7 Ways Technology Can Help You Convert Volunteers into Donors
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Fundly VP, Dan Wain presents technology solutions to help your organization convert volunteers into donors
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7 Ways Technology Can Help You Convert Volunteers into Donors
- 1. 7 Ways Technology Can Help You Convert Volunteers Into Donors
- 2. Giving and Volunteering 2 50% of people polled give more financial support to charities they volunteer with What to Expect
- 3. 3
- 4. High Net Worth Volunteering 4 Nearly 60% of high net worth individuals volunteered more than 100 hours High Net Worth individuals volunteering
- 5. 5 80/20 Rule (And 76% of gifts come from 3% of the donors)
- 6. 6 “Ask yourself: Do you know which of your volunteers are donors and which of your donors are volunteers?”
- 10. 10 Show You Know 87% of volunteers say there is overlap between the organizations they support financially and where they volunteer Charles Xavier Wealthy Democrat Age: 59 Profession: CPA, Tax Program Interest Business Owner Income > $150,000 100+ hours Volunteer History
- 11. 11 Volunteer Philanthropic Interests • Past Giving is the single biggest predictor of future giving • If a volunteer has never given to you, they’ve likely given elsewhere Vendors NOZA DonorSearch VeriGift iWave
- 12. 12 Wealth Screening and Peer Review • Consider screening your volunteers for wealth capacity annually • Import screening results back into your CRM • Secret: You can screen a test file with any number of vendors and receive results
- 13. 13
- 14. 14 Gift Opportunity Communication • How do you communicate giving opportunities to volunteers? • Channel, Gift Source, Gift Type • Think about Volunteer Age, Hours Served, Tenure, Interests • Where are you sending your volunteer communications from?
- 15. 15 Widgets • A widget is a block of script that you can embed on your website or portal • Enables different actions Donation Form Widget Peer to Peer Fundraiser Signup Crowdfunding Campaign Card Volunteer Opportunity Widgets
- 16. 16 Volunteer Gift Development Stages
- 17. 17 When Is the last time you personally asked someone to volunteer with your organization?
- 18. 18
Editor's Notes
- Fidelity Charitable stats 80% of volunteers donate compared to 40% of non-volunteers that do, Nearly ¾ of volunteers who also donated provided 50 or more hours of service last year 84% of volunteers expect to maintain or increase their commitments over the next few years, including about half (52%) who plan to keep their current commitments at the same level. Less frequent volunteers, who give fewer than 50 hours, are more likely to say they will increase their commitments in the next few years (40% compared to 32% overall), while the most involved volunteers are planning to maintain their current commitments. 60% of those who have volunteered more than 100 hours say they will volunteer the same number of hours in the next few years You only get one shot…Most volunteers in America were involved with ONE (71%) OR TWO (19%) ORGANIZATIONS
- if those closest to the organization are not supporting it financially, how can you expect to get outsiders engaged? Take the time (while they are at your organization)to educate the volunteers in understanding the case for financial support. People tend to volunteer at 1 or 2 organizations so you don’t have a lot of room to look disorganized. You should delight your volunteers much like a for profit business would try and delight its customers.
- Volunteerism among high net worth individuals remained strong last year, with 75 percent of respondents volunteering with at least one nonprofit organization. Among those who volunteered in 2013, 59 percent volunteered more than 100 hours; 34 percent volunteered more than 200 hours. The study found that volunteerism has a strong connection to giving levels, and increasingly so. Wealthy donors who volunteered in 2013 gave 73 percent more on average than those who did not volunteer ($76,572 compared to $44,137). The study also found that giving among wealthy donors who volunteer increased 23 percent from 2009 ($62,302) to 2013 ($76,572), on average. Over 98% of High Net Worth individuals gave to charity in 2013 – ($200k in income or $1M in investable assets Wealthy Americans demonstrate their charitable commitment through volunteering as well as giving. More high net worth households reported volunteering with two organizations (32.0 percent) than one (26.3 percent) or three (23.0 percent). The highest percentage of households reported volunteering more than 200 hours (34.3 percent). Serving on boards (45.7 percent) or in some other capacity (45.4 percent) were the most common volunteer activities in 2013. Slightly more respondents noted that professional expertise is not a factor in their volunteering activity (44.4 percent) compared to those who prefer to offer skills relevant to their professional expertise (40.5 percent). High net worth respondents volunteered most often alone (64.9 percent), rather than with family (14.3 percent) or friends (14.1 percent). Unlike foundations, high net worth givers tend to be general operating fund philanthropists. Nearly four out of five—78.2 percent—reported that their largest gifts were unrestricted. Only one-fifth reported restricting their largest gifts for specific purposes such as a program, an endowment, or a capital campaign. Source: 632 U.S. households with a net worth of $1 million or more (excluding the value of their primary home) and/or an annual household income of $200,000 or more. http://newsroom.bankofamerica.com/press-releases/global-wealth-and-investment-management/2014-us-trust-study-high-net-worth-philanthro
- FEP Study – why wealthy donors are important
- 1 – Volunteering and Giving are NOT Mutually Exclusive—volunteers like to give and givers like to volunteer. The problem with many development programs is: Volunteer managers and leaders don’t talk to the fundraising professionals and vica versa. So you have two mission critical In order to convert volunteers to donors, we need to understand our organization’s relationship with the supporter– from a volunteering and donating experience. This is key in understanding volunteer interests and their history with our organization.
- Internal Segmentation is key to converting volunteers to donors, because you can build groups of contacts based on their relationship with you…And this data is extremely important when identifying volunteers to convert into donors
- Internal Segmentation is key to converting volunteers to donors, because you can build groups of contacts based on their relationship with you…Volunteers and Donors, Volunteers who are not yet Donors but who have expressed an interest in giving, Conversely, a volunteer manager could find new volunteers by understanding which programs and campaigns donors are giving to. Being able to create notifictations, and tags for volunteer pools will help you with your followups Mutually Excl: two events cannot both be true
- CRM Integration with your Volunteer Management Imagine you are a major gift officer looking to fill your portfolio with new prospects. One of the places I’d want to look is within our org. volunteer pool. A big problem with many development programs is: Volunteer managers and leaders don’t talk to the fundraising professionals and vice versa. So you end up having two mission critical contact types, one providing money and the other their time and energy, and oftentimes the left hand isn’t talking to the right hand internally…You have disparate systems. This leads to missed opportunities and relationship building nuggets that both sides can use in volunteer conversion In this example we have a database record for Charles Xavier – Charles has volunteered over 48 hours with us and is also a donor. Let’s say he’s not a donor however, and has volunteered hundreds of hours for very specific programs we offer…We now have talking points and a genesis to build a relationship. Mutually Excl: two events cannot both be true
- Hey everyone, just a quick introduction, I’m Dan Wain with Fundly…Now that Missy has laid out the landscape for giving and volunteering, let’s take a look at some ways to further qualify volunteers as giving prospects at a more granular level. Ask who is from a VC and who is from a nonprofit???? So, what we’re going to do today is highlight a real volunteer from a United Way who we’ve given a fake name, let’s call him Charles Xavier. All of the following traits you see about Charles are true, however. Most volunteers in America were involved with ONE (71%) OR TWO (19%) ORGANIZATIONS What we know about Charles is he is totally into you. He’s an older guy who owns his own business and is likely on the verge of retirement. We know he is a CPA, owns his firm, and leans Democratically. He has a history of volunteering with your nonprofit but has never given a financial gift. He’s also never been asked to give, and he has hinted at potentially wanting to start a tax assistance program to one of your program directors. So what are some tools we can use to conver Charles as a donor?
- 1- One way to better understand a volunteer’s giving potential and affinities is to screen that person through proprietary giving databases. These are called Philanthropic Gift Screenings or Matching. What this does is scans the names and addresses you have in your volunteer file against annual reports and gift banks that have been aggregated into one source. A few examples of those sources are listed in the upper right. Most of the time you will see a 20%-30% exact match rate on your records to have at least one gift matched against the name and address. So, if you have 10,000 volunteers, you can expect somewhere around 2,000 will have confirmed gifts to other nonprofits. These donors have likely given even more, but if they have a common name, like Larry Williams, there are probably hundreds of same named donors across the US that give elsewhere that the screening can not confirm as your Larry. The exact matching disqualifies a lot of the false gifts. Alternatively, some products have a confidence rating which you can use to predict which gifts are for your donor. So, what this can do is really help your staff set gift expectations and shoot higher! Imagine if you were planning on asking Charles for $5,000 to start a Tax Assistance Program. You’d most likely be undershooting the gift opportunity, because we can see from his giving to other nonprofits that the minimum he gives is $10k. A more appropriate ask would be naming rights to the program and a $50k seed gift!
- 1 – You can thank Missy for informing you earlier that nonprofit donors generally follow the 80/20 rule or more like the 90/10 rule in many cases. There’s even one Bank of America report that suggests Ultra High Net Worth individuals with over $5M in assets gave almost 8x as much as those with assets between $1M-$5M –Bank Of America Report So, everyone knows the wealthy philanthropist in town, but what about some of your lesser known volunteers. Do you really have any idea what their financial capacity is? A wealth screening is another project you can use to prioritize volunteers for conversion based on their financial status. These projects allow you to better know a prospects total assets by giving you a biography, real estate holdings summary, private stocks reported, and political FEC contributions. It’s a very good snapshot of publically available data to determine wealth. So now…Imagine as an organization being able to now segment your volunteer pools based on volunteering time and interests+where they give, how they give, how much they give, where they give, and how wealthy they are. That’s a lot more powerful than going in blind to a gift ask situatin
- This is what a sample profile might look like. This profile summarizes wealth data, and other indicators of high net worth. It includes data you’ve collected in your CRM hours volunteered. So what is next, now that you have a summary of a prospects volunteer data. A collaborative effort between the volunteer leaders of your organization and the development team will allow you to gain important information for any donor cultivation efforts. MY suggestion would be that that you do a peer review with a gift officer or the person or team who is making asks of the volunteers. It’s a huge missed opportunity when you don’t know the giving histories of your donors. Imagine if a Charles’ spouse signed up tovolunteer with you… It allows you to plan for inflection points if you know you have an opportunity to show the organizations’
- Volunteering and Giving are not mutually exclusive! Does anyone know what the biggest cause for divorce in America is? It’s not infidelity or money issues…Poor communication is the biggest cause for a donor leaving you for another cause—just like in a marriage. Communicating how a volunteer can give and why you are asking them for the gift is pretty important when acquiring donors and converting volunteers into donors. You should also be able to notate your volunteers communication preferences= Do they want to be emailed, mailed, called, texted? Once you understand that preferred channel of communication, you can certainly tailor your messaging to volunteer segments based on age, demographic, wealth, gender, and program interests. If you are targeting a pool of 25 year olds, they’re probably not interested in receiving information on leaving a legacy…but they might be interested in a cool new online giving initiative. Text campaigns, peer to peer fundraising, teamraising, are just a few examples of new ways to raise money. Another idea that I’ve always liked…. How about telling your volunteers how much their volunteer time has been worth to your organization? The average volunteer hour hovers around $22-$25 /hour depending on your state. Wouldn’t that make someone feel good to send them the monetary value of their time given? Once you’ve gotten to that point of conversion, communication shouldn’t stop with an acknowledgment—in fact, I believe this is the single most important time in donor stewardship. The weeks after a donation acknowledgment The communication should be strategically tweaked to inform the donor of how their gift was used and how certain projects that they’ve given towards are advancing. You must have a solid system in place to track this information. I recommend a CRM or Volunteer Management system to pull your lists and build volunteer segments.
- Widgets are another way you can convert volunteers into donors – in a much more literal way. These blocks usually have call to action buttons on them that allow a website visitor to learn more about a fundraising campaign or make a gift. These can be created in most online donation products or CRM systems. Having a widget listed on your volunteer portal to present people peer to peer fundraising options for runs/walks/and other campaigns can help drive signups. With Peer to Peer giving, Volunteer groups are your most valuable fundraisers—generallty raising $500 - $750 on average with potential to raise much much more. Because they are reaching their networks, they become viral fundraisers for your organization… We know that anywhere from 50 – 75% of donors to peer to peer campaigns and crowdfunding are new donors to the organization. Opportunity Widgets can be created to promote volunteerism Put options in front of volunteers or potential supporters that are on your websites. Online giving still small 6.5% of all gifts but growing at 3x overall charitable hgiving.
- One of the things you can do with most software is create Moves Management. This is perfect for converting volunteers into donors. What happens is you communicate with your constituents in various ways: Email, phone calls, tasks, Event registration, Acknowledgments and more. This will tally a count and then you can run reports to show how many touches it takes to convert a volunteer into a donor. This can be a measurement used for future conversion so you understand what it takes to build the relationship. Designed more for Major Gift cultivation, but still a good technique to use “Move the prospective donor through gift pipeline” – Successful for profit companies have strategies that help them predict when someone will make a purchase.. Develop and label your own stages
- I love this chart….The number one motivation for people to volunteer is because someone asked. I’ve never been asked to volunteer. I’ve talked with countless nonprofits in Atlanta and also provided technology consulting to many but I’ve never once been asked to volunteer, not once. So while close to 20% of people polled seeked out the organization’s volunteer opps, over half volunteered with the organization because they were asked. The same thing is true with gift asks…You have to ask to receive! The same is true with promotions. The point is people like to feel needed and desired. When you ask someone for something, you’ve now connected with that person on a social level and opened up opportunities with them to share respect. People also don’t know where they’d like to volunteer..
- I’m going to leave you with this final clip here which asks what are the biggest technology challenges related to data management at your organization. Connecting donor and volunteer information and data is super important: -Makes you look smart -