Overview of how effectively get your nonprofit engaged in Do More 24!

1. Nonprofit Training
April 3, 2017

2. 2
Do More 24 Kickoff & Overview
Kelly Brinkley
Chief Operating Officer | United Way NCA

3. 3
Platform Overview
Tony Paul, Vice President of IT

4. What’s new
• Minor Style Update
• Profile Lookup for returning
nonprofits
• Advanced Giving !
4

5. • DoMore24.org

6. How the DoMore24.org
site works
DoMore24.org will be accepting
donations from 6/8/2017 12:00:01 am
through 6/8/2017 11:59:59 pm.
The home page will transform into a
donation form…

7. How the DoMore24.org
site works
Every non-profit has its own page.
You will have a UNIQUE URL to YOUR
OWN PAGE. You can get the correct
URL from the registration portal.
Similar to:
https://www.domore24.org/npos/unit
ed-way-nca

8. How the DoMore24.org
site works
Every non-profit has its own page.
You will have a UNIQUE URL to YOUR
OWN PAGE.)
When donations are being accepted,
the donation form will be placed right
below your logo. everything else will
be pushed down.

9. • Your job is to
drive as many
people as
possible to
this page !!!

10. How the DoMore24.org
site works
DoMore24.org will be accepting
donations from 6/8/2017 12:00:01 am
through 6/8/2017 11:59:59 pm.
The home page will transform into a
donation form…
NEW !!
Advanced Giving
For 2 weeks prior to the 8th.

11. Donation Form
11

12. Confirmation and
Receipt
12

13. Registration
New (didn’t participate last year) –
The link will be on the home page
of https://domore24.org

14. Registration
New (didn’t participate last year) –
Returning from Last Year
NEW!!
This link will also be on the Home Page

15. Email with instructions to set your
password and log in:
Save that last link as a handy way to
get back in and edit your profile.

16. New – Logging in
https://matchday.kimbia.com

17. Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….

18. Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Part 1 – Who You Are

20. PICTURES!!

21. Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Part 3 – Eligibility & Admin

22. Registration
New (didn’t participate last year) –
Returning from Last Year
Either way, it’s the same one-page
form….
Part 4 – Payment Info

23. Registration
Conformation email with link

24. Registration
Approval email

25. Your job is to
drive as many
people as
possible to this
page !!!

26. Portal
When you log in to edit, there is now a
menu with an option for “LINKS”
Last year we emailed you this
information after registration closed.
Now you can get to it immediately.

27. Column Sample Data
Date (Local) 2015-04-08
Time (Local) 08:48:42
Confirmation Code E5TF3A4
Donation Amount 85
Refunds 0
Donation Net Amount 85
Anonymous false
First Name Erik
Last Name Secker
Email Address laura@givelocalamerica.org
Phone Number
Mailing Address (Line 1) 123 Main Streettt
Mailing Address (Line 2)
Mailing Address (City) Austin
Mailing Address (State) TX
Mailing Address (Zip) 78701
Mailing Address (Country) US
First Time Donor false
Reporting

28. Insert a DoMore24 donation
form into your own web
site!

29. Mobile Responsive !
29

30. Your job is to
drive as many
people as
possible to this
page !!!

31. 31
For questions regarding the domore24 Platform
please contact:
questions@domore24.org or at 202.488.2009

32. Networking
Break

33. 33
How to Maximize your Toolkit
Dani Smith
Creative Manager| United Way NCA

35. Do More 24 Toolkit
What’s Inside:
• Do More 24 Branding elements
• Do More 24 logos
• Templates
• Nonprofit Toolkit
• Company Toolkit
• Chamber of Commerce Toolkit
• Marketing Materials
• Widgets

36. Tools for Planning
• Do More 24 Checklist
• Do More Brand Standards
• Editorial Calendars
• Storytelling Tips

37. Tools for Outreach
Digital
• Email templates
• Email signatures
• Sample newsletters
Print
• Postcards
• Standard Flyers
• “Start Your Activism @ Home
Flyers
• “Get Involved” Flyer
• Customizable Flyer

38. Tools for Social Media
& Graphic Design
• Logos
• Design elements
• Widgets
• Sample social media posts
• Social media banners

39. • Go to Canva.com
• Sign up for free to easily
create and download
graphics
• Multiple formats: social
media platforms, flyers,
postcards
• Templates
• Stock Photography
Creating Graphics with Canva

41. Questions?

42. 42
How to Utilize Social Media to Drive Fundraising
Laura Poindexter
Owner| Queenb Creative, LLC

43. 43
Maximizing Donations with Effective Donor Strategy
Stephen Saunders
Director of Philanthropic Engagement | United Way NCA

44. • Factors to consider
• It’s not “dollars out there” it’s connecting with your donors
• It’s about creating your “achievable victory”
• Could be winning the with most donors or with the most
dollars, or 2nd, 3rd, or 4th place with most dollars
• For most, it’s a project, something that will resonate with your
donors and their peers
• Focus on winning hourly prizes and social media contests
• Competition is your friend
Goal Setting

45. • Factors to consider:
• Your UNIVERSE
• U = Donors + Prospects (i.e. peers of donors,
volunteers, vendors, corp partners, customers, etc.)
• Amount of goal vs revenue and giving
• How your org performed in past Do More 24
• Define the competition
Goal Setting

46. Over $1mm
Over $1mm
Over $1mm
Over $1mm
Over $1mm
Over $1mm
Over $1mm
Under $1mm
Under $1mm
Under $1mm
Under $1mm
Under $1mm
Under $1mm
Under $1mm
Under $1mm

47. • HOW = getting to your goal:
• Ladder of communications (from most to least effective (and most costly)):
face to face meetings
small group event, meeting, or discussion
phone conversation
handwritten letter or note
personal email (from your Outlook or Gmail)
typed letter
website/blog
large group event, meeting, or discussion
mass produced, typed letter (direct mail)
video
mass produced email (Constant Contact/listserv)
brochures, pamphlets, annual reports, and marketing items
news items
advertisements
Donor strategy

48. Gift Table
• Generally calculated as:
• 1-2 gifts for 20% of goal……..
• 2-4 gifts for 20% of goal……..
• 5-10 gifts for 15% of goal……
• 10-20 gifts for 10% of goal…
• 20+ gifts for 35% of goal…….
Ask ratio of 4 or 3 to 1:
 Ask 8 people
 Ask 16 people
 Ask 30 people
 Ask 60 people
 Ask everyone else

49. • Sample for a $100,000 goal
Gift Table
Gift size # of gifts # of asks Total $ % of total
$10,000 2 8 $20,000 20%
$5,000 4 16 $20,000 20%
$2,500 6 20 $15,000 15%
$1,000 10 30 $10,000 10%
$100 Lots (350) Thousands $35,000 35%
$100,000 100%

50. • Segments for discussion:
1. Board of Directors
Current and former
2. Top donors
High gift of $10,000 and up
3. Mid-level donors
High gift of $1,000 to $9,999
Donor strategy

51. • Segments for discussion: (continued)
4. Annual fund level
High gift is less than $1,000
5. Prospects/Non-donors
Volunteers, vendors, people served, and staff who have never
made a contribution
6. Institutional partners
Current or past funders – foundations, corporations, churches,
local governments, other nonprofits
Donor strategy

52. • #1 Board of Directors:
• Who do you need to leverage?
• Probably the Executive Director and Board Chair
• Board’s fundraising committee
• The ask(s)
• Ask the Chair in a face-to-face meeting for personal gift and buy in, try to get on agenda for a
board meeting
• Leadership funding and matches
• Personal give and get goals (their gift plus 5-10 others)
• Provide engagement opportunities for board members, and their guests, to learn more
about your project
• Help and educate the Board as needed
• Start early, coordinate with ED and Board Chair in January
Donor strategy

53. • #2 Top donors:
• Who do you need to leverage?
• Major Gifts Officer, relationship owner (ED, etc.)
• The ask(s)
• Personal give and get goals (their gift plus 12 others)
• Maybe for matching funds
• Provide engagement opportunities for them and their guests
to learn more about your project
• Immediately after commitments from Board
Donor strategy

54. Strategy for Board and Top Donor segments
• Leverage with leadership funds and matching funds:
• It may require a top-down coalition
• Start with organizational leadership and Board Chair
• Is there support for a leadership gift from the Board? Can you
get on the Board agenda to discuss your goal and how the Board
can play a role?
• If so, make the pitch to the entire Board – but make sure the
Chair and a few others will voice their support and their
pledges so others will join the fun
Donor strategy

55. Strategy for Board and Top Donor segments
• Technical details:
• Aim for 100% Board giving
• As with gift chart examples, leadership funds are used as your kick-off and as
leverage to encourage giving by others. It shows the investment of leadership
and that you are well on your way to achieving your victory (people rarely want
to be the first donor)
• Work with leadership to gather the commitments from Board members, they
can pay on Do More 24 or give you a credit card to handle it for them
Donor strategy

56. Strategy for Board and Top Donor segments
• Top-donors for matching funds offers
• Could be matching funds or leadership funds, whichever works better.
• Schedule those F2F meetings
• Donor’s wishes…
• When leveraging – once pledged you can share it with mid-level
donors for them to use as leverage and you can share in all outreach
to annual fund and non-donors
Donor strategy

57. • #3 Mid-level donors:
• Who do you need to leverage?
• Relationship owner
• The ask(s)
• Personal give and get (their gift plus 12 or more other)
• Act as an ambassador
• In most cases, there are more mid-level donors than top donors
• More calls and emails than face-to-face meetings
• Provide engagement opportunities for them and their guests to learn more
about your project
• Immediately after commitments from Board
Donor strategy

58. • #4 Annual fund donors:
• Who do you need to leverage?
• Staff, board, others for outreach help
• The ask(s)
• Will the Board Chair, a well-known top donor, or your Executive
Director kick off the emails with a personal message and appeal?
• Ambassador program with personal gift plus 24 or 48 other asks
• Ask via email, mail, and at already scheduled events
• Start in April/May
Donor strategy

59. • #5 Non-donors:
• Mostly the same approaches as Annual Fund
• Except language - don’t lead them to assume they already give…or that volunteering is enough
• Who do you need to leverage?
• Staff, Executive Director, volunteer managers and leaders
• The ask(s)
• Will the Board Chair, a well-known top donor, a leading volunteer, or your Executive Director kick off the
emails with a personal message and appeal?
• Ambassador program with personal gift plus 24 or 48 other asks
• Ask via email, mail, and at already scheduled events
• Start in January by collecting data – at volunteer events have cards on hand they can fill out so you can engage
them via email
• For staff…make it very personal, treat them like mid-level donors – ask in person. Create a competition and make it
fun.
Donor strategy

60. • #6 Institutional partners:
• Who do you need to leverage?
• Executive Director, relationship owner
• The ask(s)
• Start with your strongest institutional funders and work your way backward
• If they’ve never given you money, it’s a low possibility but worth a
conversation
• Develop a sponsor proposal
• If its staff volunteers turn it into a leverage point – ask them to run an
internal campaign and to match employee giving for the day
• Ask them to share on social media too
• Corporate and church are best bets; foundations & government are long-shots
Donor strategy

61. Broader Strategy for All Segments
• The Give and Get
• You want every donor for Do More 24 to do this.
• Every ask is a “give and get”
• With Board, top donor, mid-level you need to make this the standard ask
• With annual fund and non-donors, make it a part of most outreach and use it as follow up to their
gifts on Do More 24.
• Use it frequently in social media posts.
• Difference between give and get and being an ambassador?
• AMB is a more formal program where people are recruiter and asked to reach out to more
people while G&G is on the go for annual fund and non-donors – you want to catch them
while they are excited about giving you money.
Donor strategy

62. Broader Strategy for All Segments
• Ambassador Program - Overview
• Formal program for recruiting, stewarding, tracking, and soliciting
your most committed constituents.
• Endless ways to structure it and to track it.
• Your reward…more donors and donations, but usually with small gifts.
• Their reward…consider prizes and make it fun for top Ambassadors.
Donor strategy

63. Broader Strategy for All Segments
• Ambassador Program – Technical Details
• The ask:
• Determine a logical number of Ambassadors you can recruit – do you have volunteers and/or
annual fund donors from where you can recruit?
• Ask them all to give and recruit X peers to give too. Ask them to focus on their networks
outside of your organization’s radius (you’ll handle this).
• Equip them well – with email and ask language, sample social media posts.
• Give them unique and special updates they can share.
• Steward them well – reward them and thank them, they are doing a lot of work on your behalf and
sharing their love of your mission.
• Start recruiting about two months out and communicate with them often
Donor strategy

64. Strategy for Prizes
• New leaderboards
• Clarity for standings according to segment (over $1mm/under$1mm)
• Creates more competition among top five for each segment
• How does it impact strategy for top five in segments?
• In outreach, identify your standing and proximity of competitors
• Increase your outreach during the day – social media and emails
• Competition will increase your donors’ desire to help, equip them through your outreach
• Hourly prizes
• Stay focused and drive the message
• Repetition is your friend
Donor strategy

65. Strategy for Advanced Giving
• New Advanced Giving option
• People love what you do...they want to give...but they forget
• Configure outreach to include Advanced Giving options
• In outreach, highlight the AG option:
• Here’s your chance to show the love...without forgetting!
• Give today to opt out for June 8...
• Give today and fundraise for us tomorrow!
• Build a focus on the AG prize
• Would your donors be responsive to AG?
• Would they like getting a jump on the competition?
Donor strategy

66. General Outreach Calendar
• “People will give me money because it’s Do More 24.”
• “Sending one letter or email leads to victory.”
• One month out:
• Send a “save the date” and Advanced Giving announcement via letter, postcard, email, social
media
• Segment data based on address and email address
• Keep having the conversations that you need to have
• Two weeks out: (Advanced Giving opens)
• The first ask for give and get
• Send via letter, phone, email, social media
• Leverage those leadership funds and matching funds
Outreach

67. General Outreach Calendar (con’t)
• One week out: (Advanced Giving still open)
• Last chance for a postcard or letter if you want to send it
• The second ask for give and get
• Send via email, social media, calls, and mail if you have the
budget
• Share the excitement, again with leadership and matching funds.
What’s the outcome of achieving your goal going to be?
Outreach

68. General Outreach Calendar (con’t)
• Two days before:
• Reminder that Do More 24 is almost here and that you would be honored to have
them make a contribution and share the opportunity to invest with their friends,
family, neighbors, and colleagues
• Keep it fun and straightforward, highlight any matching funds
• One day before:
• Send one email and share with everyone a rough draft of your email schedule and
a note to be patient as we try to achieve our goal (reiterate it) and that things will
return to normal the day after.
Outreach

69. General Outreach Calendar (con’t)
• The Big Day – June 8, 2017
• Midnight email announcing that giving has commenced along with your goal, leadership
funds, and matching funds.
• Early morning emails (6-9 am to catch people arriving at work)
• Mid-morning update (10:30am)
• Lunch time update (noonish to catch people on lunch break)
• Mid-afternoon update (3:30)
• Drive-time update (5:30)
• Evening update (8:00 to catch people winding down)
• Final push (11:00-midnight for the final rounds)
Outreach

70. General Outreach Calendar (con’t)
• Follow up to Do More 24
• Remember: Do More 24 does not end on June 8th – you need to properly thank
and steward your donors immediately after the event
• Thank everyone – an email to everyone on your list announcing your victory and, if
needed, a thank you for enduring the flood
• Start merging and printing a thank you letter to sign and mail to each donor
• Personal outreach (phone call, email, etc.) to Board members and top donors who
participated
• In your thank you email, give people the immediate option to opt out of your list
Outreach

71. 71
Best Practices & Winning Strategies of a Do
More 24 Prize Winner
Moderated Discussion by Stephen Saunders
Amy Leonard
Development & Communications Director | Little Lights Urban Ministries
Tanya Penny Woods
Board Member | Ivy Community Charities

72. Best Practices for Do More 24
Amy Leonard
Development & Communications Director
amy@littlelights.org

73. #1
Have a specific
goal - know what
you want your
donors to do

74. Set your goal & message accordingly
1.What would success look like for you on Do More 24?
a. Little Lights’ goal last year: Win the grand prize for raising the most dollars
2.What do you need to ask your donors to do to achieve that success?
a. For Little Lights it meant asking donors to give significantly

75. #2
Make a schedule,
and make it early

76. Make a timeline...
A few weeks out, we have a detailed timeline of the day that incorporates…
Appeal emails
Social media posts (across platforms)
Thank you emails
Communication around push hours

77. #3
Make your asks
(seem) personal

78. Adding that personal touch
1.Personalize by segment
a. Make your ask particular to your target group
2.Use mail merge for bigger asks
a. Yet Another Mail Merge (gmail)
b. Mail merge feature through Word and Outlook
3.Use their name
a. In the subject line or in the ask
b. Wherever you want to draw their eyes

79. #4
Create content
that is sharable &
entertaining

82. #5
Highlight the
leaderboard

83. #6
Give people the
tools to help you

84. Toolkit (for board members/volunteers/staff)

85. #7
Say thank you
(more than once)

86. Next Steps

87. Thank You!