1. #C2Webinar
Hidden Heroes:
Buried Treasure
in Your Database
Presented by:
Fraser Green, Good Works
Ryann Miller, Care2
#C2Webinar Watch the full presentation here: http://hub.am/11oi62F
2. #C2Webinar
Citizens use Care2 for:
Starting or signing petitions
Spreading news
Commenting on blogs
Donating $
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Watch the full presentation here: http://hub.am/11oi62F
3. #C2Webinar
Hidden Heroes – the Buried Treasure in Your Database
Fraser Green
Principal and Chief Strategist
@_GoodWorks_
Ryann Miller
Director of Nonprofit Services
@ryann
Watch the full presentation here: http://hub.am/11oi62F
17. #C2Webinar
2. research
“We have two ears and one mouth so that
we can listen twice as much as we speak.”
Epictetus
Watch the full presentation here: http://hub.am/11oi62F
18. #C2Webinar
DM Donor Profile
•older (80% 60+)
•churchgoer
•2:1 female:male
•70% retired
•wide education range
•80% empty nest
•average income
•majority 65+
•churchgoer
•70% female
•55% retired
•majority university
•80% empty nest
•higher income
Watch the full presentation here: http://hub.am/11oi62F
19. #C2Webinar
we tested upgrade to:
monthly
mid-level ($500)
bequest
Watch the full presentation here: http://hub.am/11oi62F
20. #C2Webinar
tested $500 giving
80%+ awareness of giving/recognition
very few see recognition as important (3%)
55% of US respondents have given $500+
17% of Canadians have given $500+
Watch the full presentation here: http://hub.am/11oi62F
21. #C2Webinar
HERO ($500+) Donor Profile
•Income $75K+
•Bequest donor
•Gives to 20+ charities
•Churchgoer
•University grad
•Income $75k+
•Bequest donor
•Gives to 20+ charities
•Male (60%)
Watch the full presentation here: http://hub.am/11oi62F
22. #C2Webinar
WHY do they do it?
(Canadian focus groups)
Judeo-Christian ethic
commitment to cause
trust organization
IMPACT/RESULTS
sense of
ownership/control
(bluefrog)
NOT for recognition
NOT for taxes
Canadian donors are
short-listing charities!
Watch the full presentation here: http://hub.am/11oi62F
31. #C2Webinar
WHO do you target?
Previous gift size(s)
Loyalty (number lifetime gifts)
Postal/zip codes
Monthlies! ($42/mo = $500/yr - $84/mo = $1,000/yr)
or, you could always ASK them!
Watch the full presentation here: http://hub.am/11oi62F
33. #C2Webinar
how do you construct the
ask
(mail-based)
• tell a story
• the Harry Rosen touch
• present problem/solution – heart/head
• acknowledge the big ask
• show dramatic outcome
• leverage HERO gift with annual gifts
• promise stewardship
• offer great humanitarian VALUE
• use aspirational language
Watch the full presentation here: http://hub.am/11oi62F
34. #C2Webinar
the designation issue
• the offer needs to be SOMEWHAT specific
• finding your balance point
• what Gilles said after focus groups (rather have $1 than $10)
Watch the full presentation here: http://hub.am/11oi62F
35. #C2Webinar
the package
you spend a buck for a $30 gift
how much would you spend for $500?
Watch the full presentation here: http://hub.am/11oi62F
36. #C2Webinar
leverage annual gifts
one dam → 300 farms
X-ray machine →25 patients per day
maternal health clinic → 500 mothers/years
new staff position → 70 clients/week
new oven → 600 meals/day for ten years
Watch the full presentation here: http://hub.am/11oi62F
37. #C2Webinar
plan the back end!
(always an opportunity to stand out
from your competitors)
• super-fast acknowledgement
• sincere thank you
• update on program/project/impact
• ask for input
• 24/7 service – name, position, all possible contact info
Watch the full presentation here: http://hub.am/11oi62F
