3. 10/7/2013 #bbcon 3
• What are the keys to successful fundraising?
• How is fundraising doing?
• Tools in eTapestry to more effectively build relationships and raise
more money for your annual fund.
TODAY’S SESSION WILL COVER:
4. 10/7/2013 #bbcon 4
But ultimately successful fundraising comes
down to:
• A compelling, strong, passionate mission
your donors connect with;
• A relational approach to your donors (it’s
about relationships, not numbers or money)
• A vigorous relationship-building program
(which implies the use of multiple
strategies), and
• An understanding of the connection
between fundraising and every other
function of your organization.
WE’VE ALL GOT AN OPINION ON THIS…
7. 10/7/2013 #bbcon 7
ANNUAL GIVING – ESSENTIALS OF
FUNDRAISING SUCCESS START HERE
• New donors start out by giving to your
annual fund
• It is the beginning of donor loyalty (or
not)
• It reaches the largest group of
individuals
• New donors and multi year donors will
increase overall fundraising
8. 10/7/2013 #bbcon 8
HOW ARE YOUR RELATIONSHIPS?
2012 FEP Report Takeaways:
For the first time since 2007, the net giving level was positive and stands in
stark contrast to 2009 during the recession, when the net giving level was
$19—that is, for every $100 a charity gained, it lost $119.
In 2011, the net giving level was $0, meaning charities lost $100 for every
$100 gained. BUT:
For every $100 you gained in 2012 from new donors & returning donors,
you lost an average of $96 from lapsed donors and smaller gifts from
current donors.
Fundraising Effectiveness Project: You are or should be opted in!
10. 10/7/2013 #bbcon 10
ANNUAL GIVING – WHERE IT ALL BEGINS
• New donors start out by giving to your
annual fund
• It is the beginning of donor loyalty (or
not)
• It reaches the largest group of
individuals
• New donors and multi year donors will
increase overall fundraising
11. 10/7/2013 #bbcon 11
HOW’S YOUR RELATIONSHIP?
• What is your retention rate?
• What is your average gift?
• What is your upgrade/downgrade rate?
• How do you compare do yourself and others?
• Do you have a goal to increase retention and donor loyalty?
• How well do you know these donors?
• What is a loyal donor?
17. 10/7/2013 #bbcon 17
BUILT IN AND CUSTOM QUERIES TO USE
• Built in:
• LYBUNT/SYBUNT
• Top Donor
• Custom: All new donors to the Annual Campaign
• Compound query of all first time donors to your Annual Campaign
• All donors this week and subtract out
• All donations before this week
18. 10/7/2013 #bbcon 18
HOW DO WE USE THESE TO IMPROVE
RELATIONSHIPS AND RESULTS?
• Set realistic fundraising goals and donor retention rate
goals
• What if you increase donor retention by 4%,6%,10%?
• Measureable by quarter
• Set regular communications with these constituents
19. 10/7/2013 #bbcon 19
HOW DO WE USE THESE TO IMPROVE
RELATIONSHIPS AND RESULTS?
• Based on these queries & reports; create custom queries to identify key
donors to communicate with and thank for upgraded gift, new gifts,
downgraded gifts.
• Use Mass Update to mass add contacts
• Use Custom Account query to add calendar items
• Segment thank you’s and communications based on these.
• New donor thank you and welcome to your group
• Thank you for being a loyal donor letter
• Thank you for increasing your supports
• Thank you for coming back and supporting us again
• Communicate how their money is making a difference
20. 10/7/2013 #bbcon 21
HOW’S YOUR RELATIONSHIP?
What is the minimum data you require for:
• A donor record
• Salutations
• Address, City, State
• Account Type needs to be
REQUIRED
• Gift Entry
• Campaign & Approach needs to be
REQUIRED
21. 10/7/2013 #bbcon 22
HOW’S YOUR RELATIONSHIP?
• Donor Profile:
• What do you know about the relationship?
• What do know about the donor?
• Do you set regular communications with each donor and track them
in the donor’s record?
• Do you track your informal communication?
• Do you regularly do NCOA updates?
• Do you track volunteering?
• Do you target any of these donors to build a great profile? 10, 20?
• Ask board and staff about information, birthday, interest in your
group.
• Informal and Formal research? Do you assign staff donors to
manage or to research?
• Do we ask them their preferences? Why not?
25. 10/7/2013 #bbcon 26
HOW’S THE RELATIONSHIP?
Use your dashboard to manage it, remind and build those
relationships!
26. 10/7/2013 #bbcon 27
HOW’S THE RELATIONSHIP?
• Queries and Reports on the dashboard
• Calendar of Relationship to do’s
• Progress and donors to communicate with
27. 10/7/2013 #bbcon 28
TO SUM UP ON ESSENTIALS OF
FUNDRAISING SUCCESS
• Starts with building loyalty and Annual
Giving
• You need a healthy relationship that is
built on your mission AND solid data,
analysis, communication to keep and
build a strong donor base that knows
you make a difference with their help
and giving.
• Use the tools in eTapestry to track, build
and maintain those relationships that
lead to fundraising success!
