1. 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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4. 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

5. 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!

6. About TechSoup

7. 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?

8. 11/22/2017
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.

9. 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

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

11. 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)

12. 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

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

14. BRIAN LAUTERBACH:
FUNDRAISING GENIUS;
26 YEARS OLD

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

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

17. MAIL DATE:
SEPTEMBER 12, 2001

18. RED CROSS:
NEW FUNDRAISING
RECORDS SET
ONLINE

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

20. ELEVEN WEEKS OF PLANNING &
DESIGNING AN APPEAL

21. $1,700

22. AWKWARD,
ENSUING PERIOD
OF REFLECTION

23. 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 >

24. 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 >

30. 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 /letter
LABS
Teaching Your Board the Importance of Fundraising (TBD)
Thanking & Updating Donors: Priming them for CYE (Jay Love)

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

32. 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 >

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

34. 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

35. 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 /letter
LABS
Teaching Your Board the Importance of Fundraising (TBD)
Thanking & Updating Donors: Priming them for CYE (Jay Love)

36. 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 /letter
LABS
Teaching Your Board the Importance of Fundraising (TBD)
Thanking & Updating Donors: Priming them for CYE (Jay Love)

37. 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 /letter
LABS
Teaching Your Board the Importance of Fundraising (TBD)
Thanking & Updating Donors: Priming them for CYE (Jay Love)

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

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

40. 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 /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

41. 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 /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

42. 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 /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

43. 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 /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

44. 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 /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

45. 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 /letter
LABS
Teaching Your Board the Importance of Fundraising (TBD)
Thanking & Updating Donors: Priming them for CYE (Jay Love)

46. 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 /letter
LABS
Teaching Your Board the Importance of Fundraising (TBD)
Thanking & Updating Donors: Priming them for CYE (Jay Love)

47. Bonus ideas.

48. 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 /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.

49. 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 /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

50. 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 /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

51. Create a simple, clickable newsletter
Find a story or online content that addresses between 2-4 programs in your mission
Embed links in an 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 /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

52. 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 /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

53. 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 /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.

54. Questions?

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