1. Online Fundraising Bootcamp
Board Fundraising (It’s really just fundraising)
Slides – Will be ed
@RichDietz
Linkedin.com/in/richdietz
Rich Dietz

2. 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.

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

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

5. 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

6. Before we get going…

7. 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.”

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

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

10. 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 – ed next week

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

12. Introduction

13. 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

14. Individual Giving is Still the Top
Giving by Individuals - 72%
Giving by Foundations – 15%
Giving by Bequests – 7%
Giving by Corporations – 6%

15. 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)

16. 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

17. ** Action-Based Learning **
Train Your Board
** Action-Based Learning **

18. 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?

19. 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.)

20. 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

21. 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

22. Fundraising
Best Practices

23. Fundraising Campaigns

24. 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

25. My Definition Coordinated series of actions Specific Goal
Not a donate button, single , 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 -

26. 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 -

27. (Really Visual Storytelling)

28. My Crystal Ball

29. 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.
Ok… but kind of boring.

30. 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

31. Why Stories?

32. 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 – Boring
Always write your own content/stories

33. 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

34. 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 -

35. 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 _______?

36. How to Tell Better Stories

37. Great Storytelling Example
Online Fundraising Bootcamp
Great Storytelling Example
rememberme.ushmm.org/

38. 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 -

39. 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 -

40. 10 immutable laws of storytelling
My future bestseller!
Maybe not
The Ten Immutable Laws of Storytelling, by Andy Goodman content/uploads/2013/07/free_range_2007_06.pdf

41. 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

42. 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

43. 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

44. 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 -

45. ** 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

46. Donor Loyalty

47. 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

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

49. 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

50. Donor Loyalty = Donor Engagement
Online Fundraising Bootcamp
Donor Loyalty = Donor Engagement

51. Get the study - Link in email

52. 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

53. 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

54. How donors feel most engaged?

55. Generational Differences

56. Donor Engagement
Strategies

57. Donor Welcome Series Welcome them the right way
More than you “monthly” newsletter
Donor welcome series
Automated s 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

58. 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

59. Monthly Newsletter - #FAIL
Monthly newsletters no longer work
Too much content, lost in the inbox
Need shorter, engaging content
Tell stories over multiple s
More s.. 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

60. 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

61. 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”

62. 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)

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

64. Board Member
Skills and Strategies

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

66. 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

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

68. 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

69. 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

70. 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)

71. 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?

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

73. ** Action-Based Learning **
Train Your Board
** Action-Based Learning **

74. Menu of Fundraising Opportunities

75. 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

76. 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?

77. 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!

78. Online Fundraising Bootcamp
Action Steps

79. This is how you get better
Need to keep practicing and learning
Add this to all of your future Board meetings
Highly Recommend

80. 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!

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

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

83. 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?