A Real Difference 2007 Direct Mail Fund Drive

2 Background GCCF Foundation established in nd year for direct mail fund drive –Same timing = October mailing –Same type of materials in mailing: Letter Donation form (reply device) Brochure Pre-addressed return envelope

3 Goals General goals for 2007 fund drive: –Build endowment $ –Build donor base #’s –Achieve similar “net” as 2006 Donations “in” endowment exceed costs “out” of pass-through

4 Tactics Measurable goals New target New message Reinforced message Team coordination = MADE A REAL DIFFERENCE EXCEEDED GOALS!

5 Measurable Goals 2006 Act 2007 Goal # HH’s mail Cost $560$1100 Donations $1520$2000 “Net” $960$900 Response 9 = 2%20 = 3% Set realistic goals based on last year results

6 Results as of 11/30/ Goal 2007 Act # HH’s mail 600 Cost $1100 Donations $2000$81504 x goal! “Net” $900$7050in 2 mo. Response 20 = 3%49 = 8%

7 Results as of 1/22/ Goal 2007 Act 2007 Act # HH’s mail 600 Cost $1100 Donations $2000$8150$9762 “Net” $900$7050$8662 Response 20= 3%49 = 8%57 = 10%

8 New Target Last Year: Board members = 34 list of HH’s $100k+ = 399 Total = 433 HH’s This Year: Past donors = 70 (incl. Board Members) Board Members = 21 Total = 600 HH’s list of “charitable” donors = 509

9 Charitable Donors List from infoUSA.com Consumer database –lifestyle variable = charitable donors ( “ever donated”) 890 HH’s of 3916 HH’s in Greene Co. Cost = $178 Income disbursed: HHI Charitable Total Greene Co. <$59k 64% 71% $60-99K 25% 20% $100k+ 11% 9% receive instantly via Only 509 names used!

10 Results by Donor List$%#% Past Donors*$789281%2747% Board Members$8509%712% Charitable List$9109%2137% Other$1101%24% Total$ %57100% *includes Board Members $910 from $178 charitable donor list 30 new donors (7+21+2) 1 2

11 New Message Last Year: Tax benefit appeal –“Two ways to decrease the tax you owe with just one donation” –Tax credit hard to explain Deduction in 2006 but credit in 2007 Donate to one of funds listed –Most likely confusing…

12 New Message (cont.) This Year: Two-pronged emotional appeal –Make a real difference –Giving back to your community means giving forward for the FUTURE of Greene County Emphasized “local” connection of giving –Examples of recent grants awarded per town –36 board members from across the county Two versions: past donor & new donor

13 Letter Used pointers from Mal Warwick book, 2001, “How to Write Successful Fundraising Letters” Greeting (local connection) –“Dear Friend and Neighbor” Why donate (emotional appeal) –“Would you like to feel the satisfaction of knowing that something you did made a real difference in the lives of the next generation of Greene County families?”

14 Letter (cont.) Ask for donation –“If yes, then I invite you to join others … through a donation to the Greene County Community Foundation.” Back-it up (support w/local connection) –Listed examples of grants awarded to across the county “If you’ve seen the renovations made to Grand Junction’s swimming pool, Churdan’s Centennial Building…”

15 Letter (cont.) How donate –Listed dollar amounts “…whether it’s $10, $100 or $1000.” –mentioned donation form and return envelope When donate –Deadline and reason (take advantage of tax credit) Thank you & closing –GCCF president’s scanned signature in blue ink Include P.S. –P.S. You can also donate online at …

16 Reinforced Message Repeated message in mailing materials: donation form enclosed brochure (board listed by town) back-of-envelope sealing label: Make a real difference! OPEN NOW! From your Churdan board members, Lawrence Geisler, John Hunt, Julie Towers

17 Reinforced Message (cont.) Supported message with: Press release reminders in local papers –One week before mailing –Two weeks before deadline to board members for donations Special newspaper column in local papers –Week of deadline “Thank You” letter from GCCF president –Included tax credit application form with GCCF return address

18 Team Coordination Met to determine approach and tactics –review pointers in fundraising letter book –back-of-envelope label –“localize” message –mention smaller donation amounts –stamps purchased from every Post Office in county Met to delegate tasks –Tasks listed –Target dates for completion –Task assigned updates & reminders

19 Summary General goals for 2007 fund drive: –Build endowment $ 4 x goal in 2 months! Approx. $10,000 total! –Build donor base #’s 30 new donors! –Achieve similar “net” as 2006 Donations well exceeded cost of mailing!

20 Summary New tactics = MADE A REAL DIFFERENCE! CVC Award = Will help to make a difference again! Thank You!