blended Fundraising: Increasing Donations from Top Donors

But what about Special Events? Can’t we just ask Donors to be sponsors of our silent auction or gala? Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Special Events are the LEAST EFFECTIVE way to raise money Blended Fundraising: Increasing Donations from Top Donors

Where is the better use of your time and resources? Special Event vs. Blended Fundraising with Major Donor CGMC Example from Donor #1 in THIS season Silent Auction Event   Blended Fundraising with Major Donor - 2018 Holiday Matching Campaign Fundraising Goal $27,000 $15,000 Event Expenses (marketing, printing, food, beverage, etc., etc.) $8,000 $700 Expenses for 4 coffee meetings with Donor + sending a direct mail Time Needed to Plan 8 months 4 hours # Volunteers Needed 12 # Volunteers needed Staff & Volunteer Hours Needed 100 hours (at least!) 20 hours Total Staff Hours Needed NET Amount Raised IF Successful $19,000 $50,000 NET Amount Actually Raised $24,000 from Donor + $26,000 from Singers and Public Blended Fundraising: Increasing Donations from Top Donors

Where is the better use of your time and resources? Special Event vs. Blended Fundraising with Major Donor CGMC Example from Donor #2 in THIS season Silent Auction Event   Blended Fundraising with Major Donor 2018 / 19 Illuminati Gift Fundraising Goal $27,000 $5,000 Event Expenses (marketing, printing, food, beverage, etc., etc.) $8,000 $100 Expenses for 2 lunch meetings Time Needed to Plan 8 months 4 hours # Volunteers Needed 12 # Volunteers needed Staff & Volunteer Hours Needed 100 hours (at least!) 8 hours Total Staff Hours Needed NET Amount Raised IF Successful $19,000 $30,000 NET Amount Actually Raised Blended Fundraising: Increasing Donations from Top Donors

Where is the better use of your time and resources? Special Event vs. Blended Fundraising with Major Donor CGMC Example from Donor #3 in THIS season Silent Auction Event   Blended Fundraising with Major Donor - 2018 Holiday Matching Campaign Fundraising Goal $27,000 $2,500 Event Expenses (marketing, printing, food, beverage, etc., etc.) $8,000 $40 Expenses for 4 coffee meetings over the course of a year Time Needed to Plan 8 months 4 hours # Volunteers Needed 12 # Volunteers needed Staff & Volunteer Hours Needed 100 hours (at least!) 20 hours Total Staff Hours Needed NET Amount Raised IF Successful $19,000 $200,000 NET Amount Actually Raised (Planned Gift in the Donor’s Will) Blended Fundraising: Increasing Donations from Top Donors

Should you do Special Events? Yes. But keep them in perspective. And as much as possible, empower volunteers to own them. Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors Please read: “Asking – A 59 Minute Guide to Everything Board Members, Volunteers, and Staff Must Know to Secure the Gift” by Jerold Panas Blended Fundraising: Increasing Donations from Top Donors

Questions / Discussion Blended Fundraising: Increasing Donations from Top Donors

Blended Fundraising: Increasing Donations from Top Donors THANK YOU! Blended Fundraising: Increasing Donations from Top Donors